Getting acquainted with the latest version of the analytics service – Google Analytics 4
Since July 2023, professionals have been migrating to a new generation of analytics service – Google Analytics 4. The programme has more tools and metrics than its predecessor, Universal Analytics. However, not everyone is aware of its capabilities. To familiarise yourself with the service, start with an overview of its benefits.
Cross-platform analytics
Thanks to improved functionality, you can analyse traffic and channels simultaneously on the website and in the application, regardless of the devices you use. In addition, Google Analytics 4 allows you to combine website and application data in a single platform. This allows you to see the big picture in terms of the number of users and their behaviour patterns. You can also compare traffic across channels.
Automated approach
The service automatically registers various actions on the website without the need to install a special extension. This gives the specialist up-to-date information on the number of pages viewed, registrations, clicks and transitions. It also allows you to set up events yourself if you need to measure specific indicators.
Integration with other services
The Analytics 4 service is compatible with other Google software products such as Ads, Tag Manager and Data Studio. This allows you to implement common marketing goals across all services and run advertising campaigns. A convenient API allows you to integrate Analytics 4 with other platforms, expanding your advertising and data collection capabilities.
Updated analytics metrics
The service has expanded indicators for reporting on various parameters. This allows the specialist to better study the behaviour of users and the peculiarities of their interaction with the site. On the platform, you can analyse what proportion of visitors to the resource return after the first visit, what income users bring in and other characteristics.
Using machine learning to predict actions
The service uses machine learning technology to predict user behaviour. Based on information about past actions, the service offers:
– conversion prediction: how many users will perform the target action in a given period;
– loss prediction: the percentage of visitors who will leave the site without performing the target action;
– lifetime value prediction: the revenue a user can bring in over a certain period of time.
Previously, Google services offered predictions, but they were manual. The new version relies on machine learning calculations, which significantly improves the accuracy of results.
Google Analytics 4 advanced reporting options
In Google Analytics 4, you can now add up to 25 parameters for each metric, increasing the power of your analysis. These include user satisfaction with the resource, number of items in the shopping basket, page load speed and more. In addition, the functionality of the service allows you to create your own metrics and compare these parameters with each other. This extends the reporting possibilities.
Google has created an improved version of its tool, without which it is difficult to imagine the effective work of Internet marketers and SEO specialists. The service is simple and easy to use, so switching from the previous version to Analytics 4 will not take much time.