6 new features of Google Analytics 4 all marketers need to know
Google Analytics is a powerful tool that allows marketers to track and analyse website and app traffic. However, the latest version, Google Analytics 4 (GA4), has brought a significant change to the way data is collected and analysed.
This article provides an overview of the new features and capabilities of GA4 and how it is different from the previous version of Google Analytics (UA) to help you understand how to use it to its best abilities.
1. Understand the differences between GA4 and Universal Analytics
GA4 is a completely new architecture compared to its predecessor, Universal Analytics. It’s based on the concept of events and parameters, which allows for more granular data collection and analysis. In contrast, Universal Analytics relies on page views and sessions to track user behaviour.
With GA4, you can now track individual interactions such as button clicks, form submissions, and video plays, which provides a more detailed understanding of user behaviour.
2. Organise and analyse data using data streams
Another significant change in GA4 is the way data is organised. In Universal Analytics, data is collected into different views and properties. In GA4, data is collected into different data streams, which allows you to separate different types of data and analyse them separately.
For example, you can have a data stream for your website, and another for your mobile app, which allows you to analyse user behaviour on each platform separately.
3. New metrics and dimensions: Engagement Rate
GA4 also provides new metrics and dimensions to analyse user behaviour. One such metric is the Engagement Rate, which is a measure of how engaged users are with your website or app.
This metric is calculated by taking the number of events (such as button clicks and form submissions) divided by the number of sessions. Engagement rate gives a much better picture of how engaged users are when visiting your website or app than traditional metrics like bounce rate.
4. Segment your users: setting up and analysing audiences
Another new feature in GA4 is the ability to set up and analyse audiences. Audiences allow you to segment your users based on specific characteristics, such as demographics or behaviour.
For example, you can create an audience of users who have purchased something from your website, and then analyse the behaviour of that group separately. This allows you to gain a deeper understanding of the behaviour of specific groups of users.
5. Predictive capabilities of GA4: a game-changer for marketers
One of the most exciting features of GA4 is the introduction of machine-learning capabilities. GA4 uses machine learning to analyse user behaviour and make predictions about future behaviour.
For example, it can predict the likelihood of a user making a purchase or churning. This feature allows marketers to take proactive measures to retain customers or boost sales.
6. Maximise the insights and capabilities of GA4 for your marketing strategy
GA4 represents a significant upgrade to the previous version of Google Analytics. It provides a more granular and detailed view of user behaviour and allows for more advanced analysis using machine learning.
While it may take some time to adjust to the new interface and data collection methods, the improved insights and capabilities provided by GA4 make it well worth the effort.
If you haven’t yet migrated to GA4, you have until 1st July 2023 to do so, but the earlier the better, to ensure you maximise the data collected.
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