Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform. It represents a significant evolution from the previous version, Universal Analytics (UA), and uses machine learning strategies to provide more accurate and data-driven user insights.
Google Analytics collects and analyzes data from multiple sources (websites, mobile apps, and offline data). This web analytics platform provides SEO service providers or marketers with a comprehensive view of user behavior.
Whether you’re an SMB, enterprise, or agency, you’ll learn how to master the features of Google Analytics 4 that will let you work faster and get more out of GA4. But first, understand the differences between Google Analytics 4 and Universal Analytics.
Google Analytics 4:
GA4 uses an event-based data model, recording each user interaction as an event, such as page views, button clicks, video plays, etc. It offers two significant changes.
Universal Analytics (UA):
UA uses a session-based data model, where interactions are grouped into sessions. Each session contains multiple hits, such as page views and events. Unlike GA4, which uses an event-based model, UA reports on individual user sessions.
Even if you’ve gone through the jumpstart process or migrated your account, you may be uncertain whether or not you’ve taken all the necessary steps to customize your property. Consider the subsequent suggestions below.
Follow the steps as an SEO service provider or advertiser.
To bring your UA events into GA4, select “Collect Universal Analytics Events” in your GA4 tag settings. This action will create a single GA4 event category to record Category/Action/Label as its parameters. Confirm this works by examining the Events segment within the Configure section.
GA4 could be a complex platform for you. It is, therefore, important to spend some time familiarizing yourself with and understanding fundamental concepts. Also, get through its different reports and features and learn how to customize your data view.
GA4 has several features that are missing in Universal Analytics. These features include event sampling, data retention, and predictive analytics. Take advantage of these features to get more out of your data.
Check the ‘Report Library’ to access your “Business Objectives Collection.” The best part is that you can easily add some or all of the reports to your property.
Here are a few steps to reap the benefits of this feature:
Unlike Universal Analytics, GA4 is designed to use a User ID throughout its entire reporting process. The goal is to provide an accurate, exact, and user-centric analysis of customer actions, behavior, histories, and journeys.
With explorations that are accessible from Explore in the left-hand navigation, you can better analyze the reports. This allows for a better view of customer behavior by understanding key business metrics. Previously, this functionality was available in UA 360.
With the help of custom funnels, you can track the sequence of users’ actions to accomplish a task. Thus, you can analyze how many users drop off between each step of a website or app.
You can also save your funnel explorations in the report library for quick reference.
BigQuery event export is a feature in Google Analytics 4 (GA4) that allows you to export your raw event data from GA4 into Google BigQuery. BigQuery is generally a powerful cloud-based data warehouse. This integration offers several benefits and insights to help you make more informed decisions and analyze your data more effectively.
With the help of GMP Integrations, you can now easily integrate DV360, Ad Manager, and other Google Marketing Platform products.
App Ecosystem Integrations” refers to the ability to connect and integrate data from various third-party platforms and applications into your GA4 property. Due to the functionality of deep integrations with Firebase, Play, App Campaigns, AdMob, and Ad Manager in GA4, you clearly understand user behavior and monetization in your apps.
For advertisers, Google Analytics 4 is more important than UA. It offers much more robust audience builder functionality. To unlock the potential of this specialty, you need to follow the below steps carefully:
When you import your conversions from GA4, you get great feedback regarding your campaigns. It improves automated bidding performance.
Privacy is a core component of GA4. It uses four identity methods to unify touchpoints:
Simply put, there are three reporting identity options:
It runs through each of the above four methods to identify users.
It analyzes the first three identity methods regardless of behavioral modeling.
It only uses the device ID.
Becoming a GA4 pro is within reach, even if you are a beginner. Setting up your property correctly, defining your business objectives, checking the report Library, customising the home page, understanding enhanced event measurement and the data model, mastering event tracking, etc., are key steps to harnessing the full potential of GA4.
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