What is Google Analytics 4

What Is Google Analytics 4? 9 New Features In Google Analytics 4

What is Google Analytics 4? What are its ne features? In this article, we will discuss the launch of Google Analytics 4. Business owners and marketers around the globe should rejoice that the long-awaited Google Analytics 4 has finally arrived.

Google calls this the ‘future of analytics’. This is quite bold, but does it live to its hype? Today, we will be covering everything you need to know regarding GA4, including what’s new and what’s not.

What is Google Analytics 4? 

Google Analytics 4 is the newest analytics property by Google. This allows you to track both engagement and traffic on your website, as well as any apps that your organization may use. These analytics can be used for influence and to ensure that your digital presence delivers results. GA4 will be the default option for tracking starting 1 July 2023.I

What is Google Analytics 4

What’s Happening to Universal Analytics?

GA’s previous version (Universal Analytics) has been discontinued. You will need to upgrade to GA4 if you wish to use any of the new features.

This means that, if you plan on creating a new app or website, it will be a GA4 property automatically.

Universal Analytics was created for an older generation. It was not designed for independent sessions, cookies, desktops or standalone sessions. This method is quickly becoming obsolete, particularly since GA4 introduced multi-platform functionality as well as user-centric measurement.

New Features in Google Analytics 4

Google Analytics 4 will help you track your goals better. These could include increasing sales, app installation, and generating leads.

Let’s take a look at the best features of GA4!

1. A New Data Model

Google Analytics 4 offers a new method of collecting data. Universal Analytics uses a session-based model to collect data and tracks data from these sessions. This includes page hits as well as event hits.

GA4 uses a user-based approach and collects data through events. Each event is identified by a unique name. Additional parameters can be added to the name to describe the event. These events can include page views, transactions and social interactions. Without compromising privacy, you should be able obtain extremely detailed metrics.

2. AI-Powered Predictions and Insights

Google Analytics 4 is a tool that can be used to help business owners plan and execute their marketing campaigns. These new AI-powered insights can help you spot trends like a growing interest in a product.

Machine learning technology can also predict the outcome, including conversion rates and sales potential. These insights can be used by marketers to target the right customers and promote the right products.

3. Complete View of Customer Lifecycle

Google Analytics 4 also features customer lifecycle-framed reporting. Reports can now be organized according to the customer journey.

You can view, for example, which channels drive customers to your site (Acquisition), what actions they take (Engagement), as well as whether they stay on the page after they convert (Retention). You’ll be able to see how visitors interact with your website on different devices and channels.

4. Free BigQuery export

Now you can export unsampled data to BigQuery even if you are a free user. This gives you unique reporting options and allows for data analysis that is completely customized.

5. More Control Over User Data

Google is eliminating third-party cookies, as you may know. Analytics tools are now focusing on first-party data as the digital world shifts towards a cookieless future.

Google Analytics 4 includes granular data controls. These controls are intended to assist advertisers in complying with the General Data Protection Regulations (GDPR) and other data regulations such as the California Consumer Privacy Act (CCPA).

Website owners can now consent to both ads and analytics by using a new consent mode. GA4 also makes it easier for users to request the removal of their data.

6. Anomaly detection

GA4’s Anomaly detection automatically detects unusual events on your website and app and will provide reports on statistically significant findings.

Imagine, for instance, that your website was supposed to generate 500 leads through a campaign you run, but it only generated one lead – this is an anomaly.

Google Analytics uses historical data to detect anomalies. This takes approximately 90 days. This historical data is used as a control to give the anomaly detection program something against which to compare.

This can be combined with Explorations for free! This allows you to quickly generate line graphs, and other reports that can be sent to your entire team.

7. Spam Prevention

Spam referrals are something you may be familiar with if you have been using Google Analytics for some time. You might have experienced a sudden surge in traffic or received many visits from a suspicious source.

Spammy traffic can disrupt your marketing campaigns, making it difficult to collect accurate data. Google Analytics 4 has a solution.

Spammers could use the Measurement Protocol to send false data to Google Analytics accounts. Only hits that have a secret key are allowed to send data to GA4 properties. This key is not public and can be accessed from the GA4 data stream settings.

8. Event-based tracking

Event-based tracking is a feature that will take some time to get used to. It provides a consistent data structure across web reports and apps.

Instead of relying on pages views, sessions, and users, we are now learning how events and parameters can be used to communicate. Although it is more complex, it gives you more control and customization, which means that you will have more detailed data than ever.

9. Predictive reporting

GA4’s machine-learning algorithms and cutting-edge AI technology allow you to quickly and accurately calculate revenue predictions, conversion probabilities, and average churn rate from data gathered, making it possible to forecast with greater accuracy than ever.

This feature allows you to export your custom audiences to Google Ads or the Google Marketing Platform. It allows you to target high-value users and users who are about to leave.

What Are The Main Benefits of Google Analytics 4?

Now that we have covered the most important features of GA4, let’s get into why you should care. What are the business benefits to GA4?

Learn about your customer journey through all touchpoints

Instead of being exposed to disorganized data and disconnected sessions, you now have a complete understanding about your customer lifecycle.

GA4 draws inspiration from third-party software and incorporates features that keep all your information in one place.

You can collect data from your website(s), app(s), and collate it to make proactive and reactive plans.

Improve your ROI by using data-driven attribution

Data-driven attribution allows you to identify how your customer made a purchase. It will analyze all clicks, searches, and other data to identify the complete customer journey.

All conversion credit has always gone to the last ad clicked. However, this last ad may have only played a small role in converting the customer. Data-driven Attribution provides unique insight into the decision-making process and can help you streamline your marketing efforts to achieve a higher ROI.

These data can be exported directly to Google Ads or the Google Marketing Platform to optimize your campaigns.

Get more value from your data

Your marketing budget will be much more efficient if you use machine learning and GA4AI as mentioned. GA4 lets you cut out inefficient avenues of marketing, and can reduce customer drop-off.

To ensure compliance and measure engagement and conversions

GA4 was created to help you manage the risk of your country’s data protection laws being broken. It allows you to keep key measurement functionality intact while also allowing you to monitor metadata and cookies in a secure manner.

Deeper integration with Google Ads

Google Analytics has been asked to make a number of significant changes for advertisers, including a tool that can measure web and app integrations together.

The integration allows you to view in-app or web conversions for Google Ads and YouTube Ads as well as organic channels like search, social, email, and Google Ads. This integration of mobile and app data helps you to measure the impact of all marketing investments, regardless if they were made via search, social media, or email.

Reorganized reporting

Google wanted to make it easier for customers to track their progress through a marketing funnel. Below, you’ll see a new section called “Lifecycle”, which contains reports for:

  • Acquisition
  • Engagement
  • Monetization
  • Retention

Google Analytics used to only have the Acquisition report. These new sections give you more insight into the customer’s lifecycle.

Fit your business’ growing needs

GA4 is designed to scale up to the enterprise level. It makes it easy to fulfill data governance requirements. Do you need multiple teams to have access? No problem. Your Google Analytics requirements will grow with your business. GA4 makes it easier to meet your growing demand.

Analytics 360 allows you to create 125 custom dimensions, 400 audiences, and 50 conversion types per property. This should be enough for most organizations.


Universal Analytics (UA), which Google Analytics 4 (GA4) replaces, will be discontinued in July 2023. The new version offers more powerful features for business owners and marketers, while respecting user privacy.

GA4 provides AI-powered insights to improve your marketing campaigns, as we’ve seen. It also allows for precise control over data collection, usage and prevents fake traffic.

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