Google analytics renews itself! The announcement was made on October 14 from his dedicated blog. The Mountain View firm has released its new version GA4, which will succeed Universal Analytics in the medium term. GA4 is on the way to become the market standard in terms of web analysis …

As soon as it first appeared, the tool was considered smarter than its predecessor and already presented itself as a real revolution compatible with the new confidentiality rules. What exactly does this announcement mean and how will this new tool actually come to fruition? All the details in this article.

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New version Google analytics GA4

What new features are planned?

Revolution rhymes with innovative and relevant features. This latest version deserves our full attention. Here is a non-exhaustive list of the main features that can be found there:

Google Analytics at the height of intelligence for your ROI

With machine learning, Google is finally empowered to inform you about a large number of trends from our data. This will make it possible to identify the actions carried out by Internet users in the near future.

In a more concrete way, Google will automatically collect several events and will be able to complete the tracking via anticipatory KPIs such as the probability of churn. Apart from reporting, these recent indicators can be used with Google Analytics audiences which are maintained by integration with Google Ads ads. These audiences were created based on the probability that site users will make a purchase or sale within 7 days.

In short, thanks to Google Analytics GA4 you will have an overview of all the marketing efforts undertaken. As a guide, the new YouTube integration shows conversions made through YouTube views on the app and the Internet.

Learn a little more about how customers interfere with the business

Thanks to the new version, you will be able to see how visitors interact with your site in a more precise way. Google will inform you, for example, if a visitor saw your site by chance or discovered it through an advertisement (how to increase visits to his site with Google Analytics), then if he installed the application to make purchases. It is essential to know the needs of consumers in order to support them in the “acquisition” and “loyalty” phase. GA4 collects all the key data by going beyond the framework proposed by Google analytics, all through a redesign of the events obtained through the new personalized elements. Google then focuses on user data compared to session data with a maximum of usable data. In addition, the tool incorporates parameters relating to securing “user” privacy.

The firm has also followed this logic in reorganizing its reporting to easily and quickly find marketing insights based on the customer journey. Thus, the interface favors the reproduction of personalized reports which is based on new events. Can also be activated in the interface: outgoing clicks, video playback, monitoring of the page scroll percentage (scroll).

Google Analytics that ends cookies

The Mountain firm is preparing consumers for a promising future with all these changes, especially in terms of privacy. Indeed, you can check how is the storage, collection and use of your collected data via Google Analytics. More granular tracking for ad personalization will help you better choose the right time to use your data to maximize your ads.

In addition, Google claims that this new version is designed to adapt to the future, especially the absence of third-party cookies. The tool can be based on the data sent by the Google Consent Mode set-up and offer advanced details to compensate for the missing data. This recent model responds to different kinds of issues with new features, whether we are talking about advertiser needs or changes in confidentiality.

Changes compared to the previous version

For this, it is essential to understand the differences between GA4 and UA properties.

DesignationUniversal Analytics PropertiesGoogle Analytics Properties 4
MeasuredSession-based data modelFlexible event-driven data model
AutomatingLimited automationMachine learning for improving and simplifying insight discovery
ReportsLimited cross-platform and cross-device reportingComprehensive cross-platform and cross-device reporting
Comparison table Google Universal Analytics / Google Analytics 4

You would have understood it, GA4 is now the default interface for all new Google Analytics properties to evaluate a mobile application, a website, a connected device or all 3 options at the same time. However, you can always create a Google Universal Analytics property., to do this, all you have to do is access the advanced options when setting up a new property.

To conclude on Google Analytics GA4

This new version takes up the theme of the unification of the information visible in the beta application + Web version from GA4F (GA for Firebase) from which it took its name without the F of Firebase which has been eliminated. The objective is to store and collect data from platforms like APP, IOT Web, etc. in the same way as with a common data model. The goal is to facilitate, streamline and make more flexible the analysis and processing of Analytics data. These measures taken by Google Analytics 4 are based exclusively on the events of the GA4F data model. They stop the events, page views, social, transactions… measurements of Universal Analytics. In order to take advantage of the power of this new version, you are forced to redesign your tagging plan with or without your DataLayer. These new features versus Universal make this type of property attractive. But the product is still in the development phase even if it has passed the “beta” stage. New features are expected for the coming weeks. However, it is strongly recommended to design your property in parallel with UA in order to have a history.