Unravelling the Google Analytics 4 - Google launches the new GA4

Recently, on 14th October 2020, Google introduced updated Google Analytics also dubbed as Google Analytics 4, with powerful new features. The new version of Google Analytics has Machine Learning(ML) at its core with an aim to provide new ways to monitor and track key data trends, and alert marketers and business owners to new opportunities. 

It consists of following:

• Expanded predictive insights
• Cross-device measurement capabilities
• Deeper integration with Google Ads
• Improved granular data controls. 

Features of GA4:

1) Better Marketing Insights using Machine Learning

Google applied its advanced machine learning in Google Analytics 4 that automatically detects trends in your data then alerts you about it. Google has always been a leader in machine learning so this upgrade is no surprise but it is certainly powerful and useful.

2) Deeper Integration with Google Ads

Google Analytics 4 also has a deeper integration with Google Ads. You can use the data from GA4 to build custom audiences that are more relevant and helpful to your customers regardless of how they interact with your business. A feature was also added which according to Google, “addresses longtime advertiser requests”, is the ability to track conversions from YouTube.

3) Customer-Centric Measurements

As per Google, GA4 uses multiple identity spaces such as marketer-provided user IDs and Google signals from users who chose to opt in to ads personalization. Instead of measuring data fragmented by device or platform, GA4 uses customer-centric measurements that allows marketers to understand how users interact and engage with their websites.

GA4 also provides marketers a better understanding of their customers’ life cycle. From when they first engaged with your website until they made a purchase. This is crucial in gaining new customers and keeping them.

4) Modified Data Controls

With data privacy being a top priority in the industry, Google has taken a new approach to data controls. It specifically has three features: (a) GA4 users can control how they can collect, retain, and share their data, (b) GA4 users have the option to choose whether they want to use the data collected for ads personalization, and (c) GA4 allows users to delete Analytics data by submitting a request to Google.

How to Set up Google Analytics 4

For existing Google Analytics properties, go to Admin and under Property, you should be able to see the button “Upgrade to GA4”. Click on “Get Started” under “I need to Create a New Google Analytics 4 Property”.

If you want to install the new tracking tag: go to Admin under the new GA4 property you created and click on “Setup Assistant” and click “Tag Installation”. You will be redirected to the “Data Streams” menu. This is where you let Google know where your data will come from. Your website should be there, click on it, and you should be able to see your measurement ID and your new gtag.js tracking code that you can now install on your website.

You will get a tracking id starting with 'G-xxxxxxxx' instead of 'UA-xxxxx' .

Should I Switch to GA4?

It is highly recommended that webmasters switch to the new Google Analytics to start enjoying the benefits of the new features. For existing users, the old Google Analytics is still available and you can use it alongside Google Analytics 4. Google understands that it will take some time before everyone can fully transfer over to the new platform so they also recommend that you keep the old property for the meantime while still using Google Analytics 4.

Also, all new Google Analytics properties moving forward will be on Google Analytics 4 by default and new users will not be able to set up using the old Google Analytics. Google’s future investments would be on Google Analytics 4 for and no further improvements are going to be made for the old Google Analytics.