If you’re even remotely connected to the world of marketing, you’ve heard of Google Analytics 4. But, if you’ve made the switch to this new data analytics platform or are realizing you now need to, you probably have a lot of questions. In this overview, we answer a few of the most common questions we get from our clients on the things you need to know about GA4.

What is GA4 anyway?

Google Analytics 4 (GA4) is a new offering from (you guessed it!) Google designed to provide versatile data collection and analysis for your website and/or mobile app. It uses machine learning to capture more valuable data insights which, in turn, should make it easier for you to make better marketing decisions and better support the strategic goals of your business.

Why does GA4 matter so much?

Aside from being newer and more powerful than the existing Universal Analytics platform you’re probably more familiar with, GA4 is now replacing Universal Analytics as of July 1, 2023. Learning about it now and how to use it before the summer is an imperative for your marketing team.

How is GA4 different from Universal Analytics?

There’s a lot to unpack in that question but we rounded up a few key differences: 

  • GA4 is not just an update to Universal Analytics but an entirely new platform (expect a learning curve!)
  • GA4 can track data from websites and mobile apps while Universal Analytics can only track your website
  • It’s driven by machine learning to provide more predictive and reliable analytics
  • It tracks event-based data rather session data 

Like we said, it’s a significant departure from Universal Analytics. 

How do I get the most out of GA4?

Again, a complete answer to this question could take several blogs worth of copy, but here are a few thoughts to get you started on your journey:

  • When setting up GA4, keep asking yourself: Are these metrics actionable? Do they help me make better business decisions?
  • Focus on measuring the events and KPIs on your site that help you enhance your user experience and optimize it to win you business
  • Ask for advice from peers and partners in your industry (why reinvent the wheel?)
  • Don’t overlook data visualization – it’s the best way to get buy-in from key stakeholders

One last thing, when adapting to a change of this magnitude, it always helps to have a partner who has the expertise and industry knowledge to support you every step of the way. 

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