In the coming days, you will only have Google Analytics 4 to track the user journey and associated metrics of your website as Google has announced the sunsetting of Universal Analytics. There are some stellar differences between both them. We have already covered it in our previous blog, which you can read here. In this blog, we are going to cover the key benefits of Google Analytics 4. So, let’s get started!
1. Improved customer journey tracking
Google Analytics has evolved drastically, not just in terms of report structures but also the user interface. The focus on measurements has now shifted to users and their interactions which are solely captured as events.
This event-driven data model means you will see metrics in the form of events. Also, the set of metrics can track both mobile and web data, allowing more intelligent aggregation. For instance, a user may visit your mobile website, revisit it on their desktop computer, and then download or purchase through your app. Amp google analytics 4 gives you the tools required to provide user engagement metrics accurately.
2. Enhanced user engagement analysis
GA4 is more intuitive for digital marketers and analysts as it provides them with user-centric reports by incorporating report menu sections with the customer journey. Google Analytics 4 shows the data majorly into Acquisition, Monetization, Engagement, and Retention, while there is now a separate ‘User’ section focusing on technology and user demographics. The earlier version used to focus on Audience, Acquisition, Behavior, and Conversion.
One of the powerful features of ga4 google analytics is its user-centric metrics that use AI to predict customer actions and value. Also, Bounce Rate has been replaced by other useful metrics. These new metrics can give you a good idea about content quality and if it is engaging enough or not.
3. The powerful audience for your ad campaigns
GA4 comes with insightful measurements and more powerful analyst tools. It means you can identify more powerful audiences for marketing campaigns, leading to better ROI on ad expenditure. For example, you are a university running an ad campaign. A user comes to your mobile website but fills out the contact form via the desktop site.
Until GA4, it was difficult to track user journeys on multiple devices, but now it is possible. If you configure your web and mobile apps correctly, you can combine user journeys and avoid wasting your money.
Additionally, new predictive metrics can optimize those audiences even quicker and more intelligently. Google is continuously adding new predictive metrics, such as the potential revenue you could earn from a specific group of customers. This helps you create audiences to reach high-value customers easily.
4. Smart user privacy and tracking features
Google Analytics 4 offers precise control over the collection of personal data, which will assist you in complying with privacy regulations. With the latest GA4, you can exclude specific events and user properties from ad personalization.
Google now try to offer higher flexibility and adaptability with fewer cookies, and privacy will be supreme for users as well as regulatory bodies. This flexible approach will extend to measurement, and it will fill the gaps where data may be incomplete.
5. Enhanced visualizations and reporting
While the UI has minor upgrades, many new visualizations and reporting functions have been added. Existing visualizations and favorites such as ‘Real Time’ have been improved and made engaging. The reporting visualizations are a game changer.
The ‘Analysis Hub’ features a template gallery with charts containing such as funnel analysis, exploration, path analysis and segment overlaps. It shows vast improvement and helps simplify some complex cross-dimensional metric reporting.
The most important parts of the ‘Analysis Hub’ are the reporting by ‘Industries’ and ‘Use Case’, which generates templated reports based on metrics that users would like to see.
6. Simplified goals and events set up
The ‘Event Editing and Synthesis’ will enable you to hone goal tracking and get granular behavioral data with the least requirements for editing code and optimizing goal set-up. What was complex earlier is now simple, which will be specifically useful when transactional functions, such as checkouts and application forms, are hosted on a sub-domain or third-party website.
Google analytic 4 creates a number of events and actions. Earlier manual set-up was required, including scroll behavior, clicks, transactions and a user’s first visit. Some form submissions and e-commerce goals may not be tracked automatically but setting up these elements has now become easier. It saves time and effort.
7. Multiple parameters
The latest version of GA4 offers you the right amount of data and granularity for certain metrics, which is vital to draw value from them. This means you can expect to get valuable data now.
For example, in an ecommerce setting, parameters can be used to reflect the value of a purchase, where the purchase was made and the cross-device journey. Many dimensions which were available in the old version are still there, but they have become more accessible now.
The latest version of amp ga4 has a lot to offer. We have seen some major improvements, but this is certainly not the end. We can expect to see even more interesting and useful features in the coming time as Google constantly works to fulfil the needs of users.