Google Analytics 4 (GA4) has been working since 2020, when the new update to Google's famous analytics software was released. And, more and more, companies have been striving to deepen and use this latest generation of GA. This is because, in addition to bringing new features and essential innovations for business, GA4 will retire the Universal version of Google Analytics (UA), currently used.
The company has already announced that from July 2023 UA will be discontinued. In other words, it is not just any update, but a complete overhaul of the data system, a replacement.
But you may be asking yourself: “why, then, are companies rushing with this migration now, since until next year Analytics Universal will still be working?”.
It's because the GA4 has a completely different system from its old version. This means that most likely the existing data will not be exported to it (Google has not yet commented on the histories, whether they will be lost or not, but as of July 2023 we will not have any new data in Universal). So the sooner you start something from scratch, the better, so you have more time to adapt. In addition, migration is mandatory, everyone will have to adapt to the new platform format.
One of its main novelties, for example, will be the possibility of integrating data on the behavior of web and application users. Google saw that GA was practically developed for websites, but the market has changed and, now, applications have gained a lot of space among companies. Therefore, the new fronts of the tool are now: app, web and app + web.
In addition, the interface, measurement method and reporting have also changed.
So, if you use Google Analytics in your business, you need to be aware of this update. It brings advantages that enable an improvement in the user experience and better integration between companies and customers. Below you will find more details on how GA works, what are the main changes with Google Analytics 4, and how you can combine GA data with other data from your company for an important synergy between your value information.
What is Google Analytics and how does it work
Google Analytics is an important Google service, which has become the most used monitoring and analysis tool for websites and applications in the world, especially by those who work with digital marketing.
Professionals in the field use GA, for example, to improve the SEO ranking of their sites, ensure the success of some projects, or better understand the behavior of their users.
Through the tool, it is possible to measure consumer engagement, the quality of the content being produced, the profile of who accesses the site, most accessed pages, geographic data, which devices are being used, as well as conversions, campaign tracking, among others. several others.
In the age of data, if you have a website, Google Analytics is practically mandatory. The tool is easy to install, has a free version, brings your company data in real time and is essential for business growth.
What is and how does Google Analytics 4 work
Google has worked for more than 10 years with the Universal Analytics version (or Analytics 3, the GA3), but in 2020, the company released an update to its tool, Google Analytics 4, which will become the replacement for the old system. from July 2023.
The change is necessary to change some functions that were already outdated and receiving repairs.
With GA4, the entire interface of the tool was transformed, as well as important functionalities, such as the way of capturing data and reporting.
Even those who already know Google Analytics well will need to adapt to the new version, with Google Analytics 4. It will not only improve existing tools, but also offer new features so that the full potential of the data can be explored.
One of the main differences between GA4 and GA3 is the way this data is collected, which is no longer based on pageviews but on events. That is, in the old system, the data collected was from the loading of the website page (pageview), now it is based on all interactions that the user performs on the website or application (event), such as scrolling down, clicking on some menu, search for a product within the platform, etc.
The new update also brings new metrics, all related to bounce rates, which are currently counted according to whether the site user interacts or not, regardless of time on the page. There will be four new metrics that emerge with GA4: Engaged Sessions, Engaged Sessions per User, Average Engagement Time, and Engagement Rate. With this, it will be possible to track, for example, views of Youtube videos inserted on the site, clicks on links, screen scrolling, etc.
Here we list some of the main news:
- Tag parameters: GA4 has increased tagging parameters including: Source _Platform = Visit source platform (for apps); Creative_Format = Format of the creative that originated the visit; and Marketing_Tactic = Marketing tactic that originated the visit.
- Interface: Information is better structured in blocks.
- Machine Learning and LGPD: Machine learning is more present than ever in GA4, capturing information to bring specific insights to each business. The update reduces reliance on cookies for analytics. This also protects users' privacy, which is in line with the already applied GDPR. The new GA even brings automatic alerts when it identifies a trend in user behavior.
The data is the new oil in the age of technology! They are an inexhaustible and expansive source of possibilities. But you have to use them wisely. Creating a synergy between all your company's data is essential to establish a data-driven culture and make more assertive business decisions.
A Info4 It has a complete data intelligence platform that unites different sources of information to form a set of structured data that facilitate analysis, save time and enhance customer results.
We help you build an end-to-end automated data pipeline for your company to consume data via the Google Analytics API and cross-reference with internal data. With the data prepared, it can be stored so that it can be consulted and used in analytical dashboards. The united and prepared data can also feed machine learning models that can bring assertive and systemic predictive analytics to the business.
Contact us and discover how to leverage your results using the best that data can offer.
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