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Google Analytics 4 (GA4) is an analytical service that gives you access to powerful data to understand your website traffic and engagement better. When it comes to digital marketing, GA4 is one of the essential tools that you can use to attract more customers and drive new business. What’s important to note is that if you are still using the older analytics service from Google, Universal Analytics, you have until 01 July 2023 to migrate to GA4.

The Power Of GA4

When Google Analytics 4 was launched, it was lauded for the new features that it was injected with. The most significant talking point was the focus on data and how it was reshaping analytics.

What Exactly Is GA4?

In short, GA4 is a new version of Google Analytics that’s designed to work with BigQuery. It’s Google’s latest analytics platform, and it’s packed with a bunch of features that’ll help you get more out of your data. One of the most important changes that GA4 brings is how data is collected. Let’s unpack this a little.

GA4 Understands Your Data Better

Google Analytics 4 has been designed from the ground up to help you get more out of your data. One of the ways it does this is by understanding the relationships between different data points. One of the most significant differences between UA and GA4 is data collection. UA’s measurement model takes a hit-based approach (such as page views, social interactions, eCommerce transactions etc.), whereas, with GA4, everything is an event. This is a massive benefit for businesses that need to make decisions quickly. Another way GA4 Understands your data better is through its use of machine learning. Machine learning is a form of artificial intelligence that allows computers to learn from data. GA4 uses machine learning to automatically surface insights that you might not be able to find on your own. This is a huge benefit for businesses that don’t have the resources to invest in data analytics. GA4 also offers better protection for your data. In UA, data was stored in cookies; small pieces of text stored on your computer. Users can delete cookies, which means that data could be lost. GA4 uses a different method to collect data, making it less likely to be lost.

Why Should You Use Both Universal Analytics And GA4?

There are a few reasons you should use both Universal Analytics and GA4. You’ll receive all the historical data of UA, whereas, with GA4 alone, this data won’t be carried across. With both GA4 and UA, you’ll be able to acclimatise better as you get used to the new features of GA4 and the way it functions.

How Can GA4 Benefit Your Business?

The features that GA4 is packed with can add massive value to your digital marketing strategy. Here is a list of some of the benefits that GA4 can bring to your business.

1. GA4 can help you get more out of your data: This means that you’ll be able to optimise your digital marketing strategy with the key insights that you’ll get from GA4

2. It enables you to make decisions quickly: The real-time data that GA4 collects will help you make decisions rapidly and efficiently.

3. GA4 can help you save money: The use of machine learning in GA4 will help you save money by automatically surfacing insights that you might not be able to find on your own.

4. It also can help you protect your data: The different methods of data collection in GA4 will help you protect your data from being lost or deleted.

These are just four of the many benefits that Google Analytics 4 will bring to your business. How are you using Google Analytics to drive your digital marketing strategy?