Google Analytics 4: What’s New?

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Google Analytics is a must-have tool for anyone who is managing a website or e-commerce business. Regardless of your operation’s size, when setting up a new site, Google Analytics is a tool you need to have. With this software’s help, you can track various vital metrics from your website, such as what people click on, how long they are spending on a page, tracking your conversions, and much more.

This year, in October, Google released the latest version of its analytics tool, Google Analytics 4. This version of the analytics tool is powered with machine learning and many other features, which will help you manage and boost your business better. 

With Google Analytics 4, you’re getting AI-powered trend prediction, a better interface, and more control over your privacy. Essentially, with this new version, you’re getting better tools for your tracking your online sales. 

What is Google Analytics 4?

Google Analytics 4 is the next big step toward a more privacy-centric data collection and site traffic analysis tool. Alongside its “privacy-first” approach, you’re getting x-channel measurements and predictive data collection powered by AI. With GA4, Google has implemented enhanced machine learning systems that gather data about user behavior without relying on hits from every page of your website. 

Aside from the new AI and machine learning upgrades, this free tool is still prioritizing both apps and websites. This means that you’re still going to get data from cross-platform tracking. You can gather data from apps, websites, and software with the latest version of Google Analytics. With this shift towards user’s data, you can better understand your buyers’ journey from the start until conversion. 

With the help of machine learning, businesses and marketers can now make a better sense of the metrics they see. You’ll get a better shot at understanding your customer base. In some cases, site visitors choose to disable cookies, and some browsers also block different analytical software. These blockages create a gap in understanding the complete customer base. To overcome these obstacles, Google Analytics 4 comes equipped with machine learning and cookie-less analytics for better tracking. 

What’s New in This Version?

Now that you have a primary idea about what Google Analytics 4 is, let’s look at some of the new features and tools you are getting in this version:

AI-Powered Insights

With AI and machine learning upgrades, Google Analytics 4 is now capable of giving you an alert every time there’s a new data trend. With these features’ help, GA4 can now better predict the future actions you need to take to retain customers, helping you become more proactive and reactive. Google has plans to integrate additional predicting features to predict the potential revenue you can earn from a customer group.  

Customer Lifecycle Reporting

Another significant difference you will notice with the latest version is data presentation. The information is now more organized, and more metrics have been added. With the newest version, you will find the metrics you’re collecting to be more customer lifecycle centric. 

What this means is that you’ll get a clearer picture of the customers’ journey. You’ll be able to locate which channel is bringing you the most customers, understand what actions they are taking, and which customers are sticking around after the conversion has been done. All these metrics paint a clearer picture of customer engagement and retention. 

The best part is, you’re getting cross-platform data on customer engagement, whether it’s apps, software, or websites. You can use the newest tool – Google Signal – for better reporting and ad targeting as well. And it’s all free!

Event Tracking

In some cases, to get accurate results, you had to do some coding with your analytical tool of choice, but that’s no longer the case with Google Analytics 4. With the launch of the latest version, Google has included more codeless features, including event tracking in real-time. 

You can now measure customers’ behavior within the website and app without any coding, like watching a video, surfing through pages, and more. Thanks to the codeless features, you can now use Google Tag Manager without any latency and get the data you need in real-time. 

Powerful User Data Control

Online privacy has been a big issue for a long time, and to address those issues, Google Analytics 4 is now more privacy-centric. With the latest version, you can easily comply with regulations like GDPR and CCPA when targeting ads.

Google Analytics 4 comes with a feature called “Consent Mode.” With the help of this feature, you can take consent for analytics and ads. Some websites have an end-user consent policy for analytics and ads; with the consent mode’s help, you can opt for end-user consent when gathering data and targeting ads. 

If requested, you also can delete gathered data; you can choose which data to delete without removing everything. In the future, Google plans to add a preview mode, which will help you to verify the data you’re planning to remove. 

Cookie-less Analytics

Cookie-less analytics is still in its infancy. Many people block third-party cookies when surfing; this renders some of the gathered information incomplete. To tackle that, Google is implementing advanced machine learning to fill those gaps to make more sense of the collected data. 


GA4 has integrated BigQuery, which lets you access raw data. Using BigQuery, your team can easily separate data collection from the rest of the process. Now you can collect data while another department extracts the raw data, and using that raw data, you can build reports using any tool of your choice. 

Final Thoughts

The most significant change in the latest version of Google Analytics is the user-interface. If you’ve been using Google analytics for a long time, you might be surprised by the new update. This is because, by default, some reports are hidden. Other than that, there’s been a change in the data organization tier too. Before GA4, the three tiers were accounts, property, and view. With GA4, there are only two tiers: account and property. 

It’s easy to get lost in the GA4 interface or documentation, so if you need assistance with GA4 implementation, please hire our Analytics experts! We can answer your questions today and make sure your metrics are being properly collected.

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