Google Analytics 4: When Data Meets Artificial Intelligence

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For any marketer or a brand, Google Analytics can be a single-most important tool to understand your customer psyche when visiting your website. Using Analytics, brands learn about their customer preferences, which helps them provide a personalized experience

Google Analytics 4, Google Analytics 4: When Data Meets Artificial Intelligence

With an increasing number of businesses switching online, every dollar that you spend on marketing counts. Here’s where analytics plays a critical role in helping marketers and brands understand the importance of data and insights

The best part of all this is that Google cares about your business. It knows that consumer behavior changes and old analytics cannot keep up. That’s why Google introduced Analytics 4.0 to solve the problem. This new version is, in fact, built on the App + Web property foundation. 

Why is Google Analytics 4.0 groundbreaking?

Google Analytics 4.0 has machine learning at its core. This will help marketers generate insights and automatically understand various parameters, such as platforms, demographics, and devices. In the past, many people have bashed Analytics in regards to data protection. However, with the new Analytics, Google has emphasized privacy. Even if there’s an instrumental change in your industry, you’ll still be able to get essential insights.

Google Analytics 4.0 Launch

1. New AI-powered insights & predictions

We’ve seen machine learning as part of the Analytics for several years now. However, to achieve in-depth insights, you were required to add manual inputs. With Google Analytics 4, you get automatic alerts of data trends helping you to maximize the potential. For instance, if there’s a demand for one of the products you’re selling, Analytics 4 will alert you about the surge.

Google Analytics 4, Google Analytics 4: When Data Meets Artificial Intelligence

With this latest technology, marketers can predict only outcomes but churn rates and potential revenue from various segments. This never-seen-before feature can help brands make informed decisions considering only a specific segment that offers them the best value. 

For instance, in the image above, you can see that ‘’ has a churn probability of 71.2%. However, it’s ‘,’ with a maximum LTV of $60,000 even though it has fewer users than other traffic sources.

2. Google Ads & Deeper Audience integration

Earlier, there was no cohesion between desktop and mobile ads. However, that’s no longer the case. For instance, If a user purchased a product from the app, then the targeting list would automatically be updated to ensure that the user is not targeted with the same ads after making the purchase.

Google Analytics 4, Google Analytics 4: When Data Meets Artificial Intelligence

In the image above, you can see how YouTube engaged views are tracked alongside other advert mediums such as Cross-network, Google Search, and GDN. With Google Analytics 4, you’ll be able to see YouTube engaged views that take place on the app along with the web.

3. Customer lifecycle-framed reporting

What separates Analytics 4 from other Universal Analytics is the organization of reports. Russell Ketchum, Group Product Manager, Google Analytics, told Search Engine Land that the new Analytics 4 had been reorganized, and with a handful of additions, it revolves around the customer lifecycle. 

Google Analytics 4, Google Analytics 4: When Data Meets Artificial Intelligence

Marketers can dive deeper into certain aspects of the user journey using the updated reports section. Marketers can understand different channels that drive new customers, improve engagements, or retain those that have converted. 

Google Analytics 4 provides a holistic view and offers a complete picture of customer behavior across various devices. Brands can now use their ID or enable Google signals across various devices for accurate reporting and targeting.

4. Codeless event tracking

With many startups simplifying things’ technical schemes, features such as drag and drop website builder, template-based graphic designing have become the new norm. It’s only natural that the world of tracking codes gets impacted too. With codeless event tracking, marketers can measure in-app and on-site action in real-time. 

Google Analytics 4, Google Analytics 4: When Data Meets Artificial Intelligence

SmartMetrics clients are pumped about this new addition. Why? Because with codeless event tracking, there’s no need to add code or even set up Google Tag Manager; they will track user events such as video play and page scroll in real-time. There won’t be any latency, and you wouldn’t have to wait until the next day to get the complete data.

5. More granular user data controls 

Brands, regardless of their location, want to engage in the fair practice. Thus, complying with data regulations is a priority for everyone involved. Google knows this, so Analytics 4 helps marketers comply with privacy norms such as CCPA and GDPR. 

There is a consent model for sites that aim to collect the data of end-users.  There are separate consent models for both analytics and ads, thanks to GA4. This wasn’t there in the previous version, and so if the customer decided to exclude analytics, the marketer wouldn’t have any data. With dual consent opt-ins, this issue will likely be resolved.

Google Analytics 4, Google Analytics 4: When Data Meets Artificial Intelligence

Another aspect where marketers can experience increased granular control is in data deletion. With Analytics 4, businesses can meet the user request of data deletion without removing every single detail. Data deletion will also have a preview mode to verify and double-check before they remove any data.

6. An eye towards a cookie-less future

There’s no doubt that third-party cookies are going to be phased out. Google knows that it’ll divert its attention to machine learning to make up for the data gaps. With cookies and other data sharing policies getting stringent, the data will be mixed. For instance, a marketer will have event data but no information about the user associated. This will lead to gaps in data, and Google is working hard towards solving this issue.


Google Analytics 4 is seemingly stepping in the right direction for more than one reason. Not only is it improvising data collection and offering deeper insights, but it’s also building towards the future. Predictive marketing features, insights will provide marketers with efficient ways to track data and improve their campaign. If you’re a brand searching for cutting-edge analytics solutions, feel free to reach out to the SmartMetrics Analytics team. 

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