Google Analytics was launched in 2005 by Google as an advanced website analytics tool, and was adopted based on an alternate product that was available in the market called Urchin (now known as Omniture). It has since grown into one of the most popular ways for businesses to track their online presence, with over 25 billion hits being tracked each month on average!
Google Analytics (GA) uses a combination of server logs, client-side code, and JavaScript to track site-wide data. GA then goes on to use cookies to store information about your website users such that it that can be used to track visits across multiple devices, browsers, demographics, etc. You can Find out more about how the cookie works here.
What is GA 4?
Google Analytics 4 (GA4) is the latest version of the analytics platform developed by Google. It was launched in October 2020 and has been designed to replace the Universal Analytics (UA) property that has been in use for many years. GA4 is a robust data and analytics tool for businesses of all sizes wanting to gain insights into their website and app data. It has many new features and capabilities, making it a significant upgrade over the old UA property.
One of the main differences between GA4 and UA is the way that data is organized. In GA4, data is organized into events, which are specific actions that users take on a website or app. These events can include things like page views, button clicks, video plays, and more. This makes it easier to track specific user actions and to understand how users are interacting with your site or app.
Another key difference between GA4 and UA is the way that data is collected. In GA4, data is collected using a new measurement protocol that is designed to be more flexible and customizable than the old method used in UA. This allows businesses to collect data that is more relevant to their specific needs and to customize their analytics reports in ways that were not possible before.
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Key Features of GA-4
Google Analytics 4 (GA4) has several new unique features that differentiate it from the previous Universal Analytics (UA) version. Here are some of the most notable features:
Event-driven data model: GA4 uses an event-driven data model that tracks user interactions with a website or app. This means that GA4 can track more specific user behaviors, such as clicks, video plays, and other impossible custom interactions in UA.
Cross-device tracking: GA4 can track user interactions across multiple devices and platforms, including desktop, mobile, and tablet. This allows businesses better to understand user behavior across various touchpoints and channels.
AI-powered insights: GA4 incorporates machine learning technology to provide AI-driven insights to help businesses identify significant trends and opportunities. This can help businesses make data-driven decisions and optimize their marketing strategies.
Deeper integration with Google Ads: GA4 has deeper integration with Google Ads, allowing businesses to track and analyze ad performance better. This integration provides more accurate and detailed insights into how ads drive website traffic and conversions.
Predictive metrics: GA4 offers predictive metrics that can forecast future user behavior based on historical data. This can help businesses make more informed decisions about their marketing strategies and improve their overall ROI.
Enhanced data privacy: GA4 provides enhanced data privacy features, including built-in data controls that enable businesses to manage data collection, sharing, and retention policies. This can help businesses comply with privacy regulations and build customer trust.
Overall, GA4 offers businesses many new features and capabilities that provide:
More accurate and insightful data analysis.
Better privacy controls.
More opportunities to optimize their marketing strategies.
While migrating from UA to GA4 may require some initial effort, the benefits of upgrading to GA4 are clear. GA4 is designed to help businesses stay ahead of the curve in an increasingly competitive digital landscape.
