Google Analytics 4: The Next Evolution in Website Analytics

Learn why Universal Analytics is going away, how to make the switch successfully, & how to get started on Google Analytics 4

Written by
Allison Davis
June 13, 2023

In today's digital age, having a website is essential for any business or organization. But it's not enough to just have a website; you need to track and analyze its performance to make data-driven decisions that can help you improve and grow your online presence.

Enter Google Analytics 4, the latest version of Google's popular website analytics platform. In this blog post, we'll take a closer look at what Google Analytics 4 is, how it differs from previous versions, and why it's a game-changer for website owners and digital marketers alike.

What is Google Analytics 4?

Google Analytics 4 (GA4) is a new and improved version of Google's website analytics platform. It's designed to provide a more comprehensive view of user behavior across websites and apps, and to help businesses and organizations make smarter decisions based on the data they collect.

GA4 is built on a new data model that uses machine learning to better understand user behavior and provide more accurate insights. It also includes a range of new features and capabilities that make it easier to track and analyze user activity across multiple devices and platforms.

How is Google Analytics 4 different from previous versions?

One of the key differences between GA4 and previous versions of Google Analytics is the new data model. GA4 uses an event-driven model, which means that it tracks individual user actions rather than pageviews. This allows for a more granular view of user behavior and can provide insights into specific actions that users take on your website.

Another major difference is that GA4 is designed to be more flexible and adaptable to different types of businesses and organizations. It includes new features like cross-device tracking and data import capabilities that make it easier to track user activity across multiple platforms and devices.

Why is Google Analytics 4 important?

GA4 represents a significant step forward in website analytics, and it's important for businesses and organizations to understand the benefits it offers. Here are just a few reasons why GA4 is a game-changer:

  1. More accurate insights: The new data model and machine learning capabilities of GA4 provide more accurate and actionable insights into user behavior.
  2. Better cross-device tracking: With GA4, you can track user activity across multiple devices and platforms, providing a more complete view of user behavior.
  3. Improved data privacy: GA4 is designed to be more transparent and privacy-focused, with features like enhanced data controls and better data deletion options.
  4. Easier data integration: GA4 includes new data import capabilities that make it easier to integrate data from other sources, like customer relationship management (CRM) systems.

Google Analytics 4 is the next evolution in website analytics, offering a more comprehensive and accurate view of user behavior. It's designed to be more flexible, privacy-focused, and adaptable to different types of businesses and organizations.

If you haven't already, now is the time to start exploring GA4 and all the benefits it offers. Our free comprehensive guide on GA4 will teach you everything you need to know about this powerful tool, from setting it up to interpreting the data.