What’s New in Google Analytics 4 and Why it Matters to Marketers

Throughout the years, Google has made various updates to its Google Analytics reporting tool. However, the recent rollout of Google Analytics 4 (GA4) is much more than a standard update. It represents a complete paradigm shift in how data is collected, analyzed, and used to guide business decisions.

With GA4, Google is focused on universal measurement and analysis of user behavior as users move across URLs, mobile apps, social media, and a wide range of devices. But Google’s ambitions don’t stop at cross-platform tracking. The goal is to develop a smart reporting tool powered by AI and designed for data privacy to help marketers and businesses better understand their users. They can then use this knowledge to predict future behavior and improve the customer experience.

Let’s take a close look at GA4, including what it is and how it differs from Universal Analytics (UA, aka GA3), and why you should already be planning your transition. I’ll also offer some suggestions for implementation.

What is GA4, and Why Did Google Build it?

Google Analytics 4 is an expanded version of the App + Web platform that Google released in 2019, which primarily focused on cross-channel data. When Google announced the release of GA4, they claimed the new and improved analytics tool…