Google Analytics 4: Unveiling the Next Generation of Analytics
Well, goodbye, Google Universal Analytics (GA3), and hello Google Analytics 4 (GA4). For more than 10 years, Universal Analytics has helped web and app owners to gain insights into their visitors and users. Looking back, a lot of people thought that it couldn’t get better than what Universal Analytics has to offer. Everyone was proven wrong as Google unveiled the next generation of analytics, the GA4.
In this post, let us take a look at what Google Analytics 4 is all about, what its advantages are, and how it can help you grow your app business.
What is Google Analytics 4?
Google Analytics 4 is the web analytics platform of Google that helps website and app owners get valuable insights into the behavior of their users and the performance of their website or app. Google Analytics 4, or GA4 for short, comes with a powerful set of features and tools to optimize your presence on the Internet and the app store.
In October 2020, Google announced the availability of Google Analytics 4 in beta and how it will eventually become the primary analytics tool of Google for its customers. It will replace Universal Analytics (GA3), and users only have until July 1, 2023, to migrate to GA4. After that date, Universal Analytics will stop processing new data. Customers using Universal Analytics 360 properties will have until October 1, 2023.
Why did Google introduce Google Analytics 4?
The primary reason Google needed to change its analytics tool is because of the ever-changing policies in online privacy policies. Universal Analytics needs to have an overhaul to improve data collection and avoid breaching people’s privacy.
Another reason is due to shifting consumer behavior. More and more users don’t simply stay on their computers. Some of them jump from one device to another. To better track user behavior across various platforms, GA4 is needed.
How does Google Analytics 4 differ from previous versions?
As mentioned above, Google Analytics 4 replaced Universal Analytics. So, one of the questions lingering in your mind might be, “How does GA4 differ from Universal Analytics?” Here are some answers:
Deeper and better data
GA4 is designed to cover the entire lifecycle of the customer journey. Unlike Universal Analytics, GA4 has the ability to acquire data about the user’s level of impression, engagement, retention, and monetization, to name a few.
Cross-platform insights
One of the best upgrades that you will see in GA4 is its ability to combine data from various sources and display them in one place.
If you would recall, Google Analytics offers two types of properties. These are the following:
- Universal Analytics – track website performance
- Google Analytics for Firebase – track app performance
Until the introduction of GA4, Google didn’t have the ability to combine the data from these two properties because they are simply from different platforms. Yet, in GA4, Google amazingly solved this problem.
Whether you only have a website or an app or both, GA4 will conveniently collect data for you, and you have the option to combine all data so you can easily analyze them.
Machine learning capabilities
In the age of artificial intelligence, Google won’t waste the opportunity to take advantage of new technologies. That’s why GA4 comes with machine-learning features that allow it to do a lot of things, such as the following:
- Automatic notifications when new trends show up based on data
- Better forecasting how customers would change their behavior
- Improved predictive metrics
What are the benefits of using Google Analytics 4 for app analysis?
As an app developer, your main concern is how Google Analytics 4 would impact your app marketing campaigns. Thankfully, there are a lot of great benefits you can reap from GA4, which might even improve your overall app performance. Here are some of the best benefits you could reap:
Improved data comparison
If you already have a website dedicated to your app or your business, you can use GA4 to see how your users are using both your website and app. If you don’t have a website yet, you might want to consider creating one for your app to improve your chance of success in an ever-competitive platform such as the Play Store.
GA4 allows you to combine your website and app performance data to have a better overview of how your app is improving or declining.
Improved automated data analysis
If you have used the previous Analytics tool, you know how the massive amount of data can be very overwhelming. However, with GA4’s machine learning capabilities, you get AI-based insights that would help you make enhanced data-driven decisions for your app.
Better integration with ad campaigns
One of the best ways for you to grow your business is by running ad campaigns. However, it is equally important to know how your ads are doing. Thankfully, GA4 is here for you.
What’s great about GA4 is that it has more seamless Google Ads integration features. It allows you to see both the conversion rates from apps and websites for YouTube Ads, Google Ads, and even other channels such as Facebook and email.
Better privacy-centric approach
One of the challenges analytics tools faces is privacy. There’s always a thin line between gathering information and the privacy of users. That’s why Google took a step further to ensure GA4 stays legally compliant even if there are privacy changes in the industry.
You will see that GA4 doesn’t use customer identifiers and cookies anymore to gather data. Instead, it uses machine learning to improve data collection. With GA4, you get app data without worrying about data privacy.
Improved reporting
As mentioned above, GA4 aims to provide not just the right data but also how to display those data. Thus, in the new GA4 dashboard, you’ll find a new section known as “Life Cycle.” In this section, you’ll find reports that include customer acquisition, engagement, monetization, and retention.
Moreover, the “Analysis” section creates reports in various formats. You simply need to choose from the template gallery and decide how you want your report to appear.
Making the transition
If you are using GA4 for the first time, you can simply go ahead and use GA4. However, if you used GA3, you can just go to your account, and Google will guide you on how to transition from GA3 to GA4.
Google recommends that you give GA4 a try first. This means that you would implement GA3 and GA4 simultaneously. This allows you to get familiar with GA4 first before completely replacing GA3.
Get more from GA4 for your app
GA4 is no doubt the next-generation analytics that you should be using when you have an app to promote. With GA4, you should get more customer insights to help you grow your app.
However, you need to remember that it is not enough to have the best tools, but you should also know how to use that tool.
Thankfully, ShyftUp is here to guide you. ShyftUp is the industry leader when it comes to gathering the right data for your app and formulating the right marketing solutions for your business needs.
Give ShyftUp a try and see how you can better take advantage of GA4 for your app!
Will GA4 replace Google Analytics?
Yes, GA4 has already replaced Google Universal Analytics (GA3). Users will only have until July 1, 2023 to make the transition.
Why should I upgrade to Google Analytics 4?
You need to upgrade to Google Analytics 4 because Google will stop supporting GA3. Aside from that, you will surely be happy to make the switch because GA4 comes with automated insights and better event-tracking capabilities.
Is Google Analytics 4 accurate?
Yes, Google Analytics 4 is accurate and is a reliable tool for you to measure web and app performance. However, like any analytics tool, GA4 comes with its own limitations. So, you need to know certain factors can affect its accuracy.
