The next generation of Google Analytics

next generation of Google Analytics

On October 14, 2020, Google released a new version of Google Analytics, which was previously created in the beta testing phase. App + Network is placed in a new version on top, bringing new and better analytics: Google Analytics 4. This property is now the default in Google Analytics, but you can still create a traditional Universal Analytics property. That is, when you create new resources for Google Analytics, it creates a new Google Analytics 4 property by default.

Why “new analysis”?

Over time, Google Analytics has served as a tool for businesses and marketers to help them understand their customers and their website user experience. However, understanding the data collected is becoming increasingly difficult as, for example, purchasing behavior is changing rapidly. Google Analytics 4 (GA4) comes with a number of new features to help your business better understand the behavior of your customer base and their desire to buy.

The goal was to get smarter analytics, on the basis of which we, who analyze data, get a complete analysis, and not just reports. Now you can also rate your app and website in one place.

Google Analytics 4 turns our data into out-of-the-box analytics to help you better understand your customers’ preferences and lifecycle, and improve your user experience by building the checkout process from the weakest links to the strongest ones. they can check.

Regulations such as the GDPR have affected the collection and use of data. Now, Google wanted to create a robust machine learning-based measurement platform that would help it grow its data-driven business and enable it to stay ahead while respecting security and privacy.

The answer to the question “why” can be summed up in three points

  1. Google has created new analytics using Google Machine Learning because the data automatically discovers insights that improve your marketing performance.
  2. Google wanted to make it easier for customers to understand their buying journey, all the way to customer retention, regardless of platform, so you can further develop your buying journey and generate higher profits. Therefore, the data from the applications and the network were combined in one place.
  3. Google wanted to create a future-oriented and sustainable measurement platform. There will still be new updates in the future, for example, you will still be able to learn about your customers using the machine learning used by Google, even if the data is incomplete due to the lack of cookies. The new analytics will also work without cookies or tags.

The main idea behind the new analytics is to allow you to grow your business based on data insights.

You can also better anticipate future changes and act accordingly. You’ll see more data in one place if you can compare your network and app functionality at the same time.

What has changed in the new Google Analytics 4 compared to Universal Analytics?

Trading is moving more and more online, and data insights are becoming more common among businesses of all sizes. You must understand customer behavior to promote your business. When you can interpret customer behavior across platforms, you ensure the path to purchase evolves and revenue grows. That is why the new analytics have changed the navigation more in line with its life cycle

At first glance, it is already clear that the analysis navigation has changed significantly, but the main focus of the indicators has also changed. Now, for example, in analytics, the focus has shifted from sessions and side views to events and analytics. Whereas before, for example, bounce rate, session length and page views were made highly visible, now the focus is more on events and the users themselves.
Unlike the previous events, Google Analytics 4 events include page views and conversions, as shown in the image below.

Creating events is easier if you can create events directly from the data collected in the interface.

Creating events in this sense is easier because Google Analytics 4 uses parameters for events instead of their more specific hierarchy like in Universal Analytics, where you still had to think of an event according to different data types like event category, action, and event. event tag.

New analyzes can see already filtered data.

It’s like session activation. Trigger sessions only include the number of sessions that were longer than 10 seconds or included a conversion event or at least two visits or pageviews.

Now you can monitor network and application behavior from one place.

Because Google Analytics 4 is built on top of Apps + Web, you can now track web and in-app behavior from one place, as shown in the image below. Get a better understanding of how your customers interact with your business across multiple platforms and help improve the customer experience.

Reports are stripped down to analytics, making it easy to interpret data and direct development efforts in the right direction.

Instead of numerous reports, Google Analytics 4 also gives you access to analytics that make your data easier to understand when a large amount of data is broken down into a more understandable format, and makes it easier to identify strengths, trends, or problem areas.

You can customize the analysis to your needs by sorting the data, adding or removing various metrics, segmenting, and filtering. This allows you to take a closer look at the data and understand how your business is progressing. You can directly create your own audiences from these data sets, which you can use in Google Ads, for example. The analysis is still divided into three parts: technologies, use cases, and industries. The following image shows all available analyzes and you can read more about the analysis of the information collected by Google.

Google Analytics 4 helps you better understand your customer lifecycle

You also better understand why some customers are likely to spend more than others, and you can take steps to improve your results.

Google Analytics 4 is a particularly good innovation for online stores that also have an app. However, the new analysis does not require an app or an online store to analyze the online behavior of your customers, it is suitable for everyone.

Thanks to the new analytics, the purchase process can be seen in more detail, regardless of the platform: through which marketing channel the customer enters the site, if they download the application, through which platform the customer makes their purchases more frequently, etc. First, you’ll get better insights into the entire customer lifecycle.

In addition to a more complete customer lifecycle, the new analytics promise automatic alerts when significant data changes occur. An example of this is a significant change in the demand for products. This will help you better understand why some customers are likely to spend more than others, and you can take steps to improve your performance.

Consumer behavior can change very quickly, and this was also shown in the spring of 2020, when, for example, the restrictions associated with the situation in the world led to explosive growth in online food sales and attracted many new customers to buy online. In this case, predicting future client actions with analytics alerts helps you invest in the right things at the right time.

Start collecting data with Google Analytics 4!

Now, as a new Google Analytics installer, Google Analytics 4 already ships by default, but if you already have Universal Analytics, you can use the new analytics alongside it.

We’re helping our customers with Google Analytics 4. We’ll also be writing more about Google Analytics 4 soon, so stay tuned to the blog!

To learn more about the potential of Google, download our free online magazine Google: purchase intent.

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