Meet Google Analytics 4: Google’s vision for the future of analytics

The new analytics adds insights into AI activity, monitors users across multiple devices, and provides more detailed data to the management.

The latest version of Google’s web analytics platform, called Google Analytics 4, is now available. The new ownership type includes advanced predictive insights, deeper integration with Google Ads, device statistics, and deeper data management. The launch, announced Wednesday, is an extension and renaming of the App + Web functionality launched last year and is the first major development step outside of Universal Analytics.

New insights and predictions based on artificial intelligence. Although machine learning information in Analytics has been around for some time, new insights and predictions in Google Analytics 4 can automatically alert marketers to data trends, such as the growing demand for a product they sell.

This technology is also used to predict outcomes, such as accounting and the potential profit that a company can make from a particular customer. With this information, marketers can indicate what their customers will do in the future and reach a more valuable audience.

Better public integration with Google Ads.

Marketers can build and maintain their visitors’ audiences on the Internet and in their applications. If a user is eligible for an audience list as a result of an action on the web and after an in-app purchase has been removed from a list, the list will be automatically updated so that the user cannot delete it. redirected with ads.

Additionally, Google Analytics 4 reports affect YouTube views in the app and on the web.

Customer Cycle Report One of the most noticeable differences between Analytics 4 and Universal Analytics is the way reports are organized.

“We’ve organized all the reports in the App + Web beta, added some add-ons, and now it’s organized by customer lifecycles,”, Google Analytics Product Manager. Nation.

The reports are designed to help marketers learn more about certain aspects of the customer journey.

The new Analytics experience also aims to give marketers a more comprehensive overview of how customers interact with their business across different devices and channels. Marketers can provide their user ID or allow Google Signals to duplicate users across ad targeting and reporting devices.

Registration of the event without code. Extensive code-free functionality allows marketers to easily find and rank relevant sites and actions in the app, such as page navigation or a video version, without adding a tracking code or Google events. Trademark Manager. In Universal Analytics, event tracking requires additional processing, including delay, and the data is usually only available the next day.

More detailed management of user data. Analytics 4 also includes options to help advertisers comply with data regulations, such as GDPR and CCPA.

Authorization mode applies to sites that require end-user permission to collect reviews. This new model provides separate permissions for analytics and advertising.

The ability to erase data has also been improved so that businesses can submit cleaning requests without deleting more data than necessary. These features also include a view for businesses to verify the data they are about to delete.

Analysis in a future without cookies. With the gradual disappearance of third-party cookies, Google hopes that the lack of data will become the new norm. It will rely on machine learning to fill the gaps in the data.

‘The norm is that we have a mixed data set – we have data about the event, but not necessarily a user ID for it. We have data gaps and that applies to all providers of metrics, “he said. Today we have ad-specific data on this topic, but next year you will use machine learning models to support various analytics in Google Analytics.

“We can have different modalities that can focus less on the analytical aspect of the user, but more on behavior,” he cited as an example.

Because we care.

The new feature in Google Analytics 4 provides a more complete picture of the customer’s life cycle and uses predictive marketing intelligence, providing marketers with more information and effective ways to respond to information.

Google Analytics 4 is the default option when building a new property. The previous version, Universal Analytics, would still be available, but Google recommends that website owners set up and manage both types of properties in parallel.

Translate »