Goodbye Universal Analytics, Hello Google Analytics 4

Google Analytics 4 (GA4) is the much-anticipated update within the Google Analytics product, providing great results for users. It has improved ability to look at user data across all devices, providing a more holistic picture of their target audiences and their behaviors. GA4 also offers three new built-in modeling capabilities for marketers to better predict actions their customers may take.

Google Analytics 4 is less about creating standard reports and more about analyzing data to find answers to specific questions. It provides user-based insights from events and interactions to understand what users are trying to do. Predictive analytics helps differentiate actions across prospects and customers, leading to higher sales and retention without increasing costs.

GA4 will continually evolve and those who embrace it will reap the benefits of being an early adopter to new ways of looking at the market. It simplifies data extraction, allowing marketers to take their data from GA4 and combine it with other sources. As a result, marketers can obtain more innovative insights to improve their marketing decisions and ROI.