11 May What Is The New Google Analytics 4?
Everyone who works in digital marketing and eCommerce knows the importance of analytics. They’re vital to help optimize campaigns and maximize return from investment on business promotion activities. One of the most widely used analytics tools is supplied by Google with millions of businesses using its analytics software to track web traffic, user demographics and measure key KPIs.
Google recently announced a new version of Analytics – Google Analytics 4, which will soon become the new default version of its software.
What does the new version bring to the table and how does it compare to the previous analytics tool? Google Analytics 4 offers some unique features that were not available in the old version.
The biggest difference overall is in how it models data using artificial intelligence to help fill the gaps in data collection that was becoming a problem in the traditional Analytics tool. The need for Google Analytics 4 has mainly grown out of new privacy protection laws like GDPR and CCPA, which have impacted the quality of traditional analytics data.
Because of new cookie-consent rules, and more of a focus on user privacy the machine-learning processing was needed to help businesses understand their complete customer base. For example even popular browsers such as Mozilla Firefox have started to block Analytics, and most websites now use visitor consent on Analytics tracking.
Analytics 4 uses the same “App + Web” system from the previous version. This means that it can measure cross-channel data, and allows businesses a way to track users across different software, apps and a website showing the user journey from first visit to conversion.
To get familiar with the new version of Analytics and its new interface, businesses can check out Google’s own video guides on the new software. They can also set up a new property in their existing Analytics account and click through the new version from there.
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