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What is Google Analytics 4 and How to Use it

Updated: Jun 16, 2023

What is Google Analytics 4?

GA4 is a new version of Google Analytics that has been rebuilt to provide smarter insights that help businesses improve their marketing ROI and get a deeper understanding of their customers.

The key features of Google Analytics 4 include:

  • Customer-centric data measurement: Unlike previous versions, GA4 is designed to provide insights into customer journeys rather than just independent user sessions.

  • Advanced AI-powered insights and predictions: GA4 uses Google’s machine learning capabilities to provide advanced insights and predictions about customer behavior, such as potential churn rates and future customer actions.

  • Integration with Google Ads: GA4 has improved integration with Google Ads, making it easier for businesses to track users across various devices and platforms, and drive better marketing ROI.

  • Improved data controls: GA4 allows businesses to manage how they collect, retain, and use analytics data more effectively, helping them comply with data regulations like GDPR and CCPA.

  • Event-based tracking: GA4 is designed with an event-based tracking model that allows businesses to measure user interactions with their website or app more flexibly and accurately.

  • Cross-platform measurement: GA4 can measure user interactions across your website, your app, and other digital platforms in one place, allowing a better understanding of user journeys.

Google Analytics 4 was designed to adapt to a future with or without cookies or identifiers, as these are becoming less reliable for tracking due to privacy changes. It allows for a more flexible approach to measurement, and it's designed to adapt to evolving user privacy standards.

What is all the hype about GA4?

Google Analytics 4 (GA4) represents a significant shift in how Google approaches website and app analytics, and this has created a lot of interest and excitement in the digital marketing and analytics community. Here's why:

  1. Improved User Experience (UX): Google Analytics 4 introduces a more intuitive and user-friendly interface. The new design helps users navigate the platform more effectively, making data more accessible.

  2. More Actionable Insights with Outlier Detection: GA4's machine learning capabilities help identify trends and outliers in your data. By using advanced models, GA4 can predict future actions your customers may take. For instance, it might alert you to an expected increase in demand for a specific product

  3. User-Centric Features: GA4 provides a more comprehensive understanding of the customer journey. It's designed to track users across various touchpoints (website, app, web search, etc.) and sessions.

  4. Enhanced Reporting: GA4's reporting is designed to align with the customer journey, providing an integrated view of how users interact with your business over time. This reporting includes new visualization options that make these insights more digestible and actionable.

The shift to GA4 is a significant one. It's not just about more data, but about better, more actionable data. Its user-centricity, smarter insights through AI, and enhanced UX make it a powerful tool for understanding and optimizing your business.

Which tools does GA4 try to replicate or replace?

Google Analytics 4 (GA4) is essentially an evolution of the former "App + Web" property type that Google introduced in 2019, aiming to integrate app and web tracking into one unified Analytics property.

Here are some tools and features that GA4 either replicates, enhances, or seeks to replace:

  1. Universal Analytics: GA4 is the next generation of Google Analytics, designed to replace the previous Universal Analytics (UA) model.

  2. Google Analytics 360: One of the notable changes is that GA4 brings some of the features that were previously only available in the premium Google Analytics 360 suite into the free version of Google Analytics. For example, the ability to track users across apps and websites was a feature previously reserved for 360 users.

  3. Firebase Analytics: GA4 is heavily influenced by Firebase Analytics, Google's analytics platform for mobile apps. Many concepts in GA4, like events and parameters, come from Firebase. However, GA4 aims to be more comprehensive, tracking both app and web interactions in one property.

  4. Data Studio: While GA4 does not replace Data Studio, it integrates smoothly with it, and GA4’s Analysis Hub also brings some enhanced data visualization capabilities, similar to what you would get in Data Studio.

Should I switch to GA4?

Google Analytics 4 (GA4) is the future of marketing analytics. It presents a radical shift in the way we analyze user behavior and journey, going beyond the traditional session-based tracking to a more holistic, user-centric model.

As GA4 combines website and app data, it provides a unified view of how users interact with your business, regardless of the platform they're on. This makes it an incredibly powerful tool for understanding user journeys, with deeper insights into user behavior, from acquisition to conversion and retention.

As a marketer, GA4 offers more granular data, and improved integration with Google Ads, making it easier to optimize campaigns and ad spending. For CEOs, it offers smarter insights into business performance, helping in strategic decision-making. Growth hackers can leverage their robust event tracking and predictive analytics capabilities to fuel growth strategies. For product owners, the improved event tracking and user journey data can guide product development and improvement. Lastly, for data scientists, GA4 provides a rich trove of data that can be utilized for advanced analytics and modeling.

Given these advancements, it is absolutely mandatory to start learning about GA4, regardless of your role. The insights gained from GA4 can deeply impact various aspects of your business or organization, driving decision-making, strategy, and ultimately, growth. However, do remember there's a learning curve involved in understanding GA4, given its many new and enhanced features compared to its predecessor.


In conclusion, GA4 isn't just the future, it's the present of marketing analytics. Starting the transition now allows you to begin collecting data and insights that will inform your strategic decisions, providing you with a competitive advantage in the digital marketplace.

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