Google Analytics 4. The next generation of analytics

More GDPR-friendly tracking

One of the most significant advantages of using Google Analytics 4 is definitely the more privacy-compliant tracking, although personal data (unique user IDs) can still be collected and processed outside of the EU. The options for data control are much more diverse than with Universal Analytics. The most significant innovations are:

• Consent or refusal of the data processing conditions
• Settings for data retention
• Settings for Google data sharing
• Ad personalization settings at property level
• Data deletion request for selected time periods
• Collecting data also works without cookies and other identifiers
• IP address is neither logged nor stored

More data from events

Google Analytics 4 works with events, which means that it is possible to measure specific interactions on your site or app. This might be a page view or a click on a link, for example. It could also be a sales transaction or a video playback.

Optimized usability

After a short adjustment period, you will notice that Google Analytics 4 is much more intuitive and easier to use! It also offers some new and improved features:

• The new data model produces more relevant and better visualized analyses. So, you can now view the data in funnel visualizations, pivot tables, or scatter plots.
• Google services, such as Google Ads or Campaign Manager are more closely connected to Google Analytics 4 and their data is synchronized with each other.
• With BigQuery you have the ability to export data to Google’s data warehouse.

Accurate forecasting thanks to machine learning

By using machine learning technologies, Google Analytics 4 will be able to make predictions from the data it collects. At the moment, the following forecast values are available:

• Purchase probability
• Churn probability
• Revenue forecast