Google Analytics 4 — What, Why, and How
What is Google Analytics 4?
Google recently announced the general availability of Google Analytics 4, previously knows as Google Analytics App+Web. This is the latest version of Google Analytics that shows the shift of Google Analytics from a Web analytics tool to Customer Analytics. New data collection framework, tools, and reports allow you to measure the user journey across channels and devices and provide much deeper insights.
Why the shift?
Customers interact with a brand on various devices, which means just collecting data on one channel doesn’t show a complete view of users’ journeys. Additionally, different states and countries have different policies, users are demanding more control over how their data is used as well as browsers and devices are blocking/controlling the cookies and data collection.
All of this makes it very difficult to create the best experience for the users.
How Google Analytics 4 handles it?
- 360-degree view of the customer journey — The new event and user-based tracking provides the ability to collect data from various devices and touchpoints (offline and online) and bring them into one view. Using one User-ID across touchpoints and devices you can get a better picture of users’ journey and your marketing performance. For even deeper insights you can send the data directly to BigQuery.
- Machine Learning — Machine…
