GA4: The Future of Analytics in a Privacy-First World

What is GA4?

GA4 is the latest version of Google Analytics, and it has been designed to help businesses better understand their customers’ behaviour in a privacy-first world. This updated version is built on the foundation of the App + Web property introduced in 2019, which provides a unified tracking system for both websites and mobile apps. Therefore offering a more flexible and intelligent approach to tracking user behaviour, making it easier to get insights from your data.

What are the new features in GA4?

GA4 comes with a host of new features that help businesses understand their customers’ behaviour better. Here are some of the key features:

• Event-based tracking: New event-based tracking allows businesses to track user interactions beyond just pageviews. It can track actions such as clicks, video plays, downloads, and more. This helps businesses gain a better understanding of how users interact with their website or app.
• Enhanced analysis: Comes with enhanced analysis tools that make it easier to identify trends and patterns in user behaviour . It also includes machine learning capabilities that can automatically alert businesses to significant changes in their data.
• Privacy-centric: With increasing concerns over user privacy, GA4 has been designed to respect user privacy while still providing businesses with valuable insights. This uses a privacy-centric approach to data collection, with features such as IP anonymisation and user deletion controls.
• Streamlined reporting: More streamlined reporting interface that makes it easier to find the data you need quickly. It includes a customisable dashboard that allows businesses to create reports tailored to their needs.

Why is Google Switching to GA4?

Google is making the switch to GA4 for several reasons. Here are some of the key reasons:

• Privacy concerns: With the increasing focus on user privacy, Google has designed GA4 to be more privacy-centric. GA4 uses a privacy-first approach to data collection, which helps businesses protect their users’ privacy while still providing valuable insights.
• Unified tracking: With the increasing use of mobile apps, businesses need a unified tracking system that can track user behaviour across both websites and apps. GA4’s App + Web property provides a unified tracking system that makes it easier for businesses to understand their customers’ behaviour.
• Improved insights: Offers more advanced analysis tools that make it easier to gain insights from your data. It includes machine learning capabilities that can help businesses identify trends and patterns in user behaviour that might otherwise go unnoticed.
• Future-proof: With the constant evolution of technology and user behaviour, businesses need a tool that can adapt to these changes. GA4 has been designed to be more flexible and future-proof, making it easier for businesses to stay ahead of the curve.

How to Migrate to GA4?

If you’re currently using Google Analytics, migrating to GA4 is relatively easy. Here are the steps you need to follow:

Step 1: Create a GA4 Property

The first step is to create a GA4 property in your Google Analytics account. You can do this by following these steps:

1. Log in to your Google Analytics account.
2. Click on the “Admin” tab.
3. Select the account and property you want to migrate to GA4.
4. Click on “Create Property” and select “GA4 property.”
5. Follow the prompts to set up your GA4 property.

Step 2: Install the GA4 Tracking Code

Once you’ve created your GA4 property, the next step is to install the GA4 tracking code on your website or app. You can do this by following these steps:

1. Log in to your Google Analytics account.
2. Click on the “Admin” tab.
3. Select the GA4 property you created in step 1.
4. Click on “Data Streams” and select “Web” or “Apps.”
5. Follow the prompts to set up your data stream.
6. Copy the GA4 tracking code and add it to your website or app.

Step 3: Set Up Event Tracking

Once you’ve installed the GA4 tracking code, the next step is to set up event tracking. This will allow you to track user interactions beyond just pageviews. You can do this by following these steps:

1. Identify the events you want to track. These could include actions such as clicks, video plays, downloads, and more.
2. Add the appropriate event tracking code to your website or app.
3. Set up event triggers to fire the event tracking code when the user performs the desired action.

Step 4: Analyse Your Data

Once you’ve set up your GA4 property and tracking code, the next step is to start analysing your data. This comes with a range of analysis tools that can help you gain insights into your customers’ behaviour. Some of the key analysis tools include:

• Exploration: This allows you to create custom reports and analyse your data in more detail.
• Funnels: This allows you to analyse the steps users take to complete a specific action, such as making a purchase.
• Retention: This allows you to analyse how often users return to your website or app.
• Predictive metrics: This allows you to use machine learning to predict future user behaviour based on past data.