The future of (free) Google Analytics is here with a completely revamped interface and feature set, bringing the user journey to the forefront. The new Google Analytics 4 (commonly referred to as just GA4) is tackling the “privacy-first” mindset that so many users are moving toward, using AI to power insights and predictive analysis. GA4 builds off of the “Web+ App” platform which provides data across multiple channels (enabling tracking across apps, software and websites), which is vital for modern omnichannel strategies.
New Features
Check your bounce rate at the door
While there are many exciting upgrades, there are also some major changes that will take some getting used to.
When you set up a GA4 property, data will start getting collected alongside your current Universal Analytics property, so no data will get lost. That being said, the data in GA4 is not exactly apples to apples with Universal Analytics data, so you will want to start collecting both of these in tandem so that when you do decide to make the switch over to GA4 for reporting purposes, you will have data to compare it to.
If you haven’t started looking at GA4 for your organization, we highly recommend you start now. Unsure of how to go about it? Let us help.