To help business and website owners understand their customers better and continuously improve their site’s performance, Google launched Google Analytics 4, which they call the “next generation of analytics.” GA4 has been built to replace Universal Analytics, which many website owners came to love for so many years in the past.
Benefits of Google Analytics 4
Change can be challenging, especially if you have been used to doing certain things and processes with a particular tool. For some Google Analytics users, migrating to GA4 can feel like a big inconvenience. If you feel doubtful about the new changes or uncertain about migrating to GA4, here are the benefits of using Google Analytics 4 that you need to know.
1. It collects, tracks, and records users’ data on both websites and mobile apps.
Unlike Universal Analytics which primarily tracks website data only, GA4 is designed to capture and analyze users’ interaction on multiple platforms, including websites and mobile apps. For business owners like you, this means that you can better understand your users’ journey from start to finish, no matter which device they use in engaging with your business.
2. It uses event-based instead of session-based data.
In Universal Analytics, page views are the primary metric being tracked and recorded by Google Analytics. While this procedure provides insightful data to website owners, there are other interactions, particularly on apps, that need to be measured in a different way. With GA4, all user interactions are considered events, and all events types can be tracked by default, including clicks, views, video watches, engagement time, and engagement rate, among others.
With event-based tracking, website owners can accurately understand the entire customer journey, enabling them to make informed decisions about improving their website and/or apps, business operations, and customer service.
3. It offers predictive capabilities.
Because GA4 has a built in machine learning model, the tool can provide predictive insights based on past user behaviors. Among the data that GA4’s predictive analytics can measure include purchase probability, revenue prediction, and churn probability. With these data on hand, website and business owners can make data-driven decisions to help them attract more customers, grow their revenues, and scale their businesses.
4. It gives website owners and marketing teams more control.
With the enormous amount of data that GA4 can generate and provide, website owners and marketers can take advantage of this tool to create reports relevant to the business they are managing. Aside from tracking events, GA4 also allows the creation of custom filters, comparison, segments or audiences, helping you understand customer interactions pn your website or app more accurately and in detail.
Using Report Templates for Google Analytics 4
With these benefits in mind, it is safe to conclude that GA4, indeed, is the future of analytics and data tracking. With its smart capabilities and impressive features, it is a very powerful tool for analyzing data to help your business thrive and succeed. However, GA4 does have a fairly steep learning curve and it can be a bit of a shock if you are used to Universal Analytics. Fortunately, GA4 Templates can help you on this journey by providing you with sets of similar reports in GA4 to the ones you knew and loved in UA, freeing up your time to spend on making more money from your website.