Google Analytics 4 (GA4) is the latest iteration of Google’s powerful web analytics platform for marketers. It brings a whole suite of features and improvements to help you get more out of your digital marketing efforts.
So, let's dive into what makes GA4 different from its predecessor Universal Analytics (UA), how to get the most from GA4 and how it can help you with your Google Ads campaigns.
Unlike UA, which was focused solely on website traffic tracking, GA4 allows marketers to better connect online and offline activities when measuring customer journeys across devices. With improved audience targeting capabilities, you can now refine your segmentation criteria in greater detail than before — meaning more accurate insights into user behaviours! Plus, with additional attribution modelling options such as time decay, marketers are able to gain a better understanding of the true value of each ad campaign.
When it comes to reporting, GA4 really ups the ante compared with UA.
It allows you to build highly granular reports in minutes, then save them for future use. This means no more wasting time manually creating and updating reports — now all your essential insights are just a few clicks away!
And if that wasn’t enough, GA4 also gives you access to predictive metrics powered by Google’s machine learning models. By leveraging these insightful predictions, you can make smarter decisions about how best to optimise your campaigns for maximum ROI.