Planit Scotland

Everything You Need to Know About Google Analytics 4

As we reach the halfway point of this calendar year, it would seem that 2023 is going to be a year for digital and technological transformation. 

In recent months, the focus has been on the advancements in artificial intelligence (AI) and machine learning – and if for some reason you haven’t heard of these terms, let’s just say, the robots aren’t far behind. 

Just kidding… maybe!

However, with these advancements in technology come a range of fascinating new developments and tools to analyse and predict human behaviours, customer trends and service demands. 

Which leads us to Google Analytics 4. 

What is Google Analytics 4?

Google Analytics 4 is Google’s new version of its current diagnostic platform, Google Analytics. 

Much like its predecessor, GA4 is designed to track and report on traffic to your website, current marketing and advertising campaigns, customer trends and user demographics. 

However, unlike its previous incarnation, this new platform will use machine learning and data visualisation to enhance its reporting output. This will include more predictive analytics and insights, as well as more graphs and charts for visual representation.

Adding to this, GA4 also offers greater ease of tracking, allowing users to better understand their customer’s journey by providing them with a clearer picture of their overall, online presence. 

When can I start using Google Analytics 4?

Google has stated that it will stop gathering data for old Google Analytics accounts on July 1, 2023. But don’t worry, we’ve got you covered!

All of our clients have already received an email from us outlining these changes and our next steps. 

If you’re not part of the Planit family but would like our dream team to help you with the next stages of this process, then please contact us today to book an appointment with our Google Analytics 4 gurus.

At Planit Scotland, we have already started switching our clients to GA4 (in most cases, we’ve been running GA4 alongside its predecessor for some time) and will continue to complete the full transition in the coming weeks.

What are the new features OF Google Analytics 4?

Data that looks gooD

To help make all those numbers more digestible, GA4 has put a lot of effort into making your data more visually appealing. This includes a whole new range of graphs and charts that help make it clearer to understand and easier to spot any trends or patterns in customer interactions.

We predict good things

Using artificial intelligence and machine learning, GA4 wants to help its users identify current trends and forecast future ones more easily. 

On the current Google Analytics system, this information can be found via the Insights button in the top right corner. However, while useful, this information lacks the precision and sophistication that is granted on the new GA4 Insights page. With this new development, users can gain entire insight reporting at the click of a button.

Furthermore, with new tools such as Audiences and Explorations, you’ll be able to monitor Google’s predictions regarding the likelihood of purchase or the percentage of users lost in a given time frame.

Events not to be missed 

A final update to GA4 will see the platform go from a session-based model to an event-based model. In other words, commonly tracked events, such as scroll tracking, outbound clicks, site searches, video engagement and file downloads, will now be built into the Analytics from the get-go, without having to be set up separately.

This means the way we measure the effectiveness of campaigns will change, and therefore our approach to reporting may change in the months ahead. Moving forward, bounce rates, page views and session times will be of lesser significance.

On the current Google Analytics platform, this can only be completed using a custom implementation called Tag Manager.

What next?

Although all of this might seem a little daunting, at Planit Scotland our team is ready and raring to go! We’ve been studying hard and getting to grips with all that this exciting new platform has to offer for over a year, and over the next few weeks we’ll be helping our clients complete the switch to GA4. 

If you have any more questions about Google Analytics 4 and what it means for your business, get in touch!

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