23 Jul 5 Benefits of Google Analytics 4

You’ve probably heard the news by now: Universal Google Analytics is out, and Google Analytics 4 (GA4) is in. The announcement has been met with a few groans and moans as countless businesses express their concerns over the change taking place on 1 July 2023.

Change is scary, and GA4 looks to be a completely new beast that will need to be tamed. While learning a new dashboard can be intimidating, there are several benefits that businesses can squeeze from this upgraded Google Tool.

If you’re curious about what this upgrade means for your business, check out our blog post on Everything you need to know about Google Analytics 4.

Here are just a few benefits that the introduction of GA4 will bring:

Web and App Tracking

This may be one of the biggest benefits to come from the upgrade. Once upon a time, you’d have to use Google Analytics for your website tracking and Firebase for your app tracking. However, that’s no longer the case. You’ll now have the opportunity to view all relevant information in one place, making things so much easier!

Pathways to Help Understand the Buyer Journey

If you’ve ever wanted to understand the journey users take when interacting with your content or website across various platforms and devices, GA4 offers you the chance to do so. This new feature gives you a better understanding of how users reach the final conversion point. This will allow you to optimise the relevant steps to ensure a higher conversion rate.

BigQuery Integration

Google’s BigQuery is an excellent tool used to manage and analyse data. It offers built-in features such as machine learning, geospatial analysis, and business intelligence. However, these features were only accessible when upgrading to GA 360, which is pricey and not something all businesses can afford. Thankfully, this has been thrown out the window as GA4 is set to provide you with the opportunity to export raw event-level data for free to BigQuery.

More Intelligent Tracking

New and stricter privacy laws have made it difficult for businesses to track users using cookies. To meet the latest privacy concerns, GA4 has endeavoured to take things up a notch by implementing intelligent tracking methods that use AI and machine learning rather than cookies.

Predictive Metrics

Speaking about machine learning, this new feature is an integral part of GA4 and enables you to use predictive metrics to identify users. This will allow you to determine which steps they will take to lead to a purchase or conversion.

Better Strategic Planning

With so many benefits, there’s certainly nothing to fear. The introduction is a great opportunity for businesses to dive deeper into the world of analytics and determine whether they are actually meeting their strategic KPI goals and the needs of their customers.

If you still have some questions regarding Google Analytics 4, we’re ready to answer them! Speak to one of the experts at SOMS Digital Agency to find out how we can help you seamlessly transition from Universal Analytics to GA4.