Technology Enterprise Analytics

Google Analytics 4

Google Analytics 4 adds new machine learning, predictive analytics, and combined web and app behavioral tracking for improved insights and trend spotting to make better marketing decisions.

What It Does

Google Analytics 4 is a more intelligent update to prior Google Analytics versions.

GA4 incorporates machine learning as its core to automatically surface helpful insights and give you a complete understanding of your customers across devices and platforms.

Among the biggest functionality improvements is tracking behavior across both web and app properties. Two more key features are predictive analytics and simplified reporting so you can intuitively find marketing insights based on the part of the customer journey you’re interested in. For example, you can see which channels are driving new customers in the user acquisition report, then use the engagement and retention reports to understand the actions these customers take, and whether they stick around, after converting.

Why You Need It

Machine Learning Insights

Receive ML-generated trend alerts, for example when products see rising demand because of new customer needs.

Predictive Analytics

Anticipate future actions your customers may take. For example, GA4 can calculate churn probability, or the potential revenue you could earn from a particular group of customers so that you can target higher-value audiences.

Web and App Tracking

Seeing conversions from YouTube video views alongside conversions from Google and non-Google paid channels, and organic channels like Google Search, social, and email, helps you understand the combined impact of all your marketing efforts.

Deeper Integration with Google Ads

Create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business.

Greater Customer Interaction Insights

GA4 gives you customer-centric measurement, instead of measurement fragmented by device or by platform. It uses multiple identity spaces to give you a more complete view of how your customers interact with your brand by journey stage.

Improved Data Controls

Improve how you collect, retain, and use your Analytics data. More granular controls for ads personalization let you choose when to use your data to optimize your ads and when to limit your data use to measurement.