We recently wrote a blog post called What is Google Analytics? [And Reasons to Use It], which is a comprehensive overview of the digital tool. But what we didn’t dive into deeper in that post, which we shall do in this one, is the specifics of the new Google Analytics 4.

*The crowd goes wild*

We know - it’s exciting stuff. When Google makes big changes to their most popular tool, it’s definitely a game changer. If you’re not too familiar with Google Analytics in general, though, it can be difficult to understand the new features that Google Analytics 4 brings to the table. You’re in luck, though - the Greyphin team is about to let you in on all you need to know.

First thing’s first; this new Google Analytics 4 we’re talking about? It used to be called App + Web. So it’s no surprise that GA4 brings app analytics into the equation, something which the old Universal Analytics didn’t take into account. 

What that means for you is that Google Analytics 4 allows users to analyze data from a website and an app all in the same place. Long gone are the days of having to look for information in two separate places. GA4 has the user in mind by making it easy to find the data you need without having to scramble between different web tools.

Google Analytics 4 was created to give users a better ROI for their long-term marketing through a more intelligent program. In fact, it uses machine learning that sheds light on the behavior of your website and app users across a variety of devices. 

Be Alerted of Trends in Your Data

One of the biggest features of the new Google Analytics 4 is the fact that the program will send alerts about trends in data from website visitors and app users. Through machine learning, GA4 can predict the behavior of the visitors to your website, which, in turn, allows you to plan your marketing strategies accordingly. 

Some examples of what Google Analytics 4 can predict include revenue from specified groups of visitors, conversions, churn probability, and much more. Having predictive analysis of items such as the aforementioned allows business owners to craft an informed marketing plan. It’s kind of like seeing the future. 

Access to New Data Controls

Google Analytics 4 has new data controls that were designed to help analytics users manage the ways they collect, retain, and use the data from GA4. These data controls have three new features: 

• Google Analytics 4 now provides the option to submit a request to Google to delete analytics data.
• Users are able to choose the ways in which GA4 collects, retains, and shares data.
• There is now the option to pick whether or not GA4 uses data collected for ads personalization. 

Integrate with Google Ads

If you’re not using Google Ads, you should definitely look into it. Greyphin offers Google Ads services if you’re not too excited about learning how to do it on your own. After reading about Using Google Ads for Your Business, you may understand how important it is that you can now have a deeper integration with your Google Analytics account and your Google Ads account. 

Now, when you connect your Google Analytics and Google Ads accounts, you have the ability to build custom audiences. Building custom audiences is a fantastic feature for those who want to create more relevant and helpful experiences for your customers.

Customer-Centric Measurement

Unlike Universal Analytics that provided measurements that were fragmented by user device or platform, Google Analytics 4 provides measurements that are centered around the customer. Now, website owners have access to information that spans through the customer’s journey, including data about acquisition, conversion, and retention. This data is instrumental in allowing businesses to plan marketing campaigns based on website user behavior. 

We know this is a lot of information that may seem overwhelming. But don’t worry! At Greyphin, we’re here to help you take control of your digital marketing efforts. Feel free to contact us and we’ll be happy to discuss your website and Google Analytics 4.