Marketers and business owners must have seen the notification on their Google Analytics inquiring that Google is retiring Universal Analytics on July 1, 2023. It is being replaced by Google Analytics 4, which is the latest version of Google’s web analytics tool that will provide people with more information about the entire lifecycle of the customer journey.

Google Analytics 4 (GA4) has brought a range of exciting new features that empower business owners to make better-informed decisions. Our Omaha SEO services team is here to explore some of the most noteworthy features introduced in GA4 and discuss how they can help businesses gain deeper insights, track customer journeys, and optimize marketing strategies for improved performance and growth.

The features of Google Analytics 4

Enhanced event-driven data model

GA4 introduces an event-driven data model, shifting focus from pageviews to user interactions. Capturing granular event data from user actions on a website or app can reveal popular pages and features, identify user behavior patterns and improve overall satisfaction. This feature helps businesses optimize their digital properties and enhance the user experience.

AI-driven insights

One of the most exciting features of GA4 is its AI-driven insights. Gain valuable insights from your data with GA4, a powerful tool that uses machine learning to provide automated insights. Identify trends, discover hidden opportunities, and address issues quickly with anomaly detection. Predictive metrics enable better performance and ROI. GA4 is essential for data-driven decision making and staying ahead of the competition.

Deeper integration with Google Ads

Businesses can optimize their advertising spend and improve marketing efforts by importing conversion data from Google Ads into GA4. This integration provides valuable insights into which campaigns, ad groups and keywords are driving the most conversions and revenue. It also helps identify areas for improvement and creates more effective campaigns for the future.

Cross-platform and cross-device tracking

Nowadays, more and more people use their mobile devices to search the web than their desktops. That is why it is important for website owners and marketers to have software that tracks on available multiple platforms and devices. Google Analytics 4 now tracks user journeys across multiple touchpoints for better customer insights and enhanced marketing efforts. It's essential for businesses to stay ahead in the digital world.

Improved data control and privacy

A growing problem for Internet users is data privacy. Google Analytics 4 (GA4) offers enhanced data control features that address data privacy concerns. Businesses can comply with privacy regulations and protect customer data while still gaining valuable insights. GA4 allows customers to opt-out of data collection and control data retention duration, fostering trust and avoiding legal issues. Transparency about data collection builds trust and long-term relationships based on mutual respect for data privacy. Overall, GA4 helps businesses address data privacy concerns, provide improved data control, and prioritize building trust with customers.

Get Omaha SEO services to increase your online presence!

GA4 brings a range of exciting new features that empower businesses to make better decisions and optimize their marketing strategies. By leveraging these features, businesses can unlock new opportunities, improve marketing performance and stay ahead in the dynamic digital landscape. If you need help migrating to GA4 or improving your website’s ranking on search engines, contact us to learn about our SEO services.