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Everything you need to know about GA4

The big question everyone is asking is:what exactly is GA4?» And the answer couldn't be simpler: Google Analytics 4 is a set of new Analytics properties. Specifically, a new generation that arises directly from those launched in 2019, the Web+App properties. In other words, The old Web+App are now called GA4

Why is it important to know what GA4 is?

Google Analytics 4 (GA4) is the new generation of Google Analytics properties, which arises directly from the Web+App properties launched in 2019. It is important to understand what GA4 is because, according to Google's official announcement on March 16, the Universal Analytics properties will stop recording data starting July 1, 2023. Therefore, it is recommended to transition to GA4 as soon as possible.

This change responds to the evolution of the reality of Internet use. Universal Analytics was designed at a time when the majority of traffic comes from desktop computers and independent sessions were measured, based on 100% cookies.

Today, Traffic happens mostly on mobile devices, it is distributed between web pages and applications and the data privacy policy makes relying on cookies to measure it no longer accurate. Right now it is much more interesting to measure the customer journey and conversions that are derived from it. Therefore, GA4 is based on user events and can measure traffic from both websites and apps. In addition, it no longer depends only on cookies.

GA4 has adapted to this new reality, relying on user events to measure traffic on both websites and applications, and using advances in machine learning to predict expected traffic and analyze unexpected changes. All of this offers significant advantages for Analytics users:

  1. Data unification: If your company has a website and an app, GA4 centralizes and unifies the measurement of both, giving you more options to analyze the behavior of your users and understand their Customer Journey.
  2. Exporting data to Big Query: GA4 allows you to easily export all data to Big Query for deeper analysis.
  3. Debugging tool: It has its own debugging tool, which allows you to find out why certain conversions are not measured.
  4. Predictive metrics: GA4 offers predictive metrics that tell you the probability of a user converting or leave your site.
  5. Interaction measurement: Rather than just bounce rate, GA4 gives you more precise metrics on how users interact with your page, such as clicks, scrolls, or file downloads.
  6. Insights with artificial intelligence: The use of artificial intelligence provides you with insights extracted from site statistics.

Setting up Google Analytics 4 can be complex, so at IMMORAL we are at your disposal for whatever you need. Contact us!

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