What are the advantages of the Google Analytics 4 tag?
Google Analytics 4 is a new type of property, with different reports than those you knew from Universal Analytics properties. Google has adopted a new way of collecting and tracking data while taking into account new privacy regulations. With a new approach to data controls, you can better manage how you collect, store and use your Analytics data.
Here are some benefits of the new Google Analytics 4 (GA4) tag:
- Machine learning based functionality: this allows you to automatically obtain accurate and useful insights to fully understand your customers on all devices and platforms. This allows you to improve your marketing decisions and get a better return on investment
- Designed to accommodate a future with or without cookies or identifiers. GA4 uses a flexible approach to measurement and, in the future, will include modeling to fill in the gaps when data is incomplete.
- Better protection against spam
- Better multi-channel conversion analysis: ability to see conversions from YouTube video views alongside conversions from Google and non-Google paid channels, and organic channels such as Google Search, social networks and email. This helps you understand the combined impact of all your marketing efforts.
- Customer-centric measurement instead of fragmented measurement by device or platform: more complete view of how your customers interact with your business, better understanding of your customers throughout their lifecycle, from acquisition to conversion and retention.
- Simplified and reorganized reports so you can intuitively find marketing information based on the part of the customer journey that interests you
- Simplified access to the most commonly used measures ("Enhanced measurement")
- Direct link with Google Ads: optimization of ads based on what matters most to customers (interest levels for a particular product, etc.) regardless of how they interact with your company
- Simplification of multi-domain tracking, with no need to modify the tracking code
- Universal Analytics could generate a significant load on Google's servers, so there were access limits. Now, these limits no longer apply to the new GA4 properties. GA4 uses a queuing system so that multiple events can be grouped into the same network request, which means less load on Google servers.