Google Analytics 4: Understanding the New Iteration of Tracking Tech
Months ago, Google began promoting the new iteration of its tracking technology: Google Analytics 4. Designed as a follow-up to Universal Analytics, the new variation officially dawns on July 1st, 2023. With a little over a year to make the migration, business owners wonder whether there’s an incentive to do so earlier.
The Main Differences Between Google Analytics 4 vs. Universal Analytics
On a visual and surface level, Google Analytics 4 closely resembles the current version, Universal Analytics. Taking a deeper dive, the differences grow more apparent, especially for marketers and data analysts familiar with its functionality.
Limited Real-Time Data
First, Google Analytics 4 places limits on real-time data. Currently, Universal Analytics examines website traffic as it happens. However, the successor limits data tracking to the last half hour.
Over the past couple of years, Google received serious flack and fines with European nations, so the change might be its attempt at a compromise. On the user end, many businesses manually build functions to achieve real-time tracking outside of Google Analytics. However, the new engine does offer the benefit of mobile tracking for iOS and Android devices.
AMP Not Supported
Some websites rely on AMP, also known as accelerated mobile pages. Accelerated mobile pages help websites with mobile web browsing, aiding webpages in their load times.
Ironically, Google created AMP as a competitor to Apple News and Facebook Instant Articles. For now, this represents a blind spot for the changeover to Google Analytics 4 as the new platform won’t be supporting AMP.
Event-Based Tracking Model
With the event-based tracking model, Google Analytics 4 concentrates more on user events. In exchange, the new variation shifts away from website sessions.
Notably, Google Analytics plans to move away from bounce rate, the percentage of visitors that leave a website without taking any action. Instead, the new analytics emphasizes engagement time, tracking active audience engagement.
Changes to the Google Analytics 4 Acquisition Report
Google Analytics 4 brings a new feel to the traffic acquisition report. First, notice that, under ‘acquisition’, there are two reports: user acquisition and traffic acquisition. The user acquisition report shows the first touchpoint for specific users (campaigns, mediums, website sources, etc.). Meanwhile, the traffic acquisition report displays the campaign, source, or medium of the session.
Next, Google changed the way users view data, defaulting to ‘channel grouping.’ Unlike in Universal Analytics, which allows users to select a channel report for this view, Google Analytics 4 shows all of these views in a single place but allows users to change dimensions in a dropdown. Many of the old, familiar features remain, just organized differently.
How Can Marketers Effectively Use Google Analytics 4?
Though some features are lost, it’s generally in the pursuit of the greater good as Google has reimagined what is important when it comes to tracking website users and how they engage with your business. For example, Google’s new Analytics Hub makes it easier to explore elements like funnel analysis, path analysis, and segment overlap to focus more on goal-based metrics.
Additionally, the focus on engagement rather than session time and bounce rate shows marketers what’s important in the eyes of Google: engagement and creating websites that can effectively engage for longer.
Integrate Google Analytics 4 into Your Digital Strategy
Google Analytics 4 changes the game for digital marketers and businesses alike. While the changeover necessitates a period of adjustment, the new suite of tools seeks to revolutionize website evaluation.
To integrate data analytics into your strategy, book an Intro Conversation with the digital advertising and branding specialists at Rizzo Young Marketing LLC.