Google GA4

Google Analytics 4 (GA 4)

What is Google Analytics 4?

Google Analytics 4 (GA 4) is the latest version of Google Analytics, which replaces Universal Analytics (UA).

Key Changes in Google Analytics 4:

Event-based tracking: In the old Universal Analytics, tracking is pageview-based, which means that tracking code is triggered on each page load. In GA 4, tracking is event-based, which means that events (such as clicks or form submissions) trigger tracking codes to send data to Google Analytics.

Data modelling: The new GA 4 uses machine learning algorithms to model user behaviour, allowing for a complete understanding of user journeys across multiple devices and channels. This differs from the old UA, which relied on cookies and tracking pixels to track user behaviour.

Data control: The new GA 4 provides users with more control over their data, including the ability to delete user data and control how their data is used by Google Analytics. The old, UA did not provide users with as much control over their data.

Streamlined reporting: The new GA 4 includes a streamlined interface for reporting, allowing for more efficient and effective data analysis. The old UA required users to set up custom reports and dashboards to view and analyse data.

Cross-device tracking: The new GA 4 includes improved cross-device tracking, allowing users to better understand how users interact with their website across different devices (such as desktop and mobile).


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