Gabriele Merlin

Gabriele Merlin

Data Tracking & Analytics Consultant

Preserve your data with GA4! Discover the benefits of the platform.

24 July 2023
3 minutes

In the constantly evolving digital landscape, data analysis plays a crucial role in understanding user behavior, optimising business strategies, and providing personalised experiences. Google Analytics 4 (GA4) is a revolutionary analytics platform that gives businesses advanced insights and a comprehensive understanding of their audience.

GA4 represents a paradigm shift in the field of data analysis, offering businesses a range of powerful features. Its unified data model, multi-platform tracking capabilities, machine learning-based insights, simplified analysis, and reporting, as well as powerful audience segmentation, make it a formidable tool for businesses seeking to fully understand their audience and optimise their digital strategies.

Here are some of the benefits of GA4:

Unified data model and event-based approach

GA4 presents a unified data model that goes beyond traditional page view tracking and focuses on events. With this event-focused approach, businesses can collect data from different touchpoints, such as app installations, in-app actions, interactions with the website, and many more. This provides a global view of user engagement. This unified data model eliminates the need for multiple tracking codes, simplifying implementation and enabling businesses to obtain information across different platforms seamlessly.

Enhanced analysis of the user journey

Understanding user behaviour and their journey across multiple devices and platforms has become more complex in today’s interconnected world. GA4 tackles this challenge by offering improved multi-platform tracking capabilities. By unifying data from websites and apps, it enables businesses to track users as they move from one device to another, thus developing a complete understanding of the customer journey. This feature allows businesses to optimise marketing efforts, identify conversion paths, and provide consistent experiences across different touchpoints.

Machine Learning-based insights

GA4 leverages the power of machine learning to provide valuable insights that go beyond basic metrics. GA4 enables businesses to discover hidden patterns, identify audience segments, and predict user behaviour by applying advanced analysis techniques, such as predictive modelling and clustering. This AI-based approach helps businesses make data-driven decisions, personalise marketing campaigns, and optimise their websites or apps to enhance user experience.

Simplified analysis and reporting

GA4 simplifies data analysis and report creation thanks to an intuitive interface and user-friendly reporting tools. The platform offers predefined templates and customised reports allowing businesses to visualise data, monitor key indicators, and track performance. The advanced exploration feature allows for in-depth analysis, enabling businesses to discover the information they need quickly. Plus, GA4’s integration with Google BigQuery facilitates the export of raw data for deeper analysis, meeting the needs of data-savvy organisations.

Powerful audience segmentation

GA4’s audiences offer more targeted segments for marketing campaigns. In the new version, GA4 allows you to create segments based on events and time. You can thus group your users based on interactions and the time elapsed between events rather than based on arbitrary device or platform categories. By focusing on these more powerful metrics, marketers can create precise audiences. They paint a valuable picture of your website users and how they engage with content. This creates endless opportunities to optimise conversions and sales.

Making Science is a Google partner; we rely on their tools as well as the power of the Google Analytics platform. From July 1, 2023, standard properties of Universal Analytics (UA) will stop processing data and will be replaced by Google Analytics 4 (GA4). If you have not already done so, switch to GA4 now, it’s important!

Adopting GA4 drives businesses towards data-driven success in an increasingly competitive digital landscape… Join the GA4 revolution with us today!

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