Irene Sesmero

Irene Sesmero

Data Team Lead

On July 1, 2023, Universal Analytics will officially replace Google Analytics 4 (GA4). This transition will bring significant changes to the platform, including a refreshed interface, a new data model, and the incorporation of machine learning capabilities.

GA4’s ability to merge observed and modelled (unobserved) data is crucial due to evolving browser cookie policies and GDPR. These changes increasingly restrict traditional tracking and analysis methods, making GA4 data loss solutions essential.

To adapt, analytics tools must address missing data. With three critical GA4 data loss solutions— data-driven attribution, predictive metrics, and modelled behavioural data— users can effectively compensate for this loss of information.

Data-Driven Attribution

The Data-driven attribution model employs a statistical approach to assess the significance of a channel’s contribution to conversion. For instance, GA4’s top acquisition reports might attribute 5,000 purchases to the SEO channel, but prior touchpoints from channels like Paid Search could have influenced the user’s decision to buy.

Hence, the statistical model analyses user behaviour and conversion paths to determine the appropriate weight for various touchpoints. Instead of attributing the entire conversion to the SEO channel, the model assigns percentages to all contributing channels based on their impact on the user’s transaction.

Predictive Metrics

Currently, this feature is exclusively applicable to e-commerce and revenue metrics, which may include purchase probability, cancellation likelihood, projected income, and the chance of users revisiting the website or app in the near future. GA4 relies on historical user activity for its predictive data, which can be utilised beyond Analytics. By creating audiences and segments to distinguish between potential or improbable buyers, this data can be leveraged in Google Ads for remarketing purposes.

Modelled behavioural data

This feature integrates GA4 with a cookie consent management tool, allowing Google Analytics to gather anonymous data from users without tracking consent. This information is not linked to a cookie or any user identifier.

The behaviour of observed users (those who have opted out of tracking) is utilised for training a machine-learning model, which then estimates the behaviour of users who have chosen not to be tracked.

By harnessing these three innovative GA4 data loss solutions, you can improve your analytics and optimise campaigns to boost your business KPIs significantly. If you need assistance with Analytics and GA4, our expert team is ready to help. Don’t hesitate to contact us!

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