Are you ready for GA4?

GA4 is Google's latest tracking platform. It’s a completely new system, totally separate from Universal Analytics (GA3), which is used by an estimated 75 million websites.

GA4 is radically different in it's approach to the previous version. It has been designed to measure visitor behaviour across any number of websites, apps or other channels. It is also intended to be compliant with modern privacy laws and to achieve this, it uses A.I. to fill in the gaps in data, created by an inability to use cookies.

Building on it's incorporation of A.I., GA4 also offers A.I. powered insights, using machine learning to predict future outcomes across three metrics - Purchase probability, Churn probability and Revenue probability.

Digital Marketers can build and maintain audiences from their visitors across the web and their app. If a user qualified for an audience list due to an action taken on the web and were taken off a list because they completed a purchase within the app, for example, the list would then be automatically updated to remove the user so that they’re not retargeted with ads.

Additionally, Google Analytics 4 will report on actions from YouTube engaged views that occur in-app as well as on the web.

In summary, we have no choice but to migrate to GA4 as the sunset date for the existing GA3/Universal Analytics platform is only twelve months away.

Migration may be fairly involved for some businesses as custom configurations in existing GA3 accounts will not be compatible with GA4.

Additionally, the metrics and data collected by GA4 are not directly comparable to GA3, so marketers will need to familiarize themselves with the differences.

Once migrated, the benefits will soon be apparent and marketers will have access to far more meaningful data and insights compared to GA3.

For more information on GA4, training for marketers and help with your company's migration and set-up,

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