Google Analytics 4 (GA4) the new generation of Google Analytics with replacement for Universal Analytics
Google Analytics is one of the most popular tools for monitoring insights and statistics in real time. Discover all the news of GA4!
A recent implementation by Google, however, is about to revolutionize once again the approach to data monitoring: it is called Google Analytics 4 and it is a console that can already be used by all activities, even for SEO and SEA.
The Google Analytics 4 audiences allow the creation of more specific and advanced segments of users that can be automatically shared with Google Ads in a dynamic way depending on the user’s acceptance of the remarketing features.
Thanks to the use of advanced Machine Learning systems it is also possible to create “predictive audiences” (example: users who are likely to make a purchase in the next 7 days, users who are likely not to return to visit the website in the next 7 days) in order to refine remarketing and re-engagement campaigns.
Greater exploratory skills
Google Analytics 4 allows you to customize your interface in order to highlight the metrics and trends most in line with your needs. Furthermore, the “Explore” section (previously usable only by 360 users) is made available free of charge, giving the possibility to quickly create custom reports of varying complexity, favoring the exploration of data in self-service mode.
Native connection to BigQuery
With Google Analytics 4, it is also possible to activate the export of raw data on Google BigQuery for free, a useful and powerful tool for analyzing the raw data coming from the platform even more in detail.
Important updates on privacy and data anonymization
From a recent announcement (23/03/2022) Google stated that within a few weeks it will introduce a new method of data processing to comply with the privacy requirements dictated by the GDPR. The data collected on European GA4 properties will in fact be processed on European servers, in which the IP addresses will be anonymized without leaving any trace of the originals, before being transferred to the American servers.
In any case, to have the maximum level of control over your data and implement even stronger anonymization techniques, the reference solution is GTM Server Side.
How to manage the transition?
We have been working together with our customers on the transition to Google Analytics 4 for several months now with satisfactory results both in terms of quality and data enrichment and we have collected some tips for you:
Tip 1. Create a data history
Even if the Universal Analytics disposal date seems far away, it is important to start migrating all the properties well in advance and at least one year before the official dates proposed by Google, in order to have a data history that can then be compared later. If you have not already done so, it is important to start taking action to set up the new tracking system right away.
Tip 2. Universal Analytics Data Export
When Universal Analytics is discontinued, the data collected up to that point will be usable only for a few months from the date of discontinuation. It is therefore important, if you keep the history of your data, to proceed with the export of essential reports .
Tip 3. Take advantage of the change and review the data strategy
Do not be satisfied with the simple migration: the change of instrument provides the opportunity to review the tracking strategy used up to that moment in order to better adapt it to your needs. It is not recommended to proceed with a simple duplication of the events collected so far.
How GA4 is used and how to link it to an existing property
Net of this new approach, however, little changes in the practical approach to GA4 compared to Universal Analytics . The process of creating a property is very similar, with the only novelty that a property can monitor multiple platforms at the same time, ensuring a ‘holistic’ view of traffic.
By connecting a property to GA4, such as a website, it is possible to start storing data and at the same time not interrupt the flow of data to Universal Analytics . This is undoubtedly an important feature for those who want to start practicing with GA4 without abandoning the previous tracking system.
What can we do together?
Our goal is to accompany the companies we work with in a data driven growth process, that is, to exploit data to get to know users and develop a winning digital strategy.
We work in a participatory perspective with corporate stakeholders following these phases:
Definition of the Data Strategy
Strategic support aimed at understanding the needs of stakeholders and translating them into KPIs of the tracking system. The output is a static guideline document listing the functional requirements of the system.
Setup and implementation of tracking system with anonymized Google Analytics 4
Implementation of web tracking through Google Tag Manager and Google Analytics 4. Includes the QA of the collected data.
GDPR compliant implementation
Adaptation of tracking so that they are in line with corporate privacy rules and adapted to current GDPR legislation through anonymized implementation.
If you want more information you can contact us by clicking here or view more details about the service by clicking the button below:
We have also developed an intensive workshop aimed at business teams who want to explore the tool and acquire all the skills to be able to use Google Analytics 4 independently: you can find it here.
We hope this article was helpful to you!
If you have any questions or concerns write to us: we can’t wait to talk to you about it.
More comprehensive event management
The greater attention paid to user behavior consequently determines a more complete categorization of events . With GA4 it will be possible to view and investigate four macro-types of events:
Events collected automatically : these are events that are recorded autonomously by GA4, if activated. In particular, these are events such as language and localization.
Advanced measurement events : they can be activated directly from the administration panel and their tracking is not automatically generated. Some examples? Downloads, searches, scrolls.
Recommended events : these too must be implemented independently by entering the necessary codes. Despite this they are already categorized by Google according to predefined parameters. They can be for example logins, purchases, shares.
Custom events: these are events that are not parameterized by Google but that can be implemented at will and according to your needs.
1 Comment
Aut at saepe similique et ad. repudiandae quas modi nihil ab. Itaque numquam accusantium perferendis fugit. Vel sequi quia fuga non pariatur et. Repellendus tenetur voluptas ipsa molestias occaecati Vel rerum et et voluptas exercitationem. Libero fuga assumenda dicta et dicta. Sint voluptatem sunt dolorem minus non et. Vitae nulla illum in. Tempora fugit dignissimos quis. Repellendus facilis quia ducimus molestiae sit porro.