What is Google Analytics 4?
Google Analytics 4 is the next generation of Google Analytics. It is an analytics tool that collects event-based data. Unlike its predecessors, it enables new approaches to web analytics and the collection of important customer usage metrics. This enables the online marketing agency to analyse concrete values instead of just tracking traffic.
This new property makes the SEO and SEA of websites and apps more efficient. The innovation offers the following functions:
- It supports forecasting functions in online marketing without the need for complicated models.
- Thanks to possible data protection settings, the information collected remains data protection-compliant.
- Google Analytics 4 does not use session-based data, but event-based data.
- It supports direct integration into media platforms. This increases the interactions with the website or the associated apps.
- GA4 enables a better understanding of the customer journey by collecting app and website data.
Why is the data-driven approach important?
Successful companies rely on a data-driven approach to online marketing. The added value of an online marketing agency is, among other things, that it breaks down this data. This makes it possible to implement SEO trends together with the web agency.
The collected data are the basis for the necessary decisions. At the same time, they help the online marketing agency to better align strategies and actions. This includes, for example, programming and web design to support the optimal customer journey. In this way, the data-driven approach not only promotes classic online marketing, but all measures of the SEO agency.
Google Analytics 4 collects meaningful data
With Google Analytics 4, the online marketing agency receives a lot of necessary information for successful online marketing. While the previous versions focused on the number of leads, GA4 concentrates on other aspects. In particular, the need for meaningful data comes to the fore due to the improved algorithm.
Depending on the goal, different metrics can be used, which in turn allow different interpretations. These findings provide information about which online marketing tips are relevant. In this way, the agency succeeds in increasing the interaction rate, for example. At the same time, it is much easier to increase sales, generate new leads or win customers.
What distinguishes Google Analytics 4 from Universal Analytics
The main difference between Universal Analytics and Google Analytics 4 is the activity reports. GA4 makes it possible to record and analyse events on websites as well as in applications. This means that the update is not only important for web development, but also for app development. However, there are other differences that the advertising agency can take advantage of:
- The latest version of Google Analytics focuses more on AI and machine learning. This makes it possible to gain detailed insights into user behaviour and to predict this behaviour. This makes GA4 an efficient tool for online marketing.
- Although lead generation is still an important approach, GA4 focuses on event measurement. This provides a deeper insight into the user’s interaction with the website or app.
- GA4 offers various new metrics that provide information about the necessary search engine optimisation.
Die Vorteile von Google Analytics 4
Google Analytics 4 improves the possibilities in online marketing. For this purpose, the update provides a new data model. This data model is the basis for more relevant analyses and better visualisation of the results. This goal contributes to the most important advantages for the digital marketing agency:
- Anonymisation: Thanks to the update, the anonymisation of IP addresses is no longer required. Google Analytics 4 does not store and log IP addresses. This makes handling easier.
- BigQuery: GA4 offers the possibility to export raw data to the Google Data Warehouse.
- Data streams: Scrolls, clicks on backlinks or external links offer a variety of insights into user behaviour.
- Data control: The improved administration in GA4 addresses the retention, deletion, collection and sharing of data.
- Data protection: GA4 supports modern data protection requirements. This makes the update future-proof and helps the digital marketing agency to take into account the central data protection guidelines.
- AI and machine learning: The integrated algorithms improve data analysis. Because they are adaptive, they adapt to their fast-moving environment.
- Modelling: Thanks to new modelling approaches, the web agency can always access complete data. Missing information in incomplete data sets is closed by the update itself, so that they still remain meaningful.
This is the future
In online marketing, Google Analytics 4 represents an important step towards the future. It supports the web agency in analysing and understanding complex and cross-platform results. At the same time, it takes user data protection into account and promotes legally compliant data management.
Google Analytics 4 promises to support online marketing in the future. It offers various metrics that can be used to make display marketing and newsletter marketing far more efficient. Based on Google’s modern learning technologies, the algorithm easily adapts to the fast-moving ecosystem.
Without such an analytical tool, it is hardly possible to make sound business decisions. Finally, the data collected forms the basis for in-depth understanding in today’s performance marketing.
Better decisions through event-based analyses
Google Analytics 4 helps the agency realise the most important goals in online marketing: generating leads, managing customers online and offline, and driving app installs and sales. Unlike previous versions, it combines measurements across different websites and apps. This approach supports better decisions and promotes understanding of customer decisions.
Improved ROI
Data-driven attribution helps companies analyse the impact of their marketing. Since GA4 looks at the entire customer journey, it is possible to optimise marketing activities in the present context. The subsequent optimisation of the marketing measures in turn helps to increase the return of investment (ROI).
Create better understanding
Google Analytics 4 is based on AI and machine learning. Both generate predictive insights about conversions and user behaviour. This not only makes it possible to tap into new target groups. It is also possible to analyse the impact of the marketing strategy in order to identify churning users at an early stage.
Improved integration of other Google products
In order to optimise influencer marketing campaigns, a large amount of data is required. Google Analytics 4 therefore offers a simple and extended integration option of other Google products. These include Google Ads in particular, which contribute decisively to the success of many companies.
Conclusion
Google Analytics 4 facilitates online marketing through meaningful and relevant data analyses. In particular, machine learning and AI algorithms help companies to align their SEO more efficiently. However, the update does not only offer numerous advantages in terms of general search engine optimisation. Rather, GA4 supports the Magento agency in raising aspects such as email marketing and Google Ads to a new level. The basis for this is the comprehensive understanding of the customer journey and user interaction.
