What is Google Analytics 4 and how it works in 2024

by Moises Hamui July 24, 2024

In the world of digital marketing , staying up to date with the latest tools and technologies is crucial to success. Google Analytics 4 (GA4) has positioned itself as the next generation of web analytics, offering a more complete and accurate view of user behavior across multiple devices and platforms.

What is Google Analytics 4 and why is it important?

Google Analytics 4 is the latest version of Google's popular analytics tool.

Unlike its predecessor, Universal Analytics, GA4 focuses on event-based analytics and uses artificial intelligence to provide deeper insights into user behavior.

Event-based analytics : GA4 tracks specific events (clicks, page views, conversions) rather than sessions.
Artificial Intelligence : Uses machine learning to predict future trends and behaviors.
Cross-platform measurement : Allows user tracking across multiple devices and platforms.
User Privacy : Adapted to new privacy regulations, such as GDPR.

Essential Metrics in Google Analytics

How to set up Google Analytics 4 on your website?

Setting up Google Analytics 4 on your website is a simple but essential process to take advantage of all its features. Below are the basic steps for setup:

Create a GA4 Property : Log in to your Google Analytics account and create a new GA4 property.
Install Tracking Code : Add the GA4 tracking code to all pages of your website.
Set up events : Define the key events you want to track, such as button clicks, form submissions, and purchases.
Connect with other tools : Integrate GA4 with Google Ads, Search Console, and other marketing tools to get a more complete view.

What are the key differences between Universal Analytics and GA4?

Understanding the differences between Universal Analytics and Google Analytics 4 is crucial to adapting your analytics strategy. Below are some of the most significant differences:

Data Model : Universal Analytics uses a session-based model, while GA4 is event-based.
Reporting : GA4 offers more personalized and user-centric reporting .
Cross-platform measurement : GA4 makes it possible to track users across multiple devices and platforms more efficiently.
Privacy and Consent : GA4 is designed to comply with current and future privacy regulations.

How to interpret GA4 reports?

Google Analytics 4 introduces a new way to interpret data through its custom reports. Here's how to read and understand GA4 reports:

Events Report : Shows specific events that users perform on your site.
User Report : Provides detailed data on user behavior and characteristics.
Retention Report : Analyze user retention over time.
Conversions Report : Track and analyze conversions based on defined events.

How to take advantage of advanced GA4 features?

Google Analytics 4 comes loaded with advanced features that can take your analysis to the next level. Some of these features include:

Predictive Analytics : Uses machine learning to predict future behaviors and trends.
Lifecycle Measurement : Analyzes the entire user lifecycle , from acquisition to retention.
Creating Audiences : Define custom audiences based on user behavior.
Enhanced Integrations : Connect GA4 with other Google tools and third-party platforms for richer data.

What is business intelligence?

Google Analytics 4 in 2024

As we move into 2024, Google Analytics 4 will continue to evolve to offer deeper and more accurate analytics. Some trends to keep an eye on include:

Increased focus on privacy : GA4 will continue to adapt to privacy regulations, ensuring secure and compliant analytics.
Machine learning improvements : GA4’s AI capabilities will continue to improve, providing more accurate predictions.
Integration with new platforms : GA4 will integrate with a wider range of platforms and devices, offering a more holistic view of user behavior.

Google Analytics 4 represents a significant shift in the way we analyze and understand user behavior. With its focus on events, artificial intelligence, and cross-platform measurement, GA4 is designed to provide a more complete and accurate view of your website’s performance.

As we move into 2024, adopting and mastering GA4 will be essential to any successful digital strategy.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.