Google Analytics 4 – the new generation of web analytics
eologyeo:newsGoogle Analytics 4 – the new generation of web analytics
As of July 01, 2023, quite a few things will change at Google Analytics. The search engine giant’s analytics tool, Google Analytics 4, will then be used as the main tool for data analysis. No more data will then be processed in the original Universal Analytics. Consequently, this will be completely replaced by Google Analytics 4. In order to already know what is important, you will get the most important information directly from us here.
What is Google Analytics 4?
Cookieless tracking presents online marketers with a difficult task: What should targeting look like in the future, and how will we deal with the (reduced) data that will be available to us in the future? In view of this, Google Analytics 4 is revolutionary because it enables new options in dealing with data-based performance tracking. For this, Google Analytics 4, which used to be known as “App” + “Web”, is introduced as a kind of new property.
Why is the changeover taking place?
There are several reasons for switching to Google Analytics 4. Among the most important are:
Improving data privacy
Use machine learning to collect optimized insights about users despite cookieless tracking
Better integration with the Google advertising platform to boost campaign performance
How do you integrate Google Analytics 4?
If you want to use Google Analytics 4 in the future, the first step is to set up a Google Analytics 4 property for your website. You can use the Google setup wizard for this. Once you have completed this, you can view the following functions:
The new Google Analytics 4 user interface
What are the advantages and disadvantages of Google Analytics 4?
In the following, you will get a rough overview of the advantages and disadvantages of switching to Google Analytics 4.
· Integration of machine learning and AI · Optimized data protection through cookieless tracking and anonymization of data · Integration of modeling approaches to compensate for missing data due to cookies data due to cookies · Optimization of visualizations · Increased data control through better collection, retention, deletion and sharing of data
· Different data to Universal Analytics due to changed data structure → Poorer predictability due to lack of references to the previous year · Deactivation of Universal Analytics results in “compulsion to switch”.
Even if users are more or less “forced” to switch to Google Analytics 4, there are some advantages that the new analytics tool brings with it, and although interpretations of the data will probably be rather difficult in the first year, important information can be derived from it over time. This will be particularly important in terms of cookieless tracking and will have a big impact on data-driven performance tracking.
What are the differences between Google Analytics 4 and the original Universal Analytics tool?
Roughly speaking, the focus has completely changed. While Universal Analytics had the sessions at the center of the analysis, the user himself now moves into the spotlight. In addition, the visualizations are optimized and receive a rebrush. This is especially important because of the new and improved analysis options, which become much more extensive and complex under Google Analytics 4. Something is also happening in terms of goal definition: You can define standard goals as well as your own individual goals.
Meyer hat ihr Bachelorstudium der Betriebswirtschaft, Schwerpunkt Betriebswirtschaft
der Medien, an der FH in Würzburg abgeschlossen. Als Teil des
eology-Marketing-Teams kümmert sie sich um die Verbreitung des gesammelten
eology-Wissens, indem sie ihr Know-how in Magazinen, Blogs und Zeitschriften
Google is testing a brand new feature within its search engine that shows users whether an article is quick to read or not. The Quick Read Label appears directly under the description in the SERPs and identifies articles that have a reading time under 5 minutes. Learn more about it here. ... Continue reading
Originally, the search engine giant Google planned to end support for third-party cookies in Chrome in early 2020, but this has now been moved to 2024. What this means for you, we reveal here in detail! ... Continue reading
Google simplifies the Search Console reports and announces the implementation of the changes for all properties in the coming months. What this means for you and what changes are planned, we tell you here in detail! ... Continue reading