The impact of Google Analytics 4

• More intelligent user privacy and tracking features

With the introduction of GDPR, websites now require users to consent to cookies for tracking website performance. Therefore, GA4 will start reducing its reliance on cookies to record certain events across platforms and/or devices by using machine learning to fill in the gaps, thereby making it more consistent during industry changes and preventing future gaps in its data collection.

GA4 is built with the future in mind, so scalability and growth have been factored into its new design, with a wider focus on tracking the complete user journey. This means that brands can rely on Google Analytics to help them assess their marketing strategies and address their customer needs with greater ease.

• A more developed customer journey

GA4 offers businesses the tools needed to better track and link user experiences. With a less cluttered dashboard, they can access important and relevant information faster, enabling users to make informed decisions quicker.

There’s a new section in GA4 called Life Cycle, where Acquisition, Engagement, Monetisation, and Retention reports can be found. It’s now easier to zoom in on customer behaviour along their journey and gain insights on where marketers should direct more attention to.

• Use predictive metrics to create more powerful campaigns for your audiences

GA4 allows users to predict which website visitor is more likely to purchase within a given time along with the revenue associated with the conversion. You can use these metrics to craft predictive audiences to create highly targeted campaigns or observe conversion likelihood during critical periods.