GA4 – the new Google Analytics version is here!

The new Google Analytics is here and it has some interesting innovations in its luggage. The new version was developed under the code name GA4 and is intended to make working with the data easier. In this article we will introduce you to the new functions.

The use of artificial intelligence (AI) will fundamentally change the way companies make forecasts.

The so-called customer life cycle, i.e. the customer life cycle, is in the foreground at GA4. Customers can now be tracked here throughout their entire “life cycle” as a customer using a wide variety of identifiers (both via web and app). From the first customer acquisition to customer retention after the purchase, user behavior can be tracked as seamlessly as possible.

Until recently, Google Analytics used two methods of tracking users: either cookies were used, which, however, did not enable cross-device tracking, or so-called user IDs were created. With GA4, on the other hand, the tracking now works in gradations. In a first step, an attempt is made to access the user ID. If this cannot be determined, Google signals are used to identify users. A cookie ID or device ID will only be used if no identification can be carried out.

What used to be understood as data view, namely the different data access options for your website or app, is now called data stream. The new feature allows you to access relevant information and analyze it quickly. This enables you to respond better to customer-specific requests and thus continue the success of your website or app in a positive way.

Google Analytics 4 (GA4) is a comprehensive analysis tool, since different channels and devices can now be combined in one report. This enables marketers to understand their marketing activities in more detail in the overall picture. Interactions can be analyzed both with web and app as well as with other points of contact such as cash register systems. In addition to the cross-device and cross-channel online behavior, offline behavior can now also be included (to a certain extent) in the evaluation examination.

To upgrade to Google Analytics 4, you must first convert your existing property to a Google Analytics 4 property. To do this, log into the Google Analytics admin area and select the “Convert property” option. Then enter the name of the property you want to update. After that, a warning message appears with details about the property conversion. Read this message carefully, accept the terms and click “Start Conversion”.
Once the conversion is complete, you will have a new Google Analytics 4 property. The data from your existing property remains intact and is still available for reporting purposes. With the newly created Google Analytics 4 property, you benefit from all the latest features of the platform.