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What’s New in Google Analytics

A new generation of Google Analytics is here to help you meet your measurement needs. Discover how you can set your business up for success by getting started with the latest Google Analytics experience today.

In this article, you’ll learn:

  • The benefits and features of the latest Google Analytics experience
  • How to stay up to date with a product that will change over time.

Google Analytics 4 is the future of measurement, offering innovative features, improved flexibility, and comprehensive insights across websites and apps.

Meet Google Analytics 4 (GA4)

Meet the Google Analytics 4 property, the latest experience in Google Analytics. With innovative features and improved flexibility, this experience is the future of Analytics. Whether you’re just starting to use Analytics or you’ve been measuring with it for years, this infrastructure can unlock valuable insights for your website, your app, or both.

GA4 properties were briefly known as ‘App + Web properties’. The name was changed to reflect the fact that this property type is for all businesses, not just those that have both an app and a website. A Google Analytics property is where your company’s online data goes to get processed in Google Analytics.

In the past, there were only two kinds of properties: Universal Analytics for measuring websites and Google Analytics for Firebase for measuring mobile app activity. But now the Google Analytics 4 property can collect both types of data. This property was designed for all Analytics users: those who only have a website and those who only have an app, as well as those who have both and want to combine all their data in one place.

The Benefits of Google Analytics 4 Properties

The next generation of Google Analytics is designed to scale with your business and measure across devices and platforms. This allows your measurement strategy to adapt to a constantly changing digital environment. Enhanced by machine learning, Analytics also provides predictions to help improve your marketing efforts.

As a future-focused and privacy-first platform, this experience was created with your business needs in mind. Take a look at some of the benefits of the GA4 property type:

  • Scales your business: It can measure, unify, and de-duplicate all the interactions that people have with your company across devices and platforms, giving you a complete, relevant, and timely understanding of the customer journey.
  • Responsible, durable measurement: It enables business outcomes for the long term while meeting user expectations for privacy.
  • Automates insight discovery: It uses Google’s machine learning to make it easy to get the most value from your data.
  • Effective action on data: It allows you to more effectively take action on your data and insights to achieve measurable marketing outcomes.

How to Get Started with Google Analytics 4 Properties

No matter where you are in your Analytics journey, it’s best to get started with the latest property type to prepare your business for the future of measurement. Creating and configuring your new property today will:

  • Build historical data: This makes future analysis and reporting more meaningful, capturing more trends and insights over a greater period of time.
  • Access the latest innovations: You can take immediate advantage of the latest Analytics innovations as they become available to get powerful new insights from your data.

Integrated Reporting

More and more, people expect to interact with businesses in whatever way is most convenient for them – for example, researching a product on their phone and then purchasing it later on their computer. Getting insight into these user journeys is critical for you to predict your customers’ needs and provide great experiences. This is why the latest Analytics experience is built to handle your various data streams.

Full Reporting Across Devices

Users often switch devices or profiles as they interact with your website. The latest Analytics experience can de-duplicate users across data from different devices. This means Analytics can measure a single user journey across devices based on the best available user identifiers. You can use Google’s signed-in data, bring your own identifier for signed-in users, or seamlessly use both, and Analytics will always choose the best available option for each situation.

Unified Web and App Reporting

The latest Analytics experience can add value to your business if you only have a website, or you only have an app. But if you have both, it can give you insight into cross-platform journeys. This experience allows you to measure apps and websites together across all reports for the first time in Analytics.

In conclusion, the GA4 property type is the next generation of Google Analytics, designed to scale with your business and measure across devices and platforms. Get started straight away with GA4 properties to stay up to date with a product that will change over time, ensuring you can take full advantage of its powerful features and innovations.

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