Preface of Google Analytics

Google Analytics is a tool used to evaluate your eCommerce store’s traffic and conversion rates. To improve this tool’s functionality and as Universal Analytics will not be functioning from 1st July 2023, in October 2020 Google announced the launching of Google Analytics 4. Though it is said that the Universal Analytics users will get 3 months of validity for using the analysis tool.

According to the digital experts, they have concluded that the latest version of Google Analytics i.e., GA4 can evaluate various data kinds resulting in the delivery of a solid analysis experience that is perfectly designed for the future digital world.

Google Analytics permits businesses to observe combined user hikes throughout their application and store websites. To keep up with the market changes and to predict new perceptions it is recommended to take the help of Google’s machine learning technology.

New features in Google Analytics 4

The leading role of Google Analytics is to keep a track of our business goals, like traffic on-site, sales ratio, conversion rates, etc. Let us catch sight of some new features that are introduced in Google Analytics 4.

Latest user-based model

Universal Analytics provides a session-based way of data collecting and collecting within the sessions data. Google Analytics 4 is commenced to put forward a new way of collecting data.

Google Analytics 4 collects the data in event forms and uses a user-based model. Each event is identified with a unique name and has supplementary limits for the event description. These events mainly incorporate page views, transactions, and much more. With the help of Google Analytics 4, you would be able to get extremely comprehensive metrics without breaching privacy.

Prediction and Insights powered with AI

The Google Analytics 4 is featured with new insights powered by AI, that emphasize trends such as interest growth for a particular product. This helps the business with its marketing campaign planning in a superior way.

The machine learning technology predicts the outcomes, conversion rates, sales, and also churn rates. With these predictions and insights, the marketers can promote the appropriate products targeting relevant audiences.

Customer Lifecycle Report

The Google Analytics 4 also has a power-packed feature that is a customer lifecycle report, these reports are systemized around the journey of customers on your website.

You can be able to track which channels are bringing the customers to your website, you can also see the actions that customers take and whether they are still on your website even after the checkout process. In simple words, this feature allows you to have an elaborative view of how customers engage through different devices and channels with your website.

Control over User Data

Nowadays analytics tools give more importance to first-party data resulting in the modern digital world moving towards a cookieless future, and besides this, we already know that Google is gradually reducing the third-party cookies.

For example, the website owners want to obtain permission for both the analytics and ads, in this a new consent model helps them in doing this. In which further, Google Analytics 4 eases the handling of removal requests of the user data.

Prevents spam

If you are a frequent user of Google Analytics, then you must be knowing spam referrals. During the handling of your business online, you might have noticed a certain hike in traffics during a certain time or you may have received a large number of visits from a suspicious source, these are called spam referrals.

These spam referrals result in the disruption of the marketing campaign, making the collection of data a challenging task. Luckily, Google Analytics 4 has found a solution to this problem.

Before the spammers could send any fake data to Google Analytics account with the use of Measurement Protocol, and that data hits the GA4 property with a secret key that can be only accessed from a non-public key of your GA4 data stream settings. 

Google Analytics 4 Vs Google Analytics 3

Universal Analytics utilizes the IDs of clients and focuses on the general number of visitors to the site. Whereas Google Analytics uses the same method to establish the user count in which the presently engaged users to the site are shown.

For this, GA4 has been considered to deliver reliable information for those users who have a website and mobile apps and were required to switch between the features of reviewing data. As a solution to this problem, the tracking has to be broad cross-device, and cross-platform, which phases out the necessity for the previous usage of the roll-up property. 

The analysis reports of GA4 are very complex with a free connection of BigQuery, which permits access to the services which earlier were available only to GA 360 clients. This ultimately allows you to have advanced data insights.

Benefits of Google Analytics 4

  • Improve the experience of tracking the store activity and traffic
  • Improvement in the analysis of user engagement
  • Increase the quality of your ad campaigns 
  • Attract more users to your site
  • Simplify the setting up of business goals and events
  • Improved Privacy features
  • A wide variety of parameters

Steps to start with Google Analytics 4

If you are an editor or administrator, then there are three simple ways of getting started with Google Analytics 4:

  • If you are using Google Analytics for the first time then you are supposed to set up the collection of Analytics data and prepare to accumulate your application’s and website’s data.
  • Google Analytics property will be added along with the Google Analytics 3 property by the name Google Analytics 4 Setup Assistant after you add Google Analytics 4 with Google Analytics 3 to a site.
  • After following these two steps, add Google Analytics 4 to a content management system or website developer program if you use a website hosted by a content management system.


As we know that Universal Analytics will be replaced by Google Analytics 4 in July 2023. Google Analytics is a power-pack tool for social media marketers and business owners with new features like AI-powered predictions and insights for powerful marketing campaigns along with the data collection and usage control and prevention of fake traffic (spam referrals), too, this helps you understand your application’s and website’s performance

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