Google Analytics 4 (GA4) is the newest system for data tracking from Google and has takenthe place of Universal Analytics (UA) as of July 1^st. This change comes as Google adapts to changes in privacy laws and consumer behavior in the market. The data tool is packed with new features for marketers, allowing for more specific filters, customizable displays for data, and a more encompassing view of the customer’s journey from discovery to purchase. However, this system has not come without issue, and there is some trepidation among marketing professionals as they make the jump. So, what’s the deal with GA 4? And what could it mean for the future of marketing?

What’s New With GA4

GA4 is not an entirely new tool. The system was launched as an optional service just over a year ago for marketers looking to upgrade their data. For UA users, however, GA4 4 brings a lot of new toys to the table. Users can customize the dashboard to show the most relevant data for their website. They can define how specific they want their visualizations to be, taking either a very close look at a small number of customers or a bird’s eye view at the entire site. GA4 even offers the latest in machine learning and AI systems to help optimize your ads based on their performance. Businesses can track a customer’s entire journey with cross platform tracking. Some of the other new features include:

• New measurements focused on events.
• New integration tools with Google Ads.
• New metrics to track the customer journey.
• New reporting tools.
• Control over user data.

Overall, GA4 offers a plethora of new tools for marketers to experiment with. However, these new toys have come with a cost.

Ups and Downs

As many users have been quick to point out, GA4 is significantly less user friendly than its predecessor, UA. With so many customization options, the menus have become a little cluttered, making it difficult for new users, or even those used to the old system, to navigate. For some users, the user interface feels unpolished. Others have stated that they would like to see a simpler version of GA4 as an option for those who don’t need as specific data.

Thankfully for users, Google has put out several tutorials and Q&As on their YouTube channel, as well as starting a support discord for anyone who cannot find an answer to their question online. Despite the learning curve, there are many marketers who are enjoying the new system and its diverse toolbox. The level of customization that can be applied to your data sets ensure that you get the most of out of your web traffic. With privacy laws becoming more constricting on what data can, or cannot be collected without customer consent, having accurate statistics for your target market is becoming more important than ever. GA4 was created with these new changes in mind. The tool has a lot to offer, it just might take a little extra learning before more marketing professionals feel comfortable using it.

What do you think about GA4? Still feeling a little overwhelmed by all the new features and changes? We can help! Contact Us, and we’d be happy to answer your questions.