GA4 – or Google Analytics 4 – is an analytics service that lets you measure traffic and engagement across both your site and your apps. It brings together everything that was good about Universal Analytics with added new features that are all designed to make the most of major opportunities presented to you from machine learning and big data.
So, in terms of your website, why should you migrate to GA4?
Here are five benefits that show you why it just makes sense.
1. It Offers Enhanced User Privacy
Probably the most attractive benefit of GA4 migration is that one of its main focuses is user privacy. Privacy laws being introduced – including CCPA and GDPR – mean that organizations have to take their user privacy a lot more seriously than before.
What’s more, Google Analytics 4 already has enhanced privacy controls, which means it’s never been easier to protect user data. From defining how it’s collected to having the ability to adjust retention periods, GA4 also lets specific users disable data collection.
2. It Improves Event Tracking
Back in the GA3 days, you’ll know that event tracking wasn’t up to scratch. It was pretty limited and didn’t allow you to do the things GA4 does with its enhanced tracking talents, which include tracking and analyzing more events, plus tracking video engagement, page scrolling, file downloads, etc. Basically, helping you to find out what areas of your site are performing well and which could do with a little boost.
In terms of improved event tracking, GA4 means you can have a much clearer understanding of your users’ behaviors. This enables you to make informed decisions when optimizing areas of your website. For example, if your audience is Gen Z, chances are they’re video mad. Looking at your video stats, you’ll be able to see if the content you’re putting out is resonating with them or whether you need to change things up a bit.
3. You can integrate it with Google Ads
Google Analytics 4 is integrated with Google Ads, which means you’ll be able to track your Ad campaigns way easier and more effectively. Using GA4 allows you to view your ad data in the tool, where you’re able to view how well your ads are performing and what effect they’re having on your web traffic.
4. GA4 is Way More Flexible
GA3 is super outdated, mainly due to the fact that it uses a measurement model that is based on page views and sessions. Whereas the measurement model for Google Analytics 4 is based on parameters and events.
These reasonings alone confirm that GA4 is way more flexible than GA3, not to mention a lot more superior to its old measurement model.
5. It Provides a Platform for Website and Mobile Apps
This is really important in today’s digital landscape, as everybody uses their phones on a daily basis, whether it be to shop, browse, or just scroll through social media. GA4 takes into consideration both platforms, allowing you to use it for them both together.
GA4 has the ‘app + web’ implementation, which is basically GA for Firebase with added website tracking capabilities.
This means you can consolidate your data from websites and mobile apps with a single property by using data sources in GA4 called data streams.
When you use one property, you can run more than one data stream, for example, web, iOS, and Android.
You Know It Makes Sense
So what are you waiting for? If you want to keep up with the ever-evolving tech world and make sure that your site – both web and mobile – is constantly top-notch, it’s about time you migrate to GA4.