Google Analytics 4
A Comprehensive Guide

You are already late by….

You’ve missed the deadline of 1st July 2022 to

  • Ensure past data is backed up to compare YOY growth
  • Get accustomed to Google Analytics 4 and its new features

What is Google Analytics 4?

Google Analytics 4 (GA4) is the next-generation measurement solution, also the latest version of Google Analytics replacing Universal Analytics on July 1, 2023. It is a cloud-based analytics platform designed to help businesses better understand their customers, make better data-driven decisions, and provide insights into user interactions with websites, apps, and other digital properties.

How is GA4 better? Why should I use it?

GA4 provides more granular user data than previous versions and more advanced machine learning capabilities. It also provides automated insights and recommendations that allow us to act quickly and easily.

How it’s going to change the Analytical data?

Google Analytics 4 (GA4) is a major upgrade to the Google Analytics platform. It uses machine learning to provide more advanced and accurate user behavior and site performance insights. GA4 offers more detailed insights into user journeys and how users interact with websites, mobile apps, and other digital products. It also includes more granular data on user behavior, allowing us to gain deeper insights into what’s working and what’s not. Additionally, GA4 provides more interactive reports and dashboards that can be used to track key performance indicators (KPIs). Finally, GA4 has enhanced privacy features that allow users to control their data more effectively.

GA4 will provide more robust and accurate data to make better decisions and optimize their marketing efforts. It will also offer more privacy features, enabling users to control their data and ensure it’s being used responsibly.

How does Commerce Pundit help to grow your business?

Commerce Pundit Do It Better Google Analytics 4 (GA4) is a comprehensive suite of solutions designed to help organizations optimize their GA4 implementations. This suite includes services such as data governance, data visualization, data-driven insights, and advanced analytics. It also includes a range of tools and services to help organizations make better decisions, improve customer engagement, and drive conversions. The suite also includes features that allow users to customize their GA4 implementations to best suit their needs, helping them to make the most of their data. Finally, Commerce Pundit Do It Better GA4 helps organizations maintain compliance with data regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Additionally, Commerce Pundit provides 24/7 customer support to ensure your GA4 implementation is successful. We understand the importance of accurate data and providing insights to improve digital marketing performance.


What are the benefits of GA4?

Powerful Explorations

Powerful explorations in Google Analytics 4 (GA4) are a set of tools for analyzing and visualizing data. This set of tools provides deeper insights into user behavior and website performance, allowing users to gain valuable insights into customer journey and engagement. With Powerful explorations, users can quickly and easily gain insights into their website’s performance and customer engagement. The features included in Powerful explorations allow users to segment their data, set goals and custom dimensions, and analyze user journeys over time.

Ad Hoc Funnels

Ad hoc funnels in Google Analytics 4 (GA4) are a way to visually define and analyze user journeys in analytics and explore user behavior by creating custom funnels by setting up a series of steps that a user must go through to reach a goal. They allow you to set up a sequence of events that you want to track, such as a customer journey from an ad click to a purchase. This enables you to analyze how users interact with your website and measure the effectiveness of your marketing campaigns. You can also use this tool to identify where in the funnel users are dropping off and adjust accordingly.

Bigquery Integration

Google Analytics 4 (GA4) includes a built-in BigQuery integration that allows you to export data from GA4 to BigQuery. This allows you to analyze your GA4 data in a powerful, SQL-based environment. With BigQuery, you can build complex queries and join data from your GA4 account with other data sources like Firebase, Adwords, and Ad Manager. This offers unparalleled flexibility and control when it comes to understanding your customer’s journey. This enables users to access GA4 data, such as user and event information, to conduct deeper analysis and draw insights from the data.

Audience Triggers

Audience triggers in Google Analytics 4 (GA4) are automated events that are triggered when certain user behaviors are detected. These events can be used to create audiences and segment data, allowing you to target specific users or groups with tailored content. These triggers can be used to create segments of users, send notifications, and measure conversions. They can help you gain insights into customer behavior, such as how often they visit your website and what content they interact with. It can also create audiences based on their device, location, or other characteristics.

Data Modeling

Data modeling in Google Analytics 4 (GA4) is the process of creating a mathematical model that can be used to make predictions about future events or trends. It involves collecting data from multiple sources and using statistical analysis and machine learning algorithms to identify patterns and relationships in the data. Data modeling helps businesses gain a more holistic view of customer behavior and make more informed decisions. It also enables them to better understand their customers and effectively target marketing messages.

Data-Driven Attribution For Everyone

Data-driven attribution in Google Analytics 4 gives credit for conversions based on how people engage with your various ads and decide to become your customers. Based on the data from your account, it determines which keywords, ads, and campaigns are most effective. Data-driven analytics helps you understand how different ad types and keywords impact the customer journey. Your brand will be able to allocate budgets and resources more effectively, allowing you to maximize results for your business.

Improved Path Analysis

Google Analytics 4 has improved path analysis capabilities. The path exploration report allows you to determine the sequence of pages visited by users and the actions performed. You can find the top pages that new users visited after visiting the home page or discover what actions users take after a particular page view. You can also use the path exploration report to uncover the looping behavior of the users, for example, if users are continuously viewing page A, then page B, and then page A again.

Flexible Data Model

A great benefit in Google Analytics 4, there are improved and flexible data models which allow for companies and brands to build their program on a small scale and adapt it over time in response to changing needs. What this means, in practice, is that companies can start with one or two GRC applications and then layer in new solutions over time. If you do not understand how to use these models, it’s no problem. Commerce Pundit can manage and analyze your business data models to help your eCommerce business continuously grow.

Simplified Cross-Domain Tracking Setup

As users cross domains, cross-domain measurement can accurately attribute their activity to them. This is because outbound clicks that would ordinarily trigger an event via enhanced measurement are ignored when the outbound link leads to a domain that you’ve listed as part of cross-domain measurement. For your Universal Analytics property, in the Admin panel, you will configure cross-domain measurement via code (either in the source code through analytics.js or gtag.js, or via Google Tag Manager).

More Thorough Debugging With The Debugview

GA4 has an improved debugging system with Debugview. This feature is very important to have a smooth-running program. The process is more thorough and locates and solves more issues than before. The DebugView report shows you data (from events, event parameters, and user properties) as Analytics collects the data. In addition to helping you collect data, troubleshoot problems as they arise, and understand how users interact with your website or application, the report can provide insight into a user’s behavior.

Enhanced Measurement – More Automatically Tracked Events

Google Analytics 4 has improved Enhanced Measurement Events. Enhanced Measurements Events are automatically triggered and logged by the predefined user activities. Enhanced measurements can only be used in web data streams such as websites. You can toggle which enhanced measurement events you want, such as scrolls, outbound clicks, site searches, video engagements, and file downloads. However, page view events are tracked regardless of the switch button being off.

More Privacy Controls

Google Analytics records data about user activity on websites and other online resources. It logs this information, which it then uses to improve the quality of its services. This data can be collected using special code embedded in websites and web applications or from cookies (small text files stored on a device’s hard drive). In addition, GA4 has improved controls that can be enabled or disabled in order to protect your website users’ information. If settings are disabled for a region, no additional data will be collected.

Event Segments

A segment is a subset of your Analytics data that can be used in Explorations. Among your entire set of users, one segment might be users from a certain country or city. Another segment might be users who purchase a particular line of products or who visit a specific part of your site or trigger certain events in your app. Types of segments that can be created are; user segments, event segments, and session segments. Segments can only be viewed in Explorations for properties using Google Analytics 4.

Additional Metrics To Track Engagement

In GA4 The User engagement metric shows the time that your app screen was in the foreground or your web page was in focus. Analytics does not collect metrics when no screen or page is displayed on your site or app. The metric can help you understand when users actively use your website or app. The metric comes from the user engagement event. Whenever a user closes their tab or window or navigates to another page or screen, Analytics sends the event. The event includes the session engagement status and user engagement duration.

Predictive Metrics And Audiences

GA4 introduces predictive audiences. It is the future of analytics. Google predicts the purchase behavior of your users based on your e-commerce or app data (visits, conversions). You can use and adapt 5 suggested predictive audiences and target these in your paid campaigns. A predictive audience is an audience with at least one condition based on a predictive metric. For example, you could build an audience for ‘likely 7-day purchasers’ that includes users who are likely to make a purchase in the next 7 days.

Simplified (And More Powerful) Conversion Tracking

GA4 has improved Universal Analytics. With Universal Analytics you can measure conversions by setting up goals and eCommerce transactions. In Google Analytics 4, there is no distinction between goals and eCommerce; you measure all conversions via GA4 events. GA4 events are triggered as users interact with your site or app. Conversions are events that contribute to your business’ success. You can flag them using the user interface. Conversions are registered in your GA4 property whenever any of these flagged events are triggered.

User ID Does Not Require A Separate View

The User-ID feature in GA4 has been improved and simplified. Now The Unser-ID lets you associate your own identifiers with individual users so you can connect their behavior across different sessions and on various devices and platforms. Analytics interprets each user ID as a separate user, which provides you with more accurate user counts and a more holistic story about a user’s relationship with your business. You need to create a unique ID for each user on your own and assign and consistently reassign the IDs to your users.

App And Website Data Is Stored In The Same Property

You will find this feature particularly useful if you run a business. In GA4, the business has one website and one Google Ads account; there is no need for separate data according to your line of business or region. There are no views, and you achieve data such as geographical separations and line of business separations differently. The granularity to which you separate your data and how you control access to it depends upon your needs. Marketing teams can export audiences to Google Ads for remarketing and prospecting.

More Customizable Interface

The Google Analytics 4 interface is more customizable than previous versions. The interface creates a simpler way to execute commands. The changes to the interface include; Simplifying reports by using the same event name across properties and data streams, Fixing a measurement error caused by a typo in an event’s name, conditions, or parameters, Creating a new event (based on an existing event) and trigger it on specific conditions and Narrowing the scope of an event and mark it as a conversion.

Ability To Change Reporting Identity On The Fly

Reporting identity is an important part of your Google Analytics 4 property. You’ll need to select a default reporting identity to gather data about your users and have it applied to your reports. You can set your default reporting identity to “By device only” or “By User-ID, Google signals, then device.” By Device Only, only the device ID will be used. By User-ID, Google Signals, then Device, you tell Google to move through the various identifiers and use the best one for your data collection.

The Attribution Model Can Be Changed

Attribution is the act of assigning credit for conversions to different ads, clicks, and factors along a user’s path to completing a conversion. Changing the attribution model will apply to both historical and future data. Use the Reporting attribution model section to select which attribution model you want to use to calculate conversion credit in your reports within your Analytics property, and also within the conversions reports of any linked Firebase projects.

Better Anomaly Detection

Anomaly detection is a statistical technique that Analytics Intelligence uses to identify anomalies in time-series data for a given metric and anomalies within a segment at the same point of time. Using historical data, Analytics Intelligence predicts the value of the metric at the current time period and flags the datapoint as an anomaly if the actual value falls outside the credible interval. GA4 uses principal components analysis to leverage the metrics’ correlation structure and cross-validation to flag anomalies.

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What is Google Analytics 4?

Google Analytics 4 is the latest version of Google’s popular analytics platform. It is a comprehensive, unified suite of tools and services that allows you to better understand your customers and website performance. With Google Analytics 4, you can measure user interactions across all devices and channels, and gain insights into customer behavior.

What are the benefits of using Google Analytics 4?
Following are the benefits of Google Analytics 4
  • User-Centric Data: Google Analytics 4 provides user-centric data that allows marketers to better understand their user’s behavior and preferences. This helps to optimize marketing efforts and cater to users’ needs more effectively.
  • Automated Insights: Google Analytics 4 allows marketers to receive insights automatically with no setup and without having to build custom reports. This helps save time and resources for marketers.
  • Cross-Platform: Google Analytics 4 can measure user interaction across multiple platforms, such as websites, mobile apps, and connected devices. This allows marketers to comprehensively view their user base and better understand their customers.
  • Event-Driven Model: Google Analytics 4 uses an event-driven model that makes it easier to track user behavior and interactions with different elements on a website. This makes it easier to identify and track user behavior that can be used to improve the user experience.
  • Machine Learning: Google Analytics 4 uses machine learning to analyze user behavior and generate useful insights. This helps marketers to better optimize their campaigns and gain a deeper understanding of their customers.
What types of data can I track with a Google Analytics 4 property?

Google Analytics 4 properties can track various types of data, including page views, scroll depth, session duration, user engagement, form submissions, transactions, user demographics, device and browser types, and more. Additionally, you can track custom events and parameters to gain even more insights into user behavior.

Is my Universal Analytics data lost if I implement GA4?

No, your Universal Analytics data is not lost if you implement GA4. The data can still be accessed on the Universal Analytics property.

Can I import Universal Analytics data into Google Analytics 4 (GA4)?

No, not directly. Universal Analytics data cannot be imported into Google Analytics 4. However, you can use the Measurement Protocol to send data from Universal Analytics to GA4. This can be done through a third-party tool, such as Google Tag Manager, Google Analytics Demos and Tools, etc..

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