7 Ways Google Analytics 4 Will Change How You Measure

by Napkyn

If you’re a business owner feeling a little lost about GA4 adoption, you’re not alone. Many people are confused about what to expect when they make the switch.

This is because there are some big changes in store, particularly when it comes to data measurement.

Let’s dive right in to explore what this change means for your business and what you should expect. 

How GA4 Will Change How You Measure

Here’s what you can expect from GA4 in terms of data measurement. 

  1. Analyze Terabytes of Data in Seconds

BigQuery integration in GA4 allows you to process SQL queries within seconds. Thanks to the robust infrastructure, you’ll be able to work with terabytes of raw data and gain valuable insights through GA4’s machine learning capabilities.

You can also stream data directly to BigQuery without running a load job.

The best thing is that GA4 offers this feature to ALL its users for free. While there are limits on the data you can store, there are so many ways you can leverage raw data with the monthly free allowance. This includes 10GB storage and 1TB of query data processing. 

  1. Collect Unlimited Amount of Data

UA allowed 10 million hits per property to the amount of data you could collect in a month. It’s no surprise that a lot of sampling occurred during data processing. 

Although sampling helps when working with secondary dimensions and segments, there’s always the risk of having incomplete information when basing your decisions on sampled data. 

GA4 removed sampling from its standard reports, allowing you to collect unlimited data. With unsampled data at your disposal, you can make better and more profitable decisions.  

  1. Get Positive Data on User Engagement

With any typical data analytics platform, you can expect to get information about your website’s bounce rate and the number of users that leave a web page without interacting. 

GA4 takes things up a notch by sharing positive data on user engagement. 

It considers a session “engaged” when a user spends 10 seconds (minimum) on a page, views at least two pages, or is a part of at least one conversion event. 

User engagement measurement events like site search, scroll, video engagement, and file download enable you to stay on top of how users interact with your website. If you post an e-book landing page or a blog post on your website, GA4 will give you a clear idea of how engaging the content is and if it’s successful in making people continue reading or click on the download button. 

This kind of advanced tracking would require considerable custom coding in UA. 

  1. Measure Website and App Data in One Place

Before Google introduced GA4 to the world, digital marketers had to go through the tedious process of measuring website and app data separately.

GA4 combines Google Analytics data from websites and Firebase Analytics data from apps to give you a holistic view of your engagement across platforms. 

So, if a visitor lands on your website using a laptop, uses a smartphone to browse through your products, and finally purchases something through your app, you can track all these activities in one place with GA4.      

  1. Zoom in on User Behavior

GA4’s Life Cycle section delivers reports on customer acquisition, engagement, monetization, and retention. 

In other words, you’ll get a 360-degree view of the customer journey and gain actionable insights into your marketing performance. You’ll know which areas require more attention and if you should modify your advertising strategy for a bigger impact. 

The acquisition report can gauge which ad campaigns drive the best results and what type of content users enjoy the most. Furthermore, you can determine if you’re hitting your revenue goals and keeping your customers satisfied with the monetization and retention reports. 

  1. Predict Which Users Are Likely to Buy from You

GA4 features incredible predictive metrics, allowing you to nudge potential customers to make the purchase and increase your revenue. These metrics include: 

  • Purchase Probability 

This metric identifies users who have been active on your website/other platforms in the last 28 days and are likely to buy from you during the following week. 

  • Churn Probability 

It refers to the likelihood that a user who was active in the last seven days will remain inactive over the next week. 

  • Revenue Prediction

This metric reveals the expected revenue for the next 28 days from a user who has been active in the last 28 days. 

You can develop predictive audiences using these metrics to boost conversion with highly targeted marketing campaigns. 

  1. Carry Out Advanced Analysis

GA4 introduces a set of tools for advanced analysis using ad hoc funnels that were previously only available to GA360 users.

Here’s how you can benefit from them: 

  • Set up specific funnels using the extra elaborate funnel customization options.
  • Add a new dimension to your data analysis with heat maps (a data visualization technique). 
  • Determine the most common paths followed by users with path analysis
  • Explore the relationship between your targeted segments with the segment overlap report
  • Gain an in-depth understanding of particular user segments relevant to your analysis with the user explorer report.

Future-Proof Your Data Analytics Strategy With GA4 Today!

GA4 is changing the way digital marketers measure data. The new platform is designed to make it easier to collect and analyze heaps of data in seconds. 

With GA4, you’ll get more accurate and detailed information about website visitors, putting yourself in the best position to make informed decisions about your marketing campaigns.

GA4 offers several features and improvements over the previous version, so it’s important to start using it as soon as possible.

Our analytics consultants are at your service if you have any questions or need help making the transition. Get in touch with our experts to discuss how GA4 will change how you measure data and take your marketing to the next level. 

Napkyn

Digital Analytics Consulting & Engineering Company

Napkyn Analytics is a digital analytics consulting and engineering company that provides services across Data Enablement, Data Quality, Data Analysis and Data Activation.

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