As of July 1, 2023 , Google will permanently replace its classic Analytics Universal and will only offer Google Analytics 4 as a measurement system . There is still a little over a year left for this change to take place, but we already know some of the most notable points of this tool.
According to the analysis of Antonio Rodríguez, Data Director of Alkemy Iberia , this responds to the evolution that the technological giant has decided to begin in recent times, in accordance with the greater privacy and security demanded by users, who also demand correct use of their browsing data.
In fact, Google already announced at the beginning of 2020 that it will gradually stop lebanon number data supporting third-party cookies , thus beginning a transition towards a cookieless environment . The goal is to improve consumer privacy and limit companies' access to certain information. This in turn creates new options and opportunities to develop their business within a space with less access to third-party data.
That is why, according to the company, it is currently advisable for companies to start using dual measurement. That is, continue sending data to Universal Analytics and, on the other hand, start sending data to the new properties. This way, users will also be able to become familiar with the new Google Analytics 4.
Better multi-device measurement: This will allow measurements to be unified across web and apps when necessary without having to do it separately.
Raw Data Export: Provides the ability to export data to Big Query easily and in just a few steps.
Better funnel insight : Ensures a good understanding and analysis of the user experience. In other words, it optimizes the sales funnel process and improves conversions in terms of quality and quantity.
Use of AI/ML: Its foundation is based on Machine Learning, which will provide very valuable information that can predict user behavior and know in which cases the chances of converting are greater, thus optimizing CPAs.
User ID : By using a user ID or Google Signals, a more comprehensive analysis can be performed while respecting the privacy of users and their data.
Greater integration with other platforms: Available for connection with DV360, Google Optimize, SA360 and other Google platforms.
Predictive metrics: New predictive metrics emerge, such as the probability that a user will convert or stop visiting us.
Debugging : GA4 has its own debugging tool, which allows you to find out why som