Google Analytics 4 Benefits You Can’t Afford To Miss

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
I write Conversion Insider newsletter.

In the ever-evolving digital marketing landscape, it’s crucial for businesses to stay ahead of the curve and make the most of the latest technologies. One tool that continues to reinvent itself and play a pivotal role in the online marketing world is Google Analytics. The Google Analytics latest version brings a plethora of benefits to help you better understand and optimize your online presence for your business. In this article, our digital marketing agency will dive deep into the Google Analytics 4 benefits and explore how it can revolutionize the way you analyze your online presence.

But before we delve into the benefits of Google Analytics 4, it’s essential to give you a brief overview of what GA4 is and how it differs from its predecessor, Universal Analytics. This understanding will provide you with the necessary context to appreciate the full potential of Google Analytics 4. Throughout this article, we’ll provide you with valuable insights, tips, and real-life examples to help you harness the power of this advanced analytics product. So let’s dive in and unravel the key benefits of Google Analytics 4.

Table of Contents:
Benefits of switching from Universal Analytics to Google Analytics 4.

What is Google Analytics 4?

Google Analytics 4 is the latest and most advanced iteration of Google’s widely-used web analytics platform. Launched in October 2020, GA4 is designed to give businesses a deeper understanding of their app and website visitor behaviors, user interactions, and overall site engagement. If you’re using platforms like Shopify, you should know that integrating Google Analytics 4 is essential for tracking your e-commerce data and understanding customer behavior. The platform incorporates advanced machine learning capabilities, improved privacy features, and a more flexible measurement model to offer a comprehensive and robust analytics solution.

One of the most notable features of Google Analytics 4 is its ability to unify data from websites and mobile apps, offering a holistic view of the user experience across different devices and platforms. This feature is handy for businesses aiming to optimize their online presence across multiple channels. Furthermore, GA4’s event-based tracking and enhanced measurement capabilities make it easier for marketers and business owners to monitor the performance of their online campaigns and make data-driven decisions.

These are just the most notable Google Analytics 4 advantages over Universal Analytics. Explaining all the pros of Google Analytics’ latest version in one article’s section would be mission impossible. So stick with us as we’re about to explore Google Analytics 4 benefits in-depth as we keep moving through this article.

Top 10 Google Analytics 4 Benefits

With Google Analytics 4 set to entirely replace Universal Analytics by July 1, 2023 – it’s essential to understand the key benefits of Google Analytics 4 and why making the switch is necessary for businesses aiming to stay competitive in the digital landscape. 

Combined Web and App Tracking Gives You A Unified View of User Experience

One of the most significant Google Analytics 4 benefits is its ability to provide a unified view of user interactions across websites and mobile apps. You can now better understand how your audience engages with your brand, regardless of the platform they’re using. 

By breaking down the barriers between web and app data, Google Analytics 4 helps you:

  • Streamline data analysis: With GA4, you no longer need to juggle multiple analytics platforms to analyze your web and app data separately. Instead, you can access all your data in one place, making it easier to compare, analyze, and optimize your online presence across different channels.
  • Optimize cross-platform user experience: Let’s say you’ve noticed a high cart abandonment rate on your e-Commerce business app. By tracking user interactions across both websites and apps, Google Analytics 4 allows you to identify trends and preferences in user behavior, enabling you to optimize the user experience on all platforms. This will help you with creating a UX strategy that delivers a seamless and consistent experience for your audience, regardless of the device or platform they prefer.
  • Improve marketing strategies: Combined web and app tracking gives you a comprehensive view of your audience’s journey, allowing you to identify the most effective marketing channels and campaigns. For instance, if you discover that your social media campaigns drive more app downloads, you can refine your marketing strategies, allocate resources more efficiently, and ultimately drive higher conversion rates and revenue.

Also, cross-domain tracking has become much simpler with GA4, making it easier for businesses with custom-coded websites to track user interactions across multiple domains accurately.

Unparalleled Data Collection and Integration

One of the most significant Google Analytics 4 benefits is its ability to collect and integrate data more comprehensively and versatilely. It gives you a much clearer picture of user behavior than Universal Analytics. Let’s dive into the aspects that make GA4’s data collection and integration stand out:

  • Event-based Tracking: GA4’s event-based tracking is a game-changer in the world of web analytics. Unlike Universal Analytics, which relies on a session-based tracking model, GA4 focuses on capturing individual user interactions or events. This new approach to tracking provides a more detailed and accurate understanding of user behavior and journey tracking. You can now capture a broader range of user interactions, including clicks, scrolls, video views, and form submissions. This granular data can provide invaluable insights into user behavior patterns and help optimize website performance and conversion rates. And the best part is, with Google Analytics 4, you can see event reports in real-time.
  • Enhanced Measurement Feature: Another notable advantage of GA4 is its Enhanced Measurement feature, which automatically tracks essential events without the need for manual configuration. This out-of-the-box functionality saves you time and resources by simplifying the tracking setup process. With Enhanced Measurement, you can track events such as page views, scrolls, outbound clicks, video engagement, file downloads, and more. Automating these event measurements ensures that you won’t miss out on critical data points, providing a more comprehensive view of user behaviors compared to Universal Analytics.
Google Analytics 4 is a step forward compared to Universal Analytics in terms of privacy and compliance.

Enhanced privacy and compliance

One of the most significant Google Analytics 4 benefits is its enhanced privacy and compliance features. As data privacy regulations such as GDPR, CCPA, and others continue to evolve, businesses must ensure their analytics platform is up-to-date and compliant with these requirements. Google Analytics 4 has been built with privacy in mind, providing a robust set of tools and features to help your business protect user data and maintain compliance:

  • Enhanced data deletion capabilities: Google Analytics 4 provides improved data deletion capabilities, making it easier to respond to user requests for data removal. You can now delete user data by specifying a date range. This gives you more control over the information you remove from your GA4 property. 
  • Improved data anonymization: Google Analytics 4 offers enhanced data anonymization features to protect user privacy. By default, GA4 automatically anonymizes IP addresses, ensuring that user data remains private and in compliance with privacy regulations. This feature minimizes the risk of exposing personally identifiable information (PII) and helps you maintain a privacy-first approach to data collection and analysis.
  • Ability to mark events as non-personalized ads: Another one of Google Analytics 4 advantages is the option to mark events as non-personalized ads. This allows you to respect user preferences regarding personalized advertising while still collecting valuable data on ad performance. When you mark an event as a non-personalized ad, Google will not use that event data to create personalized advertising for the user. This way, you can ensure that your advertising efforts align with user privacy preferences and applicable regulations.

GA4 Tries To Overcome Missing Data With Machine Learning

Navigating the challenge of missing data due to ad blockers, privacy regulations, and other factors can be daunting for businesses. Google Analytics 4 tackles this issue by employing machine learning and data modeling techniques to fill in the gaps and provide more accurate, actionable insights.

GA4’s AI machine learning algorithms analyze the available data and identify patterns. This enables this tool to predict missing data points and provide a complete view of your users’ behavior.

However, it’s essential to consider that using machine learning and data modeling is not necessarily a clear-cut benefit. The algorithms used by Google Analytics 4 are complex, which makes them challenging to understand fully. It’s questionable how accurately GA4 fills in the gaps and whether it might introduce biases or inaccuracies. That’s why, while data modeling can help provide a complete picture of user behavior, it’s essential to approach these insights with a critical mindset. It’s a bright idea to combine the data Google Analytics provides with other data sources to ensure you’re making the best possible decisions.

You Can Now Create Customizable Report Pages

Universal Analytics is famous for its visual-heavy report pages, which is not necessarily bad. But this used to scare off many beginners before they even started exploring the rich world of site analytics. With Google Analytics 4, such problems are gone – or at least much easier to overcome. Now you can customize the look of your report pages, remove those metrics you usually ignore, and organize your dashboard for maximum efficiency.

This feature allows you to tailor your reports to focus on the metrics and dimensions that matter most to your business, enabling more effective decision-making and data-driven insights. Using Google Analytics for content research differs from using it for collecting advertising campaign reports, and now you can easily customize your report pages to meet your needs.

GA4 introduces new metrics which allow you to measure user engagement more accurately.

Additional Metrics Allow More Accurate Measurement of User Engagement

Google Analytics 4 offers a range of additional metrics that enable you to track user engagement more accurately than with Universal Analytics. One of the key Google Analytics 4 benefits is how it measures engagement time, providing a more precise understanding of how users interact with your website.

In Universal Analytics, the “Time on Page” metric often proved unreliable, as it could show 0 if a visitor didn’t navigate to another page or if other interactions weren’t tracked. This limitation meant that you could not clearly understand the user engagement on your website, which could lead to misinformed decision-making.

Google Analytics 4 addresses this issue by introducing new engagement metrics that provide a more accurate representation of user behavior. One such metric is “Engagement Time,” which measures the total time users actively engage with your website. This metric considers various user interactions, such as scrolling, clicking, and viewing media, to provide a more comprehensive view of user engagement.

Another improvement in GA4 is the “Engaged Sessions” metric, which measures the number of sessions in which users interact with your website for a minimum amount of time or complete a specific action, such as making a purchase. With these metrics, your business can better understand user intents and identify areas of the website that drive meaningful engagement.

As you can see, using Google Analytics 4 can be very helpful in gaining a more profound sense of website visitor behaviors and optimizing your content accordingly. It is far superior in this field compared to Universal Analytics.

Improved audience segmentation and Google Ads integration

In today’s competitive digital landscape, understanding and targeting the right audience is crucial to success. Google Analytics 4 has upped the ante with its improved audience segmentation and seamless Google Ads integration, making it easier to create tailored marketing campaigns that resonate with your target audience.

By introducing a more robust audience segmentation feature, Google Analytics 4 allows you to create dynamic segments based on event and time parameters. For instance, you can create a segment of users who visited a specific product page and added an item to their carts but didn’t complete the purchase. Armed with this information, our professional PPC agency in Chicago can develop targeted remarketing campaigns to re-engage these potential customers and encourage them to complete their purchases.

Also, Google Analytics 4 automatically integrates with Google Ads, which means you’ll be able to improve your marketing campaigns with Analytics data. This can be a game-changer when cutting ad spend and increasing website ROI

A Variety of Event Parameters

In Google Analytics 4, events and event parameters play a central role in capturing and analyzing user interactions on your website. Event parameters are key-value pairs that offer more information about a specific event. For example, when a user clicks on a button, the event might be “button_click,” and the associated event parameters could include details such as “button_label” and “button_color.” Let’s check just some of the Google Analytics 4 benefits that event parameters bring to the table:

  • Enhanced tracking capabilities: By tracking specific details about user actions, you can now identify trends and patterns that were previously difficult to detect using broader event categories in Universal Analytics.
  • More precise analysis and segmentation: With the correct setup, you can analyze how different user groups interact with your website and develop targeted marketing strategies to engage and convert these audiences more effectively.
  • Customized measurement model: In Google Analytics 4, you can create a customized measurement model that aligns with your unique goals and objectives. By tracking the specific actions and interactions that matter most to your business, you can focus your analysis on the data that drives meaningful results and skip data that you find less important.
  • Simplified reporting and analysis: Event parameters simplify the reporting and analysis process by providing more context and detail about user actions.

By finding the right combination of parameters, you can maximize your GA4’s behavior monitoring capability and gain a much clearer picture of your website visitors and app users.

BigQuery Exports are Free in Google Analytics 4

Another one of the major Google Analytics 4 advantages is that it offers free data exports to Google BigQuery for all users, regardless of their account type. This feature marks a significant change from Universal Analytics, which only provided BigQuery exports for Google Analytics 360 customers at an additional cost.

Let’s check Google Analytics 4 benefits that arose with free BigQuery exports:

  • Access to raw data: BigQuery allows you to access and analyze the raw, unsampled data from your Google Analytics 4 account. This level of data granularity can provide deeper insights and help you uncover hidden trends and opportunities for growth.
  • Custom reporting and advanced analysis: With BigQuery, you can create custom reports tailored to your specific needs and perform advanced analysis techniques, such as cohort analysis and predictive modeling. This flexibility lets you extract maximum value from your analytics data and make more informed decisions.
  • Data integration: BigQuery’s ability to combine GA4 data with other data sources, such as CRM and e-Commerce platforms, allows you to understand your audience and their behavior comprehensively. This will help you identify new opportunities for audience segmentation, targeting, and personalization.
With Google Analytics 4's Path Exploration features you can visualize buyer journeys more easily.

Path Exploration Helps You Visualize Buyer Journey

Understanding your user’s journey through your website or app is critical for optimizing their experience and boosting conversions. Google Analytics’ Path Exploration feature provides a powerful way to visualize these journeys with tree graphs, giving you deeper insights into how people interact with your online presence at each stage of their journey. This feature is an improvement on the User Flow reports from Universal Analytics, offering enhanced functionality and flexibility. You can now choose a custom event as an end of the buyer journey and see what people were doing before triggering that event.

In Google Analytics 4, you can also create visual representations of the various paths users take and events they trigger as they use your website. You can use it to identify common patterns in user behavior, such as the pages they visit, the actions they take, and the order in which they do so. This will allow you to pinpoint specific stages in the user journey where users are more likely to leave your website or app. For example, you might discover that users often abandon their carts after they arrive at the checkout page. This will allow you to investigate potential issues further and improve your checkout page design to drive more conversions.

Also, the Path Exploration feature allows you to optimize your conversion funnel. You can uncover the most effective paths that lead to conversions, as well as identify any barriers that may be preventing users from completing their desired actions. Google Analytics 4 provides significant advantages when it comes to data visualization, which is excellent news for business owners.

Final Thoughts

As you can see, there are many Google Analytics 4 benefits and improvements compared to Universal Analytics. Its enhanced data collection and integration capabilities, advanced analysis features, improved privacy and compliance tools, and new user interface make it a powerful and versatile analytics platform for businesses of all sizes. 

By leveraging Google Analytics 4’s event-based tracking, customizable report pages, accurate engagement metrics, and more features that we’ve described, you can make much better business decisions and inform your conversion rate optimization efforts. 

Alpha Efficiency understands that transitioning to Google Analytics 4 may seem daunting, but there’s no reason to feel this way. By July 2023, all businesses will need to undergo this transition, and Google is actively investing efforts to help them. But if you want to stay ahead of the learning curve and start implementing GA4’s best practices in your workflow, our expert Google Analytics consultant can help you migrate to this platform today. Feel free to schedule a call so we can craft a plan that supports your journey toward a data-driven and successful business.


Fresh inspiration is a fingertip away,
Download Our Portfolio.

Download Our Portfolio