Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform. It is designed to provide businesses and website owners with valuable insights about user behaviour and website performance. GA4 introduces several key features and improvements over its predecessor, Universal Analytics which will cease processing data on 1st July 2023.

One of the major changes in GA4 is the shift from session-based tracking to an event-based model. Instead of focusing on page views, GA4 places emphasis on user interactions and events that occur on a website or app. This allows for a more comprehensive understanding of user engagement and behaviour across various touchpoints.

GA4 also introduces enhanced cross-platform tracking capabilities, making it easier to gather data from different devices and channels. It provides a more holistic view of user journeys, whether users interact with your website on desktop, mobile, or even through apps. This helps businesses better understand how users engage with their brand across different platforms and optimise their marketing strategies accordingly.

Another notable feature of GA4 is its integration with machine learning and predictive analytics. It leverages Google’s advanced machine learning algorithms to offer insights into future trends and behaviours. This can help businesses identify opportunities and make data-driven decisions to improve their marketing campaigns and user experiences.

Additionally, GA4 provides a more user-centric approach to data privacy. It includes enhanced data controls and allows users to manage their data preferences. This aligns with the evolving landscape of data privacy regulations and gives users more control over their personal information.

GA4 is all about helping businesses, including small business owners, understand how people behave on their websites and make improvements.

For small business owners, here’s a simple guide to getting started with GA4:

1. Get Set Up: First things first, create a new GA4 account in your Google Analytics. This will let you collect data and get insights using GA4. You can use it alongside your existing Universal Analytics account if you want to transition smoothly.
2. Install the Tracking Code: Put the GA4 tracking code on your website or app. This code collects information about how people interact with your site, like when they click on things or fill out forms. This helps you understand what’s working and what needs improvement.
3. Learn about Events: GA4 is different from the older version because it focuses on events instead of just page views. Events are actions people take on your site, like clicking a button or downloading a file. It’s important to understand how events work so you can track and analyse user behaviour effectively.
4. Look at Different Devices: GA4 lets you see how people use your site on different devices, like desktop computers, mobile phones, and apps. This helps you understand how users interact with your brand across platforms and optimize your marketing accordingly.
5. Use Predictive Insights: GA4 has clever machine learning features that can give you insights into future trends and behaviours. This helps you make smarter decisions about your marketing and improve the experience for your users.
6. Respect Privacy: GA4 takes data privacy seriously. Make sure you follow the rules and give your users control over their personal information. Review and update your privacy policy to stay on the right side of the law.

We have a new e-book all about GA4 with easy to follow steps on how to get set up and ready.  Want a copy?