Google Analytics 4: What is it, how does it work and how to use it?

Vero Wiedemann09 June

In October 2020, Google announced the launch of Google Analytics 4 (GA4), marking the beginning of a transition from the well-known Universal Analytics. This transition has generated a series of challenges for many companies that, accustomed to the interface and functions of Universal Analytics, must adapt to a tool with a completely new architecture.

From Boomit’s experience, as an analytics agency we have noticed that companies face several obstacles when implementing GA4: from the initial configuration to the interpretation of the new reports and metrics. In this article, we will explain in detail what GA4 is, how it works, how to configure it properly and the advantages and challenges of using it from the perspective of Maximiliano Fungueiriño, from our BI team.

What is Google Analytics 4?

Google Analytics 4 (GA4) is the next generation of Google’s data analytics platform. Unlike Universal Analytics, GA4 is not based on sessions or cookies, but uses an event-driven data model to provide a more accurate and unified view of how users interact with your website and mobile apps. This approach allows you to measure user interactions across multiple platforms in a more consistent manner, making it a key tool in today’s digital marketing ecosystem.

According to Maximiliano, from the BI team:

“GA4 represents a breakthrough in the way we consume data. Its data model is event-based, which allows us to measure user behavior in a more detailed and flexible way. This customization capability allows us to mix different variables and put together high quality reports or dashboards that are fully tailored to the client’s needs.”

GA4 also places a strong emphasis on privacy and data protection in response to increasing global regulations such as GDPR and CCPA.

How does GA4 work?

On a technical level, GA4 tracks events rather than page views. This means that any user interaction, such as a purchase, button click or download, is recorded as a unique event. This gives analysts greater flexibility to customize the type of data they want to track, rather than relying on predefined tags.

In addition, GA4 integrates machine learning to generate predictive reports and help identify emerging trends without the need for advanced configurations. Maximiliano comments:

“One of the main challenges is the learning curve. GA4 is a broad and complex tool, which means there is a lot of content and functionality to explore. The ability to be creative with all the data available can take time and effort to understand how to use it effectively.”

From Boomit’s experience, many of our clients have benefited from these predictive reports to anticipate user behaviors, such as likelihood of purchase or abandonment.

What are the main features of GA4?

GA4 brings a number of innovative features that differentiate it from its previous version:

• Cross-platform measurement: Allows you to analyze user behavior across websites, apps and other channels in a single view.

• Focus on events: All interactions are logged as events, facilitating full customization.

• AI-based predictions: Uses machine learning to generate predictive reports without the need for complex configurations.

• No cookies: GA4 is better suited to an environment where third-party cookies are disappearing, focusing on user privacy.

• Increased integration with Google Ads: Allows for more accurate measurement of ad campaign performance.

How to configure it correctly?

Setting up GA4 may seem complex at first, but at Boomit we have developed a series of key steps to ensure that our customers get the most out of this tool:

1. Migrate correctly from Universal Analytics: It is important to not only move existing properties, but also adjust the measurement structure to align with the event-driven model.
2. Configure custom events: GA4 comes with a set of predefined events, but we recommend setting up custom events based on the interactions that are most important to your business.
3. Enable Google Signals: This allows cross-device measurement and gives you access to demographic and interest data of users, always respecting their privacy.
4. Link GA4 with Google Ads and BigQuery: Integrating these platforms allows you to get a more complete view and perform more advanced analytics.

Advantages of using GA4

The advantages of using GA4 are significant:

• Predictive analytics: Thanks to Google’s artificial intelligence, GA4 gives you predictions about future user behavior.

• Multi-platform measurement: Allows you to track users on different devices, which is essential for today’s marketing strategies.

• Privacy enhancements: GA4 complies with stricter privacy regulations by not storing IP addresses and reducing the use of cookies.

• Advanced report customization: You can customize your reports to focus on the KPIs most relevant to your business.

GA4 Challenges

However, the use of GA4 also presents certain challenges, especially during the implementation phase:

• Learning curve: As a new platform, many users experience a steep learning curve, especially in creating custom events.

• Integration of historical data: Migration from Universal Analytics can be complicated if not done correctly. Some of our customers faced problems when trying to import historical data or correctly configure the new properties.

• Data interpretation: The event-based approach can be confusing at first, especially if you are used to traditional session and page view metrics.

Conclusion

GA4 is not just an evolution of Universal Analytics; it is a tool that is redefining the way companies analyze data. While the transition can be challenging, the advantages of using GA4 make it worthwhile.

As Maximiliano mentions, “although it presents certain challenges, the advantages it provides in terms of data analysis and personalization are significant.” At Boomit, we have seen firsthand how the right implementation of GA4 has enabled our clients to significantly improve their marketing strategy and data-driven decision making.

If you have not yet made the transition to GA4 or need to optimize its use, contact us! At Boomit, we’re ready to help you get the most out of next-generation data analytics.

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