Posted by: admin Category: Insights

Google Analytics 4 – General overview

Google Analytics 4, the next evolution of analysis, is here. With this new analytics software product replacing Universal Analytics in 2023, it is essential to know what the new product is, how to use it and how it can benefit your business.

Overview of Google Analytics 4

Google Analytics 4 is an analytics service which allows you to measure engagement and traffic on your website and is vital for any SEO or PPC campaign. With Google Analytics, you can identify the patterns and trends of your website visitors and see how they engage with your content.

This analytics service will replace Universal Analytics properties on July 1st, 2023, and you will no longer be able to process data.

How is Google Analytics 4 different?

There are some distinct differences between the Universal Analytics and Google Analytics 4 data models; for example, the hit types differ. Hit types highlight an interaction between the user and your website, which Google Analytics tracks. Universal Analytics hit types include event hits, social interaction hits, eCommerce hits and even user timing. In contrast, Google Analytics 4 is event-based and classes any interaction by the user as an event.

Other differences include changes made to sessions, active user calculations, custom dimensions, content grouping and more. User ID does, however, serve a similar purpose in both.

Features of Google Analytics 4

You can see the further differences between Universal Analytics and Google Analytics 4 in the new or improved features for Analytics 4. Features of the new analytics software product include:

  • Data collection
  • Effortless conversion tracking – up to 30 conversions
  • Predictive analysis
  • Anomaly detection
  • Audience segment creation
  • Customisable automated tables
  • Monitoring
  • Comprehensive custom report creation 
  • Integration with other applications

Benefits of Google Analytics 4

While there are distinct differences between the Universal Analytics and Google Analytics 4 data models, what exactly are the benefits of these changes?

User engagement analysis

The users take centre stage in Google Analytics 4, as showcased through the user-centric reports, which are more intuitive than before. You can identify user engagement in the lifecycle section, which is in four separate sections:

  • Acquisition
  • Engagement
  • Monetisation
  • Retention

Thanks to these new user-centric metrics, which utilise AI to predict customer actions, you can adapt your strategy to meet users’ needs.

Customer Journey Tracking

Google is switching the focus from measurements to user interactions. Google Analytics 4 allows you to quickly look through a single set of metrics for both web and app data. The main benefit of this tracking feature is that it helps you track the customer journey more precisely to provide you with a bigger picture.


Both big and small businesses can benefit from Google Analytics 4, as it will help you understand customer preferences, which can help improve the customer experience on your site. With machine learning at the centre of its development, Google Analytics 4 is an ideal software tool to help you understand your customers across various platforms and devices.

The future of Google Analytics is here! Are you ready to reap the benefits?

Are you ready for Google Analytics 4? Contact Eighty Eight Digital today.

Share this post