Have you set up Google Analytics 4? Are you still unsure about what benefits it actually provides? There’s no denying that GA4 has received mixed reviews. With that being said, here at MeasureMinds, we believe there is an array of benefits of Google Analytics 4 and that it is the future of digital analytics.
Don’t think so? Give us five minutes to change your mind.
Here you’ll discover 11 key benefits of GA4 that you should know before you decide not to use it.
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With Universal Analytics (UA), there’s a monthly limit of 10 million hits per property to the amount of data collected. And a lot of sampling occurs when processing data. But one of the benefits of Google Analytics 4 is that sampling is no longer used in GA4 standard reports. There is also no limit on the amount of data you can collect.
Having access to unsampled data is significant because it ensures that you base your decisions on reliable data.
Audiences in GA4 allow for more targeted segments to use in marketing campaigns. You can now create segments based on events, which is not an option in UA. It’s also useful to note that any published audience will automatically be shared with Google Ads if it’s linked.
This means that you can split and analyse your data in ways you couldn’t before!
Instead of giving you the bounce rate, or the percentage of users that leave a page without any interaction, GA4 gives you positive data on user engagement. A session is considered engaged when it lasts for at least 10 seconds, has at least one conversion event, or involves two page views.
Just remember, engagement rate is the inverse of bounce rate. If you typically have a bounce rate of 30%, expect a 70% engagement rate.
Web and app engagement used to always be measured separately before GA4. But GA4 now combines them into one property. This means you can now have a complete view of engagement across all your platforms within one property. All you have to do is set up the correct data streams.
Another benefit of Google Analytics 4 is getting a bird’s eye view of your users’ journey. There is a feature called Life Cycle in GA4, under which you can find Acquisition, Engagement, Monetization, and Retention report. And these reports help paint a clearer picture of your customer journey.
Find what areas need more focus, then refine. Marginal gains are the way forward here.
A move towards cookieless data has started in the last few years. With regulations like GDPR and CCPA in place, It’s just going to get more and more difficult to track users using cookies. GA4 can be a good friend of yours in such a world. Using AI and machine learning, GA4 implements more intelligent tracking that is not reliant on cookies.
It does this by assigning a random clientID on every page unload instead of a cookie. This means we can still collect data whilst keeping the user anonymous.
The addition of extra funnels is a great benefit of Google Analytics 4. Previously, UA users only had access to the standard 5-step funnel unless they paid $150K for GA360. Now GA4 users can make the most of the following funnels to name a few:
What if I told you that you can predict which users are likely to purchase within the next month and how much revenue will come from it? Well, now you can. One of the great benefits of Google Analytics 4 is the new feature called predictive metrics. There are three that Google lists:
Google Analytics 4 has a debug feature. This allows you to debug your implementation within the GA4 interface. In the configure section, you can see the debug view. You can see every event logged along with the parameter and user properties.
In Google analytics 4 you now have access to more dimensions and metrics:
Probably the most promising ‘benefit’ of Google Analytics 4 is that it’s constantly improving and adding features. However, if you still have your UA property keep it. You don’t have all that historical data in GA4, so your reports are limited.
There are also a few missing features in GA4 that were previously present in UA. So you don’t want to completely migrate over yet. Run them simultaneously whilst you get used to GA4. Just make sure that you don’t have them both linked to Google Ads because you risk double counting.
Did we miss anything? Let us know in the comments below!