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Why you should move to GA4 now

Google Analytics 4, GA4 for short, is the latest and most advanced version of Google’s flagship web analytics platform. GA4 offers several powerful new features and enhancements over previous versions, making it an essential upgrade for any business that relies on accurate website data to make informed decisions. In addition, GA4 is free to use and provides comprehensive insights into how users interact with your website, giving you the information you need to make decisions that drive results.

Cross Platform Tracking

One of GA4’s most important features is its user-based analysis capabilities. GA4 allows businesses to analyze user behavior across multiple devices and platforms, including desktops, mobile devices, and tablets. This feature ensures companies comprehensively understand the customer journey regardless of which device they use, allowing for more informed decisions about optimizing their website and user experience.

Enhanced Data Collection

GA4 also features enhanced data collection capabilities that allow businesses to understand better how users interact with their websites and apps. GA4 can collect data from all devices, including mobile phones, tablets, and computers. It can also track interactions in real-time, allowing businesses to make better decisions on optimizing their websites and apps for the best user experience. GA4 also offers built-in AI capabilities that automatically detect patterns in user behaviour and generate insights about users’ preferences and interests. Better Insights and Reporting.

GA4’s advanced analytics capabilities offer businesses better insights into user behaviour. For example, GA4 can integrate with other Google tools, such as BigQuery or Cloud Storage, to provide more detailed reports about how users interact with their websites and apps. GA4 also makes it easier for businesses to create custom dashboards that offer a more in-depth analysis of their data.

Improved Security

Security is always a top concern for businesses when managing their online data. GA4 offers enhanced security measures that provide an added layer of protection against cyber attacks and malicious activities. GA4 also includes several features that make it easier for businesses to detect suspicious activity, such as anomaly detection and real-time alerting. GA4 also encrypts all data, ensuring that only authorized personnel can access the data.


For more about GA4, read our blog – “Why I’ve changed my mind about Google Analytics 4 (GA4)


Enhanced User Experience

GA4’s enhanced user experience helps businesses deliver improved products or services to their customers. GA4 offers advanced reporting capabilities that allow firms to measure key performance indicators (KPIs) in real time, giving them the ability to make quick and informed decisions. It also has improved user segmentation, allowing companies to create more focused and personalized customer experiences. GA4 also offers advanced optimization tools, allowing businesses to get better insights into their customers’ behaviour to make smarter decisions about allocating resources.

Smarter Segmentation

GA4’s segmentation capabilities are more innovative, granular, and easier to use than those in GA3. With GA4, you can create custom segments based on user behaviour, device type, location, or any other data point you track. GA3’s segmentation capabilities were limited, and the user interface was cumbersome. GA4’s new design is more straightforward and intuitive, making tracking and analyzing user data much more accessible.

Real-Time Alerts

GA4 also offers real-time alerting capabilities that GA3 lacked. With GA4, you can set up alerts to notify you when certain events occur on your website or app so that you can take immediate action. This helps you stay on top of changes in user behaviour and engagement trends, enabling you to make informed decisions about how best to optimize your website or app for maximum performance; for example, you could set up an alert to trigger when the number of pageviews drops below a certain threshold in a given time.

That way, if pageviews suddenly decrease, you’ll know about it so that you can investigate and take corrective action. GA4 also allows you to customize your alerts for different types of events, like when specific goals are achieved or when there is an increase in conversions. This makes GA4 an invaluable tool for monitoring user activity on your website or app, helping ensure that it runs as smoothly and efficiently as possible.

Visualize The End-Users Journey

One of the primary reasons you should move to GA4 now is that this migration will help visualize the end-users journey in a way that has never been possible. GA4 allows businesses to build powerful insights into customer behaviour, preferences, and trends by connecting data across devices, channels, and campaigns. GA4 also provides features such as Enhanced Measurement for web and app properties, advanced machine learning models for anomaly detection and forecasting, improved segmentation capabilities, cross-device attribution reporting with purchase paths, and more.

These new features can provide tremendous value when used correctly – they allow users to gain a deeper understanding of a customer’s journeys in order to better target messaging and marketing efforts towards them.

Picture of Meghan Semple

Meghan Semple

I'm Digital 24's Performance Marketing Director. My bread and butter's in advertising on channels like Facebook and Google as well as others like TikTok, Pinterest and LinkedIn... However, I'm quite a data-driven person and love chatting all-things tracking, analytics and even some SEO!