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Google Analytics 4 & It’s Benefits

Google Analytics 4 & It’s Benefits

Everyone is discussing it. Of course, you’ll want to become acquainted with the new Google Analytics 4. What exactly is it, why is it so important, and how are you going to use it?

Measurability across devices, more granular data management, and a deeper integration with Google Ads are just a few of the features available in Google Analytics 4. And by reading this blog post, you will learn why and how to use these new options, as well as what you should be aware of if you decide to switch to Google Analytics 4 in the near future.

Google’s Answer To The Data Analytics Tool Of The future

Today, millions of large and small businesses use Google Analytics to better understand consumer preferences and provide a better experience. With major changes in consumer behaviour as well as legislation on private rights, it is not surprising that major updates and adaptations in a tool that precisely offers digital data analysis are sometimes required.

We can probably all agree that having the right insight from digital analysis tools is more important today than ever before if you work with online commerce. So you might think it’s a little exhausting that you now have to familiarise yourself with a new tool that, for many, will make it even more difficult to analyse and understand your data.

But it is precisely these advanced options that will make the difference in your data insight and, as a result, the ongoing optimization of your various digital processes, allowing you to remain the industry leader that you are today.

Google Analytics 4 is Google’s answer to the future digital analysis tool. It was released in October 2020 and is open to the public, but you must actively upgrade to the new Google Analytics 4 yourself.

We’d like to dedicate a few lines in this blog post to expressing our gratitude to you. Because the fact that you’ve gotten this far and haven’t given up means that it’s in your best interest to provide the best digital user experience for your customers. However, we understand that it can be difficult to become acquainted with new updates such as Google Analytics 4 in a sea of blog posts where you don’t get an overview.

That is why, before delving into your various options with Google Analytics 4, we will first provide you with an overview of your curriculum.

Smarter Insights & Forecasts With Machine Learning

It is not surprising that the new Google Analytics 4 uses machine learning in a world that is constantly changing and where expressive AI and machine learning are used in one forecast after another.

The new Google Analytics 4 can automatically warn you about important trends in your data by utilising Google’s advanced machine learning models. These could be products where demand increases due to new customer needs, for example. Wouldn’t it be great if someone told you ahead of time that you can turn up the volume on some very specific products?

The new Google Analytics 4 can even predict what actions your customers will take in the future. For example, Google Analytics 4 can calculate the likelihood that your customers will churn, allowing you to invest more effectively in customer retention at a time when your marketing budget may be stretched. New predictive metrics, such as the potential revenue you could earn from a specific customer group, will be added on an ongoing basis. It will enable you to build audiences of higher-value customers. Google believes that by using these potential insights and forecasts, you can improve the ROI of your marketing.

Adapted To The Future With Or Without Cookies

The new Google Analytics 4 has been adapted to a future with fewer cookies, less user recognition, and political measures such as GDPR, which is a significant change from Analytics as we know it.


Google Analytics 4 is distinguished by its ability to work with a variety of data sets. This means that one type of data set is collected from users who approve cookies, and another, more “incomplete” type of data set is collected from users who do not consent to cookies. The new Google Analytics 4 will use machine learning to fill in the gaps in data sets where consent was not obtained.

Looking for assistance? Contact our digital marketing agency for a free strategy session.

More Audience Insights Across Devices & Platforms

Google Analytics 4’s new ability to collect data across devices and platforms is one of the features that can significantly improve the quality of the data you collect.


As a result, Google Analytics 4 will be much better at recognizing the same user across desktop, tablet, and phone platforms, as well as apps and web addresses.

Google Analytics 4 employs several recognition technologies based on, for example, user ID (User ID), which is sent to Google Analytics 4 as a result of, say, a website or app login.

It will enable a deeper understanding of the customer journey across channels, as well as greater insight into the customer’s lifetime value, retention, and behavior over time.

For example, you can see if customers first discover your company through an online advertisement, then install your app and make a purchase there. This was once one of the most difficult aspects of using cookies, because cookies alone cannot recognize users across platforms. As a result, it was previously difficult to obtain a true picture of the customer journey – a picture that will now be more easily accessible with Google Analytics 4.

More Advanced Integration With Google Ads

It has always been possible to integrate Google Ads with Google Analytics, and if you haven’t done so yet, you should definitely do so. However, with Google Analytics 4, you can go even deeper.

With the new Google Analytics 4, you can create and manage audiences from your website visitors and app users. If a user qualifies for an audience list due to an online action and is removed from the list, for example, because they made an in-app purchase, the list will automatically be updated to remove the user so they do not receive the same ads in the form of remarketing. As a result, you can make the audiences you create more dynamic and relevant than in the old Google Analytics.

What You Need To Be Aware Of When Switching To Google Analytics 4

When you switch to Google Analytics 4, you will also be leaving a lot to the machines, which is often the best way to go when dealing with data.

But when we delegate our work to machines, especially with Google Analytics 4, it is critical that you maintain control over your tracking. Because if you first make a mistake in your setup and send the machine in the wrong direction, it can have long-term consequences.

You have now been introduced to some of the most important features that Google Analytics 4 will provide. So now is the time to decide whether you want to switch right away or if you need to reconsider everything.

Google recommends that you continue with Google Analytics Universal for the time being and then use Google Analytics 4 concurrently. This allows you to compare your data in the first period, and the sooner you begin, the sooner you can benefit from the new reports.

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Faith Leah Lim
Faith Leah Lim

Marketing & Communications Manager

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