What are the advantages of GA4?
A new data model
GA4 is event-based, whereas UA was session-based. GA4 offers improved data processing and modeling.
Machine learning
GA4's algorithms focus on user behavior and preferences, to identify meaningful trends useful for decision-making. Thanks to artificial intelligence, this new tool can provide you with predictive metrics and audiences (useful for your media campaigns, for example).
A unified user interface thanks to multi-platform tracking
At last, you can analyze data from your website and applications in one place. The same goes for the user journey: whether your users start a session on their cell phone, then spend some time on their tablet, and finish on their desktop computer... GA4 provides multi-platform tracking to help you gain a global understanding of your users' behavior, integrating all points of contact.
You can analyze the performance of your applications: installations/deinstallations, number of screens visited, time spent...
Aggregating data in one place makes it easier to compare performance across channels.
Better understanding of users
In GA4, almost everything is an event. Data collection revolves around this metric. An event can be a click, a download, a viewing... and it's central, because it determines the visitor's level of engagement, facilitates analysis of the user journey and identifies points of conversion or friction, all to facilitate the identification of areas for improvement.
Improved reporting
GA offers more intuitive data visualization and a high level of customization (we'll see that this can also be a drawback).
Enhanced e-commerce tracking
If your website is transactional, GA4 lets you track product performance (views, clicks, conversions...) and analyze your purchase tunnel. You can then fine-tune your product range or promotional approach. On the other hand, GA4 takes a close look at purchasing behavior (adding to or deleting from the shopping cart, transaction completed or not) to isolate any possible stalling points. The entire purchasing process is tracked and the conversion rate at each stage analyzed.
This also applies to applications that enable in-app purchases.
In short, GA4 enables you to gain an in-depth understanding of users and, if you do your job right, improve user experience and conversions.
It's important to note that Universal Analytics is set to disappear. Although the tool is still accessible, it won't be forever. This means :
- Recovering past data you may still need
- Familiarizing yourself with the new tool
How to get the most out of GA4
GA4 can be used as is, with the basic settings as you organize the transition of your property from UA to GA4; but - let's be honest - a fair amount of parameterization and customization is required. Implementing the right tagging scheme is not for everyone.
Customizable interface
GA4 offers you the possibility of customizing your interface (menu and standard reports) according to your needs, with the new "Library" feature.
Relevant data
As we mentioned earlier, GA4 provides a more detailed understanding of user behavior. But you still need to customize data flows to obtain relevant information.
Analysis tools
User path and conversion funnel analysis tools also help to better understand user habits and potential opportunities.
Alerts
The tool allows you to receive notifications when specific events or metrics are reached.
What are the disadvantages of GA4?
- Complex configuration
- Missing functionalities: if your organization has very specific needs, set up in UA, they may not be identically transposable to GA4, or their migration may be tricky.
- Learning curve: new tool = new habits to adopt. GA4 is not an improvement on UA, but a complete overhaul of the way we think about data analysis.
- Limited real-time data vs. UA.
A word on data protection
In these times of Law 25, this is a subject that should not be overlooked.
GA4 gives you the option of setting data retention periods.
In the event of a data deletion request from a user, GA4 enables organizations to manage their data, so that they remain compliant.
Conclusion
Google Analytics 4 is just as indispensable as its predecessor, Universal Analytics, despite the paradigm shift. GA4 provides more accurate information on user behavior, engagement and interaction, thanks in particular to a unified interface and machine learning, for the most informed decision-making possible.
Not everything is rosy, and GA4 requires patience and resilience to tame, as its configuration is complex, backward compatibility limited and some very specific features may be missing.
But what other free tool will help you optimize your online presence?
To find out more :
Google Analytics 4: leveraging user data
