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The new Analytics adds AI-powered insights, tracks users across devices and provides more granular data controls.

If you have a website, then chances are you’re using the widely renowned Google Analytics to track your website’s data and user engagement. However, Google has recently made a massive update to the platform, and it’s called Google Analytics 4 (GA4).

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What is Google Analytics 4?

Google Analytics 4 (GA4) is a property that you can add to your existing Google Analytics account that tracks interactions and events of website users, as opposed to ‘hits’ like the traditional universal analytics property.

While on the surface this might not seem so different, the new GA4 property aims to provide a more complete cross-channel view of the customer lifecycle and puts that information to use with predictive marketing features, providing more information and efficient ways to act on those insights.

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What are the Highlights of Google Analytics 4?

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With a more forward-thinking platform, the new GA4 will incorporate the following features:

  • AI-powered insights and predictions
  • Deeper audiences integration with Google Ads
  • Customer lifecycle-framed reporting
  • Codeless Event tracking
  • More granular user data controls
  • Analytics in a cookie-less future

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What will happen to my Google Analytics Account?

If you don’t have an existing Google Analytics account, GA4 will be the new default option. If you do already have a Google Analytics Account, the Universal Analytics will continue to remain available, but Google recommends site owners set up both property types and run them in parallel as any new developments will be focused on GA4.

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Summing Up GA4

There’s no way around it, if you want to continue your website’s analytics tracking with Google, then you need to get on board with GA4… and quick!
To find out more, you can check out Google’s Official Launch Blog.