Google Analytics 4 (GA4) is the latest generation of Google's analytics services and the successor to Universal Analytics (UA). It was developed to address the challenges of modern measurement by implementing an event-based data model that enables more comprehensive and flexible tracking of user interactions across different platforms. Since July 1, 2023, Universal Analytics no longer processes new data, making GA4 the standard for web and app analytics.
The event-based data model
In contrast to Universal Analytics, which was based on sessions and page views, GA4 focuses on events and parameters. Every interaction, be it a page view, a click, a scroll, a video ad or a purchase, is recorded as an event. This flexible model allows companies to gain more precise insights into user behavior and track the entire customer journey across different devices and touchpoints. It is particularly beneficial for companies with an integrated web and app presence.
- User-centered measurement: GA4 focuses on the user and their interactions across all channels instead of looking at isolated sessions.
- Cross-platform analysis: Thanks to the uniform data model, data from websites and mobile applications can be collected and analyzed in a single property.
- Machine learning and predictive metrics: GA4 uses AI and machine learning to generate automated insights, predict trends and close gaps in data collection, for example by modeling data in the absence of cookie consent.
- Data protection in focus: With features such as Consent Mode and cookie-less measurement, GA4 is designed for a more privacy-friendly future that complies with the stricter data protection regulations. Data protection regulations corresponds.
Advantages and strategic importance
The implementation of GA4 offers marketing specialists, SEO managers and web analysts decisive advantages for optimization digital strategies. Through in-depth analysis of user paths and the ability to define custom events, organizations can gain a more detailed understanding of the effectiveness of their Marketing measures develop. Integration with Google Ads also enables an improved target group approach and attribution of Conversions.
GA4 is a future-proof analytics tool that helps companies make informed decisions and continuously improve their digital offerings. Its adaptability to changing data protection landscapes and advanced analytics capabilities make it an indispensable tool in today's data protection landscape. Online marketing.
