Data & analytics

The new Google Analytics is here

Google Analytics 4


On October 14th Google announced that their Google Analytics App+Web properties were being rebranded to Google Analytics 4. We feel this very much sets the tone for where Google will be focusing their efforts in the future and you may be wondering what this means for you and your current Google Analytics configuration.

What is GA4?

At its core GA4 is a completely new data model that moves away from sessions and towards users and events.

Google put three areas front and centre that set GA4 apart; 

1. Google’s machine learning to uncover insights and improve marketing performance; enabling predictions around churn rates and revenue

2. Unifying the data schema between app and web experiences to make it easier to join up customer journeys across devices 

3. Future-proofing against the changing landscape of cookies and inherent restrictions or blindspot from cross-device shopping.

Other noteworthy features include the integrations with Big Query and Data Studio as a means to get around hit limits and sampling issues.

What should you do about it?

We encourage you to get ahead of the curve by starting to collect data with a GA4 property alongside your existing Universal Analytics configuration. We can work with you to set up a lightweight implementation that runs in parallel, and over time, develop more advanced functionality as it matures.

If you have any questions, or would like our support in configuring an GA4, please get in touch here.