Today we’d like to tell you about the new version of the web analytics platform from Google, called Google Analytics 4.
With a new approach to data controls, you can better manage how you collect, retain and use your Analytics data. More granular controls for ads personalization let you choose when to use your data to optimize your ads and when to limit your data use to measurement.
The new Analytics can automatically alert you to significant trends in your data – like products seeing rising demand due to the new customer needs. Added new forecasting metrics, such as the likely churn rate and potential revenue from a specific customer group. The data obtained will allow marketers to more accurately predict the actions that users may take in the future, as well as determine which audience to focus on.
With new integrations across Google’s marketing products, it’s easy to use what you have learned to improve the ROI of your marketing. A deeper integration with Google Ads allows you to grow your audience and measure interactions from sites and applications simultaneously. For example, if a user was added to the list of the potential customers by performing a certain action on the site, and then was removed from this list after paying for an order in the application, the list will be automatically updated and the user will no longer see the advertisement.
Tracking events without code. New tracking capabilities without using the code allow marketers to track in real time user actions on a website or app, such as page scrolling or video playback. There is no need to add code or set up event tracking in Google Tag Manager.
You’ll also get a better understanding of your customers across their entire lifecycle, from acquisition to conversion and retention. That is crucial when people’s needs are rapidly changing and you have to make real-time decisions in order to obtain new customers.