GA4 Key Features: What Marketers need to know

In our previous blog post, we have looked at the main differences between Universal Analytics and GA4. In this blog post we will look in more detail at some of the new key features.

A whole new level of Machine learning

Insights driven by Machine learning have been available in Universal Analytics for a while, but GA4 takes it to whole a new level. This is the future of Google Analytics, with the addition of new analysis technology without requiring additional complex tracking code edits. The new AI predictions that power from GA4 can help marketers by automatically providing alerts for data trends. This new AI technology is useful in predicting various sorts of outcomes that are important to marketers, such as churn rates and customer segment-specific predictions. For example, you might receive an alert if the predictions show a surge in demand for a product that you sell. An example could include a prediction for an uplift in revenue from a key segment. You could then focus on actions that target that high-value audience.

AI and A/B testing

Marketers have traditionally used numerous variations of creative content as a best practice. This sort of A/B testing allows you to present your content to a live audience and watch how they react in real time. However, the time required to produce numerous versions can be a barrier, and it can be tempting to just come up with one and go with it. The good news is that Artificial Intelligence (AI) has joined the fight against stale material. Emerging solutions like anyword let you provide basic data like a product name, description, and keywords, and the AI will analyze it and generate many marketing copy versions for you. When it comes to brainstorming new ideas, you can now share the burden, allowing you to quickly test content in the never-ending drive for higher conversion rates.

Customer lifecycle reporting

In GA4, reports are organized differently. They give you a fuller picture of how customers interact with your company across various channels and devices. Another enhancement is the ability to assign an ID to a user or use Google signals to deduplicate individuals across devices. This enables for more accurate reporting and ad targeting.

Deeper audience integration with Google Ads

How important is it for you to be able to create and manage more comprehensive audience lists? What if you could know exactly what individuals have done so you can avoid giving them remarketing adverts that aren’t relevant to them? That’s exactly what GA4 allows you to do. Suppose a person qualifies for your Google Ads audience as a result of an activity they took. Once they’ve made an action that achieves the campaign goal, you can have them automatically removed from the list for that campaign. Previously, this required the creation, configuration, and maintenance of two lists: one for the target and another for the goal completion. This new feature has the potential to substantially speed up the process and reduce ad cost.

Funnels for all

As a marketer, you understand the importance of using funnels to discover, target, and provide relevant content to customers at various phases of their journey. To be set up right in Universal Analytics, funnels have always required some significant thought. These funnels kept track of session steps through page views, but they couldn’t look back at previous data. Marketers can now construct and test new funnels on the go using funnel analysis. Old data will be evaluated right away, allowing you to identify new areas to include in a funnel. The funnel analysis tool also allows you to analyze segments and steps together, rather than just page views inside a session. Rather than having to look at the funnel as a whole with a segment (as we do in Universal Analytics), we can now see a segment as a single step.

Export to BigQuery

This is another another new function offered solely to Universal Analytics 360 users. With GA4, all users can now export data to BigQuery directly. What is the significance of this for marketers? The integration allows you to import raw event data into a data warehouse, allowing you to make a variety of adjustments to meet your needs. When you store your data in BigQuery, you can slice and dice it in an endless number of ways and connect it straight into dashboards and reporting tools.

Event tracking without coding

For marketers, setting up code or adding event tracking in Google Tag Manager can be time-consuming and difficult. Another option is provided by GA4. You may now track and measure onsite and in-app actions that you need to know about thanks to new codeless functionalities. Almost all common events and variables on the site are already being recorded as a default part of the tagging: css selectors, scrolling, clicks, form submits, and so on. Going into the reporting and just identifying which events to record, without the need for additional coding, is now a much easier operation.

Public Google Analytics Training with the e-CENS team

As a Google Certified Partner, e-CENS wants everyone to learn how GA4 works and to understand the potential it offers in experienced hands. We offer a 2-day Google Analytics training to marketing, analytics, and technology professionals who are just starting out and to those who are ready to perform more advanced operations and analytics mid-career. Contact us to learn more.

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