Google Analytics 4: What Marketists Need to Know

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Do you want to improve your marketing analysis skills? How can Google Analytics 4 help you?

In the article below you will learn the differences of Google Analytics 4 than the service is useful for marketers and how to use it to track customer travel.

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The difficulty of tracking data for successful marketing

In recent years, there have been shopify website design  several trends that have complicated the process of measuring important data for marketers.

The first is the use of different devices by users. If earlier most people used one computer to access the Internet, today almost everyone has several devices – a PC, a laptop, a smartphone, a tablet. Most often, we use different devices daily to perform different tasks. That is, the user can view the product from the phone, throw it in the basket, visiting the site from a laptop, and complete the purchase again on the phone. When tracking data, you need to track the path of the client, taking into account different devices.

The second trend is related to data privacy. Once platforms like Facebook had the rights to user data. They could collect user data and use it for their own purposes, including reselling.

Today, to a large extent, thanks to the GDPR, CCPA and similar laws, people have more control over their personal data. Even the most popular browsers, such as Chrome, do not allow third-party users and services to track data encrypted in cookies.

As a result, today we have more devices that require tracking user actions and fewer opportunities to track them.
How the Google Service Developed Analytics

In 2005, Google acquired a web-statistics analysis program known as Urchin. After the program received a new name Google Analytics (Google Analytics).

In 2012, Google Analytics added Universal Analytics, a service to measure the behaviors and actions of users on a site known today to most marketers. Over time, Universal Analytics improved, and the process of managing it became more and more convenient and simple. Measurement of identifiers, automatic subdomain tracking and simplified traffic attribution were added.



Nevertheless, the well-known platform Universal Analytics today is built on the basis of the program, which has been almost two decades. It has been improved and updated, but still has a number of limitations. A similar Facebook Analytics service was created by Facebook entirely from scratch.

Last year, Google announced its plans to release the App + Web service. According to the developers, it will allow you to track the actions of users of mobile applications and websites with the help of a single parameter, and not several, as Universal Analytics does. This will solve the problem of marketers who are trying to track the user’s path between different devices, as well as between the mobile application and the website.