What Is GA4 (Google Analytics 4)?

GA4 (Google Analytics 4) is the latest version of Google Analytics. Google Analytics allows marketers to understand how how their website is generating traffic and the types of user behaviours and interactions that are taking place. With this insight, marketers are able to make improvement and optimisations to a websites user journey and overall performance.

GA4 differs from previous version of of Google Analytics. Here are some of the cool features and improvements:

• Enhanced Data Collection - GA4 collects data across both web and app properties, providing a unified view of user journeys.  
• Event-Based Tracking - Instead of relying solely on page views, GA4 focuses on tracking events, allowing for a more granular measurement of user interactions, such as how far they scrolled, where they clicked, and how engaged they were.  
• Machine Learning - GA4 leverages machine learning to provide insights and predictions, such as user churn and audience insights.  
• Cross-Platform Tracking -It enables seamless tracking across devices and platforms, providing a holistic view of user behaviour.  
• Improved Data Privacy - GA4 incorporates enhanced data privacy features, such as data deletion requests and IP anonymisation, and works closely with your cookies to ensure you’re always compliant.