What is Google Analytics 4? What are the New Features?

New features have been announced for Google Analytics 4, the free website performance analysis tool announced in 2020. Accordingly, data-driven attribution was developed, a machine-learning-based model that associates users with your business based on how they search and interact with your ads. So what is Google Analytics 4?


Google Analytics 4

Launched in 2005, Google Analytics has quickly become the world's most popular web analysis tool, an indispensable tool for webmasters.

Google Analytics 4 is the newest version of Google's hugely popular analytics platform. It can monitor a website and an app in the same account. It also comes with several new reporting features and gives you more detailed insights into how people are interacting with your website.

The way data is stored and processed (data architecture) is completely different from previous versions of Analytics; this will provide completely new ways to measure and analyze traffic usage. Google Analytics 4 looks a little different from Universal Analytics. If you're a Universal Analytics user creating a new GA4 property, the new interface should be easy to get used to.

New features created will be published in Google Analytics 4 instead of Universal Analytics.


Analytics 4 New Features

We are contacting you because your Google Analytics 4 properties are now eligible for cross-channel, data-driven attribution. Attribution settings for your properties will be migrated to data-driven attribution on or after January 26, 2022. This change will apply to all of your Google Analytics 4 properties for reporting and measurement purposes. Your Google Ads campaigns will not be affected by this change.

Data-driven attribution is a machine learning-based model that associates users with your business based on the way they search and interact with your ads. Compared to the last-click model, the data-driven attribution model takes into account the entire journey that leads to a user's conversion and accounts for each step of that journey.


Featured GA4 Features:

  • Smarter Insight that uses machine learning to identify trends
  • Opportunity to make deeper integration with Google Ads,
  • Customer-oriented data measurement,
  • More detailed data checks

Google Analytics 4 Attribution

Attribution in Google Analytics 4 properties provides enhanced attribution features such as a revamped Conversion paths  report, and new attribution features such as property-level attribution modeling that enables deeper analytics and greater actionability than ever before.

 You need the Editor role on the account to choose an attribution model and lookback window for the property.

  1. In your Analytics account , navigate to the admin section, make sure the account and property you want are selected.
  2. In the Property  column,  click Attribution Settings  .
  3. Under Reporting attribution model  , select the desired model from the drop-down menu.
  4.  Under  Lookback window ,  select lookback windows for Acquisition conversion events  and  All Other conversion events.
  5. Click Save  .

What is Google Analytics 4? You can share your questions about it in the comments section.

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