• Nayara Tanin

Everything you need to know about GA4 Property

Updated: Nov 10

I believe everyone has noticed the new icons for Gmail, Google Drive and other Google products. Well, the icons are not the only thing that has changed. Google Analytics has been through a complete reshape, and I'll share below my view about it.


Using Artificial Intelligence, user tracking across different devices and deep data controls. Google Analytics 4 promises to empower your marketing decisions to get a better ROI in different ways:

1 - Smarter Insights to identify user trends.


Based on Machine Learning, now it is possible to receive automatic trends alerts, such as growing demand for a product. This feature can be used to predict results, such as potential revenue a business lost from a particular segment of customers or churn rates. With that, marketers can anticipate actions and focus on higher-value audiences.

Image: An example of predictive metrics in Google Analytics 4. Image: Google


2- Better integration with Google Ads


Different from the previous version (Universal Google Analytics), Google 4 Property allows marketers to combine audiences from the web and apps. To show what this means: Imagine you have a user in a retargeting list based on your website. If the same user completes a purchase using the app, for example, the list would then be automatically refreshed, removing the user from being retargeted with ads.


Image: YouTube engaged views tracked alongside cross-network, Google search and Google Display Network ads. Image: Google.

3- Comprehensive and Consolidated Reports


Google has significantly enhanced the report section to make our lives much easier. This is what Google Engineering has said:


"We've reorganised all of the reports that had been in the App + Web beta, added a handful of additions, and now it's organised around the customer lifecycle," Russell Ketchum, Group Product Manager, Google Analytics, told Search Engine Land.

"For example, you can see what channels are driving new customers in the user acquisition report, then use the engagement and retention reports to understand the actions these customers take, and whether they stick around, after converting," the company said.

In short, this means that you can now have a holistic user lifecycle of how customers are engaging with your business across devices and channels. You can even see YouTube engaged views that will occur in-app and on the web.


Another cool feature on the report section is the codeless event tracking (you don't need to set up Google Tag Manager). This will make it quicker for you to track page scroll or video play, measuring your audience behaviours in real-time.




Image: New reporting structure organised by the user lifecycle

Get help to follow compliance! With GA4, you can get support on data regulations, such as GDPR and CCPA compliance. You will just need to enable the consent mode to obtain end-user consent to collect analytics data. This new mode provides separate permission opt-ins for analytics and ads. "Without this level of granularity in the previous version [of Google Analytics], what we were seeing customers do is simply exclude analytics wholesale, and so for that given user, the value of the Analytics product to our customer wasn't there," said Ketchum.

Google will also anticipate that data sparsity will become the new norm. Analytics in a cookie-less future. As third-party cookies are phased out, using machine learning to fill in the missing data.

"The norm is that we're going to have a mixed set of data: We'll have event data but not necessarily a user identifier associated with it. We'll have gaps in data altogether, and this is going to be true of all measurement providers," Ketchum said, adding, "We don't have any specific announcements on this today, but as we get into next year, we're going to be using machine learning modelling to support various modes of analysis in Google Analytics."

"We'll have the ability to have different modes that maybe emphasise the user analysis side of it less, but focus more on the behavioural," he provided as an example.

This will help us to have a complete cross-channel view of the customer lifecycle, improving the ability of predictive marketing and insights.

Ok, so how can you get started? To be able to access Google Analytics 4 Property, you need to do a quick set up (click here for instructions).


However, as the data is organised in an entirely different way, Google recommends that site owners set up both property types and run them in parallel. New feature development will be focused on GA4.

Please let me know if you have any questions, and I would love to hear your perspective as well.


Source: Google Analytics Blog: Introducing the new Google Analytics

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Nayara Tanin is a data-driven digital marketer with more than eight years of experience in inbound marketing, data analysis through social media, paid ads and promotional campaigns. She loves talking! This could include your business strategy, places to go in Brazil, her progress on sewing classes or scuba diving. The subject is up to you, feel free to reach out!



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