What have the benefits of Google Analytics 4 (GA4) been?

August 16, 2023
With Google Analytics 4 fully operational for a while now, these are the main differences that you will notice on the platform.

Google Analytics 4.

In the ever-evolving realm of digital analytics, staying ahead of the curve is essential to understanding user behavior and optimising marketing strategies. 

Google Analytics 4 (GA4) is the latest iteration of Google’s analytics platform, and it brings with it a host of exciting new features that promise to revolutionise the way businesses gather insights and make informed decisions. 

In this blog, we will highlight the main differences that you will notice when using Google Analytics 4.


1. Enhanced Cross-Platform Tracking.

Google Analytics 4 has broken down the barriers between different devices and platforms. 

With enhanced cross-platform tracking, businesses can seamlessly track user interactions across websites, mobile apps, and other digital touchpoints. 

This holistic view of user behavior enables a deeper understanding of the customer journey, helping marketers tailor strategies that resonate with users regardless of their preferred platform.

Some of the most useful analytics within the new cross-platform tracking that we have found include;

  • By Operating System
  • By Platform or Device Category
  • By Browser
  • By Screen Resolution

Google Analytics 4



2. Event Driven Analytics.

Unlike its predecessor, Google Analytics 4 is centered around events rather than just simply pageviews. 

This event-driven approach enables businesses to track a wide range of user interactions, from clicks and scrolls to video views and downloads. 

By defining custom events, businesses can gain granular insights into user behavior and identify the specific actions that lead to conversions or other desired outcomes. Setting up the custom events is easy and once it is done, Google Analytics 4 will do all the rest of the heavy lifting for you!

For any help related to the setting up of these custom events, you can read the Google Analytics 4 help page here.


3. Smarter Insights and Analysis.

Google Analytics 4 leverages machine learning to provide automated insights, saving time and effort in manual data analysis. 

The platform automatically identifies trends, patterns, and anomalies within data, highlighting opportunities and areas that require attention. This feature ensures that businesses can make data-driven decisions more efficiently, even without a deep understanding of data analytics.

Once a trend or an abnormal pattern is registered, it will appear in the “Insights” section of the platform. Below is a screenshot of the kind of recommendations Google Analytics 4 has been making on behalf of one of our clients.

Google Analytics 4


4. Streamlined User Journey Tracking.

Tracking user journeys has never been easier with Google Analytics 4’s enhanced measurement features.

Predefined events for common user interactions like sign-ups, purchases, and scrolls simplify the tracking process. 

This streamlined approach allows businesses to quickly gather insights into key user pathways, helping them optimise their websites and apps for better user experiences.


5. Flexible Reporting and Analysis.

GA4 offers greater flexibility in reporting and analysis. 

Its integration with BigQuery, Google’s data warehouse, allows businesses to export raw event data for in-depth exploration. This integration provides the freedom to generate custom queries and generate tailored reports, giving companies the power to uncover insights that align with their unique goals. You can build a report with up to 16 individual sections or “cards”.

In short – it has never been easier to build customised reports for you or your clients! Below is a snapshot of the kinds of report sections you are able to put together with the customisable report.

Google Analytics 4




Google Analytics 4 represents a significant leap forward in digital analytics, ushering in a new era of user-centric insights and predictive capabilities. 

With enhanced cross-platform tracking, event-driven analytics, smarter insights and analysis, and more, Google Analytics 4 equips businesses with the tools needed to understand user behaviour on a deeper level and make data-driven decisions with confidence. 

As the digital landscape continues to evolve, embracing Google Analytics 4’s innovative features is a strategic move that positions businesses to thrive in the dynamic realm of digital marketing.

Have any other questions related to Google Analytics 4? Or maybe you have questions related to digital marketing in general? Please reach out to us to get the conversation started on how we can help drive your business to the next level.

You can read one of our latest blogs about social media marketing in the food and beverage industries here.