A user in GA4

Google Analytics 4 (GA4) is the latest version of Google Analytics, designed to give businesses better insight into their users' behaviour. With the move from Universal Analytics (UA) to GA4, there are some significant changes that users and analysts need to understand to make the most of this new tool. In this article, we dive deep into what a user means in GA4, how to collect and analyse data, and why these changes are important for your business strategy.

What is GA4 and why is it important?

GA4 is the latest version of Google Analytics, which builds on the limitations of Universal Analytics. While UA was mainly focused on sessions and page views, GA4 puts the focus on users and events. This means that with GA4 you can better track how individuals interact with your website or app, from the first visit to their last interaction.

One of the key benefits of GA4 is its enhanced ability to collect cross-platform data. This means you can track users' behaviour regardless of whether they visit your website via a desktop, mobile device or even a mobile app. This integrated approach ensures that you get a complete picture of the customer journey.

Tracking users in GA4

In GA4, a user is tracked through events and user IDs. Events are any interaction a user has with your site or app, such as a button click, a video playback or a purchase. These events provide detailed information about how users interact with your content.

In addition, GA4 introduces the ability to assign user IDs. This allows you to track the same user even if they use different devices to access your content. Assigning user IDs improves the accuracy of your data and helps you better understand individual user behaviour.

Major changes from UA to GA4

One of the most notable changes from UA to GA4 is the way data is modelled. In Universal Analytics, page views and sessions were the primary units of measurement, while GA4 is based entirely on events and parameters. This gives you more flexibility and precision when measuring user interactions.

For example, in UA a purchase would be measured as a transaction, while in GA4 each step in the purchase process can be measured as a separate event. This gives you more insight into where users drop out in the funnel and allows you to optimise in a more targeted way.

Benefits of GA4 for user analytics

GA4 offers several advantages for analysing user behaviour:

• Better segmentation: The event-based approach allows you to create detailed segments based on specific actions users perform. This helps identify trends and patterns within specific user groups.
• Advanced analysis tools: GA4 includes built-in analysis tools such as explorations and funnel analysis. This allows you to perform in-depth analysis zonder that you need additional software.
• Machine learning capabilities: GA4 uses machine learning to provide predictive insights. For example, the probability of a user converting or the probability of a user dropping out. These predictive statistics can provide valuable insights for marketing strategies.

How do you get started with GA4?

If you are still using UA, it is time to switch to GA4. Here are the steps you can follow to get started:

1. Create a new GA4-property: This can be done alongside your existing UA-property. This allows you to collect data in parallel while getting used to GA4's new interface and features.
2. Implement events: Start setting up events relevant to your business goals. Think clicks on key buttons, completed purchases and form submissions.
3. Configure conversions: Determine which events should be counted as conversions and set them up within GA4.

Get to know the new interface: GA4 has a different interface from UA, so take your time to get familiar with where to find key reports and settings.

Event-oriented approach

GA4 offers a modern and comprehensive way to analyse user behaviour. With its event-focused approach, enhanced cross-platform tracking and advanced analytics capabilities, GA4 is a powerful tool for any organisation looking to gain more insight into how users interact with their digital presence.

By switching to GA4, you take the first step towards a deeper understanding of your customers, which can lead to better strategic decisions and ultimately greater success for your business. Start exploring GA4 today and discover the benefits it can bring to your user analytics.

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