Google Analytics 4 (GA4), previously known as “App + Web,” offers a fresh set of reports that differ from the ones you might be familiar with in Universal Analytics (Google Analytics 3). The big plus with GA4 is its flexibility; you can use it to get insights on a website, an app, or both together. Essentially, it builds on and rebrands whatsApp + Web was doing before.

Google describes GA4 as a next-gen approach to analytics, focusing on privacy-first tracking, cross-channel data management, and AI-driven predictive data. This version leans heavily on Google’s machine learning models. For instance, GA4 can analyze website traffic and user behavior without needing data from every single page.

Here are some key goals GA4 aims to achieve:

1. User-Centric Data: GA4 shifts the focus to users and their journeys rather than just page views.
2. Event Tracking: Data in GA4 is presented mainly through “events,” which capture specific user interactions.
3. Machine Learning Insights: GA4 uses machine learning to help business owners and marketers understand their data better. This is especially useful for learning about customers who opt out of data collection or cookie usage.

Why is This Important?

With new privacy laws like Europe’s GDPR and Apple’s iOS 14, the older analytics methods have become less reliable. You’ve probably noticed data gaps or inaccuracies when users decline cookie consent. GA4 addresses this by using data modeling to fill in the blanks and make educated guesses based on available data and user behavior.

Google is forward-thinking with GA4, preparing for a future where cookies might not exist. This means GA4 is designed to keep providing valuable insights even if identifiable data becomes scarce.