What is GA4?

GA4 stands for Google Analytics 4, which is the latest version of the Google Analytics platform. GA4 is designed to provide more advanced insights and analytics capabilities than the previous version, Universal Analytics. It offers features such as cross-device tracking, machine learning-powered insights, and deeper integration with Google Ads. With GA4, businesses can better understand how customers interact with their websites and apps across different platforms and devices and use this information to optimize their marketing strategies.

How does GA4 get a better understanding of its customers?

Google Analytics 4 (GA4) uses various data collection techniques to get a better understanding of its customers, such as:

  1. Event tracking: GA4 uses event tracking to capture and measure user interactions with various elements of a website or app, such as button clicks, page views, and video plays. This helps businesses understand how users engage with their digital properties and make informed decisions about user experience optimization.
  2. User-centric data model: GA4 uses a user-centric data model, which tracks and stores data at the user level rather than the session level. This allows businesses to get a complete view of user behaviour across multiple sessions and devices and better understand user journeys.
  3. Cross-device tracking: GA4 supports cross-device tracking, which means it can identify users across multiple devices and platforms, even when they’re not signed in. This helps businesses understand how users interact with their digital properties across different devices and channels.
  4. Machine learning-powered insights: GA4 uses machine learning algorithms to analyse data and provide automated insights to businesses. This helps businesses uncover trends, identify opportunities, and optimize their marketing strategies based on data-driven insights.

GA4 provides a more comprehensive view of customer behaviour and helps businesses make data-driven decisions to improve their digital properties and optimize their marketing strategies.

What Will Marketers Gain From Using Ga4?

Overall, marketers can use GA4 to understand customer behaviour better, optimise their marketing strategies, and ensure they’re collecting data in a compliant manner.

Marketers can gain several benefits from using Google Analytics 4 (GA4). Some of the key benefits include:

  1. Better insights into customer behaviour: GA4’s user-centric data model and machine learning-powered insights allow marketers to understand better how customers interact with their digital properties. They can track customer behaviour across multiple devices and channels and get a more complete view of customer journeys.
  2. Enhanced cross-device tracking: GA4’s cross-device tracking capabilities allow marketers to track customer behaviour across multiple devices and platforms. This helps them understand how customers interact with their brand across different channels and devices and optimise their marketing strategies accordingly.
  3. Improved data privacy: GA4’s privacy features are designed to help marketers comply with data privacy regulations such as GDPR and CCPA. They can set data retention periods, configure data deletion policies, and manage user consent settings to ensure they’re collecting data in a compliant manner.
  4. Streamlined reporting: GA4’s reporting features are designed to be more streamlined and intuitive than previous versions of Google Analytics. Marketers can create custom reports, analyse data more easily, and get insights into customer behaviour faster.

When does it launch?

Google Analytics 4 (GA4) was officially launched in October 2020 as the next generation of the Google Analytics platform. While GA4 is now available for use, it is worth noting that it is not a direct upgrade to the previous version of Google Analytics, known as Universal Analytics (UA). Instead, GA4 is a new platform that uses a different data model and data collection methodology than UA.

However, it is recommended that businesses start using GA4 alongside their existing Universal Analytics implementation, as GA4 is designed to offer more advanced analytics capabilities and insights than UA. By using GA4 now, businesses can begin to collect and analyze data in the new platform and make the most of its features and benefits.

Will Google UA Stop?

While Google has not officially announced plans to stop supporting Universal Analytics (UA), it is likely that, over time, they will focus more on the development and support of Google Analytics 4 (GA4).

Google has made it clear that GA4 is the future of their analytics platform, and they have invested heavily in its development and promotion. However, it is worth noting that UA is still widely used by businesses and website owners, and it is expected that Google will continue to support UA for the foreseeable future.

In the meantime, businesses using UA are encouraged to start exploring GA4 and its capabilities. It is likely that Google will continue to add new features and functionality to the platform, and it is a good idea to start familiarising themselves with the new platform. 


If you’re interested in learning more about Google Analytics 4 (GA4), there are several resources available that can help you get started. Here are a few suggestions:

  1. Call Umbrella Marketing Team on 01244 656505
  2. Google’s official documentation: Google provides detailed documentation and guides on how to use GA4 on their website. This includes information on setting up GA4, data collection, reporting, and more. You can access the documentation at https://support.google.com/analytics/answer/10089681.
  3. Google Analytics Academy: Google offers free online courses through their Analytics Academy to help users learn about GA4 and improve their analytics skills. The courses cover data collection, analysis, and reporting topics and are designed for users of all levels. You can access the courses at https://analytics.google.com/analytics/academy/.
  4. Online tutorials and courses: There are many online tutorials and courses available that can help you learn more about GA4. These range from free resources, such as YouTube videos and blog posts, to paid courses and training programs offered by third-party providers.
  5. Community forums and support: Google has a community forum where users can ask questions and get support from other GA4 users and experts. Additionally, there are many online communities and forums dedicated to GA4 where users can share tips, ask questions, and discuss best practices.

Overall, there are many resources available that can help you learn more about GA4 and improve your analytics skills. By taking advantage of these resources, you can gain a better understanding of how GA4 works and use it to optimise your digital marketing strategies.

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