Google Analytics 4 Is Live
By John Burke
And, we are celebrating! For the first time since its inception, Google Analytics has carried out a wholesale revision of its platform and it’s something we’re very excited about. It’s now live on our SMRS website and here are some key features we’re already using:
- Google Signals
- Cross Domain Measurement & Unification
- Event Driven Data Models
- Analysis Hub
So, for the less analytically minded, what does all this actually mean?
Well, with Google Analytics 4 (GA4), there are capabilities to track users in a consistent and clean manner. This means not relying on cookies and respecting user privacy at a granular level. Of course, this ability will be essential over the coming months as third-party cookies are further phased out by Google Chrome, following Safari and Firefox.
So, GA4 will become an essential part of our day-to-day activity, eventually replacing current Universal Analytics set ups. It’s therefore something we’re looking to push out sooner rather than later, as we move our tracking and reporting solutions to a cookie-less world, future-proofing our products.
The only constant is change
We’ve all known that changes were coming. And this is still early days for the platform. Many features are still in Beta and others are focused on the e-commerce market. Even so, we’re still very excited to tailor these features towards our respective markets and use GA4’s built in machine learning to further our digital analytics and data science capabilities.
We know that no-one particularly likes change, especially to a system we’ve all been using for the best part of the last 8 years. So, we fully expect there to be frustrations for early adopters. That said, we fully recommend implementing GA4 ASAP, so we can all start planning for the long term.
If you’d like more information on what this means for the industry or would like a helping hand with your set up, please get in touch.