Google Analytics 4 is now available with powerful new features to help brands capture more nuanced customer data across devices and the web. But there’s a catch- you have to know what the features are before you can use them to your advantage.

“4 out of 5 executives say that generating insights using analytics is critical to their organization’s success, but only 44% report that their current efforts are effective.”

We get it, teasing out all the data and understanding what to do with it can feel overwhelming, but the resulting increased traffic and revenue you’ll receive will be well worth it.

Below is a simple overview of Google Analytics features that will have you ready for action and primed for success.

1. Smarter Insights and Better Alerts

The new insights can automatically alert brands of positive and negative performance trends, allowing businesses to make quick, smart decisions that could immediately improve performance.

For example, you can activate alerts to tell you when there is a spike in sales for a particular product or if a specific channel is driving more conversions so you can course-correct your approach accordingly.

Data and algorithms can also identify intent and predict customer needs, behavior, and marketing outcomes so you can better choose what audiences to target.

2. Deeper Google Ads Integration

The new update will also help you understand the combined impact of all your marketing efforts across the web, allowing you to compare conversions for bid optimization and conversion counting. Using an event-based model, you can track many more key user interactions (like scroll depth, file downloads, video plays, etc.) without having to create a separate conversion tag for each.

Additional benefits to connecting Google Analytics 4 Properties with Google Ads include:

  • Two-way data flow to get Ads data into your Analytics account and vice versa
  • Import conversions, conversion event data, and audiences
  •  Measure how marketing campaigns drive app installs and in-app event conversions for Android and iOS apps
  •  Import web remarketing lists in compliance with privacy parameters using GA4 user permission feature

3. Customer-Centric Data & Consistent Cross-Platform Reporting

84% of decision-makers consider cross-platform analytics critical,
but 41% are still using separate tools to analyze data from their websites versus mobile apps.

Getting a holistic view of users across website and app platforms has been a long-time coming, and Google Analytics 4 Properties makes this a reality. You can configure multiple web and app “streams” into one property/dataset to see a more comprehensive view of marketing performance and customer engagement.

Additionally, insights are now organized into more nuanced reports to track how customers arrive at your site until they made a purchase. This is crucial in gaining new customers and keeping them.

4. More Granular Approach to Data Controls

GA4 was built to prioritize data privacy and cover data gaps in a “cookie-less” future so marketers can still customize their campaigns using accurate data-driven signals.

If a site requires end-user consent to collect data, there are separate consent opt-ins for analytics and ads so customers won’t exclude analytics across the board. Data deletion capabilities will also allow you to comply with deletion requests from customers without having to remove all valuable data.

How to Set up Google Analytics 4

Google Analytics 4 is available now, but it’s still in beta and not quite ready to be your primary tool. We recommend running Google Analytics 4 in parallel with your existing tool for now.

If you are using Google Tag Manager on your site, adding the GA4 web tracking code is pretty painless. On the app side, if you already have Google Analytics installed, you’re all set once it is upgraded to your Google Analytics 4 property.

Here are Google’s instructions for creating or upgrading to Google Analytics 4.


Without questions, knowledge is power, especially when predicting customer behavior. Now you know, if leveraged correctly, Google Analytics will provide valuable insights and powerful data to optimize your marketing strategy, increase your return on investment, and improve your customers’ experience.




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