Google Analytics is an access analysis tool provided free of charge by Google. Google Analytics 4 (GA4) is the fourth generation, hence the “4”.
So how did it evolve from the first generation to the fourth generation? By following this evolution, we can understand the characteristics of GA4. The following diagram summarizes the characteristics of each generation.GA4 now allows for integrated analysis of web and app, something that was not possible with previous analytics. Now that apps and videos without the concept of pages have become commonplace, this update has become quite useful.
In addition, analysis using machine learning will enable you to predict future customer behavior. I would love to try this out as soon as possible!
Why GA4 was developed
So why was GA4 developed and released this time? There are two main reasons for this:
1. Changes in user behavior due to technological advances
Previously, Google Analytics measured user behavior by looking at website data on a page-by-page basis.
However, with the spread of smartphones and b2b email list tablets, users are increasingly viewing pages on multiple devices and using apps and videos, which do not have the concept of a “page,” making it difficult to track user behavior.
To address this issue, Google Analytics has been updated.
2. Respect for privacy has become a global standard
Cookies, which are also used by Google Analytics, are not yet treated as personal information in Japan, but they are defined as personal information under the GDPR (EU General Data Protection Regulation) and CCPA (California Consumer Privacy Act), and the collection of cookies is restricted.
Previously, Google Analytics used cookies to what is the process of creating a good email subject line? accumulate and analyze information, so restrictions on cookie acquisition made it difficult to measure accurate data.
To solve these problems, GA4 has been designed to be “cookieless” so that information can be stored and measured without cookies. This means that you can analyze user behavior while respecting privacy.
What are the features of GA4? How is it different from Universal Analytics?
For those who are planning to introduce GA4, you may be wondering about the differences between GA4 and the conventional Universal Analytics (UA).
Here we will take a closer look at the features of GA4 and the specific differences between it and UA.
Please also take a look at the detailed explanation in ” What is the difference between GA4 and UA? Explaining the changes in corresponding business to consumer reviews indicators and definitions! ” for the GA4 indicators that correspond to the indicators confirmed in UA and how to confirm those values.
1. The unit of measurement has been changed to “events.”
With the update to GA4, the units of measurement have changed.
In UA, the actions of users who visited a website, from viewing a page to leaving the site, were measured as a “session,” including how many pages were viewed (page views), which buttons were pressed, etc.
In GA4, the unit of measurement is the “event”, and actions such as page views, button clicks, and page scrolls are all measured as “events”. By no longer measuring as a “session”, the concepts of “bounce” and “exit” disappear.
This change will allow for more in-depth analysis of user behavior.