"Apps have been the catalyst to transform how we consume information on mobile by providing brands with controlled content environments. GA4 combines data from the two sources into a single suite. Although this was possible before, GA4 has introduced a new framework to make this far more practical and intuitive. This enables us to glean richer insights with customers behaving very differently across apps and websites."
"However, the new system isn't just about analysing data from mobile apps and websites in one screen. GA4 will become the new version of Google Analytics. However the new product has different and more advanced capabilities than Universal Analytics. It uses machine learning based automated insights, new report types and improved data sampling behaviour to provide actionable insights. This will enable practitioners to develop more sophisticated and personalised customer experiences and journeys."
GA4 represents a major overhaul of digital analytics, unifying app and website data into a single measurement framework to reflect mobile-first consumer behavior. The platform replaces session- and pageview-focused metrics with an event-based model that more accurately captures user actions across devices. Machine learning-powered automated insights, new report types, and improved data sampling enable deeper, actionable analysis and more personalized customer experiences. GA4 is positioned as the successor to Universal Analytics, so organizations should prepare for migration and implement GA4 to take advantage of its advanced capabilities for measuring cross-platform campaigns and optimizing customer journeys.
Read at The Drum
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