Google is getting rid of the current version of Google Analytics (GA) and switching to a new version called Google Analytics 4 (GA4). The main reason for this change is that GA4 is a more advanced and powerful analytics platform that provides more insights and better data privacy features.
One of the key differences between GA and GA4 is that GA4 is built on a new, more flexible data model called the “App + Web” model. This model allows for more seamless tracking of data across multiple platforms, such as web, mobile, and apps, and it also enables more advanced data analysis and machine learning capabilities.
Another major difference between GA and GA4 is that GA4 includes enhanced data privacy features, such as automatically anonymizing IP addresses and giving users more control over their data. This is in line with the increasing focus on data privacy and the need to comply with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
Additionally, GA4 includes new features such as the ability to track users across devices and platforms, and to create more detailed user segments. It also includes more advanced analytics capabilities, such as the ability to analyze unstructured data and build custom models.
Navigating all these changes can be challenging for a small business and that’s why they often turn to experienced marketing companies to set up and manage their accounts.
Rather than track personal information based on information contained on the user’s browser, Google will now group users according to the content they prefer. Anyone who has used Google Ads in the past to target specific audiences may have thought they were being offered very narrowed selections; however, the reality is that Google has always known more about the user than they share. This has brought up problems with Congress regarding invasion of privacy. Some of these changes may show up as less detailed information about the user’s we target.
Despite their claim of transparency, Google’s move towards complete automation has removed choices from the user, making it difficult to parse the data and target people you already know are your potential customers. This makes life very difficult for businesses to stay ahead and control marketing costs because they don’t have the resources to keep up with the constantly evolving playing field.
In summary, Google is getting rid of the current version of Google Analytics and switching to Google Analytics 4 because it’s a more advanced and powerful analytics platform that provides more insights and better data privacy features. The new “App + Web” data model allows for more seamless tracking of data across multiple platforms and the enhanced data privacy features aligns with the increasing focus on data privacy and the need to comply with regulations.