The tech giant launched its new analytics platform Google Analytics 4 . If you were not aware, the digital marketing agency Estudio34 will tell you about it and, whatever it may be, if you have an online business, keep reading!

Such a major change in an analytics platform is tricky to manage, because at the end of the day, each and every piece of data on our website is at stake. Data that allows us to make decisions, test changes, discover errors and find solutions. In this case, the new Google Analytics 4 brings with it a big change in the way of measuring and this transition must be managed correctly, in order to avoid losing all our historical data.

Ga4, a New Measurement Paradigm

In 2006 Google acquires the company Urchin Software Corp. along with its Urchin On Demand technology. The same year the product was renamed Google Analytics

Years later, it evolved into what we know as classic or traditional Analytics, Google Analytics.
Universal Analytics follows in the hierarchy, a new version that would be Google Analytics. At this point Google Analytics has two measurement Saint kitts and nevis B2B list platforms: Universal Analytics (web-focused) and Firebase (app-focused). The two platforms have very different capabilities: the functionalities that one has, are not shared by the other. This disparity has caused Google to see the need to create a new version that would unify everything.

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And it is at this point that, finally, in 2020 Google launches the latest version of the platform (and probably the one that will mean the biggest change in measurement), the new Google Analytics 4.

This big change is made up of a new data model, a new user interface and new functionalities. As we have mentioned, Google Analytics 4 is a fusion between Universal Analytics and Firebase. Historically, the Analytics data model has been based on hits (interactions). On the other hand, Firebase uses an event-driven data model. That is, all data that is tracked in Firebase is done through event types, such as a pageview. This is the data model that we are going to use in GA4.

What Changes Will We Find in Ga4?

In the renewed user interface of Google Analytics 4 we find other new features such as new options in the reports. Real-time reports, new funnel reports and pathing reports to analyze the user’s path in much more detail. On the one hand, the “new” model allows us to automatically measure events when configuring the different streams for the first time.

We also have new identity methods, a new audience builder with a lot more options. And a much easier way to track conversions from events. Another big changes are the big improvement in debugging. DebugView is a functionality inherite from Firebase that Universal does not have. And until now we supply with Google Tag Manager. If we enable the Preview of our Google Tag Manager container, the data will be transmit in real-time. To this DebugView report, so that we can see in the same Analytics. The chronological order of the events carried out on our website or app.

oh! And the two news that we were all looking forward to the most. On the one hand, changes in stream settings, such as filters, will also affect historical data. On the other hand, from now on all users will be able to configure a BigQuery integration for free , with which we will be able to export all our data.

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