Google Analytics 4: Google's vision for the future of analytics

[djbaxter]

Meet Google Analytics 4: Google's vision for the future of analytics
by George Nguyen, SearchEngineLand.com
October 14, 2020

The new Analytics adds AI-powered insights, tracks users across devices and provides more granular data controls.

The latest iteration of Google’s web analytics platform, dubbed Google Analytics 4, is now available. The new property type includes expanded predictive insights, deeper integration with Google Ads, cross-device measurement capabilities and more granular data controls.

New reports within Google Analytics 4. Image: Google.

New AI-powered insights and predictions. While machine learning-powered insights in Analytics have been available for some time, the new insights and predictions making their way to Google Analytics 4 can automatically alert marketers to data trends such as surging demand for a product they sell.

An example of predictive metrics in Google Analytics 4. Image: Google.

Other innovations​

• Deeper audiences integration with Google Ads.
• Customer lifecycle-framed reporting.
• Codeless Event tracking.
• More granular user data controls. Analytics 4 also includes options to help advertisers comply with data regulations such as GDPR and CCPA.
  Analytics in a cookie-less future.

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