SEO activities are closely related to website traffic analysis. Without it, it would be difficult to determine whether the actions taken are producing any results. Google Analytics comes to the rescue, which is a free and very comprehensive tool that allows you to analyze website traffic. Recently, its new version - GA4 - has been released. Check out what has changed.
Google Analytics 4 offers a new perspective on data analysis. Due to changing consumer behaviors, as well as the shift of businesses from offline to online and changes in privacy policies, Google has created a new version of the platform. Analytics allows for tracking user traffic from both applications and websites. Its foundation is machine learning, which enables a complete understanding of customers.
The previous version of Google Analytics (Universal Analytics) did not combine data about a single user when they used both an application and a website. The new generation collects this information and creates a complete user profile. This is a very important change because the path of a modern user is a multidimensional process. Very often, a user becomes aware of an offer by noticing an advertisement on a mobile device, but completes the transaction using a desktop device by entering a specific website into a search engine.
Of course, the list of improvements available in the new version of Google Analytics is much longer. One of the most important changes is reporting within the customer lifecycle. This cycle consists of 4 stages: acquisition, engagement, revenue generation, and retention. The reports will allow you to assess customer behaviors at each step of the customer journey. In Google Analytics, you can also find options that help comply with GDPR regulations. Now you can control what data will be collected and whether you want to use it for personalized advertising.
The goal of Google Analytics fourth generation is to understand customer interactions with the brand. Therefore, Google allows the use of machine learning, which facilitates the detection of trends among customers.
As mentioned earlier, Google Analytics 4 provides data on user behavior on websites and in applications. Thanks to this, Google Ads campaign targeting is more precise, as we can create more accurate audience lists. Since we can track the entire customer journey across different devices, it will be much easier for us to create an ad that is tailored to them.
Analysis is an analytical tool that facilitates the understanding and comparison of user information. Statistics allow, among other things, to take appropriate marketing actions. As for the methods of analysis, currently 5 methods are supported.
As you have probably noticed, Google Analytics is constantly evolving and offering new features. In addition, Google listens to the community and introduces changes that make using the tool easier. The ones that have just been implemented are undoubtedly a big step forward, and this is certainly not the end.
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