What is Email Marketing?

What Is Google Analytics? 

Google Analytics is a free web analytics service by Google. This service allows website owners to compile and track data like page views, bounce rate, session duration and where the traffic comes from. Google Analytics 4 (GA4) is the latest update to Google Analytics and in part 2 of this 3-part blog series, we’ll explore what advantages GA4 has over Universal Analytics (UA).

Did you know? GA is used by over 50% of all businesses!

What Are The Advantages Of GA4 Over UA?

Universal Analytics (UA) excelled in providing a robust and mature analytics solution. It offered a comprehensive set of features, including advanced tracking options, detailed reporting, and customisation capabilities. However, with technology advancing, it was only a matter of time before GA got an update with advantages over UA, like:


  1. Enhanced Cross-Platform Tracking: GA4 excels at tracking user interactions across various devices and platforms. It adopts an event-based model to provide a comprehensive understanding of user behaviour across websites, mobile apps, and other digital channels.
  2. AI-Driven Insights: GA4 harnesses the power of machine learning to deliver advanced and actionable insights. By automatically analysing data, it uncovers valuable trends, user behaviour patterns, and predictive insights, empowering informed decision-making.
  3. Improved User Journey Analysis: GA4 introduces “Enhanced Measurement,” a feature that revolutionises how we analyse user journeys. By eliminating the need for manual event tagging, it offers a holistic view of the customer journey, uncovering valuable insights.
  4. Simplified Event Tracking: GA4 simplifies event tracking with a flexible approach. It allows businesses to define and track custom events without being restricted by predefined event categories, offering greater control and flexibility in data collection.
  5. Privacy-Centric Design: GA4 prioritises user privacy by aligning with evolving privacy regulations such as the General Data Protection Regulation (GDPR) and Apple’s App Tracking Transparency (ATT) framework. It includes features such as data deletion on request and user consent management, ensuring compliance with privacy standards.
  6. Integration with Google Ads and App + Web Properties: GA4 seamlessly integrates with Google Ads, enabling businesses to leverage analytics data for enhanced ad campaigns and targeted audience reach. Additionally, it supports App + Web properties, allowing comprehensive tracking and analysis across multiple platforms.
  7. Future-Proofing and Ongoing Support: GA4 represents the latest iteration of Google Analytics, signalling the future direction of analytics. By adopting GA4, businesses gain access to the latest features, updates, and continued support from Google, ensuring long-term competitiveness in the dynamic digital landscape.

Final Thoughts

In conclusion, GA4 stands out as a powerful advancement over its previous update, UA. With enhanced cross-platform tracking, AI-driven insights, simplified event tracking, and more, GA4 offers a host of advantages. Its integration with Google Ads and App + Web properties, alongside long-term support, firmly establish GA4 as the future-proof choice for businesses. Embracing GA4 empowers organisations to gain deeper insights, make data-driven decisions, and stay ahead in the dynamic digital landscape. The transition to GA4 marks a pivotal step towards unlocking the full potential of analytics for businesses of all sizes.


Join us for Part 3: Benefits Of Using GA next week!