The new generation of Google Analytics

Google Analytics Universal, the widely used web analytics platform, is being succeeded by Google Analytics 4 (GA4) and will stop recording data in July. GA4 brings a paradigm shift in data analysis, providing enhanced tracking capabilities and deeper insights into user behaviour across various devices and platforms. This next-generation analytics tool focuses on customer-centric measurement, empowering businesses to understand the entire user journey and optimise their marketing strategies accordingly. With advanced machine learning algorithms and cross-device tracking, GA4 offers a more holistic and comprehensive view of user interactions, enabling businesses to make data-driven decisions to improve engagement, conversions, and overall digital performance. Need help setting GA4 up, speak to one of our experts today.