5 good reasons to switch to Google Analytics 4 (or not)

In July 2023, the Universal Analytics data analysis platform will be replaced by its new version, GA4.

We sum up the Google migration in 5 points:

1. A new interface

This optimisation makes data simpler and easier to understand: in short, the basic settings of the analytics interface have been reviewed and greatly improved.

You'll be able to personalise your home page with the data you want to prioritise, but you can just as easily leave it to Google to choose these metrics.

E-commerce isn't forgotten as new metrics and sections are available. You'll be able to view information specific to your sites' users such as “item added to basket”, “items viewed in promotions”, “items clicked in promotions” and “basket amount”.

2. A data protection policy

Google has often been accused of failing to protect its users' data, which is ironic for a multinational with 88.3 billion visits in January alone.

With this update, Google is working to comply with the GDPR through 3 actions:

• Anonymising IP addresses by dissociating data from users' identities.
• Adding artificial intelligence and machine learning to its services, which should lead to the gradual disappearance of third-party cookies.
• Introducing a configurable retention period of up to 14 months for user data.

3. An innovative approach to the statistics collected

From now on, the data highlighted on the platform will centre on user behaviour, from their first visit through to conversion.

This should help provide a better understanding of the user journey and so maximise the chances of obtaining qualified leads and, ultimately, customers.

In GA4, user properties have been refined: gender, city, interests. This means the Google Analytics account manager can analyse statistics according to, for example, personas defined in advance. Handy, isn't it?

4. The disappearance of the bounce rate

A default parameter offered by Universal Analytics, the bounce rate has been removed and replaced by the engagement rate. The focus is now on browsing time or the user's scrolling.

This development clearly illustrates GA4's desire to highlight more “positive” information.

5. The integration of artificial intelligence

Thanks to AI and machine learning, GA4 can now anticipate possible changes in the behaviour of users visiting your sites.

All this has only one aim, to improve control over the 3 phases of the customer journey :

1. Acquisition
2. Engagement
3. Loyalty

Bonus info:
With this update, Google now lets account managers manage several access levels:

• • read-only,

• • audience management,

• or full access.