favicon white

Google Analytics 4, what are its advantages and how can you implement it?

google analytics 4 what are its advantages and how you can implement it

The digital landscape is continually evolving, and so are the tools we use to measure, analyze, and understand it. Google Analytics has been a stalwart in the analytics industry for years, but with the introduction of Google Analytics 4 (GA4), we're seeing a fundamental shift in how data is collected and interpreted. In this blog post, we'll explore the advantages of Google Analytics 4 and guide you through the implementation process.

What is Google Analytics 4?

Google Analytics 4 is the latest version of Google's analytics tool for websites and mobile apps. Unlike its predecessor, Universal Analytics, GA4 is built on an event-based data model. This makes it more adaptable and gives you a deeper understanding of how users interact with your website or app.

Advantages of Google Analytics 4

1. Future-Proof Your Data

One of the key benefits of Google Analytics 4 is that it is designed with the future in mind. With changes in privacy laws and the phasing out of cookies, GA4 uses a more flexible approach to data collection, allowing for better tracking without relying solely on cookies.

2. Cross-Platform Measurement

GA4 makes it easier than ever to track user behavior across various platforms and devices. You can measure interactions across your website, mobile app, and other digital platforms all in one place.

3. Enhanced Reporting

GA4 offers more granular data reporting options. You can create custom reports to measure specific KPIs relevant to your business. The new Analysis Hub feature also allows for more complex analysis, such as path analysis and funnel analysis.

4. Improved Audience Building

Audience building and segmentation are more advanced in GA4. You can include more parameters, such as frequency, recency, and engagement level, to build more targeted audiences for your advertising campaigns.

5. Predictive Metrics

GA4 uses machine learning to identify trends and provide predictive metrics, like potential revenue from a particular segment. This can be incredibly valuable for future planning.

6. User-Centric Data

The platform focuses on providing a complete user journey, rather than session-based data. This helps in understanding the user behavior over a longer period and aids in customer retention strategies.

How to Implement Google Analytics 4

Step 1: Create a New Property

  • Navigate to your Google Analytics account.
  • Click on "Admin."
  • Under the "Property" column, click “Create Property.”
  • Choose "Google Analytics 4" and follow the setup instructions.

Step 2: Install the Tracking Code

For websites:

  • Once your property is created, you'll be given a GA4 tracking code.
  • Install this code in the header of every page on your website.

For mobile apps:

  • Use Google's Firebase SDK to integrate GA4 into your mobile app.

Step 3: Configure Events

  • Go to "Events" under "Configure" in the new GA4 property.
  • Set up custom events to track specific user interactions you care about.

Step 4: Test the Setup

  • Use Realtime reports or DebugView (for mobile apps) to confirm that data is being sent to your new GA4 property.

Step 5: Setup Goals and Conversions

  • Similar to Events, you can set up specific goals and conversions in GA4 to measure the actions you care most about.

Step 6: Explore and Analyze

  • Once enough data has been collected, you can begin to explore the various reporting features that GA4 offers.


Google Analytics 4 is not just an update; it's a complete reimagining of how analytics should work in the modern digital landscape. With advanced tracking features, improved reporting, and better adaptability, GA4 offers a compelling suite of tools to understand your audience better and make more informed decisions.

So, whether you're new to Google Analytics or have been using it for years, now is the time to make the transition to GA4. It will set you up for success in the ever-changing digital world.

request full demo