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What Is Ga4 In Google Analytics


Google Analytics 4, also known as GA4, is the latest version of Google Analytics that has replaced Universal Analytics (UA). GA4 is a more advanced and updated version of UA designed to help businesses of all sizes make better data-driven decisions. GA4 was launched in October 2020 with a new set of features that allow businesses to analyze customer behavior across different devices and platforms with a more holistic approach.

Key Features of GA4

One of the most prominent features of GA4 is the ability to track and analyze customer behavior across different devices and platforms, including mobile apps and websites. This is important because today’s customers use multiple devices and platforms to interact with businesses, and GA4 provides a more comprehensive view of the customer journey.

GA4 also includes an advanced machine learning algorithm that provides better insights into customer behavior and helps businesses make more informed decisions. This algorithm is used to provide predictive analytics, including churn probability, customer lifetime value, and propensity to purchase.

Another notable feature of GA4 is the event-based data model that replaces the session-based data model in UA. This means that businesses can now track and analyze specific actions taken by customers, such as purchases, sign-ups, and form submissions, rather than just looking at pageviews and sessions.

In conclusion, GA4 is a significant upgrade to UA, offering improved tracking and data analysis capabilities. Its advanced machine learning algorithm and event-based data model make it easier for businesses to understand customer behavior across multiple devices and platforms, providing a more holistic view of the customer journey. Therefore, businesses looking to make better data-driven decisions should consider transitioning to the GA4 platform.


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