Google rolls out new GA4 features
- SEO |
Google Analytics 4 (GA4) received a slew of upgrades today. They include significant enhancements to the Setup Assistant, real-time behavioral modeling data, expanded customization options, and a new homepage design.
- Setup Assistant: For each Universal Analytics (UA) property, the user must currently establish a new property in GA4 and then specify the data collection and privacy settings. The next version of Setup Assistant, due out early next year, will do this automatically, as well as enable Goals and Google Ad connections.
- Behavioural modeling: This is intended to address gaps in knowing customer behavior when/if cookies are removed. This service, which is expected to be online soon, will provide real-time information on client activity while protecting privacy.
- Data-driven attribution: DDA will introduce configurable channel grouping, allowing for cross-channel cost-per-acquisition and return-on-ad-spend comparisons.
- New home page design: This is now live. It "is tailored for clients, showcasing significant top line trends, real-time activity, and their most viewed reports," according to Google's marketing blog. The company has also developed a function that "looks for trends and insights and presents them immediately to marketers on the front page" using machine learning.
- Campaign Manager 360 integration: This will provide advertisers with a more full picture of their advertising performance, as well as online / app behavioral metrics, and is expected to be available soon.
Google will delay phaseout until July 2024 to give more time to enterprise customers to migrate.
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