21 Benefits of Google Analytics 4
Posted: Sun Dec 22, 2024 10:14 am
The change from Universal Analytics to Google Analytics 4 is being difficult for many to assimilate. As marketers, we are used to constant changes in the platforms we manage every day and this is one of the reasons why many of us are passionate about this profession. And to help you better assimilate this new challenge, we invite you to discover in this article the most relevant benefits of Google Analytics 4 .
Explore in Google Analytics 4
Data-driven attribution
Attribution is responsible for many of the decisions that marketers make. Essentially, it involves assigning credit for a conversion or goal to the channel or source that was involved in making that conversion happen .
For example, if a user enters our website through a paid ad thailand telegram about implementing Google Analytics 4 and then searches for the topic and converts through the organic channel, who would be given the attribution? In the old version, Universal Analytics, the attribution model is Last Click; so in the example, this model would attribute the conversion to the last channel that participated in the conversion path, the organic channel.
In Google Analytics 4 (GA4), the default model is called Data-Driven. This model uses statistical models and artificial intelligence to give each channel involved in the conversion path a specific weight . This is beneficial because in other attribution models – such as first click or last click – we leave out relevant traffic sources in the process, and with a data-driven model we can obtain a more accurate assignment of conversions and demonstrate the ROI of each channel.
Change the attribution model
We continue talking about attribution. In Universal Analytics, the old version of Google Analytics, almost all reports were based on the last-click attribution model, except for those multi-channel funnel reports that allowed you to see how conversion varied depending on the attribution model.
In Google Analytics 4 we can change the default attribution model and even make the change retroactive. That is, when applying it we can see the historical data with the attribution model that we have changed. Of course, we must keep in mind that the recommended attribution model, both for its technical complexity and for being the most advanced due to its use of Artificial Intelligence, is data-based attribution.
Explore in Google Analytics 4
Data-driven attribution
Attribution is responsible for many of the decisions that marketers make. Essentially, it involves assigning credit for a conversion or goal to the channel or source that was involved in making that conversion happen .
For example, if a user enters our website through a paid ad thailand telegram about implementing Google Analytics 4 and then searches for the topic and converts through the organic channel, who would be given the attribution? In the old version, Universal Analytics, the attribution model is Last Click; so in the example, this model would attribute the conversion to the last channel that participated in the conversion path, the organic channel.
In Google Analytics 4 (GA4), the default model is called Data-Driven. This model uses statistical models and artificial intelligence to give each channel involved in the conversion path a specific weight . This is beneficial because in other attribution models – such as first click or last click – we leave out relevant traffic sources in the process, and with a data-driven model we can obtain a more accurate assignment of conversions and demonstrate the ROI of each channel.
Change the attribution model
We continue talking about attribution. In Universal Analytics, the old version of Google Analytics, almost all reports were based on the last-click attribution model, except for those multi-channel funnel reports that allowed you to see how conversion varied depending on the attribution model.
In Google Analytics 4 we can change the default attribution model and even make the change retroactive. That is, when applying it we can see the historical data with the attribution model that we have changed. Of course, we must keep in mind that the recommended attribution model, both for its technical complexity and for being the most advanced due to its use of Artificial Intelligence, is data-based attribution.