Google Analytics is been updated to version 4 , and the news is quite interesting. While not all users will be thrilled by a change of interface, which is perfectly understandable, on the other hand the new features make it a much more powerful tool than version 3.

Google Analytics 4: machine learning at the service of users

The main novelty of Google Analytics 4 is the introduction of machine learning . which will support users by going through the data and automatically proposing ideas on trends and on significant changes that can be used to better manage the business. The simplest example is that Google recognizes the growing demand for specific products and alerts the owner of an e-commerce, which can consequently consider increasing the stock, or launching marketing campaigns.

Moving on to more complex examples, it is thanks to machine learning that the calculation of the churn probability was introduced, i.e. the probability that the customer closes his relationship with the company . Knowing this value allows you to make more precise estimates on revenues, as well as to take marketing actions to remedy the situation.

Better integration

Google Analytics 4 is integrated more deeply with Google Ads , which allows you to create more targeted audiences . Now Analytics is able to measure interactions via app and via web simultaneously, so as to have reports that include conversions from both Google’s and external channels, such as email and social media.

As he explains in his blog Vidhya Srinivasan , Vice President, Measurement, Analytics, and Buying Platforms of Google, the strength of Analytics 4 is being customer centric , focused on the user. Instead of focusing on measuring interactions by device or platform in a fragmented way, it leverages Google Signals to better follow users and how they move throughout the shopping experience.