Integrated promotion of your project

Overview of Google Analytics 4

A brief backstory

Google has changed versions of its main analytics tool many times before. It all started with the emergence of Urchin in 2005, then there was a transition to the classic version of Google Analytics (ga.js) in 2008 and the emergence of Universal Analytics (analytics.js) in 2014. In October 2020, they introduced a new version of Google Analytics - Google Analytics 4, which is already used by default for all new resources. However, users of the old version need to upgrade to the updated tool themselves. You can find instructions on how to install version 4 in this help article: https://support.google.com/analytics/answer/9304153?hl=en
Google has changed versions of its main analytics tool many times before. It all started with the emergence of Urchin in 2005, then there was a transition to the classic version of Google Analytics (ga.js) in 2008 and the emergence of Universal Analytics (analytics.js) in 2014. In October 2020, they introduced a new version of Google Analytics - Google Analytics 4, which is already used by default for all new resources. However, users of the old version need to upgrade to the updated tool themselves. You can find instructions on how to install version 4 in this help article: https://support.google.com/analytics/answer/9304153?hl=en

How Google Analytics 4 was announced

Google Analytics 4 is presented as a new frontier for GA, similar to the transition to Universal Analytics in 2014. The idea of the tool is based on a holistic view of the customer journey. It looks a little different than the resource in Universal Analytics (UA). Plus, it's easier to set up and requires less time. The Google team calls this new type of resource the future of analytics for these reasons:

 -Cross-platform analytics scales and builds around events
 -ML and NLP capabilities available in GA4 to handle voice messaging, predict conversion rates, supervised machine learning algorithms and much more
 - Privacy. The version uses the gtag. js library which works without cookies. GA 4's IP anonymity is set by default and cannot;be changed
 -Seamless integration with all Google products
 -Cross-platform user authentication showing all the user's path and actions on different devices and platforms
Google Analytics 4 is presented as a new frontier for GA, similar to the transition to Universal Analytics in 2014. The idea of the tool is based on a holistic view of the customer journey. It looks a little different than the resource in Universal Analytics (UA). Plus, it's easier to set up and requires less time. The Google team calls this new type of resource the future of analytics for these reasons:

 -Cross-platform analytics scales and builds around events
 -ML and NLP capabilities available in GA4 to handle voice messaging, predict conversion rates, supervised machine learning algorithms and much more
 - Privacy. The version uses the gtag. js library which works without cookies. GA 4's IP anonymity is set by default and cannot;be changed
 -Seamless integration with all Google products
 -Cross-platform user authentication showing all the user's path and actions on different devices and platforms

Differences between GA4 and UA

- Analytics is not built around sessions but around events. Sessions is an artificial concept that doesn t give enough insight into the most important user activities, it doesnt work for apps that load and run long processes that exceed a 30 minute timeout, and Google suggests not it
- Events and their settings are divided into three types: automatic, recommended, custom. The recommended and custom events are implemented independently
- The 4 sessions will GA reports, but they will be counted differently than in Universal Analytics, they will be triggered by automatic session_start event. The session duration is the interval between the first and last events. Late requests handling timeout is 72 hours
Classic page views in GA4 will not disappear, they become the page_view event. The event is gathered automatically if the "config" fragment of gtag. js. For page_view there are predefined parameters: page_location, page_path, page_title, page_referrer
-Google Analytics 4 doesn't use the term "bounce rate. Instead, it uses a new way to track engagement that lets you see what devices people  shop from and what content they prefer
- We made end-to-end data collection settings for the entire site and those that change with each event
- GA 4 has built-in end-to-end reports by user_id, no need to create a separate view to use the user_id, which makes setup much easier and saves time
The  - New User Properties parameter. These are definitions that correspond to a specific audience/user. For example, gender, city, new or returning customer, repeat customer, etc.
- Google Analytics 4 no longer uses goal settings like category, action and event label but instead uses customizable event parameters
- Analytics is not built around sessions but around events. Sessions is an artificial concept that doesn t give enough insight into the most important user activities, it doesnt work for apps that load and run long processes that exceed a 30 minute timeout, and Google suggests not it
- Events and their settings are divided into three types: automatic, recommended, custom. The recommended and custom events are implemented independently
- The 4 sessions will GA reports, but they will be counted differently than in Universal Analytics, they will be triggered by automatic session_start event. The session duration is the interval between the first and last events. Late requests handling timeout is 72 hours
Classic page views in GA4 will not disappear, they become the page_view event. The event is gathered automatically if the "config" fragment of gtag. js. For page_view there are predefined parameters: page_location, page_path, page_title, page_referrer
-Google Analytics 4 doesn't use the term "bounce rate. Instead, it uses a new way to track engagement that lets you see what devices people  shop from and what content they prefer
- We made end-to-end data collection settings for the entire site and those that change with each event
- GA 4 has built-in end-to-end reports by user_id, no need to create a separate view to use the user_id, which makes setup much easier and saves time
The  - New User Properties parameter. These are definitions that correspond to a specific audience/user. For example, gender, city, new or returning customer, repeat customer, etc.
- Google Analytics 4 no longer uses goal settings like category, action and event label but instead uses customizable event parameters

Tracking concepts in Universal Analytics and Google Analytics 4

Being able to see the customer journey across multiple platforms allows companies to see how their customers are interacting with the company/brand, not just the website. Customers may be days away from browsing the web and making purchases from the app or from their mobile device -without Google Analytics 4 this customer journey can be divided into pieces and never put together
Being able to see the customer journey across multiple platforms allows companies to see how their customers are interacting with the company/brand, not just the website. Customers may be days away from browsing the web and making purchases from the app or from their mobile device -without Google Analytics 4 this customer journey can be divided into pieces and never put together
отличия кросплатформенного анализа данных ua и ga4

Analysis Center

Google Analytics 4 has a unique reporting and analysis tool called Analyze Center. It allows you to build your own reports and slices, analyze any metrics, for example, analyze user paths in detail, perform cohort analysis, segment comparison, etc. The tool has a very intuitive user logic: you can create a segment or an audience in a few clicks from any part of the funnel, and reports are easy to run with the intuitive interface. You can access the "Analysis Center" from the "Overview" menu
Google Analytics 4 has a unique reporting and analysis tool called Analyze Center. It allows you to build your own reports and slices, analyze any metrics, for example, analyze user paths in detail, perform cohort analysis, segment comparison, etc. The tool has a very intuitive user logic: you can create a segment or an audience in a few clicks from any part of the funnel, and reports are easy to run with the intuitive interface. You can access the "Analysis Center" from the "Overview" menu
центр анализа google analytics 4

Events & Conversions

События и конверсии GA4
You will need to set up tags or integrate an SDK to display their event data, they will not be available right away. After that you will have reports on conversion events within 24 hours

Examples of automatically logged events:
- ad_click (in app) -click on ad;
- ad_impression (in the#application) - displaying the ad;
- page_view (in site) -page_loading.

For all events (both automatic and man created) the system sets the following default parameters:
- language
- page_location (page URL);
- page_referrer (URL of the previous page);
- page_title (page title);
- screen_resolution (screen resolution).

In GA4 the conversion event is created from other events

Conversion events, which are standard events:
- first_open -the first launch of the application after installation;
- in_app_purchase -in-app purchase or subscription;
- app_store_subscription_convert -registration of a paid subscription after the trial period;
- app_store_subscription_renew - renew your paid subscription;
- purchase -purchase.

The rest of the events-conversions can be created manually by the users as they see fit.

The tool also allows you to mark the necessary events as conversions in the "All events" tab with a special slider
You will need to set up tags or integrate an SDK to display their event data, they will not be available right away. After that you will have reports on conversion events within 24 hours

Examples of automatically logged events:
- ad_click (in app) -click on ad;
- ad_impression (in the#application) - displaying the ad;
- page_view (in site) -page_loading.

For all events (both automatic and man created) the system sets the following default parameters:
- language
- page_location (page URL);
- page_referrer (URL of the previous page);
- page_title (page title);
- screen_resolution (screen resolution).

In GA4 the conversion event is created from other events

Conversion events, which are standard events:
- first_open -the first launch of the application after installation;
- in_app_purchase -in-app purchase or subscription;
- app_store_subscription_convert -registration of a paid subscription after the trial period;
- app_store_subscription_renew - renew your paid subscription;
- purchase -purchase.

The rest of the events-conversions can be created manually by the users as they see fit.

The tool also allows you to mark the necessary events as conversions in the "All events" tab with a special slider
Настройка конверсий на вкладке All Events GA4
The "DebugView" tab of the menu section helps you work with events. Here you can see in detail how they are triggered. It's important to  get those events running so you can use the Google Tag Manager preview to preview the site, that is use both services at the same time
The "DebugView" tab of the menu section helps you work with events. Here you can see in detail how they are triggered. It's important to  get those events running so you can use the Google Tag Manager preview to preview the site, that is use both services at the same time

Menus and reports

The new version of GA has also changed the menu. The usual logic of user and standard reports has been changed to user analytics. Now it looks like this:
The new version of GA has also changed the menu. The usual logic of user and standard reports has been changed to user analytics. Now it looks like this:
Структура нового меню в Google Analytics 4

A brief overview of the Google Analytics 4 menu

Google saved to menu report in real time at the top of the site menu
Google saved to menu report in real time at the top of the site menu
Отчет: обзор в режиме реального времени
The Lifecycle section provides information about visitor behavior within the site/application: an overview of traffic sources for auditing promotional effectiveness, number of new users, engagement, monetization
The Lifecycle section provides information about visitor behavior within the site/application: an overview of traffic sources for auditing promotional effectiveness, number of new users, engagement, monetization
Раздел Жизненный цикл клиента
The "User" section was close in logic to the similar "Audience" section of the UA, which also collected demographic and technological data. The section itself became more concise. The reports;kept the sections that allow you to get information in geolocation about the total number of users, the number of sessions per user, registered events, the average time of interaction with the resource, the number of conversions and total revenue. The Technology Data report tells you what device, operating system, browser the visitor used
The "User" section was close in logic to the similar "Audience" section of the UA, which also collected demographic and technological data. The section itself became more concise. The reports;kept the sections that allow you to get information in geolocation about the total number of users, the number of sessions per user, registered events, the average time of interaction with the resource, the number of conversions and total revenue. The Technology Data report tells you what device, operating system, browser the visitor used
Раздел Пользователь. Демографические данные и отчеты по технологиям
The Analyze section includes a large number of useful reports and allows you to assess user behavior from any angle. The tools available in the section include the Funnel Analysis report, Cohort Analysis, User Paths tool to track the entire chain of steps and the sources from which a visitor comes to your site or app. In addition, the section includes the ability to create custom reports
The Analyze section includes a large number of useful reports and allows you to assess user behavior from any angle. The tools available in the section include the Funnel Analysis report, Cohort Analysis, User Paths tool to track the entire chain of steps and the sources from which a visitor comes to your site or app. In addition, the section includes the ability to create custom reports
Раздел анализ. Широкие возможности для аналитики
The "Customize" section allows you to add a new audience, create user attributes and audiences on their basis, configure access rights
The "Customize" section allows you to add a new audience, create user attributes and audiences on their basis, configure access rights
Раздел «Настроить» позволяет добавить новую аудиторию, создать атрибуты пользователей
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