
1. Customizable data collection and events
- Automatic events: GA4 automatically captures events like page views, scrolls, downloads, and video interactions.
- Custom events: Users can create custom events directly in the GA4 interface, allowing for more detailed analysis of specific user interactions with the website or application.
2. Improved Reporting
- Exploration reports: enable in-depth analysis with a drag-and-drop interface, making it easy to create custom reports.
- Funnel Analysis: GA4 allows the creation of personalized funnels to understand users' path through the website or app, identifying where they abandon the conversion process.
3. Integration with Google Ads
- Importing conversions: You can import GA4 conversions into Google Ads, allowing for more accurate measurement of return on investment (ROI) of campaigns.
- Audience segmentation: create audience segments based on user behavior and import them directly into Google Ads for more targeted campaigns.
4. Privacy and data control
- Analysis without cookies: GA4 offers options to perform analysis without the use of cookies, using statistical modeling to fill gaps in the data.
- Data retention settings: allows you to set custom data retention periods, ensuring you comply with applicable privacy policies.
5. AI and machine learning
- Predictive analytics: Tools like purchase and churn prediction help identify users who are most likely to convert or abandon.
- Smart alerts: GA4 generates automatic alerts about significant changes in data, enabling rapid response to unexpected trends.
6. User Interface and Support
- Simplified interface: The new interface is more intuitive, making navigation and use of analysis tools easier.
- Built-in support: In-product help options provide instant support and in-depth guides to maximize your use of GA4.