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GA4 Evolves: Fewer models, more customization in analyzes

google analytics 4
We live in a time when data defines a company’s success. Tools that allow you to track and examine this data become essential. O google analytics 4 (GA4), being one of the main data analysis tools of the web, has just announced some significant changes. Let's understand how these adjustments impact the way we interact and interpret data.

The Four Models We Say Goodbye to

GA4 has decided to withdraw four of its models. It may seem like an audacious change, but this decision has a reason. By refining the available options, the Google hopes to make the platform more intuitive and efficient. The models that are no longer part of the tool are:
  • Last Interaction: This model attributed all conversion credit to the last action taken by the user. While this could be useful in some circumstances, it often did not reflect the complete user journey.
  • Last Direct Click: Similar to the previous one, but focused on the last direct click, ignoring other interactions that could have led to user conversion.
  • First Interaction: This model gave all conversion credit to the first action the user took, ignoring all subsequent ones.
  • Linear Position: Distributed conversion credit equally across all interactions performed by the user.
Now the question is: what does this mean for Google Analytics v4 users?

The Implications for Users

Removing these models may cause some initial discomfort, especially for those who have become accustomed to relying on them and using them in specific ways in their analysis. However, the idea behind this change is to simplify and focus on models that offer more accurate insights into the complete customer journey. By reducing redundancy and complexity, Google aims for users to take advantage of deeper and more meaningful analyzes.

Hello, Custom Metrics!

But it's not all farewell news. A major addition has been introduced: Custom Metrics. Instead of relying solely on pre-defined templates, users now have the freedom to create their own metrics, tailored to the specific needs of their business. This brings a layer of customization to the tool, allowing more targeted and relevant analysis.
This new feature means marketers now have more control over how they want to analyze and interpret data. It can be said that GA4 is becoming more collaborative, empowering the user to shape the tool according to their needs.

Conclusion

Change, although often frightening, can bring much-needed innovation. O GA4 is evolving, and with these updates, it is more aligned with the desire to provide a more personalized and accurate data analysis to its users. The possibilities with Custom Metrics They are vast, and it is up to us to explore them to the fullest.
With the removal of some models and the introduction of customizable metrics, the platform invites its users on a journey of discovery and deeper analysis. And you, are you ready for this new era of GA4?
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