Google Analytics 4: What's New?

laptop on a desk, with a notepad and pen

Google Analytics has become one of the greatest platforms for business online. Late last year, the company announced one of the most significant updates for the platform; Google Analytics 4. Here are a few changes that we think are necessary for you to understand when it comes to this new update!

What to Expect

Currently, any existing properties on your account will remain in the traditional form of Google Analytics. However, adding new elements will automatically default to the update. Because of this, it is important that you prioritise learning Google Analytics 4 for the future performance of your company.

Data Analysis

Google Analytics 4 uses different data structure and collection methods to provide businesses with more control over data analysis. The new update is now based on users and events instead of sessions which helps to determine the interaction of each user instead of collecting data within a given time frame. This provides businesses with new insights, showing the process that each user takes to complete an event and gives access to the exact steps that may need improving. Moving the focus from sessions to events creates a range of benefits for businesses in the marketing industry and allows for cross-platform analysis as well as highly crafted marketing strategies.

Google Analytics 4 is much more flexible than previous updates and allows businesses to both track and predict the behaviour of each user more easily. As well as this, marketers will have access to key trends and indifferences in data which will help to create stronger strategies that can better segment and target your audience.

Homepage Format

Google's main focus with this new update is to provide businesses with overview reports that easily summarise data across all platforms. The new homepage format is a strong example of this as it displays data from all of the following:

  • Traffic
  • Conversions
  • Revenue

As well as this, you will have instant access to a summary of where each user is coming from, you most effective campaigns and which page has the highest engagement. This will allow you to easily identify which strategies are performing the best for your company.


There are a range of new reports that give access to various data analytics depending on the priority of your business. Some examples include:

  • Real-Time Report- This report shows events from the past 30 minutes. Key features of this report identifies whether your tracking code is working or not and also shows effects of your products and YouTube videos.
  • Life Cycle Report- This report focuses on acquiring, engaging and retaining users. From entering the conversion funnel to event completion, this report shows the behaviour fo each user.

Analysis Hub

Analysis Hub is a new feature for Google Analytics 4 and provides businesses with access to advanced tracking methods. If you want to focus on specifici analytics from a marketing campaign, the analysis hub will allow you to customise and track exact data for this.

At the end of the day, gaining better analytics insights will help you to develop strong marketing decisions and in turn, improve the performance of your business. Learn more about Google Analytics 4 now!