School of Digital Marketing

 “Google Analytics 4: A Sneak Peek into the Future of Website Insights”

By Rohit Shelwante

"Google Analytics 4: A Sneak Peek into the Future of Website Insights"

Table of Contents


In October of 2020, Google announced the next generation of web analytics called GA4. The previously known web analytics platform, Universal Analytics or UA will now be discontinued and Google Analytics 4 will completely take over in July 2023. It’s been 3 years since the announcement but the confusion around GA4 still hasn’t subsided.

In this blog, I will bring forward all the answers to your doubts and give you an insight on Google Analytics 4, the next gen web analytics.

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what is google analytics?

Google Analytics is a powerful web analytics service provided by Google. It allows website owners, marketers, and businesses to track and analyze various aspects of their website’s performance and user interactions. Here’s a breakdown of what Google Analytics does:

Visitor Tracking:

Google Analytics helps you understand who is visiting your website. It provides information about their location, device used, browser, and other demographic details


User Behavior:

It tracks how users navigate through your website, including which pages they visit, how long they stay on each page, and the actions they take, such as clicking on links or filling out forms.

Traffic Sources: Google Analytics identifies where your website traffic is coming from. This includes organic search, paid advertising, social media, direct visits, and more. Knowing these sources helps you evaluate the effectiveness of your marketing strategies.

Conversion Tracking:

For businesses, conversions are crucial. Google Analytics lets you set up goals and track specific user actions that contribute to your business objectives, such as completing a purchase, signing up for a newsletter, or downloading a file.

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Real-Time Data:

Google Analytics provides real-time data, allowing you to see what is happening on your website at any given moment. This can be especially useful during marketing campaigns or events.

Custom Reports: Users can create customized reports tailored to their specific needs. Whether you’re interested in e-commerce data, user engagement, or site speed, Google Analytics allows you to generate reports that focus on your priorities.

E-commerce Tracking:

For online businesses, Google Analytics offers specialized features for tracking e-commerce activities. This includes monitoring product sales, revenue, and other transaction-related data.

Mobile Analytics: With the increasing use of mobile devices, Google Analytics provides insights into how users interact with your website on smartphones and tablets. This can help optimize your site for a better mobile experience.

What are Web Analytics?

Web analytics refers to the measurement, analysis, and interpretation of data pertaining to the activities of visitors on a website. It involves the use of specialized tools and techniques to gather insights into how users interact with web content. Key metrics include information about visitor demographics, the pages they visit, the duration of their stay, and the actions they take, such as clicking on links or completing specific goals. Web analytics also provides details on the sources of traffic, whether from search engines, direct visits, or referrals from other websites. By tracking user behavior, businesses and website owners can make informed decisions to optimize their online presence, improve user experiences, and achieve specific objectives.

Conversion tracking within web analytics allows organizations to measure the success of desired actions, such as making a purchase or submitting a form. In essence, web analytics serves as a powerful tool for understanding, evaluating, and enhancing the performance of a website in the digital landscape.

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History of Web Analytics: A journey through the years.

1995 –  Analog was created. Analog was the first free log file analysis program.

2004 – The Web Analytics Association (now the Digital Analytics Association) was founded.

2010 – Google released universal analytics which means that users could be tracked across multiple devices and                         platforms.

2020 – Google announced the release of Google Analytics 4.

2023 – The Google Analytics 4 was released.The growth of web analytics is so fascinating that I could keep talking

                about it but now that you have a brief understanding of what it is, let’s move on to how your analytical and                   tracking experience is going to

Key Features of Google Analytics 4:

  • Event-Driven Data Model:

GA4 introduces an event-driven data model, shifting the focus from traditional pageviews to user interactions. This allows businesses to track a wide range of events, such as video views, scroll depth, and file downloads, providing a more nuanced understanding of user engagement.

  • Cross-Platform Tracking:

With the proliferation of devices and platforms, GA4 emphasizes cross-platform tracking. It allows businesses to gather insights into user behavior across websites and mobile apps, providing a unified view of the customer journey.

  • Machine Learning and Predictive Metrics:

GA4 leverages machine learning to provide predictive metrics, helping businesses anticipate user actions and trends. This can be invaluable for optimizing marketing strategies and improving the overall user experience.

  • Enhanced User-Centric Reporting:

The new user-centric reporting in GA4 offers a more holistic view of user interactions. It includes a “Lifecycle Report” that tracks user engagement across the entire customer journey, from acquisition to retention.

  • Audience Building and Segmentation:

GA4 enhances audience building capabilities, allowing businesses to create more detailed and customized segments. This enables marketers to tailor their campaigns to specific audience groups, improving targeting and personalization.


Google Analytics 4 represents a paradigm shift in web analytics, offering a more flexible, user-centric, and privacy-aware approach to data collection and analysis. Businesses that embrace GA4 will gain a competitive edge by harnessing the power of advanced analytics and machine learning to make informed decisions. As the digital landscape continues to evolve, GA4 provides a glimpse into the future of website insights, promising a more comprehensive understanding of user behavior and more effective digital strategies. It’s time for businesses to explore the capabilities of GA4 and unlock the full potential of their online presence.

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