What’s New in GA4 (Google Analytics 4)


graphic image of google analytic 4

GA4 is an expansion and rebranding of the App + Web property available in Universal Analytics. However, immediate changes are not required. Don’t panic. It’s unlikely that the existing version of Google Analytics is going away any time soon. 

The new Google Analytics 4 comes with a bunch of key features that make it very different from the old version. One of the biggest differences is the new data modeling feature that is used to fill in gaps in data where traditional Analytics may be blocked by cookie-consent rules with a focus on privacy.

The good news is that you can run the GA4 property alongside Universal Analytics without fully migrating. This way you will have the opportunity to familiarise yourself with the new layout, reports, and the way the conversions are set up and tracked.

Google describes the purpose of the new Google Analytics as a next-generation approach to “privacy-first” tracking, x-channel measurement, and AI-based predictive data all at once. The App + Web version of Analytics was mainly focused on cross-channel data, meaning that it gives  marketers a way to track users across apps, software, and a website. So, its main goal is to shift the way data is shown to focus on users – mainly the user journey from the first visit to final conversion. 

New capabilities of GA4. What’s new inside GA4 properties?

Google analytics 4 proprieties

GA4 will allow marketers to edit, correct, and fine-tune the way events are tracked in their analytics without having to edit on-site code. Data import can now include a wide range of data from non-website sources (like apps for example) all within one property. 

A “Life Cycle Report” seems to be one of the biggest changes in Analytics and focuses on the user journey. Plus “templated reports for e-commerce funnels” give marketers a way to display and visualize data – a feature that before was only available in Analytics 360 accounts. The biggest difference between traditional Universal Analytics and the new Google Analytics 4 is the user interface.

This Platform can be used on the computer desktop, laptop, tablet available for and also on the mobile phone with downloading applications from Magazin Play for Android or Appstore for Apple, which is a very important thing when you can easily monitor your web pages.

Below we list the reports that can be found inside the new GA4 properties:

  • Home. This report lets you view the total number of users, events, conversions, and revenue for the property. It’s kind of similar to the “Home” report in the standard reporting view.
  • Realtime. This report presents a world map of the people currently viewing your website and app.
  • Acquisition. The “User Acquisition” report includes the marketing channels people used to originally find your website. While the “Traffic Acquisition” report shows you the marketing channels associated with each session.
  • Engagement. This report lets you understand the pages people view on your website (and screens in your mobile app). 
  • Monetization. These reports tell you about the value you’re creating on your website and in your app.
  • Retention. This report includes cohorts so you can see how often visitors come back to your site. 
  • Demographics. This report includes details about the geographic location of your users, their gender, interests, age ranges, and languages. Just like in a standard reporting view, some of these demographics are determined using Google’s advertising cookies. 
  • Technology. This report presents details based on how you are tracking users. For example, if you’re collecting data from your website, then you can use the ‘Web’ report to view details about the devices and browsers people are using.

GA4 gives you a more complete understanding of how customers interact with your business

view from monitor on google analytic 4 platform

The new Analytics gives you customer-centric measurement, instead of measurement fragmented by device or by platform. It uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users who opted into ad personalization, to give you a more complete view of how your customers interact with your business. Google also claims that with the new GA4 you’ll also get a better understanding of your customers across their entire lifecycle, from acquisition to conversion and retention.


Marketers will not be forced to switch over to the new version of Analytics, but any new properties or any new accounts will default to Google Analytics 4. The new Google Analytics is where Google invests in future improvements. We know there are capabilities many marketers need before fully replacing their existing Analytics setup, so we encourage you to create a new Google Analytics 4 property (previously called an App + Web property) alongside your existing properties. This will allow you to start gathering data and benefit from the latest innovations as they become available while keeping your current implementation intact.