What are the latest Google Analytics 4 features and functionalities? How to set up them?

By: Skynet Technologies USA LLC
8 mins
Google Analytics 4 Updates

Have you switched to Google Analytics 4 properties?

Google Analytics 4 has replaced Universal Analytics (UA) and from July 1, 2023, UA stopped processing data. Thus, now there is no access to the Universal Analytics interface and to maintain website analytics reports measurements, website owners need to have Google Analytics 4 set up.

However, some properties will continue to process data for some time if it is a 360 Universal Analytics property. 360 Universal Analytics properties without a current 360 order are subject to downgrade to standard UV properties and have not received the extension.

Therefore, upgrading is the only option left. Meanwhile read the article to learn about new features that are added lately in GA4.

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What are the latest features and upgrades in Google Analytics 4?

The next-generation Google Analytics is all set to amaze with some out-of-the-box features. It includes deeper integration with Google Ads, cross-device measurement functionalities, advanced predictive insights, and precise data controls.

  • New Campaign Manager 360, Display & Video 360, and Search Ads 360 reports

    These are pre-made reports to show reports on bringing traffic and conversions to the website using Campaigns, Display and Video, and Search Ads. It is only required to link the Campaign Manager 360 Floodlight configuration, Display & Video 360 advertiser, and/or Search Ads 360 advertiser to the property to access these reports.

    All three above-mentioned reports can be accessed from the Acquisition overview report to analyze historical data even if you unlink a buying platform from the property.

  • New traffic source dimensions

    As soon as it is linked to Campaign Manager 360, Display & Video 360, and Search Ads 360, traffic source dimensions are available. This update can be used on cross-channel dimensions such as Source, Session source, and First user source to understand actual cross-channel acquisition data.

    For example, use new integration-specific dimensions say Search Ads. So, it will get the reports for the SA360 source, SA360 session source, and SA360 first-user source. This will help to analyze acquisition data for a particular buying platform.

  • More enhancements on Google Analytics 4 integration with AdSense

    Now linking Google Analytics 4 (GA4) properties with AdSense accounts becomes easier. Moreover, if you are using GA4 sub-properties or roll-up properties, these properties and AdSense accounts can be linked independently from the source properties.

  • Pre-set date ranges in Explore

    The GA4 offers a feature to save an exploration with a pre-set date range (for example, the last 30 days). The saved exploration will show the last 30 days' data from when it opened the exploration instead of the date when you created the exploration.

  • Warning about large properties that exceed event collection limits

    If a standard property or a 360 property starts collecting more than 25B to 250B billable events in the last 31 days respectively, the event-level data retention setting is automatically reduced to two months and event-level data older than two months becomes inaccessible and the system permanently deletes them. However, the change will impact very few GA properties.

    It will get a warning email if the property is on pace to reach limits based on weekly event volume. Also, after reaching the limit for the property, it will get another email notification about the reduced data retention setting.

    To remain within the current limits for your property size and keep the longer event-level retention, you can reduce the number of billable events sent to the GA4 property. And if you receive a warning for a free property, upgrading to 360 will accord you access to higher limits.

  • Google Analytics 4 audience builder in Google Ads

    Analytics audience creation including predictive audiences and applying them directly in Google Ads is possible now. Google Analytics 4 provides opportunities to build better audiences by relying on extensive behavioral insights. While creating campaigns, Analytics audiences in the Audience Manager can be done.

  • Google Analytics 4 audience export with Google Ad Manager PPID

    Export Analytics audiences to Ad Manager and use them for first-party segments by utilizing Publisher-provided identifiers (PPID). The first-party segments help to monetize websites/applications effectively since they target campaigns to the highest-value users.

    To leverage this feature, turn on PPID targeting in the Ad Manager account and enable personalized advertising in the link between Google Analytics property and Google Ad Manager. PPIDs will be automatically added to Google Analytics 4 audiences when they are exported to Ad Manager.

    Please note, that no additional setup is required if you have already turned on these settings.

  • Improvements to data sampling

    Now Google Analytics will choose a table that provides the most accurate results for every query, which reduces the odds of seeing the (other) row and data sampling in reports and explorations. However, previously it used to store data from a website in tables that were optimized for either performance or flexibility. Thus, now the (other) row can be seen in explorations or data sampling in reports because GA chooses the table based on the query to provide accurate results and mitigate the impact of data sampling and cardinality limits.

  • Turn on or off existing comparisons

    Google Analytics 4 has a newly added toggle to improve comparison usability and navigation across reports. The toggle is placed next to the comparison at the top of each report, and it will allow you to turn on/off the chosen comparisons in the reports. Once you are done with the comparison and move to another report, the comparison will be turned off automatically.

  • Admin redesign

    GA4 properties have shipped along with new Admin experience. It organizes all settings into categories to make the search easier so that admins can find the data easily they are looking for.

    For example, settings that impact data display in reports are now grouped together. Thus, admins will be able to complete their tasks swiftly in fewer clicks.

  • Scheduled emails

    Admins can now schedule custom and other standard reports that are supposed to be sent at a fixed interval via email. This feature helps all team members to receive periodic updates on time. Once the date range with filters or comparisons is applied to the report, the emails are scheduled for the specified time.

  • Integrate Salesforce marketing cloud with Google Analytics 4

    Integrating Salesforce Marketing Cloud with Google Analytics 4 properties is possible from the Salesforce Marketing Cloud interface. It will be simpler; if it was using Universal Analytics 360 integration with Salesforce Marketing Cloud, then you can use the same functionalities in GA4.

    The integration is available for standard and 360 properties. This integration allows to synchronize audiences created in Analytics to Marketing Cloud and utilize the audiences in your Salesforce email and SMS direct-marketing campaigns.

  • Improved sub-property filtering of automatically collected events

    Web data is streaming now in Google Analytics 4 to resolve filtering issues for some sub-properties by developing automatically collected events.

    All automatically collected first-visit and session-start events from web data streams will contain the same event parameters as the event parameters for the first client-triggered event in a session. It implies that automatically gathered events will be properly filtered in and out of a sub-property for consistent reporting.

  • Google Analytics mobile app recommendation

    There is a recommendation to install the Google Analytics mobile app, which is an important feature for managing business on the go. The mobile app helps monitor business in real time. This recommendation has a QR code to find mobile app easily in the App Store or Play Store.

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And this is not it! Read the support document to learn about many other features of Google Analytics 4.

Wrapping up

The latest Google Analytics 4 is an expansion of the user experience that Universal Analytics was offering. The range of exceptional features and new upgrades will transform the whole experience of analytics collection and reporting. Thus, upgrade it to all-new Google Analytics 4 to experience seamless data analytics tracking and reporting along with myriad other future-ready functionalities.

Our experienced team can give you every insight into the analytical part of your business by implementing Google Analytics 4. It is crucial to establish a baseline of your website's performance to determine how effective ongoing SEO and digital marketing are.

We report usually every month on accomplishments. We ensure transparency by delivering monthly reports with all the important data and results we have gathered. To compete with your business rivals, we offer comprehensive SEO services to help businesses for generating more qualified traffic, leads, and conversions. Contact us at [email protected].