If you’re a website owner you are aware of how important it is to keep a close eye on your website traffic, page performance and overall health of your website. The best tool to help you monitor all the important components of your website Google analytics. 

Google Analytics has recently received a major update with some new powerful features which are meant to give you deeper insights into your website’s traffic. It has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of your customers across devices and platforms.

In this article, we will highlight all the new features in the upgraded Google Analytics G4. 

These are the main important features of Google analytics G4: 

Smart insights improvement

Pull custom insights on performance, demographics, technology and e-commerce with improved data customization options.

Google Analytics is now capable of alerting marketers to important data trends. This is made possible by utilizing Google’s existing machine learning models.

As an example, Google Analytics can use website data to identify products rising in demand because of new customer needs.

These capabilities can help marketers be proactive, as well as reactive, by predicting future actions customers may take.

For example, it calculates churn probability so you can more efficiently invest in retaining customers at a time when marketing budgets are under pressure.

New predictive metrics will be added over time, such as estimating the potential revenue we can earn from a defined group of customers. We can then create custom audiences to reach higher value customer groups.

Improved focus on customer related data & life cycle reporting  

You can further customize analytics related to how your customer engages with your website by creating custom traffic path analysis with different variable metrics. You also have the ability to pull custom insights on performance, demographics, technology and e-commerce with improved data customization options. 

Over the long-term, we can gain a better understanding of the entire customer lifecycle – from acquisition to conversion and retention.

Google simplified and re-organized reporting so you can intuitively find marketing insights based on the part of the customer journey you’re interested in.

For example, you can see what channels are driving new customers in the user acquisition report, then use the engagement and retention reports to understand the actions these customers take, and whether they stick around, after converting.

Further integration with google ads and other business applications. 

We’ve already linked all our accounts to google ads to get the correct data out of our google ads campaigns. These integrations will allow you to get even more insights in your pay-per-click campaigns to see how well our advertising euros are spent and converting. 

Thanks to the import feature, you will be able to upload data from other business applications to compare this in extensive reporting. 

Google Analytics now measures interactions across the web and apps, which means it can report on conversions such as YouTube engaged views that occur in-app and on the web. We will now have a more holistic view of their results with the ability to see conversions from YouTube video views, Google and non-Google paid channels, Google Search, social media, and email.