Google today deconstructed Google Analytics dramatically with new trend forecasting features powered by machine learning, a simplified interface and extra privacy controls.

It announced the full version of Google Analytics 4, previously known as App + Web, which is in beta. Google Analytics 4 provides AI-powered insights, cross-device user tracking, and more detailed data controls.

β€œThis will allow you to build audiences to reach higher-value customers and conduct analyses to better understand why some customers are more likely to spend than others, ” Vidhya Srinivasan, Google’s vice president of measurement, analysis and purchasing platforms, wrote in a post. She mentioned new insights and predictions powered by artificial intelligence. While machine learning-powered insights have been available in Google Analytics for some time, new insights and predictions going into Google Analytics 4 can automatically alert marketers to data trends, such as increased demand for a product they sell.

This technology is also used to estimate outcomes such as customer loss rates and the potential revenue a business can generate from a particular customer segment. This information can help marketers predict actions their customers may take in the future and focus on higher-value audiences. Deeper audience integration with Google Ads. GA4 users can create and protect audiences from their visitors and applications on the web. For example, if a user is eligible for an audience list because of a transaction performed on the web and is removed from the list because he or she has completed a purchase within the application, the list is then automatically updated and removed so that the user is not retargeted with ads.

Event tracking without code

GA4 makes it easy for users to track and measure on-site and in-app actions in real time, such as page scrolling or video playback, without the need to add code or set up activity tracking in Google Tag Manager. In Universal Analytics, event tracking requires additional processing that ensures latency, and data is usually unavailable until the next day.

Analytics in a cookie-free future

As third-party cookies are phased out, Google predicts that data rarity will become the new norm. It will rely on machine learning to fill data gaps.

β€œWe will be able to have a different format that emphasizes less the direction of user analysis, but focuses more on behavior,” Russell Ketchum, Group Product Manager for Google Analytics, told SearchEngineLand. To put it together, the new Google Analytics 4 feature provides a more complete cross-channel view of the customer lifecycle and uses this information in conjunction with predictive marketing features to give marketers more information and effective ways to act on these analyses.

With the new version of Google Analytics, you can combine the data you get with your ad analysis using Wask and increase your conversion rates at an accurate rate. You can start by clicking here to try out Wask and develop your strategy.

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