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Google Analytics GA4

What is GA4? Populi Media Explains All

Google Analytics 4 (GA4): The Next Generation Analytics Platform

Table of Contents

  1. Data Collection
  2. Machine Learning and AI
  3. Reporting and Visualization Tools
  4. Privacy Protection
  5. Limitations

Data Collection

Google Analytics 4 (GA4) is a next-generation web and app analytics platform developed by Google. It is designed to provide a more comprehensive, intelligent, and personalised data analysis experience for businesses of all sizes. GA4 replaces the traditional Google Analytics (GA) and brings new features, such as machine learning and AI-powered insights, improved data collection, and better privacy protection.

One of the key differences between GA4 and GA is the way data is collected. In GA, data is collected through page tracking, which can only give you a limited view of user behavior on your website or app. GA4, on the other hand, uses an event-driven data model, which allows you to track specific actions and interactions that users have with your website or app. This provides a more complete picture of user behavior and helps you to better understand your customers.

Machine Learning and AI

Another significant difference between GA4 and GA is the use of machine learning and AI. GA4 uses machine learning algorithms to analyse user data and generate insights, such as user segments and funnels. These insights provide a more in-depth understanding of user behavior, allowing businesses to make informed decisions about their marketing and product strategies. Additionally, GA4 also provides predictive insights, which help businesses to forecast future trends and behaviors.

Reporting and Visualization Tools

GA4 also includes several new reporting and visualization tools, including a new data analysis workflow, real-time reporting, and custom reports. These tools allow businesses to quickly and easily analyze their data and make informed decisions based on the insights generated by GA4.

Privacy Protection

One of the most important benefits of GA4 is its focus on privacy protection. GA4 provides a more secure and private way of collecting and storing user data. For example, GA4 uses randomized User IDs and cookie settings, which help to protect user privacy and ensure that data is collected in a way that complies with privacy regulations like GDPR. Additionally, GA4 provides more granular controls over data sharing, which allows businesses to control who can access their data and how it is used.


Despite its many benefits, there are some limitations to GA4. One of the main limitations is that GA4 is still a relatively new platform, and some businesses may find it difficult to make the transition from GA to GA4. Additionally, some businesses may find that the features and tools provided by GA4 are not yet as robust as those provided by GA, and may need additional tools and plugins to get the most out of the platform.

In conclusion, GA4 is a powerful and innovative analytics platform that provides a more comprehensive, intelligent, and personalised data analysis experience for businesses of all sizes. With its focus on privacy protection, machine learning, and AI-powered insights, GA4 is set to revolutionise the way that businesses collect and analyse user data. While there may be some limitations to GA4, it is a platform that is well worth considering for businesses looking to take their data analysis to the next level.

Please get in touch with us here if you’d like to set up a call to get you moved over to Google Analytics GA4.

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