Google, GA4, and the rising importance of data analytics

Google, GA4, and the rising importance of data analytics

Imagine collecting and understanding the data more accurately than other data analytics. 


Google continues evolving search results, which means data and analytics are vital for understanding market trends and content performance. As a marketer, you must face new challenges as people and machines create content. It means more requirements of quick analysis to stay ahead in content marketing.

Today, we will dive deep into how to stay ahead of your marketing game through data analytics.

Importance of Data Analytics for Your Website

When it comes to marketing, data analytics is the act of gathering and studying data to know the effectiveness of the company’s marketing strategies. 

Let’s see what the study of enterprise analytics 2020 says about it. The study found that about 94% of businesses considered data and analytics vital for digital transformation and growth; however, only 30% have a clear data strategy.

As marketers, using advanced data analytics allows you to understand the existing market and customers better. So, let’s face it: data analytics helps businesses to be more efficient, generating a good amount of revenue for your business. 

How does Data Analytics help Your Business?

Data analysis is all about examining the raw data to come up with a meaningful, beneficial conclusion for your business. Let’s see how it helps you. 

  • It helps you to understand your customer’s needs and intentions. 
  • Give insights into the trending topic in the market.
  • Track where your competitors are, allowing you to develop effective marketing strategies.
  • It assists you in keeping track of how your website is performing.

So, the need for good data analytics is increasing with increasing web data at an unparalleled level. So, in October 2020, Google rolled out a new data analytics platform called Google Analytics GA4, which transforms how you collect and understand data.

What is GA4?

Google Analytics 4 is a new generation of Google’s analytics platform to assist marketers with web analytics services to analyse and measure their ROI. It replaces the previous data analytics, Universal Analytics, on July 1st 2023. 

According to Google, the GA4 represents the next-generation way of doing analytics through collecting event-based data from both websites and apps. So, it is to predictive analytics and give data-driven insights to the users.

Differences Between Universal Analytics and GA4

1. Users

Universal Analytics 

Google Analytics 4

UA have two user metrics- Total Users and New Users.

Focuses on the no. of Total Users in most of the reports

Reports may be cut out data based on filters. 

GA4 have three User metrics- Total Users, Active Users, and New Users..

GA4 only focuses on Active Users.

Do not support these filters 

2. Pageviews

Universal Analytics 

Google Analytics 4

Screen Views are possible only over separate mobile-specific properties.

You can use additional filtering options.

There are options to set up a manual pageview for single-page applications (SPAs).

In GA4, screenviews of web and app data are possible in the same property.

Does not support filters.

No need to implement custom tagging. Only turn it on to enhance the measurement.

3. Purchases 

Universal Analytics

Google Analytics 4

Purchase depends on the enhanced Ecommerce model.

Provides provided JavaScript.

Purchase models are recommended, and data collection is similar to UA.

GA4 does not provide additional JavaScript when it comes to array collection.

4. Session 

Universal  Analytics

Google Analytics 4

The session ends when there is a rest period of more than 30 minutes.

The new session was restored after midnight.

The session ends after a 30-minute rest period.

It cannot restart at midnight or across new campaign parameters.

5. Conversion 

Universal Analytics

Google Analytics 4

It supports five goal types- destination, duration, pages/session, smart goals, and event goals.

UA counts only one conversion per session.

Supports only conversion events.

It counts multiple conversions per session for the same conversion event.

Is Shifting to GA4 Essential for Your Business Growth?

In a market where businesses are trying to stay ahead, it is crucial to leverage the advanced data analytics platform called GA4. Get access to these upgraded features as a marketer to stand out from the crowd and improve your customer’s experiences. 

Today, Google offers a newer version of Google Analytics (GA4) to enhance your business data analysis and make effective marketing strategies. The new features and capabilities make it easier to measure your success than ever before. So, find out what GA4 can do for your business. 

Using GA4 means you can easily collect your data and also allows you to measure the conversion rate more effectively and easily. By this, it means you can keep track of your overall performance with ease. So, switch to GA4 to better your marketing strategies and customise content according to your customers. Hence allowing you to gain more revenue.


To wrap up, the development of advanced data analytics like GA4 has helped many businesses with decision-making, giving knowledge and allowing them to come up with result-driven results whether SEO or content writing, data analytics in your content marketing or digital marketing can help your overall business performance in the long run. 

Moreover, content marketers leveraging data analytics in their content marketing have the advantage of hooking potential clients through their content.