Google Introduces Updates to Google Analytics 4 (GA4)

In the upcoming months, users can expect to see improvements in cross-channel reporting and budgeting, AI-generated insights, and integration with Chrome Privacy Sandbox.

What’s New?

Here are five new features announced by Google:

• Third-Party Ad Data: Users will now be able to import advertising data from platforms such as Pinterest, Reddit, and Snap directly into GA4. This non-Google campaign data will be included in cross-channel performance reports, aligning with Analytics traffic source parameters like “ad cost,” “ad clicks,” and “ad impressions.”
• Cross-Channel Budgeting: Google will release a beta version of a cross-channel budgeting tool. This tool will feature a forecast report to monitor media pacing and predict performance against goals like revenue across different channels.
• Campaign Manager 360: GA4 will start importing aggregated impressions from linked Campaign Manager 360 accounts into the advertising workspace.
• Custom AI Capabilities: GA4 will feature an AI engine designed to detect patterns in “numerous combinations of parameters and metrics” and report on them in straightforward language.
• Cookie-Free Measurement: Later this year, GA4 will support certain Chrome Privacy Sandbox APIs to ensure continued audience reach and effective measurement without the use of third-party cookies.

Why Is This Important?

The inclusion of data from Pinterest, Reddit, and Snap marks a significant advancement. The cross-channel budgeting feature is another valuable addition.

However, the user interface, a major point of contention since the GA4 launch in October 2020, remains unchanged.

What Does Google Say?

Steve Ganem, Director of Product Management for Google Analytics, shared in a blog post:

“Measurement is crucial for marketers to understand the impact of their efforts and to make more informed decisions. Today, we’re highlighting new features and key investment areas to help you make better business decisions.”

Reminder

Google is deactivating Universal Analytics on July 1. This date marks the end of access to UA data and interface, with Google indicating that all UA data will start to be permanently deleted.

This article available in Ukrainian.