Google Analytics 4 – New Features (A Complete Guide 2022)

Google Analytics 4 explained and new features

Google Analytics has grown and evolved a lot over the years. It’s gotten better, more intuitive, and more insightful than ever before. And with the latest update — Google Analytics 4.0 — there are some exciting new features that marketers can take advantage of.

Let’s take a look at what’s new in Google Analytics 4.0, as well as the benefits they bring to the table.


What is Google Analytics?

Google Analytics is a free web analytics service offered by Google that helps you track user data, site traffic, and conversion rates on your website. It is one of the most popular analytics tools in the world and the de facto industry standard for measuring the performance of websites.

What’s New in Google Analytics 4.0:

Google Analytics has been updated several times over the years, but the most recent update – Google Analytics 4.0 (GA4)  is significant because it includes several new features and the important ones are listed below:

Google Marketing Platform integration:

Google has had a close partnership with marketing service providers for a couple of years now and this integration has been extended to include Google Analytics. This means you can now connect your Google Analytics account with a Google Marketing Platform account, which will allow you to see an overview of your marketing performance in one place. This includes data on your Google Ads campaigns, YouTube advertising, and other marketing activities being run via the GMP.

Audience Auditing:

Google Analytics has a built-in Audience Explorer feature that lets you scan your audience and identify common traits. The feature is useful when you’re trying to find your audience and define the problems they face.

This is also vital for SEO because as per Google’s recent page experience update, what kind of experience you give to your users on your web page plays a major role in your rankings on Google. So this feature is important to keep a check on the audience. (If you have a blog, you can also check out blog SEO tips for more tips on how to rank a blog page)

Audience Explorer will generate a pie chart of your audience’s demographics and a list of their internal and external link clicks. The information is presented in a visual format that’s easy to interpret and understand. The feature allows you to see the countries your audience members are coming from, their operating systems, browsers, and devices. This data is valuable because it shows you where your potential clients are located, what devices they use, and what browsers they use to navigate the internet.

User Flow Report:

New to GA4 is the User Flow report, which lets you see where users are getting stuck on your website. The report features a line graph with arrows indicating the path users follow when navigating your site. It also includes two tables: the table on the left shows the number of users who reached each page, while the table on the right indicates how many of those users reached the next page.

You can filter the data based on any attribute or dimension, such as OS, browser, language, and source. It’s also helpful for finding out what pages users visit before reaching their desired destination. If you notice that a large number of users are reaching a particular page but not moving on, you should investigate the reason behind this. Perhaps the content of that page is irrelevant to your website’s purpose or the page is formatted in a way that’s difficult to understand.

Event Tracking:

Google Analytics allows you to track events, which are basically the milestones in a user’s journey through your website. You can track events such as a user clicking on a particular link, reading a certain article, visiting a particular page, or completing a purchase. The events report shows the number of users who triggered each event, the percentage of users who triggered each event, and the order in which users triggered the events.

This report is useful for understanding user behaviour and where you need to make improvements. For example, you can use the report to determine which links are most frequently clicked and which articles are most frequently read. This data is valuable because it allows you to identify the content that is most valuable to your audience and focus on improving and expanding on that content.

Topics report:

The Topics report shows the top pages on your website in terms of traffic, broken down by source. This report is useful for discovering which pages are the most popular among your audience. If a particular page is receiving a lot of traffic, it’s likely that that page is very useful and relevant to your audience. You can also use this report to determine how users are finding your website and which links they are clicking on to reach your site. The Topics report allows you to see which content is attracting the most visitors and how your audience is accessing that content. You can use this information to repurpose your most popular pages, optimize your internal linking structure, and expand the reach of your website by using the most common paths to your site as entry points for marketing campaigns.

In this article, Google introduced Analytics 4 in more detail.

Google Analytics is an indispensable tool that provides you with information about how users interact with your website. It’s also a bit of a pain because the process of utilizing all its features is quite convoluted. When used correctly, Google Analytics can give you invaluable insights into your audience and help you optimize your website to increase user engagement and conversion rates.

If you need a helping hand in setting up your Google Analytics account or any other marketing activity related to websites, Inbound Media is here to assist. For more timely updates on everything digital, follow this blog space.

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