What's New to Google Analytics 4 (GA4): October to December 2023

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For marketing professionals relying on Google Analytics for insightful data, the recent updates to Google Analytics 4 (GA4) from October to December 2023 present significant enhancements. These updates aim to improve user experience, data analysis capabilities, and integration with other platforms.

Covered in this article

Enhancements in Audience Management and Reporting
Integration and Data Management Improvements
Data Accuracy and Privacy Features
Innovative Features and Updates
An Overview of GA4 Updates

Enhancements in Audience Management and Reporting

Explore the latest advancements in GA4 that revolutionise how you manage and report on audience data. From dynamic audience building in Google Ads to enhanced reporting capabilities, these updates are designed to streamline your marketing analytics and targeting precision.

Google Analytics 4 Audience Builder in Google Ads: This feature allows the creation and application of Analytics audiences, including predictive audiences, directly in Google Ads. It leverages behavioural insights unique to GA4, enhancing audience targeting during campaign creation.
Predefined and Custom Item-Scoped Dimensions: GA4 now supports additional dimensions in the audience builder, segment builder, custom reports builder, and Data API. These enhancements enable more precise measurement and activation using both predefined and custom item-scoped dimensions.
Scheduled Emails for Reporting: Administrators can now schedule standard and custom reports to be emailed regularly. This feature ensures team members receive timely updates about the performance metrics.

Integration and Data Management Improvements

Discover the new integrations and data management enhancements in GA4. These updates facilitate seamless integration with platforms like Salesforce Marketing Cloud and refine data handling for more effective marketing strategies.

Google Analytics 4 Audience Export with Google Ad Manager PPID: Users can now export Analytics audiences to Ad Manager for first-party segments using publisher-provided identifiers (PPID), enhancing site or app monetisation capabilities.
Integration with Salesforce Marketing Cloud: GA4 now allows integration with Salesforce Marketing Cloud. This feature is available for both standard and 360 properties, facilitating audience synchronisation for email and SMS direct-marketing campaigns.
Item-Scoped Custom Parameters in BigQuery Export and Measurement Protocol: This update enables item-scoped custom parameters in the GA4 BigQuery Export and the ability to collect these parameters through the GA4 Measurement Protocol.

Data Accuracy and Privacy Features

GA4's recent updates emphasise improved data accuracy and heightened privacy features. Learn about the innovative solutions implemented to ensure precise data analysis while maintaining user privacy and compliance standards.

Improvements to Data Sampling and the (Other) Row: Google Analytics now selects the most appropriate data table for each query, reducing data sampling and improving the accuracy of results.
Data Redaction for Privacy Compliance: GA4 now offers client-side text redaction of email addresses and user-defined URL Query Parameters in web data streams, helping to prevent inadvertent submission of personally identifiable information (PII).
Exclude Google Signals Data from Reports and Explorations: Users can now opt out of including Google Signals data in reports, particularly useful for properties using blended or observed reporting identity to manage data thresholding.

Innovative Features and Updates

Dive into the cutting-edge features and updates in GA4. From calculated metrics to significant changes in attribution models, these innovations are set to redefine how you interpret and utilise analytics data for business decision-making.

Calculated Metrics: GA4 introduces calculated metrics, allowing users to combine existing or custom metrics using mathematical formulas to create more actionable and business-specific metrics.
Removal of Certain Attribution Models: GA4 will phase out First Click, Linear, Time decay, and Position-based attribution models in favour of more advanced models like Paid and organic data-driven attribution.

An Overview of GA4 Updates

The latest updates to GA4 offer significant advancements in audience targeting, data integration, reporting efficiency, and data privacy. These features are designed to meet the dynamic needs of marketing professionals. For assistance in leveraging these new features to optimise marketing strategies, contact Velocity for expert guidance and support.

Source: https://support.google.com/analytics/answer/9164320?sjid=2984771474386094034?utm_source=analytics_linkedin&utm_medium=social&utm_campaign=audiencecreationinga_120523#120523