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5 Exciting Updates for Google Analytics 4
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Google is rolling out new features for Google Analytics 4 (GA4) in the upcoming months. Here’s a breakdown of what to expect:
Importing Ad Data from Third Parties: GA4 will now allow you to bring in advertising data from Pinterest, Reddit, and Snap. This data will be integrated into cross-channel performance reports, showing metrics like ad cost, clicks, and impressions.
Cross-Channel Budgeting Tool: A beta version of a new cross-channel budgeting tool will help you monitor media spending and performance across various channels, comparing them against targets like revenue.
Integration with Campaign Manager 360: GA4 will start importing aggregated impressions from linked Campaign Manager 360 accounts into the advertising workspace.
AI-Driven Insights: An AI engine in GA4 will automatically detect patterns in the data and present them in simple language, making it easier to understand complex data trends.
Support for Cookieless Measurement: Later this year, GA4 will begin using some Chrome Privacy Sandbox APIs to help maintain effective audience reach and measurement without relying on third-party cookies.
Importance of These Updates: The ability to incorporate data from Pinterest, Reddit, and Snap is a major enhancement. Additionally, the new cross-channel budgeting feature will be highly beneficial.
Ongoing Concerns: Despite these improvements, the GA4 user interface remains unchanged, which has been a common issue since its launch in October 2020.
Google's Perspective: Steve Ganem, Director of Product Management for Google Analytics, stated that these features aim to help marketers make better business decisions through enhanced measurement capabilities.
Note: Google will deactivate Universal Analytics on July 1. After this date, you will no longer have access to your Universal Analytics data, and Google will begin permanently deleting it.
"5 New Features Coming to Google Analytics 4." Search Engine Land, 26 June 2023, https://searchengineland.com/ga4-5-new-features-443682.
Check out the blog section for updated information, tips, and best practices.
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