GA4 Data Analytics, Utilization and Application

As I was scrolling through the RareBeauty website for the most recent update on their new products and recent launches,, I found myself wondering how it is that companies gather so much data a sort through it. A user may not be aware that simply scrolling through a page, or stopping for a second longer than they might otherwise, can help a business make decisions regarding its *products*, and most importantly find ways to entice current consumers and draw in new ones.

What is web analytics??

Web analytics is the process of gathering data, organizing information, and developing insights. It is used by companies to gain a broad sense of who their consumer is when they visit their website., how long did the consumer spend on the page, and what made them change their mind about a product? By quantifying this data,? a company can work to improve their understanding of their primary consumer’s behavior and configure their media to increase conversions and enhance the customer experience.

Three types of web analytics metrics are:?

1. Acquisition-related metrics - allows for a better understanding of how a user arrived at the website, and measures users, new users, and sessions
2. Behavior-related metrics - offer companies an insight into the consumers’ behavior patterns by measuring bounce rates, exit rates, and session duration.
3. Conversion-related metrics - present the number of users that make an action that shows an increase in conversion rates by looking at transactions, and revenue.?

Why is Google making the switch fron Universal Analytics to GA4? (Want a hint? Its about cookies, and not chocolate chip :()

Google’s choice to make the switch from Universal Analytics to GA4 comes after a substantial response from European users' privacy concerns. Google”s GA4 collects data from websites and apps and will eliminate the use of third-party cookies from the Google Chrome browser.?

So what makes GA4 a better alternative to Universal Analytics?

GA4’s event-based data model will present companies with user actions that indicate that any user interaction will be noted as an event This will provide companies with a better understanding of each action that a consumer makes on their websites.?

A major change in Google’s GA4 is the use of machine learning to predict gaps in traffic which can be traced back to user consent or lack thereof. One of the main concerns directly correlated with governmental limitations to data collection and consumer privacy.?

GA4’s utilization will become a tool that allows users comfort in knowing their privacy is regarded by businesses as an admission rather than taken. Overall, the switch from UA to GA4 will come with challenges however, these challenges will create improvement and evolution in the data analytics field.