Google Analytics: Google’s Custom Metrics Announced as 4 Models Exit

Get ready to be captivated as Google Analytics undergoes a profound transformation that is sure to determine how we survey and comprehend website data.

The newest change is here to stay! Google announced its additional feature for creating custom metrics called the ‘Calculated Metrics’. There has been a constant uprising around Google Analytics’ GA4 models since mid-April when Google decided to drop four of its models namely first-click, time decay, position-based and linear. Users are left with a data-driven model and last-click for monitoring data.

Whether you are a Techie or an IT enthusiast, if you’ve been on the sidelines eagerly hoping to learn about the magical workings of the web, you’re in the right place. Without further ado, let’s jump right in and learn about the changes!

Why is this change being implemented?

Google initially made the decision to switch from Universal Analytics to GA4 Analytics models as it claimed to provide better visitor privacy. It formed a smooth integration by bringing together metrics from apps and websites under one dashboard, differentiating from Universal Analytics. But with any new change, comes its set of downsides.

Limitations of the GA4 Attribution Models:

1. As Universal Analytics ceases to record new user interactions, any prior data collected will be inaccessible through GA4 properties because of the complexity of its advanced analytical tools.
2. Users who haven’t migrated to GA4 are forced to face the altercation of maintaining two different systems for website analytics making it impossible to draw conclusive reports.
3. The option to promptly examine user interactions using “first-click” and “last-click” models is no longer available. Instead, consumers are expected to change the settings of the attribution model to comprehensively reexamine all conversion metrics.
4. GA4 has capped limits on the custom dimensions for its free versions to a limit of 50 custom metrics, 5- event-scoped dimensions and 50 user-scoped custom dimensions.

All you need to know about the newly introduced Metrics

In October 2023, Google introduced the added feature of calculated metrics in Google Analytics 4. These metrics can be created using any standard GA4 metrics by combining the use of various mathematical operators.

As Google explains, these newly created metrics provide better and enhanced functionality than their parent metrics as they encompass additional business logic facilitating faster decision-making in its framework.

Key definitions:

Metrics and dimensions complement their attributes. Metrics are quantifiable data points that offer specific insights into user interactions, audience responses and the overall website performance.

Examples: Page views, Users (the total number of users visiting your website), events (user interactions on your website which include link clicks, downloads, etc.).

Dimensions in Google Analytics are descriptive attributes that provide contextual information about website audiences and their interactions within the site.

Examples: Country of the audience, Item category and Page URLs.

Are Custom Metrics and Calculated Metrics the same?

Simply put, they’re not. Although most articles use these terms interchangeably sometimes, it’s important to understand their difference.

• One thing’s true: both Calculated and Custom metrics are user-defined but think of Calculated Metrics as a ‘template’ for users to create their own metrics from the existing standard GA4s to perform mathematical operations.
• Custom Metrics are used to record website data that are not collected by the conventional GA4 attribution models like that of phone call data.
• While Calculated Metrics are designed to retain and report on legacy data, Custom metrics aren’t scoped for the same.
• The computed results of Calculated Metric are recorded as soon as it is processed whereas it gets delayed in Custom Metric until GA4’s latest data becomes available.

With the launch of Google’s Custom Metrics and the departure of its four attribution models, this marks a significant shift in the world of analytics. The key to staying ahead is being proactively involved in learning and adapting to the ever-changing landscape. To keep up with the latest insights and technologies, make sure to subscribe to our newsletters! CogentIBS provides corporate mobility, specialised SAP projects, cutting-edge technology services, and consulting services.