Google Analytics: Updates for 2024
David Woods
Executive Director | Sales & Marketing Director | MBA | Creator | Goal-Driven Collaborator | Skier | Dad | USAF Vet | Firefighter/Paramedic
Google Analytics has rolled out a lot of changes already this year! As of July 1, 2023, standard Universal Analytics properties stopped processing data and GA4 took over as the newest generation of power analyzing including a ton of new features like event-based data (instead of session-based), predictive capabilities, and direct integrations to media platforms. If your just now migrating to GA4 there's a helpful step-by-step guide from Google.
Here's a list and explanation of all the recent changes so far this year:
In-product help
This new feature 'helps' the platform by providing instant support for questions you might encounter.
Play Console recommendation
This feature came about after Google discovered an unlinked Google Play app. The platform may show users a recommendation to link the accounts to access in-app purchases and subscription metrics in reports.
Search Ads 360 and Display & Video 360 linking for subproperties and roll-up properties
This feature adds the ability to link subproperties and roll-up properties and to get the data in the same way as ordinary properties. With this capability you can now share a subset of data from a subproperty, or a superset of cross-property data from roll-up, with Search Ads 360 or Display & Video 360 for advertising to subsets or supersets of your audience.
Manual traffic source dimensions and report
New user-scoped, session-scoped, and event-scoped variations of platform-agnostic traffic source dimensions gives you the ability to analyze user behavior and performance in cross-channel reporting, explorations, segments, and audiences,
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Event parameter limit increase
For Google Analytics 360 properties, GA4 increased the limit on the length of event parameter values collected through the Google Analytics for Firebase SDK for mobile apps from 100 characters to 500 characters.
Read more about 360 data collection limits here.
Trend change detection
This is the BIG ONE just released Feb 13th! Similar to anomaly detection, which seeks out sudden data spikes (or dips), trend change detection looks for more subtle changes over longer periods of time using a signal segmentation algorithm. It very specifically looks for an increase to a decrease, a decrease to an increase, a greater increase or decrease, and a lesser increase or decrease.
Google Analytics displays these changes in an Insight card in the Insights & recommendations section of the Home page, in Reports snapshot and Advertising snapshot, and in the Insights hub.
The typical training period for detecting changes to daily data is approximately 90 days and weekly data is approximately 32 weeks.
Dave
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