A Deep Dive into Google Analytics 4: What’s New and Improved

A Deep Dive into Google Analytics 4: What's New and Improved
Estimated Reading Time: 3 minutes

‘Tis the season for some new and improved Google Analytics 4 (GA4) features! Over the course of the next year, GA4 will be introducing at least five major updates to the platform. In this article, we’ll explore these new features and what they mean for your data-tracking needs. The updated features include customizing reporting; linking subproperties to ad platforms; new and improved GA4 to BigQuery data exportation; a BigQuery service legal agreement; and a way to programmatically upgrade GA4 properties to Analytics 360. All of these updates make for an exciting time for data enthusiasts as they lend themselves to the evolution of data analysis technology. Let’s take a deeper look into each of the five updates. 

Customized Reporting

In early 2024, Google Analytics will be introducing a new feature that will allow for users to assign customized reporting experiences to different roles and teams within their organization. The ability to easily share reports within the same job role and teams can be particularly valuable for people within roles like management, analytics, and sales.

Linking Subproperties to Ad Platforms

Google Analytics has committed themselves to introducing features that aid in improving efficiency for work teams. By structuring accounts with subproperties and roll-up properties, teams can better achieve data governance, access control, and reporting goals. To take this strategy a step further, a new feature will allow users to link these subproperties and roll-up properties to Display & Video 360, Campaign Manager 360, and Search Ads 360. 

BigQuery Export Options

Coming next year, Google is set to unveil a more comprehensive export option for BigQuery, their cloud-based data warehouse. The enhancement would ensure that users will receive their GA4 data on a daily basis. The daily export feature in BigQuery will equip users with up-to-the-minute insights so that they can remain in constant alignment with business goals and KPIs.

BigQuery SLA 

Early next year, in addition to GA4’s new BigQuery export options, Google will introduce a Service Level Agreement (SLA) guaranteeing that insights will be exportable at the same time each day. The purpose of this feature is to allow users to standardize and streamline their analysis workstreams. 

Programmatically Updating Properties to Analytics 360

To make the transition from Universal Analytics to GA4 even easier, Google is introducing a feature that will give users the ability to programmatically upgrade their GA4 properties to Analytics 360 via the API. Being able to programmatically upgrade properties via the API will make upgrading to 360 faster and more efficient, which can be especially valuable for larger companies with many properties. 

Final Thoughts

Overall, there’s a lot to be excited about when it comes to this round of GA4 upgrades and improvements. Most importantly, users will be able to fine-tune their GA4 experience for themselves and their team, increasing their ability to make well-informed, data-driven decisions. Here’s to an exciting year of discovering new insights and optimizing strategies with the enhanced features of GA4!

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Originally Published: November 16, 2023

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November 16, 2023

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