This month Google introduced its new version of Google Analytics, Google Analytics 4 Properties.

Designed to help businesses get the insights they need now and to prepare for what’s to come in future, the update was driven by changing consumer behaviours and privacy concerns.

With Marketers relying more heavily on data, analytics and insights, this release is aimed at helping users improve ROI from their marketing activities.

Building on the foundation of App+Web and with machine learning at its core to automatically produce insights and customer understanding, the new Google Analytics is now the default experience for new properties.

As such, it’s essential to understand the ins and outs of the changes to Google Analytics.

We’ve summarised the hey highlights from Googles release for you, below.

Smarter insights to achieve improved ROI 

  • Automatic alerts to trends in your data
  • Aiding you to predict future actions yourcustomers could take
  • The addition of new predictive measures to help drive futureactivities and actions
  • New Google product integrations and deeper integration with Google Ads
  • Helping to measure App and Web interactions together

A more holistic view of customer interactions 

  • Customer-centric measurement withoutfragmentation across devices and platforms
  • The use of multiple identityspaces to give you a complete view of your customers’ interactions
  • More significant insightsacross your customers’ entire lifecycle
  • Improved reporting, helping you to glean marketing insights relevant to specific customer journeys

Focus on the future

  • Respondingto increasing consumer expectations, regulations, and changing privacy standards
  • A new approach to data controls to better managethe collection and use of Analytics data
  • More granular controls for ads personalisation
  • Continuingto offer users control over sharing their activity with Google Analytics
  • Designed to adapt to a future with or without cookies or identifiers


As a first step in responding to the changes, Google is encouraging Google Analytics users to create a new Google Analytics 4 property alongside your existing properties.

Contact Panalysis for more in-depth information about Google Analytics 4 and how the release will impact your business.