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GA4 Updates Promise Better Reporting and Insights

Google has unveiled a series of updates to Google Analytics 4 (GA4) that promise to revolutionise the way marketers analyse and use their data. The updates focus on improved cross-channel reporting, advanced AI-driven insights and robust support for privacy-focused tracking.

GA4 Updates Promise Better Reporting and Insights
Source: Depositphotos

Enhanced cross-channel reporting and budgeting

One of the most notable features of the update is the introduction of comprehensive cross-channel reporting and budgeting tools. These tools will allow businesses to gain a comprehensive view of their advertising efforts across platforms.

Third party ad data integration

GA4 users can now import ad data from Pinterest, Reddit and Snap directly into their analytics. This means that non-Google campaign data is included in cross-channel performance reports, providing a more complete picture of ad effectiveness with metrics such as ad cost, ad clicks or ad impressions.

Cross-channel budgeting

Currently in beta, this feature includes a forecasting report to track media pacing and projected performance against a target, such as revenue. This tool will be invaluable for businesses looking to optimise their ad spend across multiple channels.

Campaign Manager 360 Integration

Aggregated views from linked Campaign Manager 360 accounts are now available in the GA4 Ad Workspace, providing deeper insight into campaign performance across the funnel.

Source: ga4.com

AI insights

Google will leverage its advanced AI capabilities to provide more actionable insights within GA4. The model is designed to analyse massive amounts of data and provide clear, simple explanations of key trends and anomalies.

For example, if there is an increase in the purchasing metric, the AI will connect the dots and provide a clear explanation of the factors contributing to the trend. The goal of this feature is to simplify data analysis, making it more accessible and actionable for all users.

Privacy-aware tracking

As the digital landscape moves towards greater privacy, GA4 is also adapting, looking at how businesses can continue to effectively measure their performance without relying on third-party cookies.

This year, GA4 will support the Chrome Privacy Sandbox API to help businesses reach their audiences and measure effectiveness in a cookie-free environment. This is critical as the industry moves towards privacy-focused practices.

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