Google Analytics 4 has recently received a new user interface. As with any other software interface update, there have been a lot of comments and outrage about GA4’s new dashboard. Most of the concerns have been about Google removing the “Views” tracking dashboard. However, GA4 replaces these traditional metrics with a more comprehensive analysis using “event tracking.”
Event tracking is best described by Google as a feature that allows you to measure a specific interaction or occurrence on your website or app. For example, you can use an event to measure when someone loads a page, clicks a link, or completes a purchase. With event tracking, you can also measure system behavior, such as when an app crashes or an impression is served.
Although this new method may seem confusing at first, it provides a more accurate view of how people interact with your site. The old UA method only counted one conversion per session, while in GA4, multiple conversions can be counted in one session or event. By getting rid of individual hits sorted across three pages of views and compiling all these different events into one continuous set of data, you can better understand not only the habits of visitors but also analyze the actual UX and structure of a website.
Moreover, Google Analytics 4 now supports data imports from Customer Relationship Management (CRM), Point of Sale (PoS), and other outside sources. Additional data from applications such as Salesforce and Square can now be integrated into Google Analytics, providing powerful new insights and focus on sales and metrics occurring outside of just traditional web traffic and analytics.
These new features, alongside other tweaks to reporting, search, and a comprehensive landscape of customization, make Google Analytics a welcome and refined step toward bringing a more educated and purposeful thought process to how Stauffer and its clients interact with users. By understanding these metrics, we can refine, edit, and ideate new sales funnels and better interactive experiences that will drive engagement beyond what was once thought possible.
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