Google is introducing exciting new features to enhance the capabilities of GA4 for Analytics 360 properties, catering to the needs of large enterprises and agencies. These features go beyond the basics, adapting to the dynamic technology and regulatory landscape.
GA4 now harnesses the power of Google AI to deliver more relevant insights. It predicts future consumer purchasing behaviors and provides solutions for uncertainties in the consumer journey.
Custom Reporting Experiences
Google makes reporting more efficient by allowing users to assign tailored reporting experiences to different teams and roles within their organization. No more one-size-fits-all reports – advertising teams can now access campaign-specific reports, breaking free from the default GA4 interface.
New Account Structuring
The upcoming update introduces new data governance features, enabling users to structure their accounts with subproperties and roll-up properties. This offers better access control and reporting capabilities. Integration with Display & Video 360, Campaign Manager 360, and Search Ads 360 is also on the horizon.
Faster Export To BigQuery
A noteworthy improvement is the faster and more reliable export of GA4 data to BigQuery, Google’s cloud data warehouse. To ensure a standardized data analysis process, Google will introduce a service legal agreement (SLA), guaranteeing insights are available for export at the same time daily in the coming year.
Making The Switch To GA4
As of July 1, 2024, Universal Analytics data will no longer be accessible. Google urges users to transition to GA4 by March 2024 to retain their essential data. Failing to switch will result in deleting all Universal Analytics properties and data.
Key Takeaways
This change is crucial in light of evolving technology and regulations, especially with some Universal Analytics advertising functionalities ceasing to operate in the European Economic Area (EEA). Google is simplifying the transition process by introducing an API-based upgrade option for GA4 properties, aiding in migrating thousands of sites.
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