KRISTA SEIDEN Hey, everyone.
I'm Krista Seiden, and I'm here today
to talk to you about getting started with the new Google
Analytics 4 Property.
I'm super excited about this as I hope you are too,
so let's go ahead and dive into the slide
deck for a quick overview.
To set the stage, it's no secret that we're
living through a period of immense change
and end user privacy is top of mind.
Around the world, regulatory changes such as CCPA and GDPR
have raised the bar for end user privacy.
Browsers and other platforms are making changes
to core technologies, such as cookies,
that measurement systems have relied on for years.
And end users themselves are demanding
more transparency and control over how their data gets used.
At the same time, the amount of data
that's being generated from countless business touch
points and platforms that customers interact with
continues to increase exponentially.
So businesses are investing in analytics
to navigate all of this, which is why according to Forbes,
50% of businesses say that big data and analytics have
fundamentally changed business practices in their sales
and marketing departments, and that's
why Google is investing, too.
With Google Analytics, the mission
is to build a unified offering for user-centric analytics
across app and web for all clients.
The GA team is building on what you know today
as the app and web property beta,
and leveraging this new infrastructure to power
the next generation of Google Analytics.
App and web properties are graduating from beta
and are being renamed to Google Analytics 4 Properties.
More importantly, they will become
the default for when new properties are
created in Google Analytics.
At a high level there are three areas
that set the new Google Analytics 4 property apart.
First, it's built with machine learning at its core
to automatically uncover insights from your data
that you can use to improve your marketing.
Second, it provides a more complete understanding
of your full customer lifecycle, from acquisition to retention,
by bringing together data across app and web at scale.
Third, it's built to be durable.
It will scale with your business, and looking ahead,
it will work with or without cookies
and take advantage of modeling so
that you can learn about your customers
even with gaps in your data.
So with that, let's talk a little more about the features
you'll find in the new Google Analytics experience.
There are several new and exciting features
that are now available in Google Analytics 4 properties.
First, event editing and synthesis.
This allows you to modify and collect
new events and conversions without writing code.
You can do this within the UI.
Next, we have data import, and these capabilities
have been expanded with both the measurement protocol--
which is now available for app and web events--
and with dimension widening, so you
can use data that you could upload directly.
Then we have cross-domain measurement.
Not only is this now supported, but it's now easier
to set up because you can do it from within the UI
without writing code.
Then there's new life cycle reporting.
The team has worked hard to reorganize and simplify
reporting basing it around the customer lifecycle,
and they've expanded it to include e-commerce reporting,
which is one of the most requested and important
features to businesses today.
It's now easier for you to adopt Google Analytics 4 Properties
because there are new migration tools.
There's a new Setup Assistant which
is a one stop shop for all of your setup resources
and tools, which includes a new Getting Started Wizard which
automates the setup process in just a few clicks.
And finally, there's a new streamlined onboarding flow
making Google Analytics 4 properties
the new default when you create a new property in Google
Analytics.
So as you can see, there's a lot of new and exciting features
in Google Analytics 4, and the future is looking bright.
So go ahead and get started today with dual-setup,
meaning keep your current universal analytics property
but go ahead and get started with a Google Analytics
4 property so that you can leverage
the exciting advancements that are coming with GA4 properties.