With Universal Analytics (UA) set to sunset on July 1, 2024, Google unveils four new enhancements for Google Analytics 4 (GA4). These new features empower marketers with advanced tools for cross-channel measurement, deeper insights, and improved budget optimization.

1) AI-Generated Insights

GA4 leverages Google AI to surface relevant insights, predict consumer behaviors, and solve unknowns in the purchase path. Behavioral and conversion modeling, along with data-driven attribution, provide a comprehensive view of campaign performance. Upcoming generated insights will offer clear summaries explaining data fluctuations in plain language.

2) Full-Funnel and Cross-Channel Measurement

GA4 helps understand consumer journeys across various channels and devices. Later this year, aggregated impressions from linked Campaign Manager 360 accounts will be integrated into the advertising workspace. Improvements to cost data import will allow direct connection of Pinterest, Reddit, and Snap advertising accounts, automatically mapping non-Google campaign data to Analytics traffic source dimensions.

3) Planning and Budgeting Tools

GA4 will soon offer cross-channel budgeting as a beta feature, including a projections report to track media pacing and projected performance against objectives like revenue. This aims to make cross-channel campaign performance insights more actionable.

4)Privacy-First and Durable Measurement

GA4 is designed to navigate a privacy-first future. Support for Chrome Privacy Sandbox APIs will be rolled out to ensure effective audience reach and measurement without third-party cookies. Enhanced conversions in GA4 combine hashed, consented first-party data with existing conversion tags to provide a comprehensive view of cross-channel conversion attribution. Consent Mode simplifies sharing consent choices, enabling AI-powered behavioral modeling for a complete view of user journeys.