On July 1, 2023, Universal Analytics will be officially replaced by Google Analytics 4 (GA4) (read more here). This transition will bring significant changes to the platform, including a refreshed interface, a new data model, and the incorporation of machine learning capabilities.
GA4’s ability to merge both observed and modeled (unobserved) data is crucial due to evolving browser cookie policies and GDPR regulations. These changes increasingly restrict traditional tracking and analysis methods, making GA4 data loss solutions essential.
To adapt, analytics tools must address missing data. With three key GA4 data loss solutions— data-driven attribution, predictive metrics, and modeled behavioral data— users can effectively compensate for this loss of information.
The Data-driven attribution model employs a statistical approach to assess the significance of a channel’s contribution to a conversion. For instance, GA4’s top acquisition reports might attribute 5,000 purchases to the SEO channel, but prior touchpoints from channels like Paid Search could have influenced the user’s decision to buy.
Hence, the statistical model analyzes user behavior and conversion paths to determine the appropriate weight for various touchpoints. Instead of attributing the entire conversion to the SEO channel, the model assigns percentages to all contributing channels based on their impact on the user’s transaction.
Currently, this feature is exclusively applicable to e-commerce and revenue metrics, which may include purchase probability, cancellation likelihood, projected income, and the chance of users revisiting the website or app in the near future. GA4 relies on historical user activity for its predictive data, which can be utilized beyond Analytics. By creating audiences and segments to distinguish between potential or improbable buyers, this data can be leveraged in Google Ads for remarketing purposes.
Modeled behavioral data
This feature involves integrating GA4 with a cookie consent management tool, allowing Google Analytics to gather anonymous data from users who have not granted tracking consent. This information is not linked to a cookie or any user identifier.
The behavior of observed users (those who have opted out of tracking) is utilized to train a machine-learning model, which then estimates the behavior of users who have chosen not to be tracked.
By harnessing these three innovative GA4 data loss solutions, you can improve your analytics and optimize campaigns to boost your business KPIs significantly. If you need assistance with Analytics and GA4, our expert team is ready to help. Don’t hesitate to contact us!