What are the main features of GA4?

GA4 offers a wide range of features that can help businesses and organisations track and analyse website and app traffic, user behaviour, and other important metrics. Some of the main features of GA4 include:

1. Event-based data model: GA4 is built on a new event-based data model, which allows for more granular tracking and reporting of user interactions with your website or app. This allows businesses to track and analyse user interactions such as button clicks, form submissions, and video views, in addition to traditional page views.
2. Machine learning: GA4 uses machine learning to provide more advanced analysis and insights. It automatically identifies patterns and trends in the data, and provides automated insights, anomaly detection, and predictive metrics.
3. Cross-device tracking: GA4 offers more robust cross-device tracking capabilities, allowing you to track user interactions across multiple devices and platforms.
4. User interface: GA4 has a new user interface that is more intuitive and user-friendly.
5. Data privacy: GA4 offers more advanced data privacy controls, including the ability to automatically anonymise IP addresses and set data retention periods.
6. App and web tracking: GA4 supports tracking for both web and app properties in the same account, whereas the previous version of Google Analytics, Universal Analytics, required separate tracking codes for each.
7. Metrics and dimensions: GA4 has a new set of metrics and dimensions, which allows for more granular tracking and reporting. These metrics and dimensions include things like engagement, conversion, and revenue data, as well as user demographics and device information.
8. Custom dimensions and metrics: GA4 allows you to create custom dimensions and metrics that are specific to your business. For example, you can create a custom dimension to track the category of a product, or a custom metric to track the number of add-to-cart events.
9. Segments: GA4 allows you to create segments, which are a subset of users that share a common characteristic. You can use segments to filter your data and create more focused reports.
10. Custom Reports: GA4 allows you to create custom reports, which are a collection of metrics and dimensions that you can use to analyse your data. You can create custom reports for different parts of your business, such as e-commerce, content, or user engagement.
11. Dashboards: GA4 allows you to create dashboards, which are a collection of widgets that display key metrics and dimensions. You can customise your dashboards to show the data that’s most important to you.
12. Data export: GA4 allows you to export your data to other platforms, such as BigQuery or Looker. This allows you to customise your data analysis and reporting, and create more advanced analytics.

In summary, GA4 offers a wide range of features that can help businesses and organisations track and analyse website and app traffic, user behaviour, and other important metrics, including event-based data model, machine learning, cross-device tracking, user interface, data privacy, app and web tracking, metrics and dimensions, custom dimensions and metrics, segments, custom reports, dashboards and data export.