Google Analytics 4 (GA4) has officially arrived, and we‘re here to introduce you to its latest features while addressing common questions. By the end of this guide, you‘ll feel confident in migrating to GA4 and using it effectively in your daily analytics workflow.

But what about today?

GA4 is the latest evolution of Google Analytics, officially replacing Universal Analytics (UA) in July 2023. Its rollout began in October 2020, and businesses worldwide have already started the transition.

Unlike its predecessor, GA4 comes with a host of new features designed to improve data collection and analysis across websites, applications, and multiple devices.

Let‘s explore some of its key updates:

A Complete View of the Customer Journeyion

Unlike UA, GA4 unifies data collection across websites and mobile apps, providing cross-device tracking for a more comprehensive view of user behavior. With this consolidated perspective, businesses can draw more precise insights and build smarter marketing strategies based on real interactions.

Machine Learning & Predictive Analytics

GA4 incorporates machine learning to fill in missing gaps in data and forecast user behavior trends. It introduces predictive metrics, including:

• Purchase Probability - The likelihood of a user completing a purchase.
• Churn Probability - The likelihood of a user leaving or disengaging.
• Predicted Revenue - The expected revenue from specific user segments.

These insights, available in the Audience Builder and Explorations, can help businesses make data-driven decisions with greater accuracy.

Explorations: Advanced Data Analysis

While custom dashboards were available in Universal Analytics, GA4 takes analysis further with Explorations.

This tool allows you to dive deeper into user data, leveraging advanced techniques not available in standard reports. With Explorations, you can:

• Build complex custom reports
• Analyze customer behavior with segmentation and audience tracking
• Gain insights that standard analytics tools may overlook

Event-Based Tracking for More Granular Insights

GA4 replaces session-based tracking with an event-driven model, where every interaction—whether page views, button clicks, or purchases—is classified as an event.

GA4 comes with a set of automatically tracked events, but businesses can also create custom events tailored to their needs. This change provides more flexibility in understanding user interactions.

Explorations in GA4: Unlocking Deeper Insights

What is the Explorations Tool in GA4?

The Explorations tool in GA4 enables businesses to access advanced analytics techniques not available in standard reports.

With Explorations, you can:

AI in Content Research & Ideation

The blog you‘re reading right now is 100% human-written (yes, really!). We firmly believe in human-led content creation, and Google‘s recent updates reinforce this approach. One of our key partners saw record-breaking growth after the March 2024 Core Update—a 72% increase in year-over-year traffic, surpassing our target by over 150,000 sessions. This success was built on carefully researched, human-written content.

However, dismissing AI entirely would be shortsighted. AI can be an excellent tool for research and ideation, helping streamline the early stages of content creation. For instance, we use AI to:

• ✔ Build complex custom reports
• ✔ Create detailed, customized reports
• ✔ Analyze user journeys and behaviors
• ✔ Export and share findings with your team

How to Navigate Explorations in GA4

To access Explorations, click on ‘Explore‘ in the left-hand navigation panel. The interface is divided into three main sections:

1. Canvas

The Canvas is where your data is displayed, offering multiple exploration techniques, including:

• Free-form exploration
• Funnel analysis
• Cohort analysis
• Path exploration
• User exploration
• User lifetime analysis

Each technique allows for a deeper understanding of user behavior.

2. Variables

On the left panel, you‘ll find your dimensions, metrics, and segments. The Variables panel lets you define the timeframe and data sources for your report.

3. Tab Settings

Here, you can configure specific filters and settings based on the chosen exploration technique, allowing for precise data analysis.

Migrating from Universal Analytics to GA4

How to Transition from UA to GA4

One important thing to note is that GA4 does not automatically transfer your Universal Analytics data.

Since GA4 is structured differently, past UA data cannot be migrated. Instead, GA4 is set up as a new property alongside your existing Universal Analytics account.

To ensure a smooth transition, you should set up GA4 before UA stops processing data.

Using the GA4 Setup Assistant

Migrating to GA4 is easier than you think, thanks to Google‘s GA4 Setup Assistant.

How to Get Started:

• Log into Google Analytics and go to Admin.
• Select the desired account and click GA4 Setup Assistant.
• Under ‘I want to create a new Google Analytics 4 property‘, click ‘Get Started‘.

That‘s it! Your new GA4 property will be created, with basic settings carried over from UA, including:

• Property name
• Website URL
• Time zone
• Currency settings

For additional setup assistance, visit our GA4 Upgrade Service page, where our expert analysts can guide you through the process.

AI in Content Review & Editing

Beyond content creation, AI is also a valuable editorial assistant. Instead of focusing solely on generating text, AI can:

• Proofread for grammar, readability, and structure - A time-saving tool for catching small errors.
• Optimize SEO - AI-driven SEO tools, like SEMrush‘s Writing Assistant, help refine keyword placement and readability.
• Enhance clarity - AI can suggest alternative phrasings or eliminate redundant text.

Again, AI doesn‘t replace our editorial team—it assists in refining content for better performance.

The Verdict: AI & Content Should Work Together

Our recommendation? Use AI to enhance content, not replace human writers.
Fully AI-generated content still lacks originality, human insight, and emotional depth. It often feels formulaic, prone to factual inaccuracies, and devoid of a personal touch. Plus, Google‘s evolving algorithms are becoming more adept at identifying and filtering out low-quality, mass-produced AI content.
That doesn‘t mean AI has no place in content marketing. It‘s an excellent tool when used strategically, helping with research, editing, and optimization. However, it should never be relied upon as a substitute for human creativity, critical thinking, and storytelling.

AI is a powerful tool—but human writers are irreplaceable.

Our recommendation? Use AI to enhance content, not replace human writers.
If you‘re already using AI for content creation—or considering it—proceed with caution. AI can be an asset, but overreliance can lead to unintended consequences.
Looking for a balanced approach to AI in content marketing? We can help. Our expertise combines the best of AI-powered tools with skilled human writers, ensuring your content remains valuable, engaging, and effective. Reach out today, and let‘s build a content strategy that sets you up for success.