Google Analytics 4 (GA4) is the tool used to track all data related to your website.
Why did Google Create GA4?
Google Analytics 4 (GA4) is the next generation of Universal Analytics (UA). The following are the reasons it was created:
- User privacy: Users want more control and transparency over how their data is collected and used for things like personalized ads.
- Platform changes: Heightened controls are impacting traditional data collection — for example, stopping usage of third-party cookies and device identifiers.
- Regulations: Regulations around the globe are impacting how data can be collected and used.
New regulations from the General Data Protection Regulation (GDPR) and user requests for data privacy with less support for third-party cookies created the need for the development a new model. Universal Analytics (UA) is based on fully on observable data with third-party cookies and device identifiers. Google Analytics 4 (GA4) was created to provide analytics while still designed for user privacy.
Types of Cookies
Google Analytics 4 uses first-party cookies which keeps them compliant with privacy laws like General Data Protection Regulation (GDPR). However, GA4 has also started incorporating machine learning to fill possible data gaps. Here is a brief overview of cookie types:
- First Party: Cookies that are stored under the same domain you are currently visiting. So, if you are on example.com, all cookies stored under this domain are considered first-party cookies. Those cookies are usually used to identify a user between pages, remember selected preferences, or store your shopping cart. You can hardly find a website nowadays that does not use first-party cookies.
- Third-Party: Cookies, as explained before, are cookies that are stored under a different domain than you are currently visiting. They are mostly used to track users between websites and display more relevant ads between websites. Another good example is a support chat functionality provided by a 3rd party service.