Google Analytics (GA4) has been constantly evolving, introducing new features and enhancements to offer a more complete and efficient experience to its users. In this article, we’ll dive into the latest advances in Google Analytics from December 2023 to now, exploring the details of these updates, from improvements in integration with other platforms to new analysis tools and enhanced reports.
We’ve prepared a complete infographic with all the changes and a breakdown of everything that’s happened so far. Check it out:
These updates represent significant advances in Google Analytics 4, providing users with new tools and resources to improve the analysis and performance of their campaigns and online properties. Now that you’ve seen everything that’s new in GA4, find out more about each of the new features:
Exporting Target Audiences with PPIDs from Google Ad Manager
It is now possible to export target audiences from Google Analytics 4 to Ad Manager and use them in customized segments, taking advantage of identifiers provided by the publisher (PPIDs). This allows you to optimize revenue generation by targeting campaigns at higher-value users.
Audience Builder in Google Ads
Google Analytics 4 now offers the ability to design and apply audiences, including predictive audiences, directly in Google Ads. This makes it possible to develop more refined audiences, taking advantage of behavioral insights unique to GA4.
Updates in Predefined Periods in “Explore”
Detailed analyses with predefined periods now display data from the last 28 days from the moment they were opened, providing a more up-to-date view of the data.
New Advertising Platform Reports
Specific reports from Campaign Manager 360, Display & Video 360 and Search Ads 360 have been added to Google Analytics 4, allowing for more detailed analysis of data from these integrated platforms.
New Traffic Source Dimensions
By linking Campaign Manager 360, Display & Video 360 and/or Search Ads 360 to GA4, new traffic source dimensions are now available at the event, session and user levels, facilitating a comprehensive understanding of cross-channel acquisition data.
Improved AdSense integration
It is now possible to directly link GA4 properties to AdSense accounts, eliminating the need to rely on source properties for linking.
Integrated Assistance in Google Analytics 4
New assistance options have been added to Google Analytics 4 to enhance the user experience and provide instant support, including detailed guidance on features, guided tours, access to the Help Center and sending feedback.
Play Console recommendation
You can now link your Play Console account to Google Analytics to access information about in-app purchases and subscription metrics in GA4 reports.
Linking Search Ads 360 and Display & Video 360 to Subproperties and Full View Properties
The ability to link sub-properties and full view properties to Search Ads 360 and Display & Video 360 has been added, allowing you to share specific or comprehensive data to promote targeted campaigns.
Manual Reporting and Traffic Source Dimensions
Eight new platform-independent traffic source dimensions have been added, improving the analysis of user behavior and performance in comprehensive reports.
Increased Event Parameter Limit
The extension limit for event parameter values collected by the Google Analytics SDK for Firebase in mobile apps has been increased from 100 to 500 characters in Google Analytics 360 properties.
Trend Change Detection
Introduction of a new type of analysis that identifies gradual changes in data over time to reveal significant trends in the direction of the data.
Updates to the “Advertising” Section
Simplification of the “Advertising” section of Google Analytics to consolidate reports from advertisers and publishers in one place, facilitating access to behavioral and advertising insights.
Main Channel Group
Addition of a new editable group that serves as the default reporting channel for all website traffic sources, allowing for more detailed control over reporting channels.
Universal Analytics 360 Product Changes
Certain features, such as remarketing, conversion export and bid optimization, will no longer be supported for traffic from the European Economic Area (EEA) as of March 2024.
Google Marketing Platform Admin API
Introduction of the first version of a new API aimed at Google Marketing Platform users, offering features for organization administrators, such as property upgrades and downgrades and linking Google Analytics accounts.
Collecting user-supplied data without a User-ID
The update eliminates the need to submit a User-ID before collecting data provided by users on websites or applications. This data is now used to generate an encrypted and anonymized User-ID, improving user reporting across multiple platforms and making it easier to measure conversions and share target audiences. It also makes it easier to request deletion of user data based on this data and standard identifiers such as User-ID, Client-ID and app instance ID.
Conversions and main events
Google has simplified reporting by centralizing all relevant reports for advertisers and publishers in a new section called “Advertising”. It has also standardized the definitions of conversions between Google Ads and Google Analytics to standardize the way conversions are measured and reported on both platforms. Now, actions that are essential for business success are called “key events”, and the term “conversion” refers to important actions used to measure and optimize the performance of advertising campaigns.
Display & Video 360 (DV360) linking recommendation
Now, when detecting a Display & Video 360 advertiser who is not linked, the platform can suggest that the advertiser be connected to Google Analytics. This link enables the export of target audiences and conversions from Google Analytics to DV360, as well as providing access to campaign cost and engagement data in Analytics, improving campaign analysis.
Salesforce data import
It is now possible to import Salesforce data directly into Google Analytics as offline events. Users can schedule daily or hourly imports, selecting specific Salesforce milestones and attributes to be collected as GA4 events and imported as GA4 dimensions.
Check out DP6’s other content on GA4 below
- Migration to GA4: Everything you need to know — DP6 Infographic
- Roadmap to GA4
- 5 things they didn’t tell you about migrating to GA4
- Webinar: The future of GA4
- Unraveling the Transition from GAU to GA4: A Complete Guide
- Key Differences between Sessions in Universal Analytics and GA4: Impact on Metrics and Analysis
Profile of the Author: Bianca Lopomo | Passionate about the world of data-driven marketing. Graduated in Marketing from the University of São Paulo (USP). Currently Marketing Analyst at DP6.
