Google Analytics 4 updates (December 2021)

In this blog we will see what the differences between google analytics 4 and universal analytics are and what the updates to GA4 have been since December. Learn more about migrating to GA4 and the 2023 deadline here.

Let’s see what is Google Analytics 4 and what is new as of December 2021:

Expanded availability of Churn probability metric

If you don’t know what Churn probability is then let me tell you. It’s one of the GA4 Predictive metrics which is based on Google machine-learning expertise. The probability that a user who was active on your web/app within the last 7 days won’t be active within the next 7 days.

• In simple words it tells you about the user who won’t be visiting your web/app in the next 7 days.

Now, the GA4 team has expanded the availability of the use of the Churn probability metric for all users.

The Advantage: For users who are new to Churn probability metric, they will now be able to build a predictive audience.

For example: “Likely Churning users – 7 days”

• This includes users who are not likely to be visiting your web/app in the next 7 days.
• You can push this audience to retain users via Google Ads.

Here is the link for your reference : [GA4] Predictive metrics

Search Console integration

The second update is related to integration of Search Console with GA4.

When the GA4 property is linked, we will have access to two new reports in GA4 under the Acquisition Overview report.

1. Google Organic Search Traffic Report: provides insight into how organic search performance translates to on-site action.
2. Queries report: provides insight into the Google search queries that drove users to the website/app.

Points to remember:

• A Search Console property can be linked with at most one GA4 web stream.
• If you already have linked Universal Analytics with Search Console, that linking is still supported.
• Search Console keeps data for the last 16 months. As a result, reports in Analytics also include a maximum of 16 months of data.
• Search Console data is available in Search Console and in Analytics 48 hours after it is collected by Search Console.
• Search Console metrics are compatible with only Search Console dimensions and the following Analytics dimensions:
  • Landing page
  • Device
  • Country

Data availability

It depends on the latest action either “Site Verification on Search Console” or “Creation date of the data stream”.

Here’s the link for your reference: [GA4] Search Console integration

Import Google Ads links from Universal Analytics

This is a big update as this feature pushes marketers to move to from Universal Analytics to GA4.

Google Ads & Google Analytics integrations are important for all advertisers/marketers as this integration enables them to use their property data in conjunction with advertising campaigns.

• In simpler words to view the Google Ads campaign data in Google Analytics reports.

This new feature is about importing Google Ads integrations from Universal Analytics to GA4. With this new tool, customers can quickly import UA/Ads links into their GA4 properties.

Access required: A user only needs to be an Analytics editor to copy these links; this bypasses the normal requirement to be an admin on both accounts to link them.