What's new about Google Analytics' GA4 update?
Google Analytics 4 (GA4) is a new update which allows analysts to measure user interactions within mobile and single page apps. It also attempts to correct data that has previously been corrupted by cookie restrictions and user consent choices in a privacy-safe way.
More Accurate Analytics
In recent years, users have taken steps towards online privacy, using ad blockers to prevent data collection and choosing to opt out of cookies. Many users will visit your website from an iOS device which forces cookies to expire in seven days.
As a result, GA4 was launched to help marketers fill in the gaps by distinguishing between high and low quality data. High quality data has been consented and has not been disturbed by browser restrictions. Low quality data can then be corrected using modelled data from the high quality to fix any issues.
The Bounce Rate Problem
You may have previously relied on Bounce Rate to understand how well users are engaging with your site, but it doesn’t appear in the new version of Google Analytics. A Bounce on your site occurs when a user views one page and then exits, which isn't always a reflection of your website's engagement.
But don’t fret, there are alternatives to Bounce Rates as GA4 has introduced a new metric called Engaged Session. For a session to qualify as Engaged visitors must do one of the following:
- Actively engage with your site or app for at least 10 seconds
- Fire a conversion event
- Fire two or more screen or page views
Another option that can be used in a similar way to the Bounce Rate, is Engagement Rate. This can be applied in places Bounce Rate couldn’t, such as: mobile apps, single page apps and content sites.
If you want some expert advice or need to discuss a new website that generates enough sales or leads, speak to us today by calling 01924 200797.