Large advertisers like Uber, Expedia, Spotify, Alibaba (and the list goes on and on) are using progressive web apps (PWAs) to meet the needs of their consumers. PWAs are apps that are written to run inside web browsers. Where a native app is downloaded on to a device, PWAs combine the features of an app with the ready availability of the web. The clincher though? PWAs don’t generate page loads as the user navigates through the site so tracking using Universal Analytics is fraught with blind spots.
When you look at this way, GA4 is the natural evolution of tracking. Big advertisers need this type of solution and if Google doesn’t provide it, rest assured their competitors will soon enough. By incorporating Firebase Analytics, GA4 will facilitate the collection, measurement, and analysis of data from websites and apps in the same space. As a result, marketers will have greater insight into user experience, a better understanding of their customers and more accurate ways to measure campaigns that run across platforms.
GA4 also harnesses the power of machine learning and uses statistical modelling to work with or without cookies. In ‘Introducing the new Google Analytics‘ on the company’s blog, Vidhya Srinivasan, Google Ads VP/GM Buying, Analytics and Measurement, said:
“Because the technology landscape continues to evolve, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete. This means that you can rely on Google Analytics to help you measure your marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.”