Google announced the launch of new features in GA 4



The source – blog.google 

The Google team unveiled new features:

  • data-driven attribution; 
  • ML models to fill data gaps; 
  • integration with Search Console.

So, in the near future, data-driven attribution for GA 4 resources, with no minimum data limitations, will appear in reports and will be available at the resource level.

Two new features based on machine learning – conversion modeling and behavioral modeling – are waiting for users. These will help marketers better understand customer behavior when cookies or other identifiers are not available.

But the most significant update will be access to Search Console data directly in Google Analytics. It will now be easier to track the role that organic search plays in attracting traffic and user engagement compared to other channels: search advertising, email or social media.

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