Free integration with Google BigQuery, Google Optimize and Google Search Console.

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Until now, Analytics data could only be linked to BigQuery in Google Analytics 360 and was therefore only accessible to premium users. All Google Analytics 4 users will now be able to export raw data to BigQuery . The extensive data sets can be stored in BigQuery, merged with other data sources and queried. There are no costs involved unless you exceed the sandbox limits.

In addition, Google Optimize is now integrated directly into GA4 and is no longer controlled via an extra tool. However, Google has already announced the shutdown of Google Optimize and Optimize 360 ​​on September 30, 2023.

In order to be able to measure organic traffic optimally, it is recommended to integrate the Google Search Console (as was already possible in UA). However, the collection must then be published for the Google Search Console so that it also appears in the menu.

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News on data protection: IP addresses are automatically anonymized & Cookieless Tracking
Google Analytics 4 aims at cookieless tracking , i.e. the saudi arabia mobile numbers list collection of data without cookies or other "identifiers". According to Russell Ketchum (Head of Product Management for Google Analytics), restrictions imposed by GDPR or EU cookie law could be corrected at a later date using artificial intelligence (AI) and machine learning, and non-personal data such as device, time or interaction type could be combined using so-called modeling .
The expiration time of cookies has also changed in GA4, so that only a cookie lifespan of 2 or 14 months can be set (under Administration > Property > Data Settings > Data Retention). Previously, Google users had the option of choosing between 14, 26, 38 and 50 months. In July 2022 there was an update so that cookie lifespans can now be configured from 0 - 25 months.
In addition, as already mentioned, IP addresses are now automatically anonymized in GA4.
Google also offers its own specially developed Consent Mode , which records conversions (and only these) anonymously even without consent to cookies and later models them in GA4 (and e.g. Google Ads) using machine learning . This means that page views and events are recorded without consent to Analytics, but completely anonymously and purely on an aggregated basis. (Micro) conversions or other interactions cannot be assigned to any session or user. It should be noted that Consent Mode is NOT a replacement for a CMP (Consent Management Platform). On the contrary, it only works in conjunction with a CMP.