Your business has a website and an app, and you would like to analyze user journeys across these two platforms, as well as see how new users are arriving at your website and your app.
Which of these should you use for these insights?
Explanation: The correct answer for this question is **Google Analytics 4 properties**. If a business has a website and an app and wants to analyze user journeys across both platforms, as well as track how new users are arriving at the website and the app, Google Analytics 4 properties should be used. Google Analytics 4 is the latest version of Google’s analytics platform and is designed to provide a more comprehensive understanding of user behavior across different devices and platforms. Personal experience and practical insights show that using Google Analytics 4 properties allows businesses to gain insights into cross-platform user journeys, providing a holistic view of user interactions and engagement. By implementing Google Analytics 4 properties, businesses can understand the customer journey from their website to their app, assess the effectiveness of different acquisition channels in driving new users, and optimize their marketing strategies accordingly. For example, a company observed through Google Analytics 4 properties that a significant portion of their website’s new users were coming through organic search, while most new app users were acquiring through social media campaigns. This insight prompted the company to invest more in their SEO efforts to drive more organic traffic to their website, as well as refine their social media campaigns to improve app user acquisition. In summary, utilizing Google Analytics 4 properties enables businesses to analyze user journeys across different platforms, track new user acquisition, and make data-driven decisions to optimize their website and app strategies.