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Google Analytics has been an essential tool for digital marketers since its launch in 2005. The platform provides information about website visitors, user behavior, and interactions with the site. With the launch of Google Analytics 4 (GA4) in October 2020, Google took a major step forward in data-driven marketing. This article explores what GA4 is, its key features, and what it means for apartment marketing.

What is Google Analytics 4?

Google Analytics 4 is the latest version of Google’s web analytics platform. It is designed to provide more comprehensive and accurate data insights to improve digital marketing strategies. GA4 tracks more user interactions than previous versions, such as clicks on buttons, downloads, and video views. It also provides more data about user behavior across multiple devices and platforms, such as mobile apps and websites.

Key features of Google Analytics 4

  1. Event-driven data model: GA4 tracks user interactions as events, providing a more comprehensive view of user behavior than page views alone.
  2. Cross-platform tracking: GA4 tracks user behavior across multiple devices and platforms, including mobile apps and websites.
  3. Machine learning: GA4 uses machine learning to provide more accurate insights and predictions about user behavior.
  4. Privacy-focused: GA4 is designed with privacy in mind, with features such as automatic data deletion after 14 months and user consent controls.
  5. Customer-centric: GA4 puts the customer at the center of the data model, providing insights into user journeys and behavior that can help businesses improve their customer experience.
  6. Advanced reporting: GA4 allows businesses to create custom reports and dashboards, which can be shared with other members of the team for collaboration and analysis.

What does Google Analytics 4 mean for apartment marketing?

GA4 represents a shift in how data can be used to drive marketing strategies. The new features help apartment marketers better understand the target audience and enable more informed marketing decisions. With its event-driven data model and machine learning capabilities, apartment marketers can get a more complete view of audience behavior and preferences. This can help optimize marketing efforts and improve the customer experience.

For example, GA4 can help identify the most effective advertising campaigns, the best-performing keywords, and the most popular apartment features among potential renters. With this information, apartment marketers can optimize their marketing campaigns for maximum impact and better allocate their advertising budgets.

The privacy-focused features are also important for communities as they help ensure that user data is collected and used in a responsible and transparent way. This can help build trust with prospects and residents, and comply with data privacy regulations.


Google Analytics 4 represents a significant step forward in data-driven marketing. Its user-centric data tracking and advanced machine learning capabilities provide a more comprehensive understanding of the audience to make more informed marketing decisions. This can help optimize marketing efforts and improve the user experience while also building trust with website visitors and complying with data privacy regulations.

On July 1, 2023, standard Universal Analytics properties will stop processing data. Google strongly encourages the migration to Google Analytics 4 as soon as possible. You’ll be able to see existing Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties.