Google has rolled out a significant update to Google Analytics 4 (GA4), allowing users to compare their performance with other companies in their industry.
Why we care: This new feature will provide valuable context to advertisers trying to understand their performance relative to their peers, potentially informing strategic decisions and goal setting.
How it works.
- Users can access benchmarking data if the “Modeling contributions and business insights” setting is enabled in their property. Administrator > Account Settings.
- Benchmarks are updated every 24 hours.
- The summary displays:
- Your trend line.
- Median in your peer group.
- Scale in your peer group (25th to 75th percentile).
Main features.
- Customizable peer groups: Users can choose from different categories to find the most relevant comparison group.
- Data confidentiality: Google ensures that benchmarking data is encrypted, protected and aggregated to maintain privacy.
- Wide range of metrics: Covers acquisition, engagement, retention and monetization.
The big picture. This update addresses a long-standing need in the analytics community for comparative data, allowing companies to more accurately assess their performance within their industry context.
What’s next. Users are encouraged to check their GA4 accounts for this new feature and learn how it can improve their analytical insights.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing services through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.