Google Analytics 4 Is On The Horizon: Is Your Business Ready?
Google Analytics 4 (GA4) isn’t new; it’s been on the scene for around two years now. However, many businesses have been slow on the uptake, preferring to stick to what they know with Universal Analytics. A little more than a year from now, Universal Analytics will stop processing new hits, forcing users to make the switch to GA4. If you’re sitting there scratching your head, wondering what it means for you and your business, don’t stress. The team of digital marketing experts at SponsoredLinX are here to help you wrap your head around the changes so you can take full advantage of GA4 right now. So, without further ado, let’s take a look at what GA4 has in store for businesses and consumers.
What Is Google Analytics 4?
When Google recognised the need for businesses to access a measurement platform that navigated new challenges, understood the complex consumer journey, and respected user privacy, they introduced Google Analytics 4. Built to keep up with the changing online ecosystem, GA4 uses machine learning technology to surface and predict new insights, allowing businesses to see unified user journeys across their websites and apps. GA4 has the flexibility to measure many different kinds of data to deliver a strong analytics experience designed for the future.
The Differences Between Universal Analytics and Google Analytics 4
Ultimately, Google Analytics 4 was introduced to ensure businesses were getting the most value from their data insights. Therefore, it differs from Universal Analytics in quite a few ways.
Universal Analytics was designed for online measurement anchored in the desktop web, independent sessions, and more easily observable data from cookies. However, the push for enhanced user privacy makes it increasingly difficult to track users as they travel across multiple platforms using multiple devices. GA4 uses machine learning to fill in the missing data gaps, creating a single user journey for all data linked to the same identity. GA4 operates across platforms, uses event-based data models to deliver user-centric measurements, and doesn’t rely exclusively on cookies.
By moving from a session-based model to an events-based model, GA4 is far more flexible and better able to make accurate predictions about consumer behaviour. You can access a comprehensive view of the consumer lifecycle with an event-based measurement model that isn’t fragmented platforms or organised into independent sessions.
While Universal Analytics offers various privacy controls, GA4 is designed with privacy at its core to provide users and consumers with a better experience with country-level privacy controls. It won’t store IP addresses, instead offering more comprehensive data collection and usage control while simultaneously helping businesses meet ever-evolving needs.
Improved data-driven attribution
Use data-driven attribution to analyse the full impact of your marketing across the customer journey, not just the last click. GA4 helps you understand how your marketing activities influence conversions. This analysis can be exported to Google Ads and Google Marketing Platform media tools to further optimise campaigns.
Machine learning offers more value
You can generate sophisticated predictive insights about user behaviour and conversions, creating audiences of consumers likely to purchase and likely to churn. GA4 automatically surfaces critical insights to improve your marketing strategy.
Customise your experience
GA4 allows you to customise structure to meet data governance needs. So therefore, this ensures your business can access the data it needs in accordance with its policies.
Universal Analytics produced long lists of predefined reports in an attempt to cover every use case. However, GA4 presents overview reports in summary cards. To see more detail, all you need to do is click on the scorecard. This simplified interface makes it easy to spot key trends and irregularities in the data.
How To Make Sure Your Business Is Ready For The Change
There are a few things you can do to help get your business ready for the end of Universal Analytics. So, let’s talk about them:
Adopt Google Analytics 4 now
The sooner you make the switch, the sooner you can start learning how to use the unique, cutting edge GA4 features to your advantage. You don’t need to abandon Universal Analytics just yet either; you can run a GA4 property parallel to Universal. In fact, we recommend using Universal Analytics until Google has finished working through all the features and flaws of GA4. However, it’s never too early to start learning.
Start building your historical data
Once you’ve switched to GA4, you’ll need to build the necessary historical data before Universal Analytics stops processing new hits. By collecting data and strengthening your machine learning models, your future analysis will be far more meaningful.
Rethink your data collection
GA4 will see goals removed and replaced with conversions, and some interface elements will need time to familiarise yourself with. So, start rethinking data collection as soon as you can.
Update your team on the changes
Anyone in your business who plays a part in digital marketing needs to understand the role played by GA4 in e-commerce, SEO, paid search, and other online advertising. But, if you need a hand explaining the changes, contact the team at SponsoredLinX. Let’s work together to prepare you and your business for GA4.
Not Ready For Google Analytics 4? Don’t Stress; The Team At SponsoredLinX Is Here To Help
The marketing experts at SponsoredLinX are passionate about seeing our clients succeed. We’ll do everything we can to help you wrap your head around Google Analytics 4 so you can work on boosting your traffic, conversions, and sales. So, what are you waiting for? Contact the team at SponsoredLinX to get started!