Google Analytics 4 (GA4) is one of the latest in Google’s marketing suite, which announced in March 2022 that this version will replace the current version of the platform – Google Analytics Universal (UA). In July 2023, data will cease to be collected by UA. The data previously obtained will subsequently be destroyed, at a time to be determined by Google.
Why do you benefit from doing the G4A migration now? To continue to follow the key indicators and the performance of your website! Since this inevitable turn does not happen in the blink of an eye, it is better to roll up your sleeves right away.
Google Analytics 4 vs Universal Analytics: What’s the Difference?
GA4 corrects UA’s blind spots and pushes its analytics and data collection further. It allows you to explore new horizons thanks to several innovations.
The sooner you migrate to GA4, the sooner you build your data history, adapt your best practices and train your teams. The pillars of good monitoring!
Among other things, you will benefit from the following new advantages.
1. Better understand your audiences
Google Analytics 4 introduces a new tool for setting up and segmenting audiences. More flexible and precise, it helps sharpen the definition of your target profiles.
By combining web and mobile analytics data, the platform enables follow the customer journey – acquisition, engagement, monetization, loyalty. You gain visibility on your acquisition and, for example, on the impact of your marketing efforts.
2. Take advantage of automatic event tracking
You can automatically collect a set of events on the web related to your business objectives or digital campaigns, such as downloading a white paper or viewing your customer testimonials on Youtube. By identifying these key moments, you gain visibility while avoiding headaches.
Some examples of events:
- Lead Generation: fill out a registration form, interact with your conversational agent (chatbot) or request a demo.
- Online sales: sign up for a service or watch more than half of a product video.
- Educational content: follow a tutorial or scroll a blog post to the end (or up to 90%).
3. Bring engagement to the fore.
With new cross-platform tracking in Google Analytics 4, you have access to a more accurate picture of user engagement to better measure the effectiveness of your campaigns across all devices and platforms.
You can inspect user navigation in several ways, including these:
- exploring the path. It makes it possible to visualize the sequence of the pages visited and the actions carried out by Internet users, but also to detect certain obstacles to their browsing experience (UX).
- Funnel Exploration. You can analyze the steps taken to accomplish a certain action (or conversion) and, here too, detect unwanted detours (or bread dots).
4. Benefit from improved reports adapted to your business reality
Similar to UA, the GA4 interface makes it easier to view and customize data and reports. Using new features and enhancements to existing categories (like real-time data), you can see your performance in a new light.
Along with revamping the metrics and schema of its data, GA4 takes analytics to the next level. Using machine learning (machine learning), Google’s algorithms can create predictive audiences: probability of purchases or unsubscriptions, revenue forecast, etc. These audiences can then be targeted in Google Ads campaigns or on social media.
5. Adapting to a digital world without cookies
On the one hand, the proprietary cookies (first party cookies) are created by the site consulted and copied to the hard drive of Internet users to identify them. On the other hand, third-party cookies (third party cookies) come from other sites that have content that appears on the web page – such as banner ads or images.
At the heart of many digital marketing tactics, however, these cookies are disappearing with the tightening of personal data protections. Google Analytics 4 makes it possible to compensate for the loss of data caused by the abandonment of third-party cookies and to reduce the impact on the monitoring of your online performance.
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Google Analytics 4, the new ally of your digital marketing
The more you know about your data, the more you can gauge the effectiveness and impact of your marketing efforts. An important asset to maximize your return on investment (ROI)!
To prepare or accelerate your GA4 configuration, let our web team knowwho has been actively working on the file for several months now!