Why migrate to Google Analytics 4

Pourquoi migrer vers Google Analytics 4

Currently, no company with an online platform can no longer do without measuring the return on investment of advertisements. The need to track the sites and applications in question is also a necessity. Google Analytics 4 is the new version of the tool for analyzing the results and marketing actions of different websites and applications. Today, many still use Universal Analytics. But this is set to become obsolete from July 2023.

What progress compared to Universal Analytics?

The stakes represented by the visibility of the company on the Internet are day by day more important. It is not surprising that SEO agencies like 256couleurs.fr are increasingly in demand. As for the new analysis version offered by Google, it has been available in beta since the year 2019. So not everyone has been able to take advantage of it until now. There is even still time to present what it represents in terms of progress compared to this previous version. Of course, there will indeed be improvements. In their minds, these should consist in particular of a harmonization of data coming from websites and applications. And yet, the designers were able to go way beyond that and offer a tool that will make it even easier for site owners and others.

How important is multi-channel analysis?

Among the good points of Google Analytics 4 are undoubtedly the possibility of “tracking”, if we can use the term, the same vent on different platforms. This option is of paramount importance in our era knowing that a person can resort to the use of different devices. Indeed, the means by which customers or prospects can carry out online consultations and actions are increasingly varied. Next to the computer, there are for example the tablets, and within easy reach: the mobile phone. In this context, it was obvious to begin to acquire an analysis tool that could adapt to this reality. Indeed, what is decisive from a digital marketing point of view is to be able to trace the customer journey as clearly as possible. With the help of an instrument that can allow the follow-up of this one through the various channels, one can be sure to obtain the maximum of information on this point. And we know that the slightest information and excess data can make all the difference.

What does the event-driven model imply?

In the presentation of the characteristics of Google Analytics 4, the mention event-oriented model is incessantly put forward. But what exactly does this imply? In fact, this feature of the new version is what really makes it possible to obtain the homogeneity of data coming from websites and applications at the same time. The focus is therefore on events and no longer on sessions. It is recognized that the vision following the latter provided good results from the point of view of insights in terms of the use of the site but this did not take into account visits to the applications. Also, being able to obtain both is a significant opportunity that the new tool provides.

What advantage compared to the constraints of respecting confidentiality?

We know the importance of cookies in the collection of data and among other things on the preferences of users. However, there are always constraints on that side given the rules on confidentiality. The ideal would be to be able to overcome this difficulty. However, it is to some extent with this in mind that Google Analytics 4 is oriented. Indeed, the latter no longer relies exclusively on cookies, the effectiveness of which depends on the consent of each user. In fact, in order to still be able to obtain results and provide data, GA4 is assisted by machine learning. This goes in the direction of even predicting the future behavior of users.