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A few months back, Google announced that from July 1, 2023, they would cease processing data through standard Universal Analytics properties. Instead, data will be channeled through Google Analytics 4.
This transition in analytics properties will undoubtedly bring about significant changes in data collection, storage, and filtering procedures.
As a result, all attention is focused on GA4. Here are things you need to know about GA4
What is Google Analytics 4
Google Analytics 4 represents the latest iteration of Google Analytics, introducing a whole new era of web analytics. Its primary goal is to enable marketers to comprehensively analyze crucial customer usage metrics, going beyond mere traffic tracking.
Unlike its predecessors, Google Analytics 4 can trace the customer journey across various platforms. It harnesses the strength of artificial intelligence (AI) and machine learning to deliver more intricate insights into user interactions with your website and app.
Cross-Platform Tracking
Under the previous Google Analytics system, tracking users across platforms proved challenging; however, with the curtain-raiser of Google Analytics 4, web and app data can now be tracked within a single property, as denoted by its beta name, Google Analytics App+Web.
Cross-platform tracking lets you observe the entire customer journey, encompassing acquisition, engagement, monetization, and retention. Utilizing GA4, you can seamlessly monitor the user experience from initiation to conclusion, regardless of the platform involved. This wealth of information proves exceptionally valuable to marketers, enabling a deeper understanding of users' cross-platform experience and improving SEO strategies.
Enhanced debugging capabilities
Identifying whether an issue is associated with Google Tag Manager or your website used to be a challenging task in Universal Analytics (UA), as debugging could have been more specific.
However, GA4 addresses these difficulties by introducing a live debugging report called DebugView within the interface. DebugView lets you monitor event data, custom parameters, and user properties in real-time. This feature enables you to track and examine user data from devices with debugging enabled, providing valuable insights for issue resolution.
User Lifetime
The user lifetime analysis is a precious tool for search marketers as it enables the creation of reports that illustrate the sources responsible for driving users with the highest revenue throughout their entire lifetime rather than focusing solely on income within a specific month.
In GA4, you can unveil the marketing campaigns that attract the most valuable users, with a higher probability of making purchases and a lower likelihood of churning or discontinuing their engagement. This information empowers marketers to make data-driven decisions and optimize their strategies to target and retain the most valuable users over time.
E-commerce tracking and analysis
Regarding businesses involved in e-commerce, GA4 provides comprehensive capabilities for tracking and analyzing e-commerce activities. It enables monitoring of product performance, revenue, average order value, and various other metrics specific to e-commerce. By utilizing this information, businesses can enhance their product offerings, pricing strategies, and marketing tactics to increase revenue and conversions.
Suppose you need help determining where or how to start. In that case, our team of professionals guides you through every stage, including planning, implementation, training, and ongoing support. Contact us today to discover how we can support your transition to GA4 and assist you.