It's likely you've heard that Google Analytics for digital marketing pro's is changing drastically. Google Analytics will stop accepting data on July 1, 2023. Google Analytics 4 will be the only option available to companies wanting to use the Google product for site analytics at that time.
It has been more than two years since Google Analytics 4 was introduced for addressing privacy concerns and working with complex user journeys that faced past issues. But for many marketing professionals, it is a new experience. As Universal Analytics is going by the wayside and GA 4 is being introduced, you should be prepared to learn how to utilize Google Analytics as a marketing tool.
GA4 vs UA
With Google Analytics 4, there are plenty of reasons to be excited. GA 4's ability to track events rather than sessions will be a major differentiator. It will take some getting used to, but one of its biggest strengths will be worth it. Online businesses are increasingly moving toward cookie-free environments, which presents a unique challenge.
1. Google Analytics 4 helps you predict sales.
As far as Google Analytics 4 features are concerned, machine learning is its best aspect. Data will be collected and analysed by ML over time. Based on past conversion trends, you can pinpoint audiences that are most likely to convert.
You might discover that customers who take certain journeys end up choosing product "X." If you can lead leads along the same path you could anticipate selling more product "X." Although Universal Analytics was great, it did not offer up this type of continuous monitoring of consumer behaviour.
2. Google Analytics 4 serves up codeless event tracking.
You don't know how to code? That's okay. Using Google Analytics 4, they can track events as they happen. Just log on and keep an eye on what's going on.
If you look at your latest video blog, for example, you can see how many consumers are watching it. There's no need to hassle with back-end code. The new Google Analytics 4 features allow you to manage events in a bespoke manner.
The new Google Analytics 4 feature gives you the ability to predict your visitors' browsing habits and has a larger pool of data to work with. I believe it will take some time to learn how this artificial intelligence-driven program works. I recommend you do not wait either. You can begin collecting data immediately by creating a Google Analytics 4 account. Your marketing efforts will be more
successful if the tool has more data, and the tool is better at predicting the future.
3. Google Analytics 4 delivers identity spaces.
Consumers can be identified using something other than cookies through identity spaces. In addition to your site's cookies, consumers may be provided with a first-party cookie device ID.
It is also possible to provide consumers with a user ID that can be tracked across all channels, including the website or app. Any device or browser can be used to track a consumer who opts into ad personalisation. A consumer's movement through the various touch points of your business can be tracked by identity spaces.
4. Google Analytics 4 allows you to attribute each touchpoint.
When it comes to touch points, Google Analytics 4 allows you to visualize how consumers move through your sales pipeline. It was possible that you had to make educated guesses when it came to your marketing attribution model with Universal Analytics.
In contrast, Google Analytics 4 gives you full control over digital marketing messages so that you know exactly where and how to attribute them.
