What is Google Analytics 4, and how can it benefit your Business?

Google Analytics 4 - making the switch from Universal Analytics

Google Analytics 4 is a next generation version of Google’s free analytics app and is replacing Universal Analytics. On 1 July 2023, Universal Analytics will stop processing new hits.

After 1 July 2023, although new data will no longer be captured by Universal Analytics, you will be able to access your previously processed data for a period of at least six months. So it is vitally important to get Google Analytics 4 running on your website, preferably before 1 July this year, so you have a year’s worth of historic data.

Why the change?

In recent years two main reasons have made it has increasingly difficult for marketers to measure things the way they used to.

One of the main reasons is down to cross-device behaviour. In the past, people generally used a single computer for online activity. Analytics platforms were built to measure visits.

Today, more often than not, individuals use multiple devices to go online including desktop computers, laptops and mobile phones, and they tend to use one or more of those devices to complete a specific task such as making a purchase decision, booking a house viewing etc. They may initially find the item on a phone but move to a laptop tor tablet to get a better look. Up until now there hasn’t been an easy way to connect each user’s dots.

The second reason involves data privacy. For example, the business model for Facebook and other similar platforms that were free to use was to harvest user data and then resell that data to others. The platforms owned the data.

Today, due in large part to GDPR, CCPA, and other similar laws, people are in more control of their data and what can be collected. Even browsers such as Chrome won’t allow third-party tracking cookies for much longer.

So with more devices to track and less ability to actually measure it Google have had to come up with a whole new platform to enable marketers to carry out their tasks. However, right now although Google Analytics 4 (GA4) is making daily leaps and bounds its not quite at the level of the Google Analytics we are all used to. Which is why Universal analytics will be with us for at least the next year, whilst GA4 catches up.

As of today GA4 isn’t yet fully able to take over from Universal Analytics, as it only probably does 30%-40% of what Universal Analytics can do, and it will more than likely take until 1 July 2023 to get pretty much everything in place.

Once all said and done, Google Analytics 4 will include more features, provide more information, and act as a support system for your business. It will make getting all of the information you need easier than ever before. Google Analytics 4 is an application that helps businesses monitor their websites and advertising efforts. It is replacing the old Google Analytics software, but users can upgrade to the new version for no cost. Here are some ways that Google Analytics can help your business grow.

Measure your ROI and improve your marketing

One of the most important aspects of Google Analytics 4 is its potential to measure your return on investment. The first step in measuring your ROI is measuring how much you’ve invested. You can do this by tracking how much each marketing method costs. Google Analytics 4 can track the cost per acquisition (CPA) for each marketing channel. It also tracks the average revenue per user (ARPU). This information helps you decide which marketing channels are the most effective. You can then focus your marketing efforts on those channels.

Build a better user experience

Google Analytics 4 can also help you improve your user experience. One way to do this is by tracking how long your visitors stay on your site. A high bounce rate indicates that people are leaving your site quickly. A low bounce rate indicates that your visitors are staying engaged. Next, you can use Google Analytics 4 to track your visitors’ paths through your site. This information helps you understand how visitors are interacting with your site. It can also reveal where your visitors are getting lost or impatient. You can then change your site’s design to smooth out these rough spots.

Browsers and devices can also reveal a lot about your visitors. You can track the devices that people use to access your site and the browsers that they use. This information will help you support a wide audience. It may also give you insight into what type of people visit your site.

Track conversion rates by device

Finally, Google Analytics 4 can also track conversion rates. This information can help you identify which of your visitors are likely to buy your products or services. Different devices bring different conversion rates. For example, mobile conversion rates are often lower than desktop conversion rates. Google Analytics 4 can track these numbers for you. It can also help you understand why these numbers vary. This information can help you make better decisions about your website’s design. It can also help you decide where to put your most important call-to-actions.

Summing up

Google Analytics 4 is the latest version of the Google Analytics software. It includes many new features and tools. These tools can help you track your ROI, improve your user experience, monitor your competitors, and track conversion rates. The application is also easier to use than ever before. It also includes a new user interface, improved reports, and easier access to insights. Google Analytics 4 is a powerful analytics tool for any business.

Google have provided some useful resources to help you make the switch to Google Analytics 4. Or if this all looks like gobbledygook, feel free to reach out and ask how we might be able to help you. Or read our blog post on useful benefits of website analytics to familiarise yourself with how analytics can maximise your efficiency and profits.

As an aside, for any client of ours that subscribes to one of our paid for Care plans, we have already set you up with Google Analytics 4, so you are already capturing data. So when 1 July 2023 rolls around and Universal Analytics no longer is capturing data, you will already have a year’s worth of data from which to make informed decisions on.

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