Google Analytics is Changing: Are you prepared?
Big changes are coming to Google Analytics and it’s important that you’re prepared. On July 1, 2023, Google’s Universal Analytics (UA) will be phased out and replaced by Google Analytics 4 (GA4). The new version will affect your current data tracking across your website and multiple platforms. If you haven't yet installed the new tracking code, your data tracking will come to a halt in July.
What is GA4?
GA4 is the future of analytics. An update from UA, GA4 is designed to provide a more complete and in-depth picture of what devices and platforms that unique visitors, also known as, “users”, to your website are using and how they’re engaging with your content. With a focus on events-based tracking, you can easily identify what actions your visitors are taking compared to UA’s limited tracking capability of pageviews. GA4 provides businesses the ability to track users across different devices and platforms.
What does it mean for your website?
Your website will require a new tracking code to be installed. Any existing UA tracking will need to be migrated to GA4 to utilize the new tools and ensure your data is being collected and measured.
Initial Migration Steps:
Create a GA4 property in your Google Analytics account
Install the GA4 tracking code
GA4 wizard will guide you through the process of initializing and activating your tracking code
Set up your data stream for each platform you want to track, like your website. It’ll be important to set up your tracking properly to ensure the collection of accurate data.
You can find more information about the migration process here.
Why are analytics so important anyway?
Think of your website as a ship and all its data as the compass or map. Without your map, you’re sailing blindly not knowing where you’re heading. Analytics from services such as GA4 help you understand your website’s traffic patterns, and user behaviors, giving you valuable insights into what marketing efforts may or may not be working. Using your compass as a guide to navigate your marketing efforts, you can make informed decisions on how to optimize your website and reach your destination.
The benefits of GA4
Switching to GA4 presents many opportunities for your marketing efforts.
Access to insights on user journey across platforms
Simplified events set up
User privacy features
Enhanced reporting
The new analytics service offers more advanced tracking options, including event tracking, and simpler reporting. With the help of Insights in GA4, a tool similar to an in-stream “Clippy-like” helper, you can better identify patterns and recognize trends in your data. GA4’s interface allows you to quickly view metrics of your website without having to navigate through multiple pages. You can also create custom reports and dashboards based on your business’ goals.
GA4 offers better integration with Google Ads and other Google marketing tools. You can link your Google Ads account and track your visitors from their first touchpoint to where they finally converted. You can also integrate GA4 with your Google Tag Manager, Google Data Studio, and much more. These additions will help you personalize your marketing and advertising efforts to your users. The sooner you migrate to GA4, the more time Google Ads will have to optimize your campaigns.
Finally, it provides a more user-centric approach to tracking, focusing on users rather than sessions. Previously with UA, tracking was limited to user interactions within a certain period of time. In GA4, individual user behaviors are tracked with more user-centric measurement, focused on total, new, and active users.
It's time to migrate
Data-driven insights are important in optimizing your marketing efforts. Migrating your existing UA tracking to GA4 as soon as possible is crucial to ensure a seamless transition and prevent any disruption to your Google Ads campaigns.
From migration and setting up proper GA4 tracking, to ongoing support and data analysis, we can help ensure that you’re getting the most out of GA4 and using it to make informed decisions for your marketing efforts.
Have Questions about GA4 or your analytics? Submit them below.
Learn more about switching to Google Analytics 4 at our webinar on June 7 at 2 pm EST. Join the webinar here.