Google Analytics 4 (GA4) is one of the latest from Google’s marketing suite, which announced in March 2022 that this version will replace the current platform version – Google Analytics Universal (UA). As of July 2023, data will cease to be collected by UA. Previously obtained data will be subsequently destroyed, at a time to be determined by Google.
Why Benefit from Migrating G4A Now? To continue to follow the key indicators and performance of your website! Since this inevitable turning point doesn’t happen in the blink of an eye, better roll up your sleeves now.
Google Analytics 4 vs Universal Analytics: What’s the difference?
GA4 fixes UA’s blind spots and pushes its analytics and data collection even further. It allows you to explore new horizons thanks to numerous innovations.
The sooner you migrate to GA4, the sooner you build your data history, adjust your best practices, and train your teams. The pillars of good monitoring!
Among other things, you will benefit from the following new benefits.
1. Understand your audience better
Google Analytics 4 introduces a new tool for setting up and segmenting your audience. More flexible and precise, it helps to refine the definition of target profiles.
By combining web and mobile analytics data, the platform enables follow the customer journey – acquisition, engagement, monetization, retention. Gain visibility into your acquisition and, for example, the impact of your marketing efforts.
2. Take advantage of automatic event tracking
You can automatically collect a variety of web events related to your business goals or digital campaigns, such as downloading a white paper or viewing your Customer testimonials on Youtube. By identifying these key moments, you gain visibility while avoiding headaches.
Some examples of events:
- Lead generation: fill out a registration form, interact with your conversation agent (chatbots) or request a demo.
- Online sales: Subscribe to a service or watch more than half of a product video.
- Educational content: Follow a tutorial or scroll a blog post to the bottom (or up to 90%).
3. Bring engagement to the fore.
With new cross-platform tracking in Google Analytics 4, you have access to a more accurate picture of user engagement to better measure the effectiveness of your campaigns across devices and platforms.
You can control user browsing in several ways, including these:
- exploring the trail. It allows you to view the sequence of pages visited and the actions performed by Internet users, but also to detect certain obstacles to them browsing experience (UX).
- Funnel exploration. You can analyze the steps taken to perform a certain action (or conversion) and, even in this case, detect unwanted deviations (or bread dots).
4. Benefit from improved reports adapted to your business reality
Similar to UA, the GA4 interface makes it easy to view and customize data and reports. Using new features and improvements to existing categories (like real-time data), you can see your performance in a new light.
In addition to revamping the metrics and schema of its data, GA4 takes analytics to the next level. Using machine learning (machine learning), Google algorithms can create predictive audiences: likelihood of purchases or unsubscribes, revenue prediction, etc. These audience segments can then be targeted Google Ads campaigns or on social media.
5. Adapt to a digital world without cookies
On the one hand, proprietary cookies (first party cookies) are created by the site consulted and copied to the hard drive of Internet users to identify them. Instead, they are third-party cookies (third-party cookies) come from other sites that have content that appears on the web page, such as banner ads or images.
At the heart of many digital marketing tactics, however, these cookies are disappearing as personal data protections tighten. Google Analytics 4 allows you to compensate for the data loss caused by abandoning third-party cookies and reduce the impact on online performance monitoring.
Read also: The art of online banner advertising: how to sell without annoying?
Google Analytics 4, the new ally of your digital marketing
The more you know about your data, the more you can gauge the effectiveness and impact of your marketing efforts. An important resource for maximizing your return on investment (ROI)!
To prepare or speed up your GA4 setup, inform our web teamwho has been actively working on the file for several months already!