It's Time to Make the Switch to Google Analytics 4

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As a marketing specialist, I am always looking ahead to what’s changing in marketing and how it will affect my clients.

With that in mind, Google launched a major analytics update within the last year called Google Analytics 4 (GA4), meant to replace their old data collecting software, Universal Analytics (UA). In addition to this, as of July 1, 2023, UA has officially stopped processing data. This means Google accounts can no longer collect accurate data unless they have made the switch from UA to GA4.

So, if you have…

  • An active Google ads account

  • An active website

  • An active Google Business Page

This update directly affects you.

Since Google Search is the main way customers access your business online, making the switch to GA4 is imperative because it will allow us to continue to understand your customers and how they’re interacting with you. It will also affect the overall performance of your Google Ads since Google uses data from previous ad engagement to show your ads at optimal times and create more conversions.

Here’s a list of the improvements Google has made with GA4, and why it will be beneficial for your marketing going forward:

  • Google’s marketing insights will be using machine learning - GA4 will use advanced machine learning that automatically detects trends in your data.

  • Better customization and improved audiences for Google Ads - GA4 also has a deeper integration with Google Ads. You can use the data from GA4 to build custom audiences that are more relevant and helpful to your customers.

  • More intelligent user privacy and tracking features - The EU and many states have passed laws on marketing using cookies (this is just a cute name for website user data 😉), so big tech is responding by creating different tracking features that can accomplish the same quality ad targeting without breaking these laws.

  • Simplified goals and events to maximize your ROI - This enables you to simply and effectively track your goals, and get granular behavioral data. What used to be complex is now straightforward.

  • Analytical Reports will be much more detailed and customizable.

  • Improved tracking of a customer’s journey on your website - This allows agencies like mine to know the steps a customer took prior to making a purchase, for example, they saw your ad on YouTube which then led them to your website.

I realize that all of this might sound totally nerdy, and may even fly over your head, but trust me when I say that all of these updates are immensely beneficial for market research. Ultimately, they will provide more detailed analytical data to agencies like mine, so I can create even better marketing strategies for businesses like yours.

If your interest is piqued and you’d like more information, or if you have questions, please don’t hesitate to contact us.