Google Analytics 4 is the latest version of Google's data tracking tool. If you're still using Universal Analytics, don't worry, it still works just fine. However, installing Google Analytics 4 now has many advantages, which we'll describe in this article. We'll explain why it's important to set it up for your website today.
The end of Universal Analytics
Google Analytics Universal, also known as GA3, has been the benchmark version for tracking website data for many years. However, as of July 1, 2023, Google has announced that Universal Analytics will be replaced by the new version, Google Analytics 4 (#GA4). This means that Universal Analytics users will have to migrate to GA4 if they want to continue tracking their website data.
Migration to GA4 may seem daunting, but it's important not to let too much time pass before making the transition. If you wait until the last moment, there's a risk that your data won't be transferred correctly, which could affect the continuity of your tracking information. By starting the migration early, you have time to understand the new features and how they can improve your data tracking.
Google Analytics 4 identifies market trends and audiences
Google Analytics 4 uses a variety of data to identify user groups that are important to your business. Data can include demographic information, browsing habits and interactions with your website.
The advantage of Google Analytics 4 is that it uses this data to create " Insights "These insights can help you make informed decisions about your marketing and sales strategy. Insights can include information on the most profitable customer segments, the most popular site pages and the best-performing traffic sources.
It's important to note that the more data you accumulate, the more reliable the insights will be. Google Analytics 4 uses a machine learning-based data model approach to discover trends and patterns in your data. The more data you have, the more the model can improve and provide more accurate insights.
Google Analytics 4 is closely linked to Google Ads
If you use Google Ads for online advertising, Google Analytics 4 can help you make the most of your advertising investment. The link between Google Analytics 4 and your Google Ads property allows you to easily import conversion events into Google Analytics. This means you can track conversions such as sales, registrations and downloads directly in Google Analytics, without having to set up additional tracking pixels.
What's more, Google Analytics 4 can also automatically create smart audiences from your conversion data. Intelligent audiences are groups of people with similar behavior on your website, and can be used to target ads more effectively on Google Ads.
Models data lost due to refusal of consent
Google Analytics 4 uses machine learning to model user behavior in the event of non-consent when cookie banner. This means that even if a user refuses to share their data via cookies, Google Analytics 4 can still estimate the information lost. This subject is becoming increasingly important with the new standards. RGPD and, more broadly, market awareness of the importance of online privacy.
The data obtained from these models can be used to develop valuable insights into user behavior, improve the user experience and optimize marketing strategies.
The funnel interface is well thought-out
Habits die hard, it's true, and many still reject the interface of the new GA4 tool.
GA4's funnel interface is designed to help companies visualize and understand how customers interact with their site or application. It allows you to track the different stages of the buying journey, from site arrival to final conversion, including page views, products added to cart, abandonment pages and more.
Once you get used to it, you start to appreciate it ????
A must-have for WEB + APP businesses
Google Analytics 4 is particularly interesting for companies with a mobile app and a website, thanks to its "cross-plateform" view. This view makes it possible to track and understand customer buying paths across different platforms, such as mobile apps and websites.
If a customer has, for example, visited a company's website before downloading its mobile app, the cross-plateform view will show how use of the mobile app relates to their first visit to the website.
An opportunity to think more broadly about your data collection strategy
This is an opportunity to think more broadly about your data collection strategy.
With the recent update of the RGPD norms and the evolution of standards vis à vis the processing of personal data you need to master certain key subjects such as:
- Consider changing your Analytics solution
- Server-side tracking installation
- Understand the RGPD requirements in detail
- Understand the issues surrounding the gradual disappearance of third-party cookies for online advertising
- And more...