Google Analytics 4: What is it?

Understanding the customer journey: where visitors come from, what they click on, and what makes them click off, along with unlimited other data, is vital for maximising the efficacy of your website and digital marketing.

Google Analytics has been the gold standard in measuring website data for years. Google Analytics 4 is the latest version and will replace the previous version – Universal Analytics. Google Analytics 4 is a new, updated version of Google Analytics that aims to help businesses “navigate new challenges to understand their customers’ complex, multi-platform journeys – all while prioritising user privacy.” [source]

According to Google, Google Analytics 4 can “measure many different kinds of data, delivering a strong analytics experience designed for the future. It allows businesses to see unified user journeys across their websites and apps, use Google’s machine learning technology to surface and predict new insights, and most importantly, it’s built to keep up with a changing ecosystem.”

If organisations cannot correctly measure data on how visitors act when they visit their website, they’re unable to make changes that would help them better serve their current and potential customers.

Google Analytics 4 differs from Universal Analytics in that it can work across different platforms, doesn’t require cookies, and delivers measurements in a more accessible way.

Google Analytics 4 aims to help businesses understand their customers across various touchpoints, including websites, apps, and more. Using this information in the right way can help companies improve their offers, which can, in turn, reduce visitor drop-off and increase clicks on product pages.

Its functionality also allows businesses to improve ROI by using data-driven attribution to look at the impact of marketing throughout the entire customer journey. Companies can look at how their marketing activity influences their conversions, export the data, and use it with other Google products to optimise marketing campaigns and make them as successful as possible.

Google Analytics 4 will be in exclusive use by July 1st, 2023. However, anyone can begin using it now.

If the thought of Google Analytics has your brain in a spin, why not let our expert team do the work for you. We have long term experience with Google Analytics. We will use our knowledge to create a dedicated strategy to ensure you can tweak your marketing to improve your customer journey and set yourself up for success. Contact our team today to chat about how we can utilise Google Analytics 4 to help your business achieve its full potential.

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