It’s time to prepare for the new Google Analytics future.
Google announced in March that Universal Analytics will be replaced by Google Analytics 4 and will stop processing new hits July 1, 2023. Google Analytics 360 will process through Oct. 1, 2023. Companies will still be able to access Universal Analytics data for at least six months, and Google recommends that companies export their historical reports during that stretch.
If you created a Google Analytics property after Oct. 14, 2020, Google says you’re “likely” using a Google Analytics 4 properly already and you will not need to take any action. Those who created their property before, though, are “likely” using a Universal Analytics property.
Here are some details on what exactly Google Analytics 4 will feature, and some of the key points to consider as you prepare for this transition.
WHAT IS GOOGLE ANALYTICS 4?
It is adjusting as privacy comes to the forefront, and will help strengthen user metrics by adding a new “active” users tab for reports. It is trying to better meet the needs of marketers both now and moving forward. Universal Analytics was better served for desktop platforms that relied on cookies, while Google Analytics 4 will be more diverse and less reliant on cookies.
One of the key advantages of Google Analytics 4 is that it’s “designed with your key objectives in mind - like driving sales or app installs, generating leads or connecting online and offline customer engagement.” Google says it allows the opportunity for a complete view of the “customer lifecycle” across multiple platforms with an “even-based measurement model.”
It can also help boost return on investment with “data-driven attribution” that helps companies see how their marketing efforts affect their conversion. This aids with your company’s/brand’s Google Ads and Google Marketing Platform campaigns
Google Analytics 4 also boasts better predictive insights that will allow you to boost your marketing efforts, which is an important tool.
THE FOCUS ON PRIVACY
The focus on privacy with Google Analytics 4 is obviously a major point of emphasis as privacy laws take centerstage. Google Analytics 4 will contain the privacy features from Universal Analytics, but will not store IP addresses nor link users to a specific IP. There are tougher data retention rules, and there is the option to delete user records
Google says that Google Analytics 4 is “designed with privacy at its core to provide a better experience for both our customers and their users.”
NEXT STEPS
While you have time to prepare, it’s better to start planning your shift to Google Analytics 4 rather than waiting as we get closer to 2023.
You’ll want to store your data from Universal Analytics, and perhaps use dual tags so that any data you are currently collecting in Universal Analytics is also being tracked in Google Analytics 4. It’s also helpful to get your team up to speed on how to properly use Google Analytics 4.
While this may seem daunting, this new Google engine should ultimately help your marketing efforts and provide more useful data that can be incorporated into your plans.
Be sure to check back frequently with Digicom for how to best adapt to this ever-evolving marketing space and for useful tips on how to make programs such as Google Analytics 4 work for you. Being in front of the curve is always better than having to react and adapt!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! DigiCom is a proud Facebook Marketing Partner. We’re obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all Facebook platforms and placements, provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.