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Google Analytics is a web analytics tool that delivers real-time data on a user’s website and online business performance. Users can only assess the effectiveness of their marketing campaigns and strategies if they have a strong understanding of the digital data collected from their websites. Google Analytics now comes in two forms. The first one is Universal Analytics (UA), which is the free version. The second one is Google Analytics 360 (GA360), which is the premium version.
As more businesses move online, digital analytics insights have never been more important. Many marketers have developed their brand’s operational processes on UA and are curious as to why this switch is taking place. However, GA4 is not so much an upgrade – it is a completely new way of conducting analytics, built to scale for the future. They are designed to function in a cookie-less era, and are much more focused on privacy.
After the upgrade, new data will only flow into GA4 properties, thus establishing it as the industry standard for analytics. As a result, the new GA4 property will only collect data from the moment of the switch. Past data from UA properties will not be imported. This is why current users of UA are highly encouraged to implement GA4 sooner rather than later in order to have more data ready at their disposal.
GA4 is a brand-new generation of web analytics that will allow marketers to analyse key consumer usage parameters rather than merely measure traffic. It monitors a customer’s entire journey across various platforms and uses AI and machine learning to deliver more detailed insights on how they engage with a brand’s website and/or app.
Google highlighted how McDonald’s in Hong Kong used GA4 to grow mobile orders by using a predictive audience of “likely seven-day purchasers” and exporting it to Google Ads. This resulted in increasing app orders by more than six times.
Making the switch to GA4 is necessary to respect user data privacy and get actionable insights in a cookie-less world. When a company is ready to upgrade to the latest version, it’s critical to give them enough time to learn about all of the changes.
However, because it is a completely revamped analytics tool that was created from the ground up, it may take some time for brands to become acquainted with it and explore new reports as well as capabilities.
ADA has the technical resources to lead and implement GA4 for clients and can help brands understand and make the most of these essential tools. Our MarTech services can complement and provide extra value when paired with GA4.
GA4 is essentially a revamp of the analytics tool that we have come to know and love, and that provides users with a plethora of data about their intended audience. The revamped version comes with a slew of new features and advantages, including cross-platform monitoring, increased data management, and AI-driven insights. The use of Google Analytics for data collection and analysis always opens up new possibilities, allowing brands to learn more about their businesses and generate innovative ideas that they previously may not have considered.
Get in touch with us if you want to discover how to use GA4 to successfully grow your business and stay ahead of the competition.
Our MarTech team is ready to partner with you to drive outcome-based growth with a clear ROI.