Google delivers free platform features allowing website owners to identify trends and patterns in how visitors engage with their website.
Google will be officially sunsetting Universal Analytics in July 2023 and switching the platform to Google Analytics version 4 (GA4). This is not an update but Google's new analytics - a total game-changer.
Simply put, GA4 adapts to the cookieless era following the new iOS 14 update, wherein Apple users are given prompts on web pages that ask if websites can track their data or not. Historically, people have had to go out of their way to opt-out of tracking, but now they have more power than ever before.
Every day millions of people go online to seek out products and services. Without the ability to track the online behavior of your website's users, you will be missing key trends and insights that could strengthen your marketing potential immensely. Contact Island Media to create your new analytics feature - GA4 property and event tracking set up, and take your first step toward search engine optimization!
How It Helps Your Business
When looking to expand your online impact, start by analyzing current GA data.
Google’s new analytics provides insights into what users are doing right, what needs work, and what needs to be changed, redesigned, or integrated to level up their business. Below are some of GA4's most insightful features for your business to use moving forward:
#1 More Detailed Look at the Customer's Experience Across Platforms
With cross-device reporting capabilities, Google’s new analytics provides a detailed look into each step of the customer's journey across multiple platforms. Whether they are landing on a mobile device, computer, or tablet, you can see how users interact with your business, allowing you to strategize accordingly.
#2 Predict User Outcomes
GA4 provides a new feature only available through the service itself, artificial intelligence predictions. Through AI insights, you can look into target customer segments to make informed assumptions about their possibility to purchase, churn, and the potential revenue that specific customer segments may produce. These insights can help you decide where to invest your business's time, energy, and resources to earn the best return.
#3 More Holistic & Robust Way To Track Unique Users Across Platforms
With this feature, Google is responding to fragmented data collection. One example is Data Streams created to consolidate properties for websites, apps, etc into a single property. The aggregated data is another tool to generate a zoomed-out view of cross-domain traffic.
#4 Conversion Insights Become More Detailed & Customer-Centric
In Universal Analytics, Google referred to conversions as "goals", but in GA4 they are back to being simply conversions. Let’s say you uncover where customers first find or engage with your business, this feature is highly beneficial for generation strategies that will have more background and backup. Knowing exactly what steps lead to conversion can enable businesses to optimize their platforms for improved customer journeys. This feature empowers users through better research to make choices in their business that promote success with their customers.
#5 Pick Up One User Moving Across Domains
If your business has multiple website domains tracked under Google Analytics 4, the tool of Cross-Domain Tracking will transfer first-party cookies from one domain to another. These include actions like Youtube views or organic channels like social media, email, and Google Search. As a result, it provides a much more comprehensive view of your visitor's user journey and will play a vital role in strategy-building for businesses with multiple domains.
#6 Boost Up Your Marketing Strategy
Well-informed marketers are jumping at the chance to add these new insights and integrations into their current tracking strategies. For example, marketers can create more relevant and conversion-boosting experiences through more comprehensive integration with Google Ads. They can add up app, web, and other interactions, providing a holistic look at the combined impact of their marketing strategies. Additionally, having increasingly accurate and detailed historical data moving forward will make long-term planning and strategizing more effective.
What To Do Next?
If you are interested in gaining new, valuable, and eventually historical data for your marketing strategy, we cannot recommend Google Analytics 4 enough. The new and improved features offered within this service will boost your business’s tracking capabilities. Start a conversation with our team to set your business up with Google’s new analytics today.