We’ve been busy exploring all the new changes and features of the new Google Analytics property, GA4, which will look really familiar if you ever checked out the App+Web property type. In October, Google announced the new name and removed the beta label, encouraging everyone to begin running GA4 in tandem with their current installation of Universal Analytics so users can get accustomed to the new features and layout, plus begin building some historical data to use in future comparisons.
Installation is easy – we used the GA4 Configuration tag type in Google Tag Manager to install GA4 tracking sitewide. We’re already using GTM to track specific events and manage ad pixels on all our client’s websites, so this is a no-brainer!
We don’t have a specific date of when Google is going to discontinue Universal Analytics, but the urgency around this transition is due to changing industry requirements of privacy-centric user tracking, including the phase out of third-party cookies. This change is a good one, both for the user and the marketer!
Once you get a GA4 property set up for your site, you’ll have access to some additional reporting that was previously only available in Google Analytics 360, plus some predictive analytics tools that will help you narrow your focus on audiences most likely to convert. This artificial intelligence capability will also more easily uncover meaningful insights that you can act on in your marketing strategy. Cross-device tracking is stronger with this method of user tracking, so you’ll have a more holistic view of users and their conversion intent across devices. Custom tracking that we previously had to set up in Google Tag Manager – like scroll tracking and outbound click tracking – can now be enabled directly in the property, making setup easier and less fragile. These are just a few of the benefits we’ve noticed with GA4, and we are so excited to see what’s next!
Like everything with digital marketing, the best analytics strategy for your business is unique for each business, dependent on your business goals and strategy, and constantly changing alongside marketing and internet trends and capabilities. We’d love to be your trusted partner to translate your business goals into a successful digital strategy! Take a look at some of our work, or get in touch to see if we are a good fit.