Universal Analytics will cease functioning on July 1, 2024

On July 1, 2024, Google Analytics 4 will completely replace Universal Analytics. This means that if you have not done so yet, you need to migrate all your website properties to Google Analytics 4. Setting up Google Analytics 4 is crucial to collect information about your website that will be useful for decision making in marketing and sales. It will help you understand better your visitor demographics, what content they spent more time looking at, the pages they clicked and the ones they didn’t, and many more.  While Universal Analytics has been a great tool for many businesses, Google Analytics 4 offers advanced features and capabilities that make it superior. Here are some benefits Google Analytics 4 will bring to your website:

  1. Future-Proofing Your Analytics Strategy: As technology evolves, so do the expectations of consumers. Google Analytics 4 offers a more flexible and scalable platform compared to Universal Analytics. It has enhanced machine learning capabilities, cross-device tracking, and event-driven data models that allow businesses to gain deeper customer behavior insights. By migrating to Google Analytics 4, businesses can ensure they’re equipped to meet the evolving demands of their audience.
  2. Improved User-Centric Approach: Google Analytics 4 shifts the focus from session-based data to a more user-centric model, providing a holistic view of the customer journey. With enhanced user identification and tracking capabilities, businesses can gain a better understanding of individual user behavior. This user-centric approach enables more personalized marketing efforts, resulting in higher engagement and conversion rates.
  3. Enhanced Cross-Platform Tracking: In today’s multi-device world, tracking user interactions across different platforms is essential for gaining a comprehensive understanding of customer behavior. Google Analytics 4 offers improved cross-platform tracking capabilities, allowing businesses to track users across websites, mobile apps, and other digital platforms. This unified data collection provides a more accurate view of the customer journey, enabling businesses to optimize their marketing strategies accordingly.
  4. Event-Driven Data Collection: Unlike Universal Analytics, which relies primarily on pageviews and sessions, Google Analytics 4 adopts an event-driven data model. This means businesses can track specific interactions and events that matter most to their objectives, such as button clicks, scrolls, video views, or in-app purchases. By focusing on these events, businesses can gain deeper insights into user behavior and make data-driven decisions to drive growth and engagement.
  5. Integration with Google Signals and Ads: Google Analytics 4 seamlessly integrates with Google Signals and Google Ads, allowing businesses to unlock additional insights and capabilities. With Google Signals, businesses can leverage cross-device reporting and remarketing features to reach users across different platforms more effectively. Integration with Google Ads enables deeper integration of analytics data into advertising campaigns, resulting in more targeted and impactful marketing efforts.

If you have never collected your website’s analytics and want to start now or if you still have Universal Analytics and haven’t migrated, we are ready to assist you. It’s never too late to start collecting the valuable information captured on your website analytics to inform your marketing decisions. Contact us now here!

Source: Blitz Bear