What You Need to Know
Google introduced a new integrated app and website version of Google Analytics last year in early December named Google Analytics 4 or GA4. The latest update is the most significant change to GA since its introduction to the market in 2005.
So, what makes it so drastically different from the previous versions of Google Analytics, Urchin, Classic Analytics and Universal Analytics? Is this technology something you need for your business? Google had this to say, “To help you get better ROI from your marketing for the long term, we’re creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property we introduced in beta last year”. – Google, 2020
Gaining a better return on investment is always something we are searching for as business owners. Still, we also seek to understand that technology and its purpose and keeping up with the changes can be challenging. The good news is that Google has developed the latest version of their analytics based on your feedback and consumer demands. Let’s take a look at three of the critical differences.
Three Key Differences
1. Real-Time Tracking
- Monitor your user’s activity at any time on your website (such a great feature)
- Reports will allow you to see what content your users are spending the most vs the least amount of time on, what’s converting and what is getting their attention
- Discover the location of your users and the source of your website traffic, such as social media or organic searches
- The Real-Time data technology means you will develop a better understanding of how your clients/viewers use your website and how you can improve
2. Customer Focussed
- Offers customer-centric measurements, rather than measurements divided by the platform or device like previous versions
- The technology upgrade uses multiple identity spaces such as marketer-provided User IDs, and users opted into ads for additional personalization
- Manages information through simplified and re-organized reporting systems
- Better understand your customers, target audience and the actions they take on your website
3. Google Ads Integration
- Improved integration between GA4 and Google Ads means you can effectively identify your target audience and specifically market your paid ad campaigns.
This new version of google analytics might be slightly different from what we are used to, but it works to support you and your website through updated and innovative technology. If you don’t feel ready to change over to the latest edition, don’t stress, you can spend time learning about the features and integrations first.