In today’s society, businesses must understand their customer’s complicated, multi-platform experiences — and at the same time emphasise on their privacy.
In 2020 Google released the new generation of Google Analytics; Google Analytics 4, to address these growing measurement standards and assist businesses in succeeding. Google Analytics 4 offered the ability to measure a wide range of data types, giving a powerful analytics experience needed for the future as well as the opportunity to observe the complete user journey across websites and applications, to surface and predict new insights, and, of course stay up to date with a transforming ecosystem.
Now is time to introduce the new generation of Google Analytics; Google Analytics 4 as your cross-platform analytics solution.
Universal Analytics was designed for a new generation of online measurement that was anchored in the desktop web, separate sessions, and more easily viewable cookie data.
And, while Universal Analytics provides a number of privacy controls, Google Analytics 4 is built with privacy in mind to deliver a better experience for both the customer and the user. It enables businesses to address changing needs and user expectations by providing more comprehensive data collection and usage controls.
In addition, IP addresses will no longer be stored in Google Analytics 4.
These solutions and controls are especially important in today’s data privacy market, where users are increasingly seeking greater privacy protections and data control.
Google Analytics 4 is developed to help you achieve your goals, such as increasing sales, generating leads, or integrating online and offline customer engagement.
Here’s how you can benefit by using Google Analytics 4.
Understand your customers
With an event-based measurement methodology that is neither divided by platform or organised into individual sessions, you can get a complete perspective of your client’s lifecycle.
Analyse the full impact of your marketing across your customer’s lifecycle with data-driven attribution. Using your Analytics data, you can assure attribution credit to more than just the last click and understand how your marketing activities influence your conversions.
Measure engagement and conversions
With new country-level privacy settings, you can monitor and limit the collection of user-level data, such as cookies and metadata, while maintaining important measurement functions.
Get greater value from your data
Machine learning generates advanced predictive insights about user behaviour and conversions, builds new users who are likely to buy or churn, and automatically surfaces crucial data to improve your marketing.
Integrations with other Google products, such as Google Ads, have been improved to operate across your combined web and app data, making it simple to use Analytics insights to optimise your campaigns.
Clarify your enterprise measurement needs
Analytics 360’s new sub and roll-up properties enable you to tailor the structure of your Google Analytics 4 properties to suit data governance requirements. This guarantees that different teams or partners, such as advertising agencies, have access to the data they require while adhering to your regulations.
To satisfy rising demand, Analytics 360 now supports up to 125 custom dimensions, 400 audiences, and 50 conversion types per property, and with service legal agreements covering the majority of essential functions, such as data collecting, processing, reporting, and attribution, you’ll have everything sorted out.
All standard Universal Analytics and 360 Universal analytics will stop processing new hits on July 1st and October 1st next year respectively.
Following that, you will have access to your already processed data in Universal Analytics for at least six months.
Therefore, you should make the switch to Google Analytics 4 as soon as possible to collect the required data before Universal Analytics stops processing new hits.
For more information regarding this transition or other useful applications of Google Analytics 4, do not hesitate to contact our team at DomainStar.