What You Should Know About The Switch to GA4

Google Analytics has launched what they claim to be “the future of analytics.” As of July 1, Universal Analytics is a thing of the past, and all websites should be migrated to GA4. Google Analytics 4 allows website owners to measure traffic, engagement, conversions, and more on any application they rely on.

One of the biggest differences between UA and GA4 is through its metrics. In GA4, they bring all the relevant data together within a single property, allowing you to be more efficient when analyzing and optimizing the data. Compared to universal analytics, GA4 tracks the entire customer path and provides more detailed insights into the customer journey. Keep reading below to learn more about GA4 and some benefits you should know about.


Event-based Tracking

One of the biggest differences is how GA4 tracks data versus universal analytics. Where Universal Analytics follows data through sessions, GA4 uses an events-based model that tracks each user interaction. Rather than grouping a series of actions within a given time frame of a user being on your site, you can enhance your understanding of the user journey. With this new tracking method, you have greater freedom and customization to break down data into smaller pieces for analysis. Although this will feel like a big change, tracking customers throughout their journey will be much easier.


Gain Access to Predictive Insights

While looking at past behaviors is helpful, it doesn’t help you make proactive decisions regarding your marketing plan. With predictive metrics, you can make data-driven decisions based on what works and does not work for your audience. Predictive analytics can significantly impact campaigns. Using different metrics, you can create audiences based on their predicted behaviors. For example, users will likely spend more or less than $500 on one purchase. These metrics can also improve website performance by creating funnels for different audiences based on their behaviors and needs.


Cross-Platform Tracking

With universal analytics, tracking users across platforms took a lot of work. GA4 tracks web and app data in one property. Cross-platform tracking lets you see the customer journey, from acquisition to engagement and retention. This is done through unique user IDs assigned during the app or website login. The user ID for each logged-in session will be sent to Google Analytics from either the website or the application with the appropriate gtag.js script. The ID will be reported to the GA4 property.


Get Started with Boston Web Marketing

If you need help properly setting up your website on GA4, our team at Boston Web Marketing can help you efficiently and effectively transfer your website and all its data to this new form of analytics. Companies will benefit significantly from the latest analytics properties of GA4 to improve marketing performance and optimize the customer experience.

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