How you can prepare for the future with GA4  

If you are a website owner, digital marketer or web analyst, the way you collect and measure the success of your website is about to change.

Google has officially announced that on 1st July 2023 they will stop using Universal Analytics. The technology that Universal Analytics used will no longer be available which means that if you want to continue monitoring what your visitors are doing on your website or app, you must have switched over to Google Analytics 4 (GA4).  


Are you ready to shift from Universal Analytics to Google Analytics 4 (GA4)? Perhaps you’re wondering what Google Analytics 4 has to offer? Learn what the transition from Universal Analytics means for your website or app and how you can prepare in today’s PLMR Genesis blog.  


What is Google Analytics 4?  

Google Analytics 4 is the fourth major release of Google Analytics, and it is the most advanced property available. There are many more reporting features than Universal Analytics has to offer. However, the most important are that it opens the door to data and privacy-first tracking, combined website and application tracking, and AI predictive analytics to predict future trends.  


Google Analytics 4 is designed to deliver cross-platform insights to help companies achieve key business objectives like sales, lead generation and app installs. There is an emphasis on the following benefits:   


1. Event based analytics:  

Google Analytics 4 will give a complete overview of the customer lifecycle that isn’t fragmented by platform or organised into independent sessions.  


2. Data driven ROI:

Analyse the collective impact of marketing activities across the customer journey, not just the final click.  


3. Valuable data:

Machine learning generates predictive insights about user behaviour and conversions.  


4. Expanded insights:

Integrations from other Google products like Google Ads, combining web and app data to make it easier to optimise campaigns and use analytics.  


5. Privacy protection:

Google Analytics 4 offers more comprehensive and granular controls for data collection and usage. Unlike Universal Analytics, Google Analytics 4 will no longer store IP addresses.  


What does GA4 mean for my business, do I need to upgrade?   


Advice from Google states that they strongly recommend making the switch from Universal Analytics to Google Analytics 4 as soon as possible (before 1st July 2023). Doing so means that you can build the necessary data and usage in the new experience, preparing you for continuity once Universal Analytics is no longer available. You will still be able to use Universal Analytics until the cut-off point.  


How you can prepare for the transition from Universal Analytics to Google Analytics 4  

Educate yourself on GA4:

The transition to Google Analytics 4 will likely have a big impact on the way you work in the not-too-distant future. Therefore, there is no shortage of articles, guides, or how-to videos that you can use to learn how to make the switch.  


Collaborate with your team:

Start having internal meetings with your team. Discuss questions and create discussions as you prepare for the transition and start assigning tasks as you progress towards the change.   


Use a demo account:

Like learning anything new, the best way to gain experience is to navigate yourself through the platform user face. If you’re concerned about cross referencing both Universal Analytics and Google Analytics 4, you can use a demo account to begin developing your understanding.  


How can PLMR Genesis help? 


It’s imperative that businesses get ahead of the game so they can conduct a test and trial period. To learn more about migration and how our digital marketing activities can help your business, speak to our dedicated team today. 

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