UK business reliance on websites, social media and e-marketing is imperative. Without Google Analytics we would be lost, so what is GA4 and why is it changing?
Over the last 10 years, Universal Google Analytics has cemented itself firmly into many companies across the globe. Providing valid data as to where website traffic leads come from, Google Analytics encourages businesses to understand their KPI’s. Furthermore, it helps companies to focus on growth through further investment in sales, marketing, and IT services.
Google Analytics is a great driving force, however over recent years it has struggled with technology advances. This means that, some of the data that the Google tool captures, is no longer viable and so the system is undergoing a complete transformation.
If we think about how technology has evolved over the last ten years, we can then understand how this has occurred. Ten years ago, Apps were still in their infancy, no-one had really heard of the term GDPR, and AI sounded like something out of a Sci-fi film.
With these momentous advances in the digital sector and as we embark on the next digital era, Google Analytics users can appreciate why the update to GA4 is so essential.
What’s new in GA4?
- The new GA4 (Google Analytics 4) will come into effect from July 2023.
- Increasingly digital users are using more than one device through a single purchase journey. For instance, they might start by product researching on a laptop whilst at work, but then later in the day order goods through a smartphone. Old Universal Analytics would see this as two people, rather than one. Now, the new GA4 will track the journey from research through to purchase, rather than reporting on data from individual devices.
- New GA4 also tracks Apps and in-App purchases, plus it breaks down data into Android and Apple users. For some businesses, who use Apps as a major part of their sales / operating strategy, this data is extremely vital.
- Bounce Back rates have gone! Historically Bounce Back rates provided valuable data if a page wasn’t preforming well. However, with so many bots scanning pages by jumping in and then straight out, the Bounce Back rate data is no longer viable. Instead, it now captures website visitor data who remain on a page for more than 10 seconds.
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- Find out more about GA4: https://support.google.com/analytics/answer/10089681?hl=en
