Google Analytics 4: last chance to implement
Today, in the world of online marketing and business, one of the main topics being on tongues is Google Analytics 4.
What is the reason for this? From the impending death of the previous version, Universal Analytics.
As early as July 1, 2023, it will no longer be possible to collect data in Universal Analytics, and those collected there will only be available for another six months.
Why is it so important?
It has not been said for a long time that Data Driven Marketing is the key to business growth.
As you know, analytics is about interpreting the past to influence a better future.
For this, however, we need historical data. In addition, analyzing the data without context, for example, without being able to compile data from a year back, will not provide us with many useful conclusions.
Do you really need Google Analytics 4?
Let's find out.
NOTE: This is not another technical tutorial ❌ There are many more possibilities offered by GA4 than those I have described here.
Below I have listed just a few of the most important differences between GUA and GA4 that I think should be of interest to those responsible for the company's financial performance.
1. activity tracking and user path
TheGA4 versionoffers advanced capabilities for tracking and analyzing user actions on both the website and mobile apps. All behaviors are now aggregated in one place, which makes analysis much easier and allows for a more comprehensive understanding of user behavior. This allows you to better monitor and optimize their interactions, leading to improved analytics and marketing effectiveness.
2. more useful information about user engagement and path.
GA4 focuses strongly on user behavior, not just user acquisition or final conversion. This is particularly useful for businesses struggling with macro conversion problems, trying to understand the condition.
3 Clear data visualization and highly customizable interface and reports.
All "four" personalization stands. At first glance, it may seem poorer than GUA, but that's just an appearance. Google has made sure to focus only on what is important, leaving the possibility to customize the panel to suit the needs of your business.
4 Advanced predictions through Artificial Intelligence (AI) and Machine Learning (ML).
Google Analytics automatically enriches your data, using Google's advanced machine learning algorithms to predict user behavior. This gives you more information about your customers by collecting structured data on various events.
- Users who make a purchase within the next 7 days.
- Users projected to deliver the highest revenue in the next 28 days.
- Users who are likely to make their first purchase in the next 7 days.
- Buyers who are unlikely to visit your service within 7 days.
- Active users who are unlikely to visit your service in the next 7 days.
All of the above are just predefined GA4 lists. You can create your own based on them.
5. free connection to BigQuery
The buzzword "BigQuery" has become extremely popular due to the introduction of Google Analytics 4, which reduced the number of queries to its programming interface (API) in conjunction with Looker Studio.
BigQuery, a cloud service available as part of Google Cloud Platform, enables efficient collection and analysis of data from Google Analytics 4 without the need for additional connectors or tools.
With a native connection to Analytics 4, using BigQuery is simple and convenient.
Uploading data to BigQuery enables advanced analysis, custom queries and powerful reports at no additional cost. Collecting raw data in BigQuery also opens up opportunities for data analysis using machine learning techniques. Predicting trends, making predictions and personalizing user experiences are all possible by using data collected in BigQuery.
- Jakub Rojek, Digital Marketing Specialist
6. taking care of users' privacy
A number of features built in internally to make it easier to comply with RODO, taking care of users' privacy. You certainly don't want to expose your company to costly penalties, do you? More on that later in this article.
Proper GA4 configuration is not everything. What else should you keep in mind?
A few words about Consent Mode
Respecting user privacy is a topic that has been heard about for a long time, but its volume is steadily increasing.
From time to time, there are new reports of hefty fines imposed for failing to respect the consents expressed by users.
The order is guarded by the well-known RODO.
This is because the law takes into account the rules for processing personal data, and analytical and marketing cookies are also included. Hence, failure to comply with these rules is punishable.
The penalty for improper cookie processing is up to 4% of annual global revenue (sic!) or up to €20 million.
In addition (to penalties from the UODO), Google itself can penalize failure to properly implement Consent Mode by blocking your Google Ads account. This can be especially painful during peak sales periods.
In the word of the end...
Google Analytics 4 is a tool that offers advanced data analysis, prediction, visualization and RODO compliance capabilities. Correct configuration of GA4 will allow you to better understand user behavior, optimize marketing efforts and achieve better financial results.
Implementing Google Analytics 4 is not an option, but an absolute necessity.
I hope that after reading this article you feel the seriousness of the situation and understand how much good a properly implemented Google Analytics 4 can do you.
If your business still hasn't implemented a new solution from Google and you are looking for a contractor , get in touch with us.
Cooperation with Tigers 🐅 is a guarantee of quality service.
Each implementation is preceded by a needs analysis.
- We will create dedicated reports for you.
- We will ensure that your rights are respected in the collection and processing of your data.
- We'll instruct you on how to use the dedicated reports.
With Google Analytics 4 (and its regular use!) you'll be able to accomplish more with less.
So what to look forward to 😉