The right marketing strategy is essential for your firm to generate leads, promote your business, and continue to grow.
However, without being able to measure the data coming from these strategies, then any marketing campaign becomes useless. This is where the use of analytics tools comes in.
Up until the beginning of July 2023, Google’s Universal Analytics (UA) tool was a key component in transforming how your firm understands and engages with your customers.
UA has now been replaced, however, as Google has released Google Analytics 4 (GA4). As of 1 July 2023, UA stopped processing new data.
Although you will still be able to see your UA reports for a period of time after this date, new data will only flow into GA4 properties.
Due to this, it is important that you are transitioning to GA4.
What does GA4 do?
GA4 holds all the properties possessed by its predecessor, with some important additions and improvements.
Data collection from website and apps
One of the most significant benefits of GA4 is its ability to collect data from both websites and apps.
This feature allows you to gain a thorough understanding of the client’s journey across different platforms.
Whether your clients interact with your brand through your website or app, GA4 ensures that you have a full view of their behaviour.
Event-based data collection
Unlike UA which focused on session-based data, GA4 uses event-based data. This change allows you to track specific actions taken by users on your website or app, providing a more detailed understanding of how they behave.
Enhanced privacy controls
Privacy is a key element of GA4, something it focuses on more than its predecessor, aiming to align itself with GDPR and other privacy regulations with the flexibility to adapt should the regulations change.
GA4 includes features like cookieless measurement and behavioural and conversion modelling, allowing you to continue to gather valuable insights while respecting user privacy.
Predictive capabilities
The predictive capabilities of GA4 offer guidance without the need for complex models. These capabilities can help you anticipate the future actions of your clients, enabling you to make proactive decisions.
Direct integrations with media platforms
GA4 offers direct integrations with media platforms, which can help drive actions on your website or app. These integrations can enhance your marketing efforts by allowing you to reach your customers more effectively.
At JE Consulting, we have integrated Looker Studio, which allows us to pull data for our clients from various sources to show in a more visual format, making reports easier to understand.
Our expert team are well-versed in the workings of GA4 and can use it to track your progress and continually improve your online presence.
We are always on hand to answer any questions you may have about GA4 or anything regarding the analytics of your website. Please contact us today for more information.
