As factors such as consumer behavior and data privacy decisions spark change in the industry, Google has discovered that current approaches to analytics aren’t going to cut it. In a survey from Forrester Consulting, marketers said that improving their use of analytics is a top priority, and that existing solutions make it difficult to get a complete view of the customer and derive insights from their data. Hence, the announced change to shift to Google Analytics 4.
So, when will Google Analytics 4 begin to phase out? On July 1, 2023, standard Universal Analytics properties will no longer process data, so while you’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023, new data will only flow into Google Analytics 4 properties.
About Google Analytics 4
To help consumers see a better long term return on investment from their marketing efforts, Google has been creating a new, more intelligent Analytics system that builds on the foundation of the “App + Web” property that was introduced in a beta format last year. It has machine learning at its core to automatically surface impactful insights and gives users a complete understanding of their customers across various devices and platforms.
Google Analytics 4 is privacy-centric by design, so you can rely on Analytics even as industry changes like restrictions on cookies and identifiers create gaps in your data. The new Google Analytics will equip users with the tools necessary to move quickly as industry trends occur.
A Fresh Approach
This new approach makes it possible to address longtime advertiser requests when needed. Because the new Analytics can measure app and web interactions together, it can include conversions from, for example, YouTube engaged views that occur in-app and on the web in reports. Seeing conversions from YouTube video views alongside conversions from Google and non-Google paid channels, and organic channels like Google Search, social, and email, helps you understand the combined impact of all your marketing efforts in one place.
Customer Focused Strategy
The new Analytics gives you customer-centric measurement, instead of measurement fragmented. It uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users opted into ads personalization, to give you a more complete view of how your customers interact with your business. For example, you can see if customers first discover your business from an ad on the web, then later install your app and make purchases there.
Overall, you’ll get a better understanding of your customers across their entire lifecycle in your ecosystem, from acquiring customer status, to conversion and eventual retention. In a fast paced digital world like the one we currently live in, having the fullest understanding of your consumers in the fastest way possible is necessary.
Let’s Get Started
Now that you know what it can do, let’s get started. While there is still plenty of time to get migrated over to the new Google Analytics, the sooner your business gets acclimated to the new format and starts utilizing these features the better.
At The Relish Jar, our team is equipped with the knowledge and experience to implement Google Analytics strategies into your marketing plan. Contact us today and find out how we can help!