Google’s Universal Analytics (UA) platform has long been the go-to tracking tool for website performance, user behavior and conversions. But after a nearly two-decade run, the search giant is closing the curtain on UA and finalizing the launch of its latest tool, Google Analytics 4 (GA4).
As of July 1, 2023, when UA officially went dark, brands and marketers looking to track their data via Google need to do so through the newest offering. For those who haven’t already familiarized themselves with GA4, the time to get started is now. Here are some of the key features of the tool, and how it differs from Google’s outgoing platform.
That’s the Way the Cookie Crumbles
Once UA goes dark, Google will no longer enable tracking via third-party cookies. In other words, website owners will lose the ability to track users across multiple sites and gather information about their external browsing activity and interests. Instead, GA4 uses only first-party cookies, which allow businesses to track users on their own site. Google says the change is intended to help protect user privacy and better comply with regulatory requirements.
A Bigger, Better Picture
Universal Analytics was built based on the need for tracking activity on desktop computers. But in light of today’s considerable mobile usage, Google designed GA4 to collect “both website and app data to better understand the customer journey.” Rather than presenting data fragmented by platform, the new tool allows for a more complete picture of digital interactions with a business or brand by combining app and web activity.
Robots to the Rescue
Google has also incorporated AI technology into GA4 to help generate more robust insights. The company calls this capability Analytics Intelligence and says it will help its customers better understand and act on their data. Features include:
- Automated Insights: Analytics Intelligence automatically detects significant changes in data over time or within a segment.
- Custom Insights: With custom rules, users can create their own insights and receive email notifications when specific conditions are met.
- Predictive Capabilities: Analytics Intelligence uses Google’s machine learning models to predict future user actions based on website or app data.
Rules of Engagement
GA4 brings a shift in how user interaction is gauged by replacing the traditional bounce rate metric with what it calls “Engagement Rate.” This measurement considers multiple factors such as the duration of user engagement, the number of interactions logged and the depth of content exploration, providing a more nuanced assessment of behavior on a website or app. These metrics can help determine which site pages or app screens are most engaging, allowing for more informed content optimization.
The Main Event
Another significant measurement change is that GA4 treats each occurrence or user interaction as an “event.” You can classify any action that holds significance for your business as an event to be tracked. According to Google, events can serve as a metric for a range of activities, such as page loading, link clicking and purchase completion, or even system behavior measurement like app crashes or impression serving.
Master Your Metrics
As Google bids farewell to UA and ushers in its latest tool, marketers and brands face a new paradigm in performance and behavior tracking. With GA4, businesses may be able to better understand and act on their data, paving the way for a more personalized and effective customer experience. While there may be a learning curve involved, the effort could potentially lead to better performing sites, more effective apps and increased ROI.
Kymera’s digital marketing experts are highly experienced with data analytics and can help you leverage the exciting capabilities of GA4 to help your brand reach new heights.
Sources
https://blog.google/products/marketingplatform/analytics/prepare-for-future-with-google-analytics-4/
https://support.google.com/analytics/answer/10089681?sjid=17565156404517951729-NA
