Why Migrate to Google Analytics 4?

Currently, no company with an online platform can do without measuring the return on investment in advertising. The need to monitor said sites and apps is also a necessity. Google Analytics 4 is a new version of the tool for analyzing the results and marketing activities of various websites and applications. Today, many still use Universal Analytics. However, this will become obsolete from July 2023.

What is the improvement over Universal Analytics?

The stakes represented by the company’s visibility on the Internet are more important day by day. No wonder SEO agencies like 256couleurs.fr more and more in demand. As for the new analysis version offered by Google, it has been available in beta since 2019. So, not everyone has been able to take advantage of it until now. There is still time to present what it represents in terms of progress compared to this previous version. Of course there will be improvements. According to them, these should consist in particular of harmonizing data from websites and applications. However, the designers were able to go beyond this and offer a tool that will make the job even easier for site owners and others.

How important is multi-channel analysis?

Among the good points of Google Analytics 4 is undoubtedly the possibility of “tracking”, if we can use the term, the same ventilation on different platforms. This option is of great importance in our time when we know that a person can resort to the use of various devices. Indeed, the means by which customers or prospects can conduct online consultations and events are increasingly diverse. Next to the computer, for example, there are tablets and within easy reach: a mobile phone. In this context, it was obvious to start acquiring an analysis tool that could adapt to this reality. Indeed, being able to trace the customer journey as clearly as possible is crucial in terms of digital marketing. With a tool that allows you to track this through various channels, you can be sure to get the most information at this point. And we know that the tiniest bit of information and the extremes of information can make all the difference.

What does the event-based model imply?

The event-driven model outlined in Google Analytics 4’s feature introduction continues to be promoted. But what exactly does this mean? In fact, this feature of the new version is what allows you to achieve homogeneity of data from websites and applications at the same time. Therefore, the focus is on events and no longer on sessions. It is known that the post-exam review performed well in terms of site usage insights, but it did not account for app visits. Also, getting both is a significant opportunity given by the new tool.

What is the advantage over privacy-related limitations?

We are aware of the importance of cookies in data collection and user preferences, among other things. However, given privacy regulations, there are always limitations on this side. The ideal would be to be able to overcome this difficulty. However, with this in mind to some extent, Google Analytics 4 is oriented. Indeed, the latter no longer relies only on cookies, their effectiveness depends on the consent of each user. In fact, GA4 is still aided by machine learning to generate results and provide data. It even goes in the direction of predicting the future behavior of users.

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