The Benefits of Shifting to Google Analytics 4

The Benefits of Switching to Google Analytics 4

3 Minute Read

Pages per session? Session duration? Bounce rate!? Those words might not mean a lot to some, but if you’ve spent time tracking or reporting your team’s digital performance, they can mean the world. And when it comes to this world, Google Analytics has become something of a foregone conclusion—you have to use it if you want to accurately measure online performance. And now they’ve created a new platform that allows users to better and more easily track analytics—Google Analytics 4. But why should you switch? What does Google Analytics 4 have to offer that your current setup can’t handle? Keep reading and we’ll walk you through exactly why you should make the jump to GA4 now, and not later. The Benefits of Shifting To Google Analytics 4 Before we start talking about the benefits, let’s take some time to talk about early adoption and any pesky hesitancy you might rightfully have about switching platforms. There comes a point where every new (successful) technology breaks through the barrier of “cool and innovative, but buggy” to “the new standard.” This technology is not brand new, but it’s not yet the only option you have. While we’ll be mostly talking about the positives of this new suite, know that you can always revert to your previous model of Google Analytics, at least for now. It won’t be as frequently updated and on July 1, 2023, GA4 will replace it entirely. With that out of the way, let’s move on to Google Analytics 4.

Benefit #1: GA4 & Privacy Laws

As privacy laws and restrictions tighten around the world, consumers rejoice! However, if you’re a marketer, the situation is a bit grimmer. While customers might be more protected, they’re also sharing less of their data. Fewer data points to collect means less personalization and optimization, which in turn means less conversion and profit. Fear not! With GA4, Google is able to use artificial intelligence, machine learning, and the almighty algorithm to “fill in the gaps” between these missing data points, presenting a clearer picture of what your audience actually wants. What does this mean for you and your business? It means that while competitors using the older version of GA might be stuck throwing stuff against the wall to see what sticks, you can know what works for your customers, faster and with more accuracy. Note: If this all sounds like another language to you or you’re just getting started on your analytics journey, schedule a call with one of our digital media experts to discuss your team’s needs.

Benefit #2: Better Engagement & Journey Tracking

When collecting analytics, it’s important to remember that the more information you have, the better—it’s what makes this whole thing work. If we as marketers are going to accurately predict what you’re going to do, we need to know what others like you did…thousands and thousands of times before. With GA4, the tracking toolset you have at your disposal is more advanced and automated than ever. Instead of a session-focused tracking approach (something that worked better when most web traffic was desktop-based), GA4 isolates and then stitches together all of a user’s actions, from any number of devices. In short, just by installing GA4, you’re already getting a more accurate read of your client’s actions than you are now, and you haven’t even had to learn any new tricks yet!

Benefit #3: A Tidier (And More Advanced) Dashboard

Google might be one of the premier technology firms in the world, but they don’t always get things right on the UI side of things. While the current Google Analytics is lightyears better than the original beta, GA4 has improved and even overhauled certain sections of the dashboard that were cluttered, hard to find, or just plain redundant. If you’re struggling to fix your bounce rate, GA4 now adds a multitude of different metrics that can help you dial into which content is actually being bounced, and which is just not working with your site visitors. Maybe you’re tired of diving into submenus just to take a look at your user? Now, there’s a handy “User” tab, right there at the top. These are just a few examples, but you can download GA4 today and see the rest for yourself!

Other Benefits:

  • More Comprehensive Audience Filters
  • Better Graphs and Visuals
  • Intelligent Simple Goals & Events Mapping
  • Enhanced Click/Scroll Metrics

What’s Our Suggestion?

Instead of ditching your current setup entirely, running both a Google Analytics property (your current setup) alongside starting a new GA4 account can help you leverage the historical data you already have and the powerful tools that GA4 offers. It’s a no-lose and no-cost solution that helps your team get ahead of the curve. That’s a pretty unique find in 2022, wouldn’t you say? If you or your team need any help optimizing your website or putting together your analytics, schedule a call with one of our team members today.  

Sources:

  1. https://blog.google/products/marketingplatform/analytics/new-way-unify-app-and-website-measurement-google-analytics/?_ga=2.145702130.73583661.1646080530-215962983.1632513725
  2. https://support.google.com/analytics/answer/10089681?hl=en

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