Google Analytics (GA), the popular analytics toolkit used to track traffic, visitor behavior, conversions, and bounce rates, is being replaced by Google Analytics 4 (GA4). This updated version will be rolled out starting July 1, 2023.
What’s new in Google Analytics 4 (GA4)?
The new version boasts a significantly different interface and operates on an event-based system, instead of a session-based one. This means that every action taken by a user, from the start of a session to page views, will be recorded as an event. While it may take some time to get used to, GA4 ultimately provides a more comprehensive and unified view of user engagement across your website and app.
GA4 also utilizes machine learning and data modeling to provide advanced insights, such as predicting which audience segments are most likely to purchase and which are unlikely to return. This feature can be set up with just a few clicks and works with or without cookies.
Some manual set-up metrics, like outbound clicks and video engagement, are now available out of the box with the new enhanced measurements feature. Furthermore, GA4 prioritizes privacy, making it the ideal choice for the future.
Starting July 1, 2023, the current version of Google Analytics will no longer be supported, so it’s important to switch to GA4 as soon as possible. Data collection is not retrospective, so if you want to have data to analyze, you need to set up GA4 now.
Setting up a new Google Analytics account will automatically configure it as GA4, but if you have an existing account, you can follow the guide provided by Google. If you use Google Tag Manager, you’ll need to add a configuration tag and additional tags for each event you want to track.
If you don’t handle the monitoring of your website traffic, your digital marketing agency will likely handle it for you. In that case, be sure to reach out to them and make sure they are prepared to implement GA4 on your website.
Finally, it’s important to track your key metrics, such as eCommerce tracking or form submissions, to fully utilize the advanced benefits of GA4. Get in touch with your digital partners for help with set-up, or reach out to Digital@rainbow.com.ng for assistance.