As of July 1st 2023, analytics data will be collected in a different way by Google. It’s called Google Analytics 4 and it will fundamentally change the way the data is gathered and reported. Here are the big changes to be aware of:
More than just clicks
Improving the way data is collected across the customer journey is the biggest advancement of GA4. The ability to improve the tracking of return on advertising spend through data-driven advertising spend. With the ability to look beyond just the last click on your website, you are able to get a more organic view of how different marketing activities are influencing conversions.
GDPR has broader implications for analytics, so GA4 addresses these concerns in a more complex way. GA4 has new country-level privacy controls, so you can ensure that user data isn’t collected yet retain the measurement metrics which are useful to your company.
Google Ads integration
If you use Google Ads, the new GA4 integration and machine learning insights will elevate the overall picture; and thus allow more targeted use of your ad budget.
We suggest you implement Google Analytics 4 now, so that historical data can build up before the old analytics ceases to track your data on July 1st 2023.
