Google Analytics 4 & The Implications for Business
It's about time you learned about Google's brand new GA4 algorithm. Whether we like it or not, change is inevitable; if you aren't ready, it might have terrible consequences. In June of 2023, Google Analytics 4 (GA4) will replace the present version of Google Analytics (Universal Analytics or UA).
You'll be switching to GA4 in a little over a year, so you need to make sure the transition doesn't negatively affect your campaigns.
Please take note of the following key shifts: UA properties will cease data collection on July 1, 2023, and all previously collected data will be destroyed on January 1, 2024.
The digital assets you monitor with Google Analytics are known as "UA properties." These may be, for example, your website, blogs, or mobile apps. Each one will be assigned a special ID that serves as a data collector for that attribute. Any reports that were previously updated using UA data will stop being updated once GA4 data is used.
Instead of the traditional page-view metric, GA4 employs a newer, more robust metric based on events (which used events as a custom tracking option) The tags are changed and will require updating or replacement if you are using Google Tag Manager. Data storage requires a new Google Analytics property, as your previous one will be deleted. Since GA4's UI is so unlike to that of UA, you and your teams will need some adjustment time before you feel comfortable using it. You and your teams may be used to some metrics appearing in UA that are missing in GA4. On the other hand, Google is planning to add support for - Recently, web page landing areas were implemented. Also, GA4 represents a fundamental shift in how information from many sources can be seen together. As a result of this update, you will be able to use what are now called Data Streams to include data from a wide variety of sources into a single analytics property. Using the advent of GDPR and iOS, cookies are becoming less effective, and Google plans to fill the hole with AI. AI functionality is limited to the GA4 version and will not be included in Universal Analytics. The new GA4 will be a much more stable OS in the long run than UA's current fixed default 'last click' setting, because we will be able to alter the standard attribution model (the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.).
Reach out to Ranking Australia if you want to learn more about GA4.
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