Google Analytics is a powerful tool that allows businesses and organizations to track and analyze user engagement and behaviour on their websites and apps. However, as technology and user behaviour evolves, so must analytics tools' capabilities. That's why Google has introduced a new version of its analytics platform: Google Analytics 4 (GA4). Why is upgrading to GA4 important, and what are the benefits?

Benefits of Updating to GA4

First and foremost, GA4 offers a more robust and advanced set of features for tracking and analyzing website and app data. One of the biggest advantages of GA4 is its improved data collection capabilities. With more granular user-level data, businesses and organizations can better understand the behaviour of their website visitors. This allows for more targeted and effective marketing campaigns, as well as a better understanding of customer needs and preferences.

Another major advantage of Google Analytics 4 is its use of machine learning. GA4 can provide more accurate and actionable insights. This makes it easier to identify trends and patterns in user behaviour and take action accordingly. Additionally, GA4 offers new and improved metrics and dimensions, such as Engaged Sessions and Lifetime Value, that can help you better understand the performance and ROI of your marketing efforts.

In addition to these advanced features, GA4 allows for integration with other Google marketing and advertising platforms, such as Google Ads and Tag Manager. This allows businesses and organizations to manage their data more efficiently and effectively and make more informed decisions about their digital marketing efforts.

Tracking From One Device to Another

Furthermore, Google Analytics 4 is built on the App + Web property, allowing you to track web and app data in one place. This means you can track the customer journey across different channels and devices, which leads to better customer understanding.

Upgrading from Universal Google Analytics to Google Analytics 4 is essential for businesses and organizations looking to stay competitive in today's digital landscape. With improved data collection capabilities, its machine learning algorithms getting better and better, and the ability to integrate with other Google marketing platforms, GA4 provides a more comprehensive and accurate view of user engagement and behaviour. This allows for more informed decision-making and optimization of your marketing efforts, ultimately resulting in better customer understanding and increased ROI.

Contact us to get started with updating your current Universal Analytics property to GA4 and then start tracking the metrics that make sense for your business.

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Universal Analytics will be going away

Prepare for the future with Google Analytics 4

Terry Rajaram

Terry’s cauldron of knowledge in the digital world is the result of a background in advertising, graphic design, web and multimedia development… 25 years in this business.