If you haven’t heard of Google’s new GA4, it’s probably time you did. The changes are coming whether we like it or not, and if you’re not prepared, it could have catastrophic consciences.
Google Analytics 4 (GA4) is due to replace the current version of Google Analytics (Universal Analytics or UA) in June 2023. This means that in just over a year you’ll be using GA4, and your data must be migrated carefully and effectively to avoid any lasting impacts on your campaigns.
Here are the main changes you need to be aware of:
GA4 also introduces a major change to how you can view data from multiple sources in one place. This change means that you’ll be able to feed multiple websites and apps into one analytics property using what are currently known as Data Streams.
In a post GDPR and iOS world, cookies are increasingly ineffective, and Google intends to replace that void with artificial intelligence. The AI will only apply in GA4 and not in Universal Analytics. We will also have the ability to change 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.) away from UA’s current fixed default ‘last click’ setting , making the new GA4 a much more robust operating system in the long run.
If you’d like to understand more about GA4 and make sure you’re prepared, get in touch with me and our team of digital gurus will be happy to make sure you and your team is ready.
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