What is GA4 and why do brands have to make the jump.
TLDR Google Analytics 4 (GA4) is Google's latest analytics platform, using event-based tracking and machine learning for deeper insights. Brands should migrate to GA4 for better compliance with privacy laws, improved audience segmentation, and a more holistic view of customer behavior. If you’re not on GA4 yet, you need to be… Read on ⤵️
⚠️ As of July 2023, Google has stopped processing data for Universal Analytics.
This means if you're still using it, you won't get any new insights about your website's performance. So, it's essential to switch to Google Analytics 4 (GA4) to keep tracking your data and making informed business decisions. Failing to switch will leave you without crucial data, impacting your brand's success.
Google Universal Analytics and Google Analytics 4 (GA4) are both tools for tracking website data, but they operate differently and offer distinct features.
Main Differences:
User-Centric vs. Session-Centric:
Universal Analytics is more session-based, meaning it focuses on visits to your website.
GA4 is more user-centric, meaning it focuses on how individual users interact with your website over time.
Event Tracking:
Universal Analytics requires additional setup for event tracking like clicks or form submissions.
GA4 makes it easier to track these events without needing extra code.
Cross-Platform Tracking:
GA4 is designed to track users across different platforms and devices more easily than Universal Analytics.
Data Retention and Privacy:
GA4 is better equipped to handle data privacy regulations like GDPR and CCPA.
Predictive Metrics:
GA4 uses machine learning to give you insights like which users are likely to make a purchase, something Universal Analytics doesn't offer out of the box.
Reporting:
Universal Analytics offers predefined reports.
GA4 allows more flexible and customizable reporting based on what you want to know.
Why Direct-to-Consumer Brands Should Switch:
Better Understanding of Customer Journey:
GA4’s user-centric approach helps you understand how customers interact with your brand over time, not just during one visit.
Easier Event Tracking:
If you want to know how many people clicked a "Buy Now" button, GA4 makes it simpler to find out.
Future-Proofing:
Google is investing more in GA4, meaning future updates and features are likely to be GA4-specific.
Data Privacy:
Staying compliant with privacy laws is crucial, and GA4 offers better tools for this.
Smarter Insights:
Machine learning features can predict future consumer behavior, helping you adapt your strategies proactively.
So, making the switch isn't just about keeping up with Google; it's about better understanding your customers and making smarter business decisions.