With all of the exciting changes that digital marketers have seen over the past few years, we now find ourselves facing yet another digital shakeup – Google Analytics is saying goodbye to its much-loved Universal Analytics system and beginning the switch over to the latest offering, Google Analytics 4. In this post, we at The Artist Evolution will take you through why this is happening and the changes you should expect to see with this transition.
Universal Analytics has long been the analytics solution of choice for many companies, largely due to its convenience, speed, and range of insights it can provide. However, Google felt that this system needed some updating and the transition to GA4 represents a chance for an enhanced data collection and analytics experience.
This transition provides numerous opportunities for businesses to obtain even better insights into their online activity and make sure they’re on the right track when it comes to data. The new system collects data more holistically and more quickly than the older system and brings more effective AI capabilities to help process the data faster and more accurately.
The increased data accessibility and precision make GA4 a great choice for businesses that want to create customized data views. And with features such as integrated data access and reporting in the form of apps and websites, data collection and analysis can become simpler and more seamless than ever.
Furthermore, it is now easier to share data with external stakeholders with Google’s automated reporting feature and in-depth audience understanding can be obtained through automated data discovery and clustering.
However, transitioning to GA4 is not without its challenges. For starters, companies that have been using Universal Analytics may experience difficulties in transferring the data over to GA4 due to compatibility issues.
Plus, companies will need to review and adapt their existing data collection plans, tag settings, custom coding, and so forth, in order to use GA4 as they originally did Universal.
Nonetheless, there is a bright future ahead with the switch to Google Analytics 4. We at The Artist Evolution are excited to be making the transition and are confident it will provide better data analysis and insights to improve how our clients do business. If you have any questions, do not hesitate to reach out and our team of professionals would be happy to help you make the transition as seamless as possible.