Make Things, Make Sense Podcast Season 1 Episode 17 Play in Spotify App
How can marketing managers adapt to the changes of GA4 and analysis data? What are the advantages of GA4? How can people who aren’t data experts make the most use of the data?
A year from now, your website tracking is going to stop. There’s no way around it, its going to happen. In today’s episode, Steph Scicluna, our very own Head of Marketing, is going to tell us exactly what to do about it.
Marketers spent years perfecting their skills within the parameters of Universal Analytics (UA). Then, almost overnight, Google flipped the online advertising landscape upside down and left us all scrambling.
nlike Apple, which gives you a new version of the iPhone every year with minimal differences (not to throw any shade), Google has completely changed the nature of website tracking with one move.
Pretty much everything is different:
Connection to BigQuery
There are a number of key differences between UA metrics and GA4 metrics. The bounce rate has been removed, and other metrics added:
GA4 offers three different types of attribution models:
When you set up GA4, especially if you run it together with UA for a while, you may notice that GA4 offers a far greater level of accuracy in its tracking. That’s because companies will gain access to information about how consumers are interacting with their app and website content.
Cross-Device, Cross-Platform Tracking
With cross-platform tracking, activity is attributed to the same user regardless of the platform. That keeps the tracking numbers far more accurate.
Like it or not, GA4 will be the only available free website tracking software soon, and you have to tackle the challenge it poses as soon as possible.
So if you’d rather be ahead of the curve than behind it, get in touch with us at Growth Gurus. We are in the process of switching all our clients over to GA4, so there’s no reason why all that experience shouldn’t benefit you as well!
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