Why migrate to Google Analytics 4?

Currently, no company with an online platform can do without measuring the return on investment from advertising. The need to track the websites and applications in question is also a necessity. Google Analytics 4 is the new version of the tool for analyzing the results and marketing actions of various websites and applications. Today, many still use Universal Analytics. However, this should become obsolete from July 2023.

What advances compared to Universal Analytics?

The importance of the company’s visibility on the Internet is becoming more important every day. It’s no wonder SEO agencies like 256colors.com are increasingly in demand. The new analysis version offered by Google has been available in beta since 2019. So not everyone has been able to benefit from it. There is even time to present the progress compared to this previous version. Of course there will indeed be improvements. In their opinion, these should consist in particular of harmonizing data originating from websites and applications. And yet the designers were able to go above and beyond and offer a tool that makes things even easier for website owners and others.

How important is multi-channel analysis?

Among the good points of Google Analytics 4 is undoubtedly the possibility of “tracking”, if we may use the term, the same vent on different platforms. This option is of paramount importance in our time, since a person can resort to the use of various devices. In fact, the means by which customers or prospects can conduct online consultations and promotions are becoming ever more diverse. Next to the computer, for example, are the tablets and within reach: the mobile phone. In this context, it made sense to start by acquiring an analysis tool that can adapt to this reality. In fact, what is crucial Digital marketing perspective is to be able to understand the customer journey as clearly as possible. With the help of a tool that can allow these to be followed up through the various channels, one can be sure of receiving the maximum amount of information on this point. And we know that tiny bits of information and excess data can make all the difference.

What does the event-driven model mean?

When presenting the properties of Google Analytics 4, an event-oriented model is mentioned again and again. But what does that mean exactly? In fact, it is this feature of the new version that really allows to preserve the homogeneity of the data coming from websites and applications at the same time. The focus is therefore on events and no longer on sessions. It is recognized that the vision that followed the latter produced good results in terms of site usage insights, but visits to applications were not included. Also, the ability to get both is a significant opportunity offered by the new tool.

What advantage over the constraints of maintaining confidentiality?

We understand the importance of cookies in collecting data, including user preferences. However, due to confidentiality rules, there are always limitations on this site. The ideal would be to be able to overcome this difficulty. However, Google Analytics 4 is based on this to some extent. The latter no longer relies exclusively on cookies, the effectiveness of which depends on the consent of each user. To still get results and provide data, GA4 is supported by machine learning. This goes in the direction of even predicting the future behavior of users.

Leave a Comment