Google Analytics 4, or GA4 for short, is the newest version of Google Analytics that was released in 2020. It’s a significant update from the previous version, Universal Analytics, and it comes with a lot of changes. GA4 focuses on user-centric data measurement and incorporates machine learning, AI-powered insights, and more data controls. GA4 is designed to help businesses and marketers better understand their customers and make more informed decisions.
Insights and analytics are what drive marketing strategies. With an update in how these analytics are viewed and understood, there will also be a change in how they are utilized. Here are a few ways that GA4 will impact marketing efforts:
Better understanding of user behavior
GA4 provides businesses with a more comprehensive view of user behavior across different devices and platforms. This is because it collects data from multiple sources, including mobile apps, websites, and offline data..
It is important for businesses to know all they can about their customer’s user behavior because it allows them to tailor their marketing strategy to meet their customers’ needs and preferences. By understanding their customers’ behavior, businesses can identify patterns and trends that can inform their overall marketing strategy, such as which channels and platforms their customers prefer, what type of content they engage with most, and when they are most likely to make a purchase.
This information can also help businesses identify areas for improvement in their customer experience, such as optimizing their website for mobile users or improving their customer service. By continuously monitoring their customers’ user behavior, businesses can adapt their marketing strategy to ensure that they are providing the best possible experience for their customers, ultimately leading to increased customer loyalty and higher revenue.
Improved measurement of customer lifetime value (CLTV)
GA4 allows businesses to measure customer lifetime value (CLTV) more accurately. CLTV is a critical metric for businesses as it helps them understand the long-term value of a customer. GA4 uses machine learning algorithms to predict the potential CLTV of a customer based on their behavior. By having a better understanding of CLTV, businesses can invest in the right marketing channels and make better decisions about customer acquisition and retention.
Enhanced tracking of cross-device and cross-platform activity
One of the most significant changes in GA4 is the ability to track cross-device and cross-platform activity. This means that businesses can track user behavior across different devices, such as desktops, tablets, and smartphones, and across different platforms, such as mobile apps and websites. This is critical for businesses as customers are increasingly using multiple devices and platforms.
For example, some users might only be making purchases when they are on their desktop computers vs. mobile. This can help drive a marketing strategy and optimize online advertising to make sure awareness ads are hitting potential-customers during their “research” phase of the buying process while “purchase now” ads can be delivered when the potential-customer is on their desktop.
By tracking cross-device and cross-platform activity, businesses can better understand user behavior and optimize their marketing efforts accordingly.
Improved privacy controls
GA4 includes several new privacy controls that give users more control over their data. For example, GA4 allows businesses to set a data retention period, which specifies how long user data is stored. Additionally, GA4 provides businesses with more control over how they collect and use data, which is critical given the increasing concern about data privacy.
Does your organization work with confidential information like banking, mortgage, or healthcare records? The new GA4 update will help you know your information is safer than before and help your business build trust with your customers and protect their data.
More AI-powered insights
GA4 incorporates more AI-powered insights, which provide businesses with more valuable information about their customers. For example, GA4 can provide businesses with insights about customer behavior, such as which pages are most likely to lead to a conversion. Additionally, GA4 can provide insights about customer acquisition and retention, which can help businesses optimize their marketing efforts.
Simplified tracking setup
Finally, GA4 makes it easier to set up tracking across different devices and platforms. This is critical for businesses as it allows them to track user behavior more accurately and make more informed decisions about their marketing efforts. GA4 uses a new tagging system that simplifies tracking setup, making it easier for businesses to get started with the platform.
In conclusion, Google Analytics 4 is a significant update that will impact marketing efforts in several ways. It provides businesses with a better understanding of user behavior, improved measurement of customer lifetime value, enhanced tracking of cross-device and cross-platform activity, better privacy controls, more AI-powered insights, and simplified tracking setup. By leveraging the capabilities of GA4, businesses can make more informed decisions about their marketing efforts and optimize their campaigns for better results.
Does your organization need help setting up the new Google Analytics 4 system or optimizing the analytics within the platform for your goals? Contact us today and our team of Google Analytics experts can help you make the most of this new upgrade.
