In today’s measurement-driven landscape, businesses need to go the extra mile to understand the complex journeys of their customers while focusing on user privacy. Google introduced Google Analytics 4 a couple of years ago to measure different types of data, delivering a robust analytics experience that’s futuristic. It allows businesses to see detailed user journeys across their websites or mobile apps, use Google’s machine learning to predict new insights and keep up with a changing ecosystem.
In the absence of a robust analytics solution, you may fail to make crucial business decisions. So now is the time to switch to Google Analytics 4 and make it your cross-platform analytics solution because Google has announced the sunsetting of Universal Analytics—the previous generation of Analytics. All standard Universal Analytics properties will stop working from July 1, 2023. Those using Analytics 360 will receive an extension of three months.
Moving on from Universal Analytics
Universal Analytics was built to primarily serve the analytics needs of the desktop web, which quickly became obsolete. However, Google Analytics 4 operates across various platforms and uses an event-based data model to deliver user-focused data.
Though Universal Analytics offers many privacy controls, Google Analytics 4 is designed with a core focus on privacy to provide a better experience. It helps businesses meet user expectations with better control over data collection and usage. Also, Google Analytics 4 will no longer store IP addresses, making it suitable for today’s international data privacy landscape, where users expect high privacy controls.
Start your measurement with Google Analytics 4
Google Analytics 4 is designed to serve key objectives such as generating leads and driving sales and customer engagement. Here is how Google Analytics 4 can support your business.
Understand your customers
With GA4, you can get a detailed view of the customer lifecycle with an event-based measurement model organised into independent sessions. The analytics help businesses understand how users move through the purchase funnel and facilitate informed decision-making.
Improve ROI via data-driven attribution
Businesses can use data-driven attribution to analyse the full impact of their marketing across the customer journey. It assists you to monitor the impact of your marketing activities. You can export analysis to Google Marketing Platform and Google Ads to optimise campaigns.
Measure engagement and conversions
With the advanced privacy controls, you can manage and minimise the collection of user data—such as metadata and cookies—while maintaining key measurement functionalities.
Get greater value out of your data
Machine Learning generates crucial predictive insights about user behaviour and conversions, creates audiences who would likely purchase, and offer critical surface insights to improve your marketing.
Easy activation of your insights
Integrating other Google products such as Google Ads work across your combined app, and web data makes it easy to use Analytics insights to optimise your campaigns.
Now Display & Video 360 and Search Ads 360 integrations are available for all customers. This means that the non-amp or amp GA 4 property can offer analytics data such as audiences and conversions to strengthen marketing campaign performance.
Address your measurement needs
The properties of Analytics 360 allow you to tweak the structure of your Google Analytics 4 properties to fulfil data governance needs. This ensures that different partners or teams, such as advertising agencies, can access the data they need in line with your policies.
So, what’s next?
All standard Universal Analytics properties will stop processing new hits from July 1, 2023. The properties of 360 Universal Analytics will stop functioning on October 1, 2023. You can continue using previously processed data in Universal Analytics for at least six months.
Now is the time to switch to amp Google Analytics 4 to build the essential historical data before Universal Analytics stops processing any new hits.
If you want to see the implementation guide for GA 4, check out our blog!
If you want to know more about GA 4 or have any other query related to mobile apps, contact us with the following details. You