Upcoming Google Analytics Changes: Here’s What You Need to Know

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As your partners in brand growth and business success, it’s our job to keep you in the loop as the market and technology continue to shift. 

Today’s digital landscape is constantly evolving, and it can be a lot to keep up with. But don’t worry—we know digital marketing can feel intimidating, especially for those who don’t spend every day with it like we do.

Keep reading for a simplified look at what’s happening in the digital world right now, why today’s largest tech player (Google) is making changes, and what you can do to stay ahead of the game.

Here’s what’s happening…

Google announced it will be sunsetting Universal Analytics (UA), the current version of Google Analytics that provides insights into how users find and interact with your website, on July 1st 2023.

In place of UA, Google will be implementing Google Analytics 4 (GA4), a new and improved version that the company’s proudly dubbed “the next generation of Google Analytics.”

Why the change?

Compared to UA, GA4 focuses more on the user journey and events triggered by them. With this next-generation measurement solution, you can expect:

  • Improved customer journey tracking
  • Improved user engagement analytics
  • More intelligent user privacy features
  • Predictive insights from machine learning algorithms that measure conversion progress
  • Easier data discovery & servicing of your account

Simply put, this change will offer any businesses that use the platform better insights, tracking, and predictive data… all derived from machine learning.

How GA4 utilizes machine learning

Google’s GA4 version of machine learning has been training with specific business data, so it can quickly predict how your sales pipeline might perform in the future. The reason machine learning is so widely-discussed these days is because it’s fast and efficient. It collects and learns from data quickly, thanks to years of smart software and hardware development. 

A well-trained model tries to solve a problem many times over and over again. Once that model has been perfected, it can quickly be used on your data. The goal? To predict your customers’ actions before they occur and use them to help grow your business.

Stay ahead of the game

For those with existing Google Analytics accounts, there are steps you can take today to get ahead and stay ahead… and you should.

Per Google’s recommendation, you should set up a new GA4 account now, so you can run both UA and GA4 simultaneously before the change is complete. 

Running the old and new versions at the same time will help you (or the marketing partner working on your behalf) compare data and prepare your account for uninterrupted continuity once UA is no longer available.

Now is the time to partner to thrive

As today’s digital landscape continues to change, there’s sure to be more to keep up with. This is where a digital-focused marketing partner really comes in handy.

To see this change through efficiently and effectively, you’ll need someone who can actively monitor and test your Google Analytics account along the way to ensure peak performance.

With decades of proven experience producing high-quality digital results, our technologists and digital marketing specialists are here to help make this transition as smooth as possible for you. 

Have questions? Ready to get started? Contact us to get the ball rolling… It’s never too soon to set yourself (and your marketing efforts) up to thrive.

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