Firstly, let’s talk about Google Analytics as it is now…
📈 Universal Analytics 📈
A free tool that allows you to analyse and understand how your website performs with what actions your customers do (or don’t do!) on your website.
It can be used to track the number of visitors to a website, the number of pages viewed, the bounce rate (the percentage of visitors who leave the site after viewing only one page), and much more.
Businesses should use Google Analytics to gain insights into your website’s performance and visitor behaviour, which can help them make informed decisions about how to improve their online presence and ultimately drive more conversions and revenue.
Additionally, it can help businesses understand where their visitors are coming from, which can be useful for targeted marketing campaigns
On 1st July 2023, standard Universal Analytics properties will stop processing new website data and will be replaced with Google Analytics 4.
📈 Google Analytics 4 📈
GA4 is Google’s next-generation measurement solution, and it’s replacing Universal Analytics.
It uses machine learning to provide insights about website and app user behaviour, and it includes features such as cross-device tracking, automatic event tracking, and improved data privacy controls.
GA4 also includes new data models and reporting that allows users to track user behaviour across different devices and platforms.
It also allows more integration with other Google tools such as Google Ads and Firebase.
This helps users to get a more complete picture of how users interact with their website or app, and how to optimise user engagement
If you still rely on Universal Analytics, it’s important that you prepare to use Google Analytics 4 going forward.
Find out more here: https://support.google.com/analytics/answer/11583528
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