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As part of our on-going learning, marketers are expected to know all the latest key trends and changes across the discipline. Google has become something of the oracle of the online world and the master of sharpening the experience for users (finding/bringing us what we want when we want it). The analytics part of the Google services is invaluable because with out how do we know what is really happening and what needs adjusting (or doing more of if it’s working well)?
So, the upcoming change (on 1st July) from Google UA (Universal Analytics) to GA4 (Google Analytics 4) Analytics is a big deal for all to be aware of.
We thought this therefore might be a timely (or last min!) check-in on this “Google GA4” analytics subject, a quick recap regarding what is changing, why the need and what you will to be thinking about now, if not already… Currently topical for us with a client, as we discuss the need to switch over to GA4 now and also what bespoke reporting is required on-going.
Our summary of what you need to know…
Industry news – Google made the announcement that Google Analytics 4 (GA4) will become the default Google analytics platform, with the previous (UA) having been in operation since 2012.
Why & Timings–
Google seeks to expand the marketer experience, giving marketers a greater range of data in a smoother interface. This, we are told, will allow for seamless analysis and better functionality across the platform. From the 1st of July 2023, UA properties will no longer process new data and new data will only go into GA4. Marketers will be able to see their UA reports for a period following the cut-off date but should download and save all reports.
General difference between UA and GA-
The main difference is the difference in processing analytics.
UA is session-based data, which can show marketers about the activity a webpage has received i.e., ‘how long does a visitor stay?’.
GA4 is an event-based analytics platform, which draws a more detailed view of a customer journey on a page. Useful, as this aims to show the whole experience that a customer has, like a puzzle being assembled to provide marketers with a full picture of the user behaviour.
What GA will offer as standard & will need to be set/bespoked within the GA4 account?
See the Google support page for the functionality of GA4 are described by Google.
If you are an editor or administrator, Google has three ways in which you can set up GA4 (add the tracking code) for your account. These are described by the below support page:
The summary points offered:
- Collects both website and app data to better understand the customer journey.
- Uses event-based data instead of session-based.
- Includes privacy controls such as cookie less measurement, and behavioural and conversion modelling.
- Predictive capabilities offer guidance without complex models.
- Direct integrations to media platforms help drive actions on your website or app.
Ref: Google Analytics 2023 – Support page.
For Developer guidance on Tracking and Measurement, see this Google link).
Benefits for Marketeers – GA4 aims to offer a more intuitive “dashboard”, which is sectioned into three:
Reports, Explore and Advertising.
Through this, marketers have far better insight to the behaviour of customers online. GA4 also prioritises engagement, with UA’s “Bounce rate” measurement being swapped with GA4 “Engaged sessions”, which is the length of time a customer spends on a session (standard minimum of 10 seconds). Tracking campaigns, our ROI should also be more effective, with more visibility on progress and goals for the marketer.
Additionally, the reporting set-up enables marketers to have greater insight and understanding of customer behaviour and user interactions across webpages. This empowers marketers to make smarter decisions that are backed by comprehensive analysis and supporting businesses using Google. Bear in mind that your specific page/link tracking, conversions and reporting will need to be uniquely set-up for GA4.
Overall, it is expected that these enhancements, and the emphases on the customer journey, will offer marketers a far more intuitive, streamlined experience when analysing data.
Summary
This switch from UA to GA4 will be effective from the 1st of July 2023. All marketers should prepare for the switch now by ensuring old report data is saved, and any transfers made are done so in good time.
This can be done by utilising our online subscription service for schools, which is a digital dashboard solution revolutionising how schools, trusts & educational organisations manage and report on their social media, website and Paid Ad activity.
We hope this has been useful for you…
Talk to us to see how we can help your school, school trust or association.
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Marketing Advisers for Schools