In the modern business world, we need to be able to understand our customers and their buyer journeys. We need to be able to analyse and measure their interactions with our websites and apps to understand how we can serve them better and get those all-important conversions that are key to our business success. We also, importantly, need to be able to do this while preserving and protecting the privacy of our customers.
Analytics tools such as Google Analytics, therefore, are an essential component in any business marketing strategy.
Why Do I Need Google Analytics 4?
As with any tool, periodically an updated, better version comes along and Google Analytics is no different. This is why a couple of years ago Google launched Google Analytics 4. Now it has been up and running for a while Google will begin ‘sunsetting’ previous Google Analytics versions in 2023 so now is the time to make the switch over, if you haven’t already, so you can start gathering that all-important data now and so that don’t miss out on any measurements and analysis when the Univeral Analytics stops processing new visits in just under a year.
There are a few key differences and additions that make it an upgrade worth getting as soon as possible.
Combined App and Website Data
With over 60% of all modern businesses and over 40% of small businesses using apps for sales, services, marketing and branding alongside their websites, being able to track and analyse the data from both in combination enables a greater understanding of what works and what needs tweaking.
Before GA4, businesses could measure data from apps using Firebase and from their websites using Analytics but putting the two together for a unified picture needed to be done manually. A time-consuming process that GA4 has eliminated the need for.
Changes to Data Privacy
Data privacy and protection are at the heart of GA4, and being able to offer your customers extra assurances goes a long way to building their trust in you and your business. The key differences with regards to data privacy with GA4 are as follows:
- It automatically anonymises IP addresses.
- It offers just 2 options for data storage duration either 2 or 14 months.
- It enables you to alter advertising tracking tags based on your users’ consent preferences.
- It does not allow the collection or storage of any personally identifiable information.
This was in part a response from Google due to some issues with Google’s previous versions of their analytical tools being non-GDPR compliant and therefore causing users within the UK and Europe some compliance difficulties.
Events Based Measurements
By measuring and analysing all events including individual site or app visits, different page visits, downloads, scrolling, video views, and purchases to name just a few.
This event-based data allows you to get a much fuller picture of activities on your site and app and a greater understanding of the customer journey in the lead-up to purchase or otherwise. So, you can then tailor and tweak and invest in the required areas to maximise your ROI.
Approved Business Can Help You
Whether you have already started collecting data from GA4 or whether you are still using the older versions of Analytics, no doubt you will have started to see patterns in your buyer journeys and sales funnels.
At Approved Business, we can help you to plug the gaps that your potential buyers are falling through. Whether you need support creating a video to promote your business, products and services, whether you need a website from scratch or whether you need to increase the visitors to your current site through advertising, SEO or email marketing, we can help. Just get in touch with our friendly team at Approved Business and see what we can achieve together.