By Morgan Eichsteadt
The data landscape has significantly transformed as technology has evolved. With this shift, business owners and marketers rely on data-driven insights to inform decisions and predict trends more than ever before. Once upon a time, uncovering valuable data wasn’t always as accessible as logging in to accounts, toggling date ranges, clicking buttons and locating data points — imagine that concept! The relieving news is with Google’s Universal Analytics (UA) and other analytics solutions, the data analysis process feels approachable, somewhat less cumbersome and streamlined.
Moving into the future, we must address the complexity of the modern-day customer journey that usually involves multiple platforms. While UA is the current go-to solution, it just doesn’t facilitate cross-platform customer journey measurement or prioritize user privacy — both new challenges facing businesses today.
The ultimate question is: How do we continue to measure and navigate the influx of data available, while also respecting user privacy concerns?
The answer is: Google Analytics 4 (GA4).
Announced in October 2020, GA4 is Google’s next-generation analytics solution. GA4 is a new property type that operates across platforms to unify data for comprehensive analysis and reporting. In tandem with this announcement, Google also shared that GA4 will replace UA entirely as of July 1, 2023, and UA properties will no longer process data.
While GA4 adoption is ongoing, it’s important to understand the overall impact and what to expect in planning for full rollout. To help prepare, let’s explore key benefits and features associated with GA4.
GA4 Key Benefits + Features
GA4 is here to stay, and UA properties stop processing new hits on July 1, 2023. It’s time to make the transition from UA to GA4 sooner rather than later! Plan for the future and build valuable historical data in GA4, while UA continues to work its magic and remains a source of truth. GA4 and UA are incomparable in many ways, so dedicate time and resources to learning nuances.
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