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A Better Google Analytics

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Casey Walter is an International Digital Marketing Consultant. PHOTO Casey Walter

If you’re using Google Analytics, get ready for a big change! 

Google is switching to Google Analytics 4, and even though it’s not officially here until July 2023, it’s time to start preparing. 

The goal is to improve customer journey tracking, so you’ll be able to see where customers are going on your site, how they’re seeing things, and if they’re staying. It will be more customized around each product or business, versus the cookie-cutter approach being used now. 

You can expect a huge improvement with user engagement analysis, giving you more insight into your audience, and if you want to use it for campaigns, whether paid or organic. There will also be more intelligent user privacy and tracking features, so even with all the changes coming with privacy, you’ll still have more insight.

Many new parameters

Most important, the new Google Analytics will help simplify goals and event set-up, so when you’ll find it much easier to add anything to your website. There will be better visuals of reporting, that will be easier to read. There will be many new parameters in place with this new platform, with more features that we still don’t know about. 

A huge majority of websites, probably about 90 percent, don’t have trackable websites. Many people just don’t know how to do it and it’s also very time-consuming. The new Analytics will make it easier.

So your first move should be to create a “view.” You can go into your Google Analytics now and create that view, although you don’t have to do anything with it. The idea is to start letting the system know that it’s collecting data in that view.

That’s because Google wants to give you two years to get familiar with the new Analytics, while still having the original Universal Analytics available. You need to create that view so it can start collecting the data for you.

Safety net

Google has been very aggressive with its announcements about the new Analytics, so the sunset date of July 2023 is definitely going to happen. But right now, we don’t know what historical data is going to be pulled over. As a safety net, it’s very important to collect this data now so that you do have some historical data when the switch is made. Although Google should also switch over the historical data, if they don’t, you’ll still have some data starting from now. 

It’s easy to create the view – just log into your current Analytics and right away, Google will prompt you to create this view. There’s also a tutorial if you want to get in there and check it out, but you might want to think about hiring a consultant. Unless you’re extremely equipped with Google Analytics now, it might be challenging to do this on your own.

That’s particularly true in the tire business since consumers can make purchases online, so your website is a crucial component of your business. If your website is not set up properly, it could get in the way of ensuring you hit the right areas, target the right people, and grow your business the way you want to. 

But either way, you should get started now, so you won’t be left behind!


Casey Walter is an International Digital Marketing Consultant. She educates and builds brands through modern marketing practices while leveraging social media marketing services to amplify clients’ brand communications and connect them with consumers to drive business. 

 

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