This renewal seemed necessary. Indeed, the tool had not benefited from any major changes since its launch in 2005. The American company took the opportunity to review everything, the interface as well as the functionalities. She wants to put an end to fragmented analyzes. Instead, Google Analytics G4 offers cross-channel tracking, focused on the customer lifecycle . Google analytics G4 or GA G4 Google Analytics is the statistical tool developed by the Mountain View giant.  The proposed reports also concern the behavior of Internet users. You will thus know who visited your site and what actions the user took.

Google Analytics has the advantage of being easy to use . All of its features are offered free of charge. In addition, the information provided is very rich. They are spread over various performance indicators, including page views, bounce rate , average time spent on a page or average duration of a session. The tool measures the impact of the marketing Georgia Email List actions carried out, regardless of the channel used . Whether it is natural referencing, online or offline advertising. The monitoring is done through tables and graphs which present the evolution of these indicators. Thanks to this operation, ¾ of companies in the world today use Google Analytics.  Certainly, the first version of Analytics offered the possibility of having different statistics.

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Google Analytics evolutions

But its functionality remained limited. Indeed, to collect data and identify users, the tool relies on cookies. However, the user can delete them or change the device. In this case, the tracking tool considers it as a new visitor. In order to remedy this problem, Google has updated its application. His work gave birth to Universal Analytics , launched in 2014. The User ID made its appearance with this version. From then on, the tool no longer just identifies visits, but tracks each person using a unique identifier . Regardless of the number of devices mobilized, the user is recognized through his identifier. The advertiser then benefits from a complete view of the purchase journey of each customer.

Universal Analytics also introduces other features, namely: The ability to import external data, such as that from a CRM Track offline activities: calls received by customer service or in-store purchases, for example The birth of Google Analytics G4 in 2020 The Mountain View company launched a beta version of its tracking tool in 2019, called “App + Web”. Google Analytics G4 (GA4) appeared the following year. It incorporates the functions of the latter. With this update, Google wants to modernize data tracking and analysis techniques . GA4 is thus intended to be smarter and more complete. What new features can we discover on Google Analytics 4? Customer knowledge is the basis of a successful marketing strategy.

The move to Universal Analytics

The data obtained helps you personalize your actions and maximize the chances of converting a prospect into a customer. Google wants to make it easier to access. The American company wants to make increasingly relevant information available to advertisers. An objective that it achieves by means of Google Analytics 4 and its new functionalities. Synchronization of data from the web and applications Besides searching the web, your customers can use platforms such as YouTube. However, with the old version, you had two possibilities. Track the web using Universal Analytics, or analyze mobile app data using Analytics properties on Firebase. An operation that was handicapping for marketers. It was indeed difficult to have a complete vision of the customer journey. Google Analytics 4 corrects this problem. It follows up on all the platforms attached to Google .

Whether it’s on Google Ads, YouTube, emails or other paid channels. A complete database is therefore made available to you. You can use it to personalize your marketing actions and make them more effective. This renewal is accompanied by a change in data models . Google Analytics considers every activity as an event. No more analyzes based on sessions and page views. Data that does not actually exist on an application. The user will rather consult a screen instead of the pages. Or click a button instead of following a link. Google Analytics 4 focuses on tracking activities rather than sessions. This change in model makes it easier to analyze and synchronize data from the Web and data from applications .

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