Understanding the Difference Between OTT and CTV

3 Important Reasons Why You Should Upgrade to GA4

In October 2021, Google announced the most significant change to Google Analytics yet: the introduction of Google Analytics 4 (aka GA4).

Step into the future of Google Analytics, Marketing and Data Analysis with us today as we take a deep dive int GA4 and how it effects your business

What is Google Analytics 4?

Google Analytics 4 has been designed to respond to rising consumer expectations, regulatory developments and changing technology standards for user privacy.

Where Google Analytics has previously only been used for website traffic it now has been extended to additional platforms including apps for developer audiences.

Meaning it will provide smarter insights equalling to smarter marketing decisions.

With this new update, businesses will be able to:

address measurement gaps with Google Machine Learning,
meet and create precise marketing objectives,
get more value by utilising data driven attribution and,
gain a better understanding of how all marketing activities collectively influence conversions
- ensuring businesses will not over or undervalue a single channel.

Key Benefits of Using Google Analytics 4

1. Provides a platform for both Websites & Mobile Apps

One of the features our Search experts are most excited for is that you can pull data from both your website & mobile app.

Now marketers have the ability to consolidate data from websites as well as mobile applications in a single property.

2. Cross Device Insight

With Google Analytics 4 you can measure a customer purchase journey across your website and mobile apps far more accurately than before.

Cross Device Insight can be used to:

• More clearly show a customer’s purchase journey which in turn helps us create a better user experience

• Further insight into cross-device attribution-
– E.g. businesses will be able to track the number of users who started their journey on a mobile app before visiting the website to complete a purchase.

• Gain further understanding of the effectiveness of each marketing channel
– E.g. which marketing channel is the most profitable based on the number of users acquired across both mobile and desktop.

3. Predictive Modelling

Another advanced feature of Google Analytics 4 is the implementation of predictive metrics which are derived by machine-learning algorithms. Google Analytics 4 will help enrich data by utilising these algorithms on an existing data set to help predict the future behaviour of your customers.

What this means for you…

Are you still using Universal Analytics? Act now.

It is important to get started as soon as possible with GA4, as it will help cover the gap of historical data in YoY comparison as Universal Analytics will depart mid-2023.

The good news is, our clients can utilise ICI (our proprietary measurement and attribution tool) to clearly visualise their data and identify and capitalise on trends, while our data experts sow the gaps caused by platform updates like UA and GA.

Contact our team today to learn more.

Sources

1. https://www.optimizesmart.com/what-are-predictive-metrics-in-google-analytics-4-ga4/#:~:text=Predict...,-Google%20Analytics%204&text=GA4%20automatically%20enriches%20your%20data,to%20a%20purchase%20or%20conversion.

2. https://databox.com/upgrade-to-google-analytics-4#upgrade

3. https://www.searchenginejournal.com/google-analytics-4-guide/407452/#close

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