Although marketing and public relations typically involve a lot of writing and storytelling, statistics and data can help create a stronger narrative and showcase the value of otherwise qualitative measures. Behind every blog piece on a website, newsletter email or social post lies a plethora of data that reveals how an audience is engaging with and reacting to the content. One of the best tools companies can use to collect this treasure trove of information is Google Analytics (GA) tracking.
Google Analytics is a free platform that tracks and reports website traffic and app data to provide insights and statistics on visitors to better understand the customer journey and improve marketing ROI. The platform has used a version of GA called Universal Analytics for many years, but starting July 1, 2023, standard Universal Analytics properties will stop processing data, and all GA users will need to move over to Google’s new version: Google Analytics 4 (GA4).
GA4 offers several new features that can help businesses gain deeper insights into their website or app’s performance and better understand the best marketing strategies to pursue. To help explain this updated analytics tracking, we’re sharing some of GA4’s new features and how they will benefit your company below.
What’s changed from Universal Analytics to GA4?
GA4 offers many new tools and features for marketers and business owners compared to Universal Analytics, but what exactly do those include? Some of our favorite and most beneficial updates are:
What are some of the statistic changes in reporting?
With all of these new changes to Google Analytics, many companies may see a change in the statistics and numbers shared within regular analytics reports. From a tracking and reporting standpoint at Pierce PR, we have a few new statistics we’re changing or adding to our regular reports, including:
Overall, GA4 offers several new features that can help companies gain deeper insights into their website or apps’ performances and better understand customer journeys from start to finish. While analytics reports may look a little different in the near future, GA4 will help create a more cohesive story of users visiting any given website. For more information or for any questions regarding this change in analytics reporting, reach out to our team at firstname.lastname@example.org.
Bri Carlesimo is a senior account manager at Pierce PR. She can be reached at email@example.com.