Grant Collins is digital experience director at Alpha Digital.
The recent finalising around Google Analytics 4 would not have surprised observant marketers, after initial announcements were made back in March 2021. For those still utilising UA (Universal Analytics), the biggest message is now that in a little under 18 month’s time their current universal data won’t exist. Google plans to stop collecting UA data from the 1st July 2023 and then delete UA properties six months after that sunset.
Which is exciting for us in the digital space, as the new solution (well relatively having debuted in Oct 20), introduces a new approach to privacy, increases customisation, data-driven attribution, along with even more advanced AI-based predictions. But what does the Universal Analytics sunset timeline mean for your business and how can you prepare for the switchover?
The time to act is now. Without switching organisations will not be able to run year on year data comparisons within all reports. While previously a major focus of preparation was centred around the incremental value GA4 could bring, it is now critical to decide if your business wishes to leverage Google’s web analytics tools for data-led decision making. While there are still features on the roadmap many of us would like to see live. We are counseling our clients to complete their customisations of the new GA4 reports now, to ensure they are sufficiently set up prior to May 31st 2022.
Preparation is key
One of the...
Read Full Story: https://www.adnews.com.au/opinion/switching-to-google-analytics-4-is-now-marketers-priority
Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.
