Ready or not, here it comes.
On July 23, 2023, Google will officially retire Universal Analytics as Google Analytics 4 (GA4) takes the reigns.
But this is no standard upgrade. This is an entirely new system — incompatible with what came before — and transitioning to it will take more than a proverbial flick of the switch. So, here’s what you need to know.
A Little History
Google Analytics was first introduced in 2005, and over the years, two upgraded versions launched, most recently in 2012 with Universal Analytics (UA).
Consistently listed as the top web analytics service by numerous outlets, including Gartner Peer Insights, W3Techs and Datanyze, Google Analytics has reigned supreme as a data collection tool, infusing organizations with a better understanding of their customers and enabling insights that lead to business growth.
But as the world becomes more privacy-centric, Google established GA4 to mitigate compliance risks and improve services.
It’s a Matter of Trust
In the last decade, with substantial changes in web technology and digital commerce, customers not only expect a different, more enhanced online experience — they also have increased privacy concerns.
According to Gartner’s Top Trends in Data and Analytics 2022, “prioritizing trust and security in these unprecedented times of global chaos is fundamental to the strategic role of data and analytics to realize new sources of value.”
Matt Fiore, a senior account strategist with Refactored, a B2B marketing...
Read Full Story: https://www.cmswire.com/digital-marketing/the-switch-to-google-analytics-4-is-fast-approaching-heres-what-to-do/
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