As of July 1, 2023, Google™ sunset Universal Analytics, replacing it with a new platform, GA4.
Do I have GA4 now?
If you’re an active LRS Web Solutions client, we’ve migrated your Analytics account to GA4. You can go to analytics.google.com to see the GA4 platform.
If you’re not an LRS Antilles customer, we can help you set up your GA4 account or set you up with both if you’re new to the analytics game.
Louise Bartlett, Senior Manager for marketing in the LRS EOM division, has used analytics for many years and sees benefit in the data.
"Google™ Analytics is key to helping us understand how our websites are performing," Louise said. "The tracking of “users” over multiple platforms and over many visits gives a new perspective on how they are traversing our website and the reporting capabilities have been significantly improved and the charts and visuals can be more easily understood by internal stakeholders. As we dig deeper into the new features, I am sure we will uncover even more value.”
What is different about GA4?
The new GA4 doesn't focus on pageviews and sessions like the old version (UA). Instead, it focuses on targeted marketing metrics, such as your goals. In GA4, "goals" are called "events", trackable website actions that can be measured and marked as conversions. Monitoring events are key to understanding the value of your website.
So think about what events and conversions are applicable to your site. Create valuable actions that encourage people to connect with your company, such as forms, subscriptions, coupons, downloads, etc. Then work with GA4 to make sure you’re tracking those actions or “events.”
What goals/events should I have if I’m not an e-commerce site?
If you’re not selling products on your website, analytics is still valuable. Whether you’re a healthcare organization, a bank, an association, a non-profit, or a service company, understanding a website goal can be challenging, but not impossible with a well-structured website. In GA4, these goals are called “events,” a term that is familiar to those who use Google™ Tag Manager.
Website events can be anything you want them to be. It could be a view of a Pay Per Click landing page. It could be a download of a brochure or application, booking an appointment online, calling a phone number, or completing a form. Take a look at your website and see what you’d consider an event.
Think about what goals and conversions are important to track on your business website. In GA4, add those goals as events and conversions.
The best piece of advice I’ve read about Google™ Analytics was to approach it with a question. Don’t just look for information. Have a question that you want answered, and then you to build a report around that question.
Reporting
So how do you see this great data? UA has more than 100 reports available with just a click of a button. Lots of data, but it can be a bit overwhelming if you don’t know what you’re looking for or where to look.
GA4 offers only 17 pre-made reports. They give a basic overview and are pretty easy to access and understand.
But wait, just 17? The rest is up to you. Marketers must build individual reports for pretty much any detail you want to know. The customization is nice, but the reports are rather tricky, especially since GA4 isn’t finished yet. If you get stuck building reports, take a few online classes or check YouTube. LRS Web Solutions recommends Loves Data.
The best piece of advice I’ve read about Google™ Analytics was to approach it with a question. Don’t just look for information. Have a question that you want answered, and then you to build a report around that question.
Jump into GA4, and find the metrics that will help prove the value of your website. Reach out to us if you need help.
SOURCE: searchengineland.com/google-global-site-tag-386869