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Change is Around the Corner: Google Introduces Google Analytics 4

Out with the old, in with the new.

In a significant turn of events, the time has come for Google to phase out Universal Analytics—its most current analytics gathering platform. The changes are fast-approaching, as starting on July 1, 2023 (for paid properties – July 1, 2024), Google will begin the phase-out process.

In its stead, they are set to replace this Universal Analytics with Google Analytics 4 (GA4)—their next-gen data insights platform. GA4 comes with a slew of upgrades and new, robust capabilities that address many of Universal Analytics’ shortcomings and deliver on a number of core pillars.

The time to upgrade is now.

With the dates for the changes soon to be around the corner, we take a look at the key components of GA4 and why it’s imperative for businesses to migrate their current systems.

Perhaps the biggest reason at the top is that unless you migrate your Universal Analytics data to GA4, you will lose the ability to capture critical insights and analytics across your web platforms.

In addition to that, GA4 boasts an impressive array of features that center around:

  • Privacy
  • Cross-Device Tracking
  • Simplified Setup
  • Advanced Analysis
  • Web & App Reporting

At the heart of the new platform is privacy, as layers of protection ensure the safety of the data you collect. In addition, GA4 offers a single, cohesive view of the customer journey by tracking multiple touchpoints across a range of devices, as well as advanced reporting on both the web and app versions within one interface.

GA4 also lets you take a deeper dive into your data with new layers of depth, such as funnel customization, segment overlap, AI & ML capabilities, and more. All within a simplified setup that makes it easier to set and achieve complex goals.

To put it simply, the new GA4 platform expands the scope of data collection and what you can do with that data to analyze every stage of the customer journey using sophisticated tools and deeper levels of customization to suit your needs.

What are the steps to complete the migration?

GA4 is going to be a sophisticated tool, and it’s important to understand the way you need to implement all of the changes. That’s why we’ve compiled all the important steps you need to make the migration:

Get the most out of your migration.

The features that GA4 offers are no doubt robust and worth the migration. But, for such a big process, it takes significant effort to ensure that the change is seamless.

As a certified Google Marketing Platform partner with over 10+ years of experience and more than 20+ global engagements, eClerx offers a comprehensive set of capabilities, including tool configuration, installation, and analytics support.

As your implementation partner, our team is ready to help you make the most out of Google’s latest and greatest platform. Contact our team today to discuss how we can support you.

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