Google Universal Analytics Is On The Way Out!
Google Analytics Universal is on the way out! From July 1st, 2023, Google Analytics Universal will no longer be accepting any fresh hits. Although current Universal users will still be able to access their properties for six months after this date, Google hasn't confirmed how long this access will continue beyond the end of 2023.
If you're currently using Google Analytics Universal, now is the time to switch to the new version of Analytics - Google Analytics 4 (GA4). The new GA offers several advantages, providing a better experience for users as well as other benefits, which are summarized below.
The Advantages of GA4 Over Google Analytics Universal
Although many people don't like change, when it comes to swapping from Google Analytics Universal to GA4, there are plenty of reasons to be positive about the experience. Some of these include:
A More User-Orientated Approach
Google Analytics is mainly used by marketers, so it makes sense that reporting is geared to this audience. With GA4, users can configure reports that are geared to different audiences, such as purchasers, small screen users, and similar. It replaces the Universal silos of "audience", "acquisition", "conversion", and "behavior" with more marketing-orientated options of "conversion", "monetization", "acquisition", and "retention". The result is a tool that's better suited to 21st Century marketing needs.
A Mobile App and a Website
Previously, users needed to work with Firebase on their mobile devices and GA on their website. GA4 eliminates the need for two different types of software, providing a version of Firebase with tracking capabilities that can be utilized simultaneously on a website and on an App. This improvement provides a more seamless user experience, enabling one property to accommodate multiple data streams from iOS, Android, and other devices.
Advanced Analysis Reports
These reports collate data in a way that's designed to deliver optimal value. Users can access the following reports:
The data is displayed graphically, using a variety of statistical techniques. This not only makes it easy to interpret but forms the basis for straightforward reporting to partners, other departments, or non-marketing functions within an organization.
Predictive Analytics
Wouldn't it be great if you could predict how your users are likely to act in the future, based on a sophisticated analysis of past activity? Well, now you can! GA4 predictive analytics uses Google machine learning algorithms to interpret your data set. If you want to know who's going to be most likely to complete a purchase, the profile of users who abandon carts, or who is going to most probably purchase from you in the next week or month, predictive analytics will give you the information you need.
GA4 is a welcome update on Universal, providing a more user-friendly and marketing-focused experience that's extremely attractive to its target users. If you haven't already switched to GA4, we suggest you check it out and switch now, rather than leaving it to the last minute and ending up having to rush the changeover process.