Urgent Reminder: Universal Analytics Data Deletion on July 1, 2024. Switch to Google Analytics 4: What B2B Marketers Need to Know

Important Deadline: July 1, 2024

Universal Analytics Data Will Be Deleted

On July 1, 2024, all UA data will be deleted, and you won't be able to access it. Download your UA data into Excel files and Looker Studio reports. Google 360 users can integrate this data with BigQuery.

The Big Change

Moving from Universal Analytics (UA) to Google Analytics 4 (GA4) is a major shift in digital marketing. GA4 has a new way of handling data and a different interface, presenting new challenges. Just like a driver needs to shift gears for the best performance, marketers need to adjust their strategies to work effectively with GA4.

Why GA4 is Better

Better User Insights:

GA4 helps you understand user behavior across different devices, making it easier to engage with your audience.

Cross-Device Tracking:

GA4 tracks user activity across mobile phones, desktops, and tablets, making your marketing campaigns more effective.

Custom Events:

You can create specific events to track, like button clicks or video plays, giving you more control over the data you collect.

Machine Learning Insights:

GA4 uses machine learning to spot patterns and trends, helping you optimize your website and marketing campaigns.

Data Privacy:

GA4 gives you more control over user data to comply with privacy laws like GDPR and CCPA.

How to Use GA4 Confidently

GA4 has new data models and a different interface, but with the right approach, B2B marketers can handle reporting and analytics smoothly.

Connecting Brand Awareness to Demand Generation

GA4 shows what works and what doesn’t in your strategy. This helps you prove the value of your marketing efforts and understand their impact on business growth. GA4 aligns with PAN’s method of linking brand awareness to demand generation, helping you engage potential buyers at every stage of the sales funnel.

Using Predictive Analytics for Campaigns

Moving from traditional analytics to predictive analytics is a big step forward. GA4 helps you predict future behaviors with metrics like purchase probability and predicted revenue. These insights allow you to tailor your campaigns and manage budgets more effectively.

Why Predictive Analytics is Important in 2024

As you navigate GA4 in 2024, using predictive analytics is crucial. GA4 provides real-time insights for proactive decision-making, helping marketers quickly adapt and succeed in the data-driven world.

Preparing for 2024 Success

Understanding and using GA4 to its full potential is essential for B2B marketers in 2024. Despite some challenges, GA4 offers more accurate measurement models and benefits like better user insights and cross-device tracking. Using GA4 and Looker Studio together ensures efficient data access and analysis, positioning you for success in the data-driven era of 2024.