Google Analytics is dead, long live Google Analytics
The release of Google Analytics 4 (GA4) on 10.14.2020 initiated the slow changing of the guard of the previous versions including the paid variant "Google Analytics 360". For you, this is a great opportunity - as long as you react quickly and prepare your tracking for the change now. A migration of your previous data is not possible. But since all Analytics versions will be available in parallel for a while, you should use both data collections for as long as possible. Because at some point, the time will come when the old versions will be switched off.
Unless you have built up a data set through parallel tracking in the meantime, this will be a very deep break for your data set - and can have a direct impact on your business.
At the same time, you should still keep in mind that the new technology will provide a learning curve for your team. It will take time for events, reports and the like to run to full satisfaction and for your staff to get the most out of Google Analytics 4.
It's a big change that Google announced with its Analytics version 4. First, it introduces a new event-based data model, and second, there will be no migration of data from previous Google Analytics versions. We can help you meet this challenge with our expertise in Data Analytics.
Seize the opportunity: Optimize your Analytics strategy
Setting up the new property in time is not the only thing you should think about. It also gives you a great opportunity to benchmark your analytics strategy and optimize it if necessary. This is often difficult to do on the fly, as concerns such as "this is all going on" are commonplace.
However, you don't have to start from scratch and discard your previous Universal Analytics (UA) implementation. The optimal approach is to use your current UA implementation as an existing reference point and build on it. You should consider the following with your existing setting to establish the optimal tactical and strategic direction for the upcoming GA4 implementation:
What currently works and fits your business needs?
What is not currently meeting your standards
Where are there gaps in the current data collection?
What is outdated about the current setup and can be omitted in the future
Optimize the existing setup by challenging the current analytics strategy and using resulting insights to implement GA4. Take a look at:
Is there a need for alignment here and has an analytics strategy even been documented for the property currently in place? An analytics strategy is a formalization of what is measured, why and how. At the latest, you should have a binding record of this strategy.
A good starting point for the development of an analytics strategy are the daily challenges and questions in the departments such as Marketing or eCom:
Who are our most valuable customers
What are our best performing channels?
What are our most effective campaigns?
Are we allocating resources optimally?
Where are the best opportunities for growth?
Where should we focus our marketing spend?
What should we do next to drive results?
To ensure that these and other questions can be answered precisely and easily at a later stage, the initial identification and optimization of an analytics strategy is essential. diva-e helps you to harmonize strategy, implementation and execution.
In addition, you should consider which data analysis software you still use and what a global analytics strategy might look like. Especially in view of the increasing availability of proven Customer Data Platforms, this may be the right time for you to take your tracking to the next level - and put your business on a strong data foundation for the long term.
Setting up and running GA4 in parallel - diva-e provides support
We support you in setting up the new property and running it in parallel. In contrast to the switch from Classic GA to Universal Analytics a few years ago, there are now a few hurdles to overcome. Reports you are familiar with will no longer exist in their current form, certain metrics and dimensions - such as medium and bounces - will be eliminated, and setting up tags will also work differently.
Make the implementation as well as the operation easier for yourself and benefit from our expertise and proven approach:
Finding a Strategy
Training & Knowledge Transfer
We would like to prepare the transition for you as smoothly as possible and are available to assist you with all topics related to Google Analytics 4. Send a free consultation request now and our experts will get back to you as soon as possible.