What is Google Universal Analytics?
Google Universal Analytics is a web analytics platform developed by Google and released back in 2012. It provides businesses with tools to measure and analyze user behavior on their websites and mobile apps. Universal Analytics uses tracking codes to collect data such as page visits, clicks, and searches in order to gain a better understanding of user behavior. The platform also includes Global Site Tags and Google Tag manager, which allows users to unify their tagging system and easily integrate with other Google products. Universal Analytics is free to use and can be a powerful tool for businesses to leverage for insights and tracking data. However, Google has recently released an upgrade to Universal Analytics, known as Google Analytics 4, which offers more capabilities and better privacy protection.
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What are the benefits of upgrading from Universal Analytics to Google Analytics?
1. Enhanced User Experience
Upgrading from Universal Analytics (UA) to Google Analytics 4 (GA4) offers many advantages when it comes to enhancing user experience. GA4 offers improved customer journey tracking, improved user engagement analysis, more powerful audiences for ad campaigns, more intelligent user privacy and tracking features, simplified goals and events setup, enhanced visualizations and reporting, and real-time access to a plethora of parameters.
One of the major differences between UA and GA4 is the ability to access app and web data from one platform. This gives businesses a unified view of the customer journey across all of their websites and apps. With GA4, businesses can also track the time from when a customer starts searching for a product until they make the purchase.
GA4 also has enhanced event tracking that works on both pageviews and screenviews. This allows businesses to better organize data across multiple devices, giving a better understanding of how Touchpoints, Sessions, and Interactions are connected.
In addition, GA4 allows businesses to customize their dashboard to only show reports that they deem relevant. They can also create custom segments based on trigger events, such as customers who visit their site after seeing an ad. Furthermore, businesses can access real-time attribution data to measure the effectiveness of their marketing campaigns.
In conclusion, upgrading from UA to GA4 enhances user experience by providing businesses with a unified view of their customer’s journey, enhanced event tracking, and the ability to customize their dashboard and create custom segments and access real-time attribution data.
2. Enhanced Analytics Platform
Google Analytics 4 (GA4) is an enhanced analytics platform that provides users with powerful and reliable insights into their user base and market trends. It is beneficial to upgrade from Universal Analytics (UA) to Google Analytics 4, as it can track data across websites and apps, improve customer journey tracking, improve user engagement analysis, provide more powerful audiences for ad campaigns, and offer improved user privacy and tracking features. GA4 also simplifies goals and events setup, provides enhanced visualizations and reporting, and is available in real time with a plethora of parameters. Additionally, with GA4, users can create custom reports for their data, reducing the number of irrelevant and premade reports, resulting in a less cluttered dashboard and faster access to important data for businesses. Lastly, Google Analytics 4 gives businesses the flexibility to measure different data sets while delivering a strong analytics experience to their users.
3. Greater Flexibility
Upgrading from Universal Analytics to Google Analytics 4 can increase flexibility in a variety of ways. First, it allows users to customize their dashboard to only view reports that are relevant to their business. This makes it easier to identify and act on trends in user behavior. Additionally, GA4 allows users to create custom segments based on user triggers, such as those who have seen one of your ads or those who have interacted with your website. This helps to better understand user behavior and target advertising more effectively. Furthermore, GA4 offers real-time attribution data, enabling users to measure the success of their marketing campaigns quickly. Finally, GA4 provides more powerful audiences that can be used for advertising campaigns and sophisticated user privacy and tracking features, empowering users with greater control over their data and the ability to customize their reports.
4. Enhanced Customizations
Upgrading from Universal Analytics to Google Analytics 4 (GA4) substantially enhances customizations and allows users to access important data for their business faster. GA4 can measure data across websites and apps, improve customer journey tracking, user engagement analysis, and audience targeting for ad campaigns. Additionally, it offers more intelligent user privacy and tracking features, simplified goals and events setup, enhanced visualizations and reporting, and real-time access to data. With GA4, users can customize their dashboard to only view the reports that matter most and create custom segments based on trigger events, such as visitors who visit the site after seeing an advertisement. Furthermore, GA4 allows users to view attribution data in real time, and even create custom events to track any feature not already covered. In comparison, Universal Analytics lacks the same capabilities, with less customization and control, and no real-time attribution data.
5. Improved Unified Measurement
Upgrading from Universal Analytics to Google Analytics 4 offers improved unified measurement by enabling users to combine mobile app data and web data into one Google Analytics property. It also offers more privacy-focused features and a more powerful system of tracking user behaviour with an event-based model that doesn’t depend on cookies. This provides a more accurate and comprehensive view of user behaviour across both websites and applications, allowing users to measure data more effectively and improve the customer journey. Furthermore, GA4 offers improved user engagement analysis, more powerful audiences for ad campaigns, and simplified Goals and Events Setup.
6. Increased Privacy and Security
Upgrading from Universal Analytics (UA) to Google Analytics 4 (GA4) can increase privacy and security for website owners, users, and digital agencies. GA4 was designed from the ground up with privacy in mind, so all data collected is anonymized and no personally identifiable information (PII) is collected. This is especially important with the rise of ad blockers and Apple’s increased focus on privacy with iOS 15.
In addition, GA4 offers improved customer journey tracking, enhanced visualizations and reporting, and more intelligent user privacy and tracking features. For example, users are now measured by their User ID as well as unique Google signals which will increase accuracy and ensure data is both trackable and measurable. This helps reduce the number of irrelevant and premade reports, and makes it easier to get a complete picture of your customer journey and understand how all your channels work together.
It is also important to properly configure GA4 after the upgrade to ensure enhanced privacy and security. This includes excluding internal traffic, increasing data retention to 14 months, and configuring cross-domain tracking.
Overall, GA4 offers more powerful and secure data collection capabilities than UA. Upgrading to GA4 will enable digital agencies, site owners and web developers to take advantage of these tools and features and ensure their data is safe and secure.
7. Increased Privacy and Security
Furthermore, GA4 is GDPR compliant, allowing users to complete a data processing agreement with Watchful to ensure they are keeping up with the latest privacy regulations. This agreement helps to ensure that all data is processed securely and with the utmost privacy considerations.
Finally, GA4 offers powerful reporting tools which are customizable to the user’s needs. This means that users are not bogged down with irrelevant information, and can access the data they need quickly and efficiently.
Overall, upgrading to GA4 can help increase the privacy and security of your website. From GDPR compliance to increased cross-device tracking, GA4 offers a plethora of features which make it a must-have for any website or app.