When to migrate to GA4?
More and more people ask me this question, and it is logical, when Universal Analytics (GA3) came out there was an unstoppable current to adopt the new framework and everyone got into it.
The main difference is that, at that time, the pre-existing was very poor and the solution faced present challenges, now GA4 comes out with a very mature tool and faces future challenges.
Why did GA4 appear then?
Mainly it is the answer to the need to develop analytics that is respectful of users’ privacy choices and allows to continue analyzing in the cookie-less environment.
The shutdown of 3rd party cookies, postponed to 2023 to give a breather to the ecosystem after the pandemic, https://lnkd.in/eizbkvdr , but inevitable ( the whole industry is going in that direction) , generate a future need before which many are relaxed and believe that it will not come.
But what does GA4 bring to the table?
In my opinion Google has done a good job developing a “new” platform more useful and reliable for those of us trying to exploit the data.
– Focus on action , lacking as many reports and vanity metrics as GA3 , it has a very advanced suite for deep analytics that induces you to have a goal in mind before analyzing, you don’t walk in and have thousands of data and reports that you don’t see anyone like GA3.
– Data Accuracy – the change of pattern when measuring users and events brings greater data accuracy and cross-device consistency (integrated web and app measurement).
– User engagement, less analysis of users, sessions or page views and more of their quality or potential performance.
– Predictive Analytics, the standardization in data collection allows to apply machine learning to “fill in” the gaps that we will not have due to the lack of cookies (cookie banner, ad blocks etc…) and work on models, compatible with FLOC or similar, which are advancing in marketing.
– Simpler implementation, the startup model is easier to implement and reduces the tasks that require the intervention of developers who sometimes act as a stopper for projects.
When to migrate to GA4?
– It is advisable to have a parallel measurement from now on, it is not very expensive and it will allow you to obtain historical data in GA4.
– If you use web and app integrated with the same business model, I think it is necessary to start working already under GA4.
– In the implementation of the cookie banner adapted to GDPR (many do not have it yet) you should take advantage of it to start.
In any case a good analytics system goes from STRATEGY to technical development , NEVER the other way around.
Whatever your situation is, you might be interested in our Analytics 4 Growth Playbook in which we help you get there https://lnkd.in/ekt6iYs5
