Nowadays,  consumers are swamped with countless choices about the goods and services offered. Companies need to find ways to capture their attention and respond to their preferences. Since 2005, Google Analytics has been trying to provide marketers who want to serve users with effective analysis and decision support tools. In addition, this service tries to develop more sophisticated technological solutions in order to be consistent with major trends such as the rise of e-commerce.

In an effort to optimize your marketing efforts, Google Analytics is a tool that allows you to analyze and calculate several variables concerning consumers browsing your website and application. With this data, you will be able to understand your users and respond to their needs more effectively.

Even though it will take some time to adapt to the new version of Google Analytics, marketers need to transition to Google Analytics 4 as soon as possible. This version offers revolutionary features that will meet the changing needs of your consumers while also providing decision support. Also, Google Analytics 4 has been designed with a long-term perspective to ensure you get the most accurate and complete information possible.

To continue, Google Analytics 4 has been able to adapt to new regulations regarding user privacy and now places increasing importance on how they use their personal information. This new model allows you to access complete data on your users, without errors or missing data, unlike the old version, which was based on identification data or the use of “cookies.” With increasingly strict laws on the subject, Google Analytics 4 is the alternative of choice to obtain crucial information and stay successful despite changing realities regarding technology, such as the likely abolition of cookies and changes in buying behaviour. To learn more about some of the effects of COVID-19 on consumer habits, visit this article.

Google Analytics 4 also works on App + Web technology. That means the user can now track consumer behaviour on their app and website in one place. With this new enabling feature, it is now possible to have a better overview of the user journey across all platforms from the beginning of the process to the act of purchase or other types of conversions.

In line with App + Web technology, the new Google Analytics 4 now focuses on an event-based model. This allows for a broader selection of information to be collected about your consumers that once only stopped at a page view or session count. From the number of installs of your app to user engagement on any of your platforms, the information presented to you is now much more helpful to ensure you make wise choices in the future.

The technical analysis tool is also revolutionary because it offers more intelligent information on how your consumers behave while precising predictions on their actions in the future. Its projections allow, for example, to analyze specific trends in order to prepare for an expected increase or decrease in demand. They also provide an in-depth understanding of consumers’ buying behaviours and why some are more inclined to spend than others.

With all of its new features, it is clear that Google Analytics 4 is a powerful and essential tool for improving your decisions, making your marketing efforts more profitable and ensuring your business thrives.

• What data am I looking for?
• Do I have all the tools to do the integration?