Why Do You Need Google Analytics 4 Right Now?
In October 2020 Google introduced a new version of their web analytics product called Google Analytics 4. Google also announced that Universal Analytics will be discontinued in 2023 and will stop processing new data for standard Universal Analytics properties on July 1, 2023, and 360 Universal Analytics properties on October 1, 2023. This means Google Analytics 4 will de facto be the new standard for web analytics by 2023 the latest. The final switch from Universal Analytics to Google Analytics 4 will result in new and improved opportunities in digital marketing, we identified the 6 most relevant ones:
- Full customer journey tracking
- Data driven attribution
- Increased tracking flexibility
- Better data utilization
- AI predictive modeling and audience building
- Better preparation for the privacy future
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