The Nightmare of User Privacy:
It’s no secret that we’re in the midst of a massive transition, and user privacy is at the forefront of everyone’s thoughts. Here is where Google Analytics 4 has made a significant technology leap that will alter the way businesses analyze their traffic.
Foregoing are the grounds for this leap:
• Regulatory changes throughout the world have increased the bar for user privacy.
• Core technology like as cookies, on which measurement systems have relied on for years, are being changed by browsers and other platforms. Furthermore, end-users are expecting greater transparency and control over how their data is utilized.
• At the same time, the amount of data created by a plethora of business touchpoints and platforms with which consumers engage continues to grow at an exponential rate.
So, Obviously, A privacy centric ecosystem would be a ‘positive ‘for humanity, but for us digital marketers it is a ‘nightmare’
Now while this Nightmare of User Privacy haunts us marketers, Google had already foreseen it and introduced ‘GA 4’ Two and half years ago considering User privacy as the center of vision.
About the new normal:
GA 4 is designed to be a platform for everyone- including businesses with either a presence on web or app, for those having exposure on both app plus web, as well as for brands with a hybrid existence.
The new Google Analytics 4 brings with it a vast spectrum of enriched capabilities:
- Stiches your app and web data and provides a unified view.
- Has Machine Learning at the core to give you predictions about target audience’s likelihood to purchase, churn, potential revenue, so that you are better prepared on what’s coming your way.
- Enables enhanced marketing capabilities with its integration possibility with the entire ad ecosystem of Google (GMP suite).
- Gives opportunity to query your data and have precision in reporting with the Big Query warehouse.
- Can be integrated with Salesforce as well as Marketing Cloud
- Designed to be future-proof even as stringent regulatory changes around the world and the rumored cookie-less culture try to create a gap in your data.
About the Migration:
It is a known fact that GA 4 will take over the analytics’ reins on July 1, 2023, replacing Universal Analytics as a mandatory update for everyone. But wait! Here’s something you need to know: Your Universal Analytics data won’t be migrated to GA 4!
Therefore, with the clock ticking to defined end date, it is justified to conclude that GA 4 is no longer an option, it’s a compulsion!
And, like any other Machine Learning model the reporting accuracy of GA4 also depends on the data collected in it, thus the sooner you start the better the data repository.
What does Google have to say about this?
“We encourage you to make the switch to Google Analytics 4 as soon as possible to build the necessary historical data before Universal Analytics stops processing new hits.”
Well, then what does Google recommend?
“We strongly encourage you to make the switch to Google Analytics 4 as soon as possible. Doing so will allow you to build the necessary historical data and usage in the new experience, preparing you for continuity once Universal Analytics is no longer available.” Also, “Google Analytics 4 is fully equipped to support your measurement needs today and into the future. To take advantage of Google Analytics 4’s measurement continuity, automated insights about the customer journey, and easy activation to improve marketing ROI, finish setting up your GA 4 property today.”