Many digital marketing professionals have looked at Google Analytics 4 (GA4) with contempt and disdain.
PPC (Pay-Per-Click) marketing campaigns are not easy to master and now, with the whole landscape changing, many marketers feel concerned about all the progress they have made so far. Others may not have even heard of GA4 and what it means for their marketing efforts.
However, stats show that there are over 36 million sites currently migrated to GA4, which shows it has value and credibility.
In this blog post, we will discuss the key features and benefits of GA4, and how it can be used to improve your digital marketing strategy.
What is GA4?
Google Analytics 4 is the latest version of Google’s popular web analytics platform. It is designed to provide a more holistic view of customer interactions across multiple devices and channels.
Features of GA4
One of the main features of GA4 is its ability to track customer interactions across multiple devices and channels. This means that you can see how customers are interacting with your website, mobile app and other digital assets, all in one place. This gives you a more complete view of your customer journey and helps you to identify opportunities for improvement.
Another key feature of GA4 is its ability to track events, such as clicks, form submissions, and purchases. This allows you to see which actions are most important to your customers, and to optimise your digital marketing campaigns accordingly.
Why Do I Need to Move to GA4?
Why are we telling you all of this? Well, this ‘next-generation’ Google Analytics tool is no longer a luxury; it’s now a ‘must-have’. In a recent survey, 74% of users ranked Analytics as vital to their marketing efforts.
The current incarnation of Analytics (for this article, we’ll call this Universal Analytics, or UA), is coming to an end. Google will end support for Universal Analytics on 1st July 2023. Google is requesting all users migrate to GA4 between now and this deadline, with users free to migrate over earlier if they wish.
Whether migrating yourself, outsourcing to a third-party agency, or moving analytics providers entirely, you won’t be able to use anything pre-GA4 if sticking with Google.
How to Migrate to GA4
Luckily, migrating to GA4 is pretty straightforward. We’d recommend following Google’s official guidance on moving to GA4.
Why is Google Getting Rid of Universal Analytics?
GA4 is Google’s next-gen measurement solution and will be the default and only website and conversion tracking tool from July 2023, at least as it pertains to standalone PPC marketing campaigns.
Universal Analytics was built for a generation that predominantly used desktops. In 2023, this type of methodology is growing increasingly redundant, with more marketers requiring multi-platform functionality and the ability to view deeper into user behaviour.
Conversely, GA4 is a tool that offers more cross-device tracking, along with enhancements in privacy, artificial intelligence and machine learning. UA is also what’s known as a session-based tool, whereas GA4 focuses more on events. Essentially, rather than relying on page views, users and sessions, GA4 will deliver more freedom and customisation for marketers to view more useful insights and granular data.
How GA4 Can Help Your Google Ads
- Track across web and apps -You can report on your website and app performance in one place, which works wonders at simplifying and visualising the data you’re collecting. This data consolidation allows you to quickly and efficiently deliver reports, without having to pull the information from various sources.
- Enhanced measurements based on events – As reported above, GA4 is offering marketers a more holistic view into more granular data by reporting on events and parameters, rather than sessions, users and page views. This might take some getting used to, but it will drastically enhance how your PPC ads are delivered and optimised. Furthermore, anytime you need something tracked, you won’t need the help of a web developer, and you can create up to 300 events per property.
- Pathways to visualise buyer journey across all touchpoints – You can gain a complete understanding of every part of your customer journey, as opposed to trying to make sense of fragmented data and an assortment of independent sessions. What’s more, any anomalies will be automatically identified and reported in GA4, which will be based on historical data from your PPC ad campaigns.
- Advanced integration with other Google products – One of the most exciting new features of GA4 is its integration with Google’s other products, not just Google Ads but others like Google Marketing Platform. This allows you to share data between these platforms, and to gain a more complete view of your customer journey. For example, you can use GA4 to track the effectiveness of your Google Ads campaigns and to see how customers are interacting with your website after clicking on your ads.
- Improved privacy controls – GA4 is inherently more privacy-focused and will give you much more control over which users collect your data, and how much of it is used in campaigns, including PPC remarketing campaigns. This is also designed to help you remain compliant with GDPR.
- Strategic, data-driven methods to improve ROI – GA4 also includes several advanced analytics tools, such as machine learning and artificial intelligence, which can help you gain insights into customer behaviour and trends. This can help you to optimise your marketing campaigns, and improve your conversion rates and overall ROI.
- Scale with your growing business – GA4 has made it easier for businesses of all sizes to create and deliver tangible advertising campaigns. Whether this means that you need various teams within your company to access the platform, or you outsource your PPC marketing services to a third-party Google Ads agency, GA4 can meet your demands.
Overall, GA4 is a powerful and versatile tool that can help you improve your digital marketing efforts and gain a deeper understanding of your customers. Whether you are a small business owner or a marketing professional, GA4 can help you achieve your goals and grow your business. It is designed to provide a more holistic view of customer interactions across multiple devices and channels.
Get a Free PPC Marketing Review
If you’re running PPC ad campaigns internally and finding little success, or outsourcing them, but aren’t receiving regular updates on performance, Ginger Digital can change that for you. If you’re concerned about the correct way to migrate over to GA4, we can help you there too.
Ginger Digital are trained in GA4 and familiar with the setup and can report transparently on your ad campaign progress in ways that you can understand. We have historically worked with companies of various sizes and across numerous sectors, including manufacturing, construction, e-learning, B2B and B2C organisations.
We have delivered standalone winning PPC campaigns which align with other external social media marketing, video marketing and other services, often backed up by our skilled, reliable in-house PPC and video production experts.
Why not take a look at what some of our customers have said?
Ginger Digital is a PPC marketing agency that understands the importance of accuracy and transparency, so for a free, no-obligation review of your current PPC setup, give us a call today.