Most senior living marketers deserve a pass for being unaware that Google rolled out the next generation of analytics, Google Analytics 4, in October 2020. After all, the events surrounding the pandemic of 2020 commanded marketer’s full and undivided attention at developing and deploying all kinds of new digital channels to engage senior living prospects and their influencers. What was happening behind the scenes with Google was far from a primary concern.
However, for those marketers, particularly digital marketers who follow Google’s moves closely, this was exciting and long overdue news. Google Analytics 4, affectionately known as GA4, is replacing Universal Analytics (UA), the long-running web traffic analytics program launched in 2005. As Andrew Miller; digital marketing industry expert, nationally-renowned speaker and founder of digital agency Workshop Digital; points out:
‘Google Analytics 4 (GA4) is an entirely different product than the Universal Analytics that we all know and love. The transition period might be a bit daunting but the benefits of adding GA4 will be worth the extra effort in the short term. Companies that embrace the change now will gain a long term advantage as GA4 eventually becomes the standard.’
At Solutions Advisors, we’ve already started the process of onboarding the next generation of Google Analytics and are seeing the unique benefits this platform will deliver for monitoring website performance. Here are our top 5 benefits of switching to GA4:
Is it time for your organization to switch to GA4? According to Marybeth Parker, SEO Specialist at Solutions Advisors,
“There hasn’t been a timeline set by Google to sunset Universal Analytics. In fact, there are still a lot of important features, including the capture of historical data, that GA4 hasn’t made part of their platform. However, there’s no reason why you wouldn’t make the switch to GA4 as soon as you can, particularly since the two analytical tools can be run together without interfering with tracking of results.”
If you would like more information about transitioning from Universal Analytics to Google Analytics 4, feel free to contact us to set up a time to discuss your unique situation.