Are you utilizing your Google Analytics to its greatest potential?  Are you tracking data to grow your organization? 

You may not even know you have it, but you do.  You are likely tracking data in Google Analytics on your website, and if you are, even if you never look at it, you should pay attention to this.  Google recently announced that it will replace Universal Analytics (US) with Google Analytics 4 (GA4) by July 1, 2023.  GA360 Universal Analytics will be replaced by October 1, 2023.

This change will affect anyone who is a Google Analytics customer.

For improved adherence to Canadian privacy law and the shift to users expecting more protection and control of their data, this major change is coming.  This change will affect both Canadian and American users equally.

Google is upgrading their platform and if you don’t too, you will lose more data than necessary.  What this change means is that you will lose data if you do not act now – important data for your association including your website and member data. 

What is GA4? 

Google Analytics 4 is designed with privacy at its core to provide a better experience for both GA4 customers and their end users.

Below are some of the main differences between the old and new systems:

• Event-based: UA is session-based, while GA4 is event-based. In other words, the ability to track events like button clicks, video plays, and more is built in with GA4, while these functions require advanced setup in Universal Analytics. This change comes from the premise that page views aren’t the sole important metric.
• Cross-device tracking: UA was built around desktop web traffic, while GA4 gives businesses visibility into the customer journeys across all of their website and apps.
• Machine learning: GA4 uses machine learning technology to share insights and make predictions.
• Privacy-friendly: UA data relies heavily on cookies; GA4 does not use cookies at all.

Data drives growth

Halmyre recommends that organization set up GA4 now.  This will give you time to learn the new user interface and remap all your goals to the new platform, and it will give the platform time to collect at least a year’s worth of data before the switch.

Get your Google Analytics updated so you can use it – it is one of the greatest untapped assets we see in associations.  It will tell you a lot!   We don’t want you to lose unnecessary data!  That would be awful!

In the YouTube video linked below, Ursula Green shares her views and insight

The Halmyre Exchange – Google Analytics

Ursula Green, CM, is the VP, Chief Experience Officer at Halmyre. She is a 25-year veteran of branding, digital marketing, direct and engagement marketing, and customer experience. She has the expertise and discipline to conduct primary research, develop journey maps, and identify service opportunities to ensure your brand’s success. Learn more at www.halmyre.com