A few weeks ago, we conducted a poll on LinkedIn to hear what the marketing community thought of the recently released Google Analytics 4. 104 marketers from various companies and agencies participated in the poll:
The results showed that most people didn’t love this new update, with only 15% saying they liked it and 39% saying they disliked it. 35% were unsure of how they felt, and 11% didn’t know what Google Analytics 4 is (but decided to chime in and vote anyway, because voting is fun!).
If we had to guess, we’d say that these opinions will change a bit over time as people get more comfortable with the new interface. People generally don’t like change, but over time they realize it’s necessary and even beneficial. Of that 35% that are “Somewhere In Between”, many will eventually fall into the “Like It” category. A few from the 39% that dislike it may even change their minds as well. And maybe some of that 11% will finally learn what Google Analytics is!
What is Google Analytics 4?
In October 2020, Google released Google Analytics 4, which they are calling “the next generation of Google Analytics.” One of the many new features this new version offers is that it allows you to use it with a website, app, or both of them together.
The update also offers smarter insights based on advanced machine learning. For example, it can alert you to specific data trends and even use predictive modeling to provide insights into future customer behaviors.
Google Analytics 4 also offers a more detailed understanding of your customers. You’ll be able to see insights for users across multiple platforms and devices, meaning you’ll be able to see exactly how a customer is interacting with your website even if they switch between devices, or if they get to your website and then later download your app to make a purchase.
You can learn more about the update here. But we are also planning to create future in-depth content so make sure you revisit our blog. We usually publish one or two blog posts a month.
What do Marketers Think?
As our poll illustrates, marketers have been pretty split when it comes to the new update. Many find the radical changes made to the user interface are a distraction and make using Analytics difficult. This was not a small change, so you’ll have to take the time to relearn how to use it. For marketers and business owners who are already busy trying to manage their websites, this can be a bit of a hassle.
However, there are also those who like the new features and insights offered in this new version. The changes listed above offer an improvement over the older versions and offer enhanced data tracking, faster reporting, predictive modeling, and much more. While having to take the time to relearn how to use Analytics may be annoying, it’s worth it in the long run when you take into account all the improvements that come with it.
Despite what these poll results say, we love the new Google Analytics 4. While the changes may seem drastic and confusing, they ultimately represent a huge improvement to the way marketers track data and insights. Once you get past the initial discomfort of having to learn the new interface, you’ll quickly see why this version is so much better than its predecessor. We’ll have a blog post up in the coming weeks explaining our thoughts in more detail.
Let Sefati & Co. Help With Your Google Analytics 4 Setup or Configuration
If you’re looking to configure the new Analytics with dashboards, data insights, analysis, and more get in touch with us and we’ll get you set up.
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