Utilizing trackable data is essential in today's technology-driven world. Google Analytics 4 is a new generation of analytics that provides valuable insights for businesses looking to optimize their online presence, user behavior, and customer preferences. Don't miss out on the opportunity to capitalize on this update and create efficiencies for your business. Keep reading to learn more.
Google Analytics 4 is the newest version of Google Analytics and is a game changer in web analytics. The update can enable marketers and business owners to delve deeper into customer behavior and usage metrics, rather than just monitoring traffic.
In this blog, you will learn about the switch (from Universal Analytics) and view the platform, how you can set up tracking to best fit your outdoor operation, and how you can capitalize on the insights being generated.
Table of Contents1. The Difference in Google Analytics 4 (GA4)
Google Analytics 4 tracks the entire buyer-to-customer journey across multiple platforms while leveraging AI to provide detailed insights into how users are interacting with your website and app.
This tracking is different than the previous Universal Analytics (UA) in that it allows you to break down each interaction a user has on your website (and/or app) in order to see what their behavior was rather than just what page they viewed (which was the main focus of UA).
Additionally, GA4 has a primary focus on customer privacy. This is due to some of the latest privacy laws, such as GDPR and CCPA.
GA4 is an essential analytics tool that offers:
- Privacy-focused tracking
- Cross-channel data analysis
- AI-powered predictive insights
2. Tracking what matters
Starting July 1st Google Analytics 4 will automatically replace Universal Analytics. However, it requires a setup to utilize the insights and have proper metrics. Use the guide below to properly set up your GA4 or if you are working with a Marketing Agency confirm that this step has been done.
Once GA4 is set up you can begin to create Insights that can help you monitor your most important metrics.
1. Customer Behavior Tracking
If you read our previous blog on Turning Website Visitors Into Customers, you can now track the impact of those changes recommended by Ben Marston a UI/UX specialist from TOMIS Marketing.
With GA4 you can choose what actions you want to follow, for example, if you add a "featured tour section" (as recommended by Marston) to your home page with options to Book Now or to Learn More you to closely monitor the buyers' journey beyond the initial click. You can begin to see that when they choose "Learn More" whether they continue to buy or "bounce". Insights like this can help you craft the proper messaging on ALL pages, to make sure you are answering the right buyer questions at each level of their search process.
2. Predictive Insights
Utilizing GA4's predictive metrics can have a significant impact on your retargeting campaigns and allow you to make data-driven decisions on a large scale.
These predictive AI metrics include:
- Purchase Probability
- Churn Probability
- Revenue Prediction
These metrics can help create audiences based on predicted behaviors. For example, you can target users who are likely to purchase in the next 7 days or those who are likely to spend more than $300 in one purchase. These audiences can be targeted through Google Ads campaigns or social media, and the accuracy will only continue to improve as more data is collected.
By creating custom funnels based on audience behaviors and needs, you can improve website performance and ultimately enhance the customer experience.
3. Ideal Customer Targeting
In order to know who your ideal customer is, start by understanding your different customer personas.
Learn more about customer personas, the first step in understanding ideal customers.
Once you have an ideal customer make up you can use the GA4 metrics to create "look-alike" targets. In this process, AI will view the behaviors and actions of current customers as well as behavior recommendations of your choice. For example, website visitors who click on a learn more button and view an offering page for longer than 2 minutes can become a target behavior. In the new GA4 platform, this is considered a custom segment.
Additionally, utilizing GA4's location mapping feature, you can track the origin of your customers or ideal target audience. This information can then be used to prioritize marketing efforts in those areas.
Are you finding GA4 and analytics to be overwhelming? Let The Flybook assist you in learning about our integrated marketing partners.
3. Using GA4
Beginning to use any new technology has a learning curve and although this can feel overwhelming starting with the basics can help.
Test Out The New Search Bar
The search bar in GA4 is a powerful tool that provides instant answers to specific queries, such as the number of users this month compared to last year, as well as access to specific reports, insights, property configuration, and help content.
Take advantage of this feature by trying out different queries like "how to create a report" or "top users by city" to familiarize yourself with the new dashboard and maximize its potential.
Start Learning the New Dashboard
The new dashboard offers the following navigation options:
- Home - Realtime stats and snapshots of reports
- Reports - Here you can create and view customized data of your choosing
- Exploration - Generate visual reports to then display on the home page
- Advertising - View insights from your paid ads
- Configure - Create events and custom dimensions
If you are hoping to play around with GA4 before it goes live use Google's Demo Account to begin to familiarize yourself with the new system.
The Flybook reservation platform will also benefit from this latest update. Keep an eye out for how it will seamlessly interact with GA4 in an upcoming release.
In conclusion, Google Analytics 4 (GA4) is a crucial tool for businesses in today's technology-driven world. With its advanced tracking capabilities, privacy-focused approach, and AI-powered predictive insights, GA4 provides valuable data and metrics to optimize online presence. By embracing GA4 and taking advantage of its features, you can gain a competitive edge and make data-driven decisions. The update will automatically change July 1st so don't miss out on the chance to harness the power of GA4 and stay ahead in the digital landscape.
Additional Resources:
Unleashing the Potential of Google Analytics 4
An In-Depth Guide to Google Analytics 4
Looking to Grow and Manage More? The Flybook Reservation Software Can Help.
