Well, as you may be aware, all the major platforms, such as Google and Facebook, make huge amounts of money by connecting businesses with consumers through digital advertising. Until recently, these platforms have used any means they could to grow their revenue, including using personal data and invading personal privacy.
Consumers now see these data collection practices as unethical, and some practices are even illegal. This has caused a trend toward tighter regulation of the use of personal data with the introduction of legislation, including the GDPR (General Data Protection Regulation) in Europe, the CCPA (California Consumer Privacy Act in the U.S, and the changes Apple made to iOS 14.4 preventing tracking users across third-party apps.
Google is looking for ways to ensure its products and services are more privacy-focused, and the current version of GA has limitations in this area. Hence, Google has decided to retire GA3 and introduce GA4, which is privacy driven.
GA4 incorporates Machine Learning, which will be better for predicting future customer behavior. GA4 will also give you more customer-focused metrics to help you manage customer lifecycles. Other features include personalization of Google Ads and less reliance on Cookies. (No more annoying cookie consent popups!)
GA4 has been designed to make the user experience and transition as easy as possible. And, if you switch to GA4 sooner rather than leaving it to the last minute, you’ll reap the benefits of more predictive data and reporting, which will give you better insights into your online business.
If you have invested time and energy in learning Google Analytics 3, you might feel that you don’t want the hassle of going through the learning curve with GA4 – That’s understandable.
That is why we’ve put together a handy Implementation Kit, to quickly guide you through the transition so you can be ready to leverage the benefits of GA4 ahead of your competitors.