What are the 4 most important steps you can take now to prepare?

Google officially announced the sunsetting of their original Universal Analytics platform, to be replaced by Google Analytics 4 by July 2023. 

Google’s analytics product offering has become the default website measurement platform, offering digital marketer’s invaluable insights into what specific source of traffic to the website is working well and generating leads (or conversions) and what is not. Without this level of measurement and intelligence, digital marketers are left ‘guessing’ and potentially wasting valuable advertising budget.

According to Google, Google Analytics 4 (formerly known as "App + Web") is a new kind of property, with several advantages over Universal Analytics: 

• Privacy-focused and durable for the future 

• Intelligent, using machine learning to unearth insights about the customer journey across platforms and devices

• Enhanced, seamless integrations with Google's advertising platforms to optimize campaign performance and drive greater marketing ROI

These are the 4 important steps you should take now to prepare: 

1. Audit your current Universal Analytics installation. Ensure your current installation of analytics is installed properly and is recording the correct conversion actions and goals based on the desired user behavior(s) on your website. We prescribe the following elements to include in your audit:

   • Implementation: Is the tracking code implemented correctly?

   • Structure: Is Google Analytics structured properly?

   • Configuration: Is Google Analytics configured correctly?

   • Collection: Is data collection properly enabled and structured?

   • Conversion Tracking: Are conversion goals installed and are they tracking the proper user conversion actions? 

2. If you already have Universal Analytics installed on your website, add a Google Analytics 4 property 

3. If you don’t have an analytics installation on your website, install Google Analytics 4

4. Contact 2060 Digital now to get help! Hubbard Cincinnati’s 2060 Digital is a Premier Google Partner, a classification that puts us in the top 1% of digital marketing agencies. We have a full analytics support team, based locally in Cincinnati, offering our partners the latest and greatest support needed to stay on top of the ever-changing landscape of digital marketing and measurement.

Contact us now to learn more about how we can help you succeed with your digital marketing efforts!