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The One Thing You Should Know About Google in 2023

Data is driving your business and the way that data is created, reported and managed has a huge effect on your ability to understand your customers. Knowing that the landscape is on the move is the first steps.

Here’s a quick guide to the big change, why it matters and what you can do about it. 

Whats so big about 2023?

In July 2023, Universal Analytics will stop sending data as it has previously, rendering all existing tracking useless. 

This is a big deal because your website will likely stop gathering data, meaning in 2024, your site will be unable to tell you how users behave on your pages. This is bad for your business and makes planning for growth much harder than it needs to be.

July 2023 seems like a long way away but if you act now, you still have the opportunity to run the new Google Analytics 4 in tandem with the “soon-to-be-outdated” Universal Analytics to cross reference your tracking, make sure your stats are correct and gain a wide variety of information going into 2023. 

Warning to those not running Analytics:

If you have a website and aren’t running some form of tracking or analytics - you’re missing out and you don’t even know how much. It's the web equivalent of not counting the till at the end of the night or doing a stock take… ever. Using Google Analytics is like investing, the best time to start was yesterday. Every business without exception should be running a form of analytics on their website. 

Not sure what your website is using? Contact us and we’ll review your website and tell you what tracking is installed on your website for free.

 

Different types of analytics:  

Google Analytics is a powerful web tool to help you record statistics about visitors to your website. Google Analytics currently comes in three flavours:

Universal Analytics (UA) leans on browser “cookies” to track user interactions (Listen to the history of the cookie here) and has historically been the industry standard. More recently, companies like Apple have tightened up user security and privacy by restricting cookies, making this tracking almost useless. This form of analytics will be redundant in 2023.

Google Analytics 4 (GA4) will be replacing Universal Analytics in July 2023. Unlike Universal Analytics, Google Analytics 4 doesn’t rely on cookies and is better adapted for a world without cookies. This platform is perfect for setting up custom “tags” that can further help identify conversions like purchases, newsletter sign-ups and calls, as well as your return on advertising investment. Ideally, GA4 is set up in tandem with another Google tool called Tag Manager. Together these two platforms can deliver a suite of solutions inside and outside of the Google Product universe, like managing your Facebook conversion pixel and understanding how users scroll through your site. 

The third variety is Gtag. This is the best option If you don’t want to set up Tag Manager, but it is more limited in features and what it can roll out. It works well with Google’s products but lack the adaptability to play nice with other marketing features like Facebook pixel. Read more about the difference from the King of Analytics on Youtube.  

What you can do:

Don’t worry, we’ve been knee-deep in nerd blogs for months and have already helped some clients through the transition.  Our recommendation is to move your business to Google Tag Manager with Google Analytics 4. 

Free Advice

If you’re not sure, give us a call and we’d be happy to help you find out what configuration you have in place and how you can update it. 

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