Challenges in marketing
Posted: Sun Dec 22, 2024 10:18 am
Within the marketing world, we find ourselves in a constant stream of changes, developments, opportunities and especially challenges. The transition to Google Analytics 4, AI and Generation Z have characterized 2023.
The transition to Google Analytics 4
An important side note to start with; the deadline to migrate is already behind us. But whether you migrated from Universal Analytics or are new to Google Analytics 4, an overview of updates and the necessary tips and tricks are still very welcome.
Google Analytics 4: Recent Updates
Let’s start with the updates. What we can encounter in the beginning – and still do – with GA4 are missing features and reports. In the meantime, a number of issues have already been resolved. Here is an overview:
If you use Google Analytics 360 (the email contact lists uk paid version), you have more time to transition to GA4. For those users, Universal Analytics will be shut down on July 1, 2024, a year later. For those using the free version, the deadline was July 1 of this year.
New dimensions and metrics have been added. These include:
– Bounce rate
– Pages per session
– Session duration
– Session-based conversion rate
– User-based conversion rate
– New e-commerce dimensions and metrics
Tip : Felipe Wesbonk (WebExpertise) wrote an extensive article about implementing e-commerce in Google Analytics 4. Read here which steps you need to take.
The previously missing UTM parameters 'utm_term' and 'utm_content' have been added to GA4. These allow you to indicate which topic was clicked, or which type of content (a link, button or image).
GA4 has added a homepage that you can personalize. The changes are only visible to you.
You can connect GA4 to a lot of Google products, CRM systems and Customer Data Platforms. The integration with Campaign Manager 360 is added to that.
It is now possible to create your own channel group and adjust the settings of channels. Felipe explains separately in this article how to assign traffic to the right channel .
The transition to Google Analytics 4
An important side note to start with; the deadline to migrate is already behind us. But whether you migrated from Universal Analytics or are new to Google Analytics 4, an overview of updates and the necessary tips and tricks are still very welcome.
Google Analytics 4: Recent Updates
Let’s start with the updates. What we can encounter in the beginning – and still do – with GA4 are missing features and reports. In the meantime, a number of issues have already been resolved. Here is an overview:
If you use Google Analytics 360 (the email contact lists uk paid version), you have more time to transition to GA4. For those users, Universal Analytics will be shut down on July 1, 2024, a year later. For those using the free version, the deadline was July 1 of this year.
New dimensions and metrics have been added. These include:
– Bounce rate
– Pages per session
– Session duration
– Session-based conversion rate
– User-based conversion rate
– New e-commerce dimensions and metrics
Tip : Felipe Wesbonk (WebExpertise) wrote an extensive article about implementing e-commerce in Google Analytics 4. Read here which steps you need to take.
The previously missing UTM parameters 'utm_term' and 'utm_content' have been added to GA4. These allow you to indicate which topic was clicked, or which type of content (a link, button or image).
GA4 has added a homepage that you can personalize. The changes are only visible to you.
You can connect GA4 to a lot of Google products, CRM systems and Customer Data Platforms. The integration with Campaign Manager 360 is added to that.
It is now possible to create your own channel group and adjust the settings of channels. Felipe explains separately in this article how to assign traffic to the right channel .