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Google Analytics 4 is indicative of the future for data analysis to inform marketing strategies.

RIESTER’s own analytics and performance media agency, MetricsEdge, believes in using data to unearth new pathways and piece together a more complete customer journey. The result is a more personalized experience for the customer and more efficient strategies for our clients. This is why Google Analytics 4, introduced in beta as App + Web, has been under observation by MetricsEdge since it has been available. The complete release of GA4 was announced earlier this month and is an indication of the potential for new data compilations that will lead to innovative methods and connect the ‘data dots’ in ways yet to be imagined.

With Google Analytics 4, marketers can now collectively look at browser-based website activity and mobile app customer data. A straightforward example of how GA4 takes analysis to the next level is that with this update to GA, you can now observe if customers first interact with your business from an ad pointed to your website and then later install your app to engage with you long-term. This modernized version of GA begins to solve the long-standing problem of website and mobile app data sets living separately and not providing a full picture of customer acquisition and retention.

Independent of merged app data, the other big news is that digital analytics is moving to event-based instead of session-based measurement. All of this creates a more well-rounded view of each customer and remedies the challenges that come with analytics data that does not connect activity across device. Industries like finance, retail, and tourism are now presented with a whole new world of possibilities. In fact, any company that has a website and an app combo or just a website alone will benefit, if they know how to act on the new comprehensive data sets.

“The best first step is to set up a Google Analytics 4 property alongside existing GA integrations,” says MetricsEdge founder and CEO Kurt Krake.

Current users aren’t being forced into the platform yet but there is no reason to wait. Early adopters can benefit from dual tracking, allowing them time to learn the new interface and build a dataset that will be ready for primetime.

It’s important to note that Google Analytics 4 is now the default version for new GA properties and thus accumulating data parallel to existing datasets is an easy, critical first step toward gathering historical data in the new platform. Not only does setting up a second property enable the immediate collection of data, users can also benefit from the first round of innovations while keeping current implementation strategies intact. All of this is relatively simple to accomplish via pre-built integrations now available in Google Tag Manager.

MetricsEdge has already invested nearly a year’s worth of time in Google Analytics 4 preparing to help guide clients toward future improvements. They have been giving great consideration to modeling and reflecting on machine learning, browser dependence, the implications of cross device activity and the opportunities that come with merging data. Contact us to learn more.