7 Ways to Utilize Google Analytics 4 For eCommerce
Google Analytics 4 is still a new platform, which means many business owners are wondering how to navigate the software for the best results. Although the platform has received mixed reviews from marketers, it was built to provide expert solutions for cross-functional development and marketing teams industry-wide.
To optimize your results with Google Analytics 4, we will break down the platform’s features that may differ from its predecessor, Universal Analytics. In this article, we will cover 7 ways to utilize Google Analytics 4 for eCommerce businesses.
#1. Increase Customer Data Retention
If you have been using Universal Analytics, you are likely losing data due to the heavy reliance on cookies. Google Analytics 4 is allowing eCommerce businesses to retain data with their event-based data model. When customers don’t let you drop cookies, you won’t lose pertinent analytics that can drive your business forward. Google’s own Russel Ketchum says that “cookies are quickly becoming obsolete” which was a primary motivator in the GA4 remodel.
#2. Analyze Your Customer’s Journey Across Devices
Google Analytics 4 allows businesses to merge data across all devices, giving you an enhanced overview of the customer journey. Previously, marketers would miss out on the cross-communication of customers, where they convert, and how UX might be falling short. For example, if someone browses your site on their phone, work computer, home desktop, and tablet, you’ll be able to merge analytics to paint a clear picture of conversions and areas of improvement.
#3. Streamline Your Reporting Process
Google Analytics 4 leverages new processing that optimizes the reporting processing. Most marketers are used to witnessing the time-consuming loading screen when they look through their reports. Google is refining these features to ensure you can focus on analysis and improvement, instead of hassle within the platform itself. There is also an updated analysis module that is making it simpler to combine all of your reporting information into one streamlined location. For eCommerce businesses that are analyzing their data from multiple marketing angles, this is an extremely beneficial tool.
#4. Integrate Google Ads
If you are an eCommerce business, you likely rely on Google Ads to broadcast your product, services, and features and attract your target audience. Google Analytics 4 has Google Ads integration that makes it easier to build targeted campaigns that reach the right customers at the right times. Instead of working across multiple platforms, marketers can access and process information from one database.
#5. Easily Predict Customer Behavior
Google Analytics 4 is combining its machine learning programming with structured event data to generate customized predictions for your business. This includes purchase probability, churn probability, and predicted revenue.
If you are an eCommerce business focusing on a global marketplace, this predictive software can help you build year-long campaigns that focus on growth and longevity. Accessing this data with triple productivity in the long run, and helping you focus on business adjustments that will make lasting changes.
#6. Create Custom Funnels
Custom funnels give you insight into exactly where your customers are exiting the conversion funnel. By identifying your weak spots, you can improve aspects of the sales funnel that might be reducing sales and overall success. While this feature was available on Google Analytics 360, the premium platform, it will now be available to everyone that uses Google Analytics 4.
#7. Track Mobile App Events
The tracking capabilities of Google Analytics 4 are significantly better than older platforms, as we previously mentioned. Businesses can now track mobile app events on the same platform so you can get an in-depth analysis of the customer experience from website to app. If you are an entrepreneur that’s looking to get started with a one-stop-shop tool, Google Analytics 4 is bringing you the resources you need in one place.
These are just a few of the ways that eCommerce businesses can use Google Analytics 4 to streamline their productivity, revenue, and results. In July 2023 Universial Analytics will be discontinued so there’s no better time than now to make the switch. Although marketers have mixed feelings about the new GA4, we are happy with a lot of the improvements Google has made. We believe it’s a powerful tool that when utilized correctly will add value and contribute to the success of your campaigns. If you have questions or would like a demo on how to utilize GA4, please reach out to our team. We have been identified as one of the top SEO agencies in Ohio, we’d be happy to give you an overview of the new tool and how to utilize the analytics!
