Google Analytics 4 (GA4) is the latest version of the tech giant’s website tracking and reporting service, and as of 1 July 2023, it formally replaces the standard Universal Analytics that anyone owning a website should be well accustomed to using.
This article breaks down exactly what GA4 is, how it differs from its predecessors, and why it is important that dealerships utilise it.
What Is GA4?
Google Analytics is a web analytics service that tracks and reports website traffic, user behaviour, and other valuable data. It helps businesses to understand how their website is performing and how users are interacting with it. GA4 is the latest iteration of this service, and it builds on the foundation of previous versions with a host of new features, many of which will greatly benefit those working in the automotive industry.
What Is Different About GA4?
One of the most significant changes with GA4 is its increased emphasis on user behaviour. Previous versions of Google Analytics mainly focused on page views (a visit to a single page of a website) and sessions (a single period in which a user moves around and interacts with a website). GA4 takes it a step further by tracking user engagement across different devices and platforms. This means that business owners can get a more comprehensive view of how users are interacting with their website and how they are moving through the sales funnel.
Another benefit of the new service is its improved data modeling capabilities. GA4 uses machine learning algorithms to analyse user behaviour and predict future actions. From this data, dealerships can get more accurate insights into how visitors to their website tend to behave.
An exciting new feature of GA4 is its ability to track events. Events are specific actions that a user undertakes on a website, such as clicking a button or filling out a form. GA4 allows website owners to track events and analyse their impact on user behaviour, meaning that dealers will be able to identify which actions are most likely to result in conversions and sales.
GA4 also has improved integration with other Google products, such as Google Ads and Google Optimize. This means that website owners can get a more complete view of how their digital marketing efforts are impacting their website traffic and user behaviour.
GA4 Benefits For Car Dealers
The new features included in Google Analytics 4 build on what many dealers are already accustomed to using. They deliver further insights into website activity to facilitate more effective decision-making about marketing strategies.
The new service provides a more comprehensive view of user behaviour across different devices and platforms. This can help identify areas where the dealership may be losing customers or provide opportunities for optimisation.
GA4’s ability to track events and analyse how they impact user behaviour can help a dealer identify which actions on their website are most effective at driving conversions and sales. This, in turn, means they will be able to optimise their website and marketing strategies for better performance.
The use of machine learning algorithms to analyse user behaviour also has many benefits. This information provides a dealership with more insights into who their audience actually is, and therefore enables them to make better-informed decisions when planning marketing and website strategies.
Finally, the integration of GA4 with other Google products provides marketing teams with a more complete view of their digital advertising performance and the impact campaigns are having on website traffic and user behaviour. Such intel facilitates more informed planning of future budgets based on measurable performance.
The automotive industry is becoming increasingly savvy when it comes to digital metrics, recognising the vital role these elements play in effectively running dealerships in the modern world. Google Analytics 4 is just the next step – further enhancing the quality of data to which a dealer can refer when deciding how to improve efficiency and allocate spend.
From 1 July 2023, Google’s older analytics service will cease collecting data on the performance of any websites still linked to it. This means therefore that when it comes to GA4, our advice is simple, if you’re not already using it, it’s time to get on board.