The day the ominous red messages warned us about has finally arrived. Universal Analytics is no more. Long live Google Analytics 4. You will still be able to access data before June 30, but from now on, UA will stop collecting new data about your site users. We won't provide instructions on implementing GA4 since you've likely already done it (if not, it seems analytics isn't a priority for you). Instead, we'll give you a brief overview of how GA4's features can enhance Kentico's built-in analytics, setting the stage for impactful and informed marketing endeavors.
Let's assume you've already integrated Google Analytics 4 into your websites and applications. However, if you've just recently adopted it, it's essential to understand the differences compared to Universal Analytics (UA) and what to expect.
GA4 is based on users and events
Universal Analytics was basically limited to tracking pageviews across your digital properties. You needed special settings and additional tools like Google Tag Manager to get deeper into tracking conversions and other events (like signing up for newsletters). GA4, conversely, comes pre-equipped to gather additional data without any further customization. The primary emphasis is on users, with each interaction classified as an event.
Unlike the previous model, where tracking was limited to URLs and interactions were grouped based on time frames, the new event-driven data model facilitates seamless cross-referencing of insights.
Machine learning instead of cookies
Cookies are dying. GDPR and other privacy laws make it hard to track users by them, and some browsers already block them by default. Google is about to do the same. But the good news for data analysts is that machine learning makes cookies obsolete anyway.
New Google's AI-powered features give us insights into purchase probability (based on user's activity in the last 28 days) and churn probability.
It means relying on predictive metrics instead of "bugging" your user's browser with tracking files. Using this data, you can proactively anticipate customer actions and customize marketing campaigns to target high-value audiences.
Web and mobile analytics in one
Previously, establishing Universal Analytics (UA) was necessary to gauge website performance, and if you had an accompanying application, Firebase would need to be configured separately. Subsequently, integrating these reports via a distinct tool was required to acquire actionable insights. This process was both time-intensive and susceptible to human error. GA4 finally combines both your web and mobile data so that you can track and manage it all in one platform.
GA4 is undeniably the ultimate powerhouse for digital data analytics, making it indispensable for any website. However, the functions integrated into your digital experience platform can seamlessly complement the reports you generate in Google Analytics because they are closely intertwined with content management tools and your marketing campaigns. And Kentico, as a fully-fledged DXP with a real focus on marketing, has a robust set of analytics functionalities beyond what GA4 offers.
A/B content testing
This is, of course, closely related to content management. Kentico allows you to set up and test variations of your pages directly in the Page Builder. Viewing the results of tested variations of subpages directly in your CMS dashboard is much simpler and more convenient than setting a similar comparison in Google Analytics.
GA4 provides anonymous data, but Kentico tools will come in extremely handy if you're looking to analyze the marketing personas and customer journeys of your customers and leads (those who have shared their email addresses on the website or app by filling out forms or subscribing to the newsletter). You can easily check which prospects returned to your site and what content they consumed. You can implement lead scoring and set up automated marketing scenarios.
Tracking the performance of marketing campaigns
The integrated campaign reports provide an excellent opportunity to uncover potential customers and establish a closer connection. You can achieve this by examining how the target audience has responded to your digital marketing campaign. Additionally, these reports enable you to identify the aspects of your campaigns that have performed admirably and those that can be enhanced. Furthermore, you can gain insights into the ratio of new and returning visitors, enabling you to tailor and personalize your campaigns more effectively.
In summary, GA4 provides valuable insights into the behavior and intentions of all visitors to your website or app, utilizing AI models to predict their future actions. On the other hand, Kentico's integrated analytical functions offer a convenient way to test the reception of new content on your website, access information about identified users, and simultaneously analyze the outcomes of both website and email campaigns.
By building your website or web app with Kentico 13, you unlock many incredible opportunities for your marketing team to leverage data, experiment with solutions, and optimize content management. If you're interested in discussing website building or development on Kentico, we welcome you to a free consultation with one of our certified experts.