Business Intelligence (BI) is the core of any eCommerce marketing strategy. To ensure success, minimize unnecessary marketing efforts, and maximize return on investment, you need to test different methods, analyze the results, and see what works precisely for your case. For that, data analysis plays a huge role.
And Google Analytics is the most common way to do it. As you may know, Google Analytics’ latest version, Google Analytics 4 (GA4), is live already and will become the only tracking option from Jul 1, 2023. From that day, you will be able to access Universal Analytics (UA) for just a few more months, which means you need to have your Google Analytics 4 property installed before that date to avoid losing data, since UA data will not be migrated to GA4.
“The market is changing fast, and so should the analytics tools we are using,” says Cecilia Taibo, BI lead from Tavano Team, about the change from UA to GA4 and why it’s happening now.
What is new in GA4, then?
Among other things, GA4 uses a brand-new type of measurement based on events, as opposed to the previous session-based measurement (which used events as a custom tracking option). Learn more about this new tracking methodology here.
Other significant changes are improved data security, more powerful reporting capabilities, and a brand-new interface.
Should you migrate to Google Analytics 4?
“It’s not if, it’s when, because UA is going out of the market”, says BI expert Cecilia Taibo. And the sooner you start the transition, the better.
Migrating all your business data can be tricky. In fact, Google recommends collecting data from GA4 for as long as you can before changing from UA to GA4 to make things smoother during the switch.
Tavano Team’s GA4 implementation
Our BI team is here to help you through the process, for which you only need three things: Google Analytics account access with administrator permissions, Google Tag Manager account access with administrator permissions, and Netsuite Admin Access.
For Suitecommerce sites, we make sure all the recommenced GA4 events are properly installed on your front end. Our approach consists of implementing a new set of dataLayer events (not the default ones from Suitecommerce), which allow us to include the right event parameters in the GA4 format and be able to customize them as needed for each client.
Get started today! Watch our full webinar on GA4 to learn everything you need to know about Google Analytics’ new version and contact our experts to learn more details about our Google Analytics 4 implementation process.
