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Latest Google Analytics Changes: Get Your Answers Here

Google Analytics’ latest rollout of enhancements

By Kaitlin Urban

Hello, data devotees. You’ll be glad to know Google Analytics continues to win "best in show" when it comes to website tracking, and it keeps its top spot by continuing to improve and enhance its features. Keeping a finger on the pulse of these changes ensures you are getting the most from your data as well as all of these new and exciting capabilities. Here are two major recent changes to Google Analytics:


The Gtag

  • Google released a new GA tag to replace the previous analytics.js. The Gtag makes several large jumps in what sites can track, including:

    • Future-proof conversions – promises adaptivity for changing technology within third parties, meaning all conversions will continue to be tracked even if there is an update to a vendor’s back-end technology. This will also be incredibly important as we look to the future with more regulations about data collection, similar to GDPR and CCPA.

    • Codeless tag management – testing and optimizations can now be done with the flip of a switch as the Gtag allows you to turn measurement features on and off without having to manually change any of the tags on your page.

    • Google suite integrations – allows for seamless engagement with the Google suite of tools, including Google Search 360 and Google Optimize.

  • How to implement the Gtag:

    • Google rolled out the new tag earlier this fall, making it the new default option for any GA code – so if you’ve installed recently, you’re good to go.

    • If you’re a seasoned vet, check your GA code on your site. If you’re using analytics.js, head into your GA account’s administration section, click on Tracking Info and grab the new code for your site.


Google Analytics 4

  • Happy day: The latest version of Google Analytics has arrived, with new features for a more tech savvy user, and for preparing for a cookie-less future. Here’s what we love:

    • Machine learning – G4 will lean more heavily on pre-populated insights and predictive modeling.

    • A focus on the user lifecycle – Google is essentially structuring your nurture flow for you for any direct response needs, focusing on acquisition, engagement, monetization and retention. These updates are crucial for any ecommerce account looking for a quick look at a user’s journey to becoming and staying a customer.

    • Analysis – previously available only to Google Universal premium users, this tool allows for data exploration within GA itself, rather than taking time to export and clean data. You are now able to manipulate pre-populated reports with the platform, including cohort, funnel and path analyses.

    • More friendly UX – with the installation of a more advanced search bar, it’s easier to search for reports. You can navigate faster between the different sections of GA and – wait for it – just type in a question if you’re stuck, with Google doing its best to help guide you to the solution.

We get it. Your website is a truth teller about client and prospect behavior. And it’s the gateway for all conversions for your company. As the future of tracking evolves, we’re here to help you stay up to date with the latest enhancements of Google Analytics. Just drop us a line.