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Google Sunsetting Universal Analytics In 2023, What Does That Mean For Your Business?

Google has announced its plans to sunset an older version of Google Analytics, known as Universal Analytics in 2023. July 1, 2023, will be the day that Universal Analytics will stop processing new data. Instead, the company is asking users to transition to Google Analytics 4- a newer tool that helps contextualize data for companies so that they may run more efficient campaigns.

GA4 is able to help LTD Connect’s team of marketers fill in the gaps in the understanding of customer behaviors online as cookies and other identifiers are becoming less available. GA4 has a cross-device, cross-platform tracking system that allows us to find out why one platform does better than the other; it also allows us to get insights for future customers. GA4 does not store IP addresses, which helps us stay on the right side when it comes to privacy concerns.

Another interesting feature of GA4 is its ability to track data-driven attribution. This gives our team the ability to get a more accurate overview of all channels and how it impacts conversations. This is different from the ‘last-click’ feature of Universal Analytics, where the final interaction gets all the credit. This allows us to better advise you on how to spend your advertising dollars and could lead to more conversations for your brand.

With this new and continually evolving technology, our team is able to better understand people’s behavior and answer your marketing questions like what events aren’t doing well, which product/service are customers interested in, and how to keep those repeat customers. With all this information in mind, we’re able to develop targeted marketing strategies for future projects and campaigns.

Our team at LTD Connect is well versed in Google Analytics 4 and is ready to launch your next campaign and get you the results you’re looking for. Contact us today to learn more about the value our digital marketing agency can bring to your business.

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