“Your Google Analytics account needs immediate attention.” Sound familiar?
While you might have ignored recent emails with that subject line, now’s the time to take action.
Starting July 1, Google Analytics is forcing all users to switch to its new version: GA4. If you use Google Ads to market your company’s services, or Google Analytics to track and measure customer engagement, and you don’t make the switch, you’ll essentially lose the ability to track what’s happening on your website.
Johnny Wenzel, a ServiceTitan Product Manager for Marketing Pro’s Google Ads and Reputation teams, helps to get everyone up to speed on this new standard for online measurement in a recent webinar. In this recap, you’ll learn:
What’s different about this new version of Google Analytics
How ServiceTitan integrates with GA4
How to switch to GA4
How to use GA4 to become a better marketer
First, let’s take a look back.
The #1 newsletter for the trades.
2007: The Start of Google Analytics
The original Google Analytics is Google's platform to track what happens on your website. It uses standard Universal Analytics properties to monitor website visitors, call conversions, form submissions, and other important customer data. But, as of July 1, the standard Universal Analytics properties will stop processing data, Wenzel says.
The basis of how Google Analytics operates was first released in 2007, with several updates since then. Wenzel says it’s interesting to note the following changes in our digital world in the past 16 years, including:
FaceBook was starting to gain popularity, but still trailing behind MySpace
Apple released its first iPhone
Time Magazine’s Person of the Year: Vladimir Putin
“The basis of measuring digital activity was invented right when the iPhone came out,” Wenzel says. “Obviously, smartphones have completely changed the way we live our lives and the way we respond to marketing and websites. But online measurement hasn't changed much to account for that.”
Fast forward to 2023, and that’s where GA4 takes the lead on developing a new standard for online measurement.
“It's designed for a world where most people don't just have phones, but live on their phones. And it's designed for a world that cares a lot more about digital privacy than it ever has previously,” Wenzel explains.
New version of Google Analytics focuses on privacy and attribution
What’s mostly new about the GA4 version, Wenzel says, is its focus on privacy and attribution. Many people prefer privacy when browsing online, and attribution from a digital standpoint means tracking a customer’s journey to see how they found your business.
“GA4 seeks to give you more attribution options as well as adapting to a world that's focused more on privacy,” he explains.
Take cookies, for example. Most e-commerce sites display a banner across the bottom of the page telling users that the site collects cookies and asking them to accept or decline. And we just automatically accept, without really knowing what we’re agreeing to. Do you actually know what you're accepting when you click “accept cookies”?
“Essentially, you're telling the website that they can put a little snippet or a tracker on your browser or your device, so that when you come back to that site they know it's you. And they can show you personalized content. They can remember your preferences, remember your logins. That's what it is,” Wenzel explains.
Those are called “first-party cookies,” where only that particular website gains access to your personal data. Third-party cookies, on the other hand, are the same type of cookies passed on from one website to another, such as Amazon, for example, which stores your personal information and shares it with other websites and advertisers so they can also send you more personalized advertising content.
With rumors swirling about “cookies going away,” Wenzel says this idea mainly relates to those third-party cookies, which are starting to be phased out.
“As a marketer, I like third-party cookies because it allows me to, when I'm creating an ad and trying to show it to someone, it's going to be more relevant because I have the data of who you are and what you're interested in. Therefore, I can show you relevant ads,” he says.
With third-party cookies being phased out, customers may start receiving ads that are obviously less relevant to them and their interests.
“So, ads are going to get less relevant, and that's the price we pay for more privacy because governments and different lawmakers are starting to crack down on these big tech companies, they know too much about us. The ads are creepy, and that's not okay,” Wenzel says. “That's the world we're getting to.”
With GA4, Wenzel says Google Analytics uses Google's own cookies, but utilizes different tracking mechanisms that bypass cookies and allow you to get more user information without actually using any third-party cookies.
When it comes to attribution, even Google Analytics may fall victim to collecting incomplete data due to website visitors using ad blockers or VPN (virtual private networks). GA4 tries to fill in those data gaps with AI machine learning.
For example, let’s say Google Analytics captures data on 80% of your website visitors for analysis. The AI takes it from there and fills in the rest, based on its analysis of that 80% of real customer data.
“And it reports on it in a way that's not 100% accurate, but it's maybe 97% accurate, as opposed to before, where it's just 80% accurate,” Wenzel explains. “So, that one’s pretty cool.”
GA4 is also now offering a “privacy sandbox,” Wenzel says, which basically blocks the ability of advertisers to collect personal information about each customer as an individual, but rather more general information about their interests.
“So, that's a big change that Google's doing. They're grouping. They're not tracking users, but they're assigning characteristics to users, and they're tracking the movement of those characteristics,” he explains, which allows marketers to produce content specifically relevant to those interest groups or target audiences.
Another big change for Google is tracking “events,” rather than website user sessions.
“They're trying to track every event that a person does from landing on the page, to watching a video, to navigating to other pages,” Wenzel says. “Just really seeing every action that's being taken, tracking that, and then using that to determine common customer journeys to understand how users interact with your website.
“Whereas before, it was more they came to the website, did they convert? Did they not? Did they leave? This is a more granular way of approaching measurement,” he says.
How ServiceTitan integrates with GA4
If your company utilizes the full suite of Marketing Pro services, which includes Marketing Pro Ads, then you can integrate with Google Analytics.
“But just integrating with Google Analytics itself doesn't really do anything. You have to do the next step of connecting Dynamic Number Tracking or DNI,” Wenzel advises. “When you do that, and we're able to track the phone calls that come to your website, then we will push phone call events into Google Analytics for you.”
ServiceTitan is also in the open beta stage of offering its Ads Optimizer, which tracks calls attributed to a specific marketing campaign, then waits to see if they turn into revenue. If they do, the Ad Optimizer sends that revenue data back to Google Ads, and allows Google to optimize off of those revenue signals.