Changes to Google Analytics
Universal Analytics, the previous version of Google Analytics, is officially replaced by Google Analytics 4 (GA4). The shutdown of Universal Analytics has begun, but Google is implementing the transition in stages, allowing some data to still be accessible for now.
Marketers logging into their Universal Analytics accounts are greeted with a warning message indicating that their properties will soon stop processing data and need a GA4 property to measure website performance. This mandatory migration marks a significant moment in digital marketing, as advertisers now have no choice but to use GA4 if they want to track the performance of their websites and campaigns unless they opt for an analytics alternative outside of Google.
Google has been advising marketers to migrate to GA4 for over a year, and the shutdown is being executed gradually. While some data is still available, all functioning properties will eventually be deleted on a rolling basis.
Google Analytics 4 is described as the next-generation measurement solution and has replaced Universal Analytics. Standard Universal Analytics properties have stopped processing new data, and website owners are encouraged to switch to GA4 immediately. If Universal Analytics data is used in a Google Ads account, marketers need to migrate the Universal Analytics property's Google Ads links to the Google Analytics 4 property.
We are migrating all our website care clients to GA4.
For more detailed information on migrating to Google Analytics 4, refer to Google's "Learn how to make the switch" guide.
Google Analytics is a valuable tool for website designers as it provides data-driven insights, tracks performance, and enables user segmentation and targeting. By leveraging these features, designers can create user-centric designs, optimise website performance, and enhance the overall user experience. For small business owners with WordPress websites, we recommend Monster Analytics as the new GA4 is less user-friendly.
Why Use Google Analytics
Data-Driven Decision Making
Google Analytics provides web designers valuable insights into how users interact with their clients' websites. Designers can analyse user behaviour, such as page views, bounce rates, and time spent on each page, to understand which design elements and layouts are practical and which may need improvement. By leveraging this data, designers can make informed decisions about optimising user experience, identifying areas of high engagement, and addressing pain points or bottlenecks in the user journey.
Google Analytics allows website designers to track the performance of their designs. They can monitor key metrics like website traffic, referral sources, and conversion rates. This information helps designers understand the impact of their design choices on the website's success. They can identify which designs or features attract more visitors, drive conversions, or generate higher engagement. This data-driven approach enables designers to refine their designs, aligning them with user preferences and business goals.
User Segmentation and Targeting
Google Analytics enables website designers to segment visitors based on demographics, behaviour, and interests. This segmentation helps designers understand user groups and tailor their designs to meet specific needs. By analysing user segments, designers can create personalised experiences, optimise content placement, and customise design elements to cater to user preferences. This targeted approach enhances user satisfaction, increases engagement, and improves conversion rates.