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Google Analytics: New updates from 1st July 2024

Universal Analytics will be phased down shortly, and it is time to transition to Google Analytics 4. Standard Universal Analytics1 characteristics will no longer handle new data after July 1, 2023. We realize how essential your Analytics data is, so we want to make sure you’re completely set up on Google Analytics 4 until its expiry to avoid any gaps in service.

What happens to the Universal Analytics property after July 1?

Starting July 1, 2023, basic Universal Analytics properties will be accessible for historical reporting, rest will be accessible till July 1, 2024. Future data will no longer be accessible through reporting, your audiences will no longer be able to add people, and the products you’ve linked to Universal Analytics will no longer get data. This includes any Google Ads audiences and conversions you’re employing.

Campaigns that depend on this data will very certainly cease to exist, so it is critical to double-check your campaign setup to ensure that there is no interruption in performance. In this case, if your Google Ads campaigns are bidding on Universal Analytics sales, you should change them to Google Analytics 4 comparable conversions.

How to install Google Analytics 4?

A large percentage of Analytics users already have a Google Analytics 4 site entirely configured to replace Universal Analytics as their primary measurement option. Many of these features, however, require extra customization to meet your measurement requirements. No matter how your property was generated, including if it was created for you programmatically, this might be the case. So, go into your Google Analytics 4 account and double-check that your settings are optimized for your business.

Google always seeks to improve our Setup Assistant to better help you through the process of creating an effective Google Analytics 4 property. Additional tools are available to help you automate your setup even further, and you can mark which stages you’ve accomplished as you go. Furthermore, our new training site makes learning the ins and outs of Google Analytics 4 easier than ever. It provides personalized pathways based on various company demands and complexity levels. Additional lessons, videos, and courses are uploaded regularly, so bookmark this page.

People Also read – A Step-by-Step Guide to know how to set up Google Analytics 4 in 2024

What’s so special about Google Analytics 4?

Google revealed new product advancements in Google Analytics 4 during Google Marketing Live that will help you leverage your AI-powered insights to boost ROI for your campaigns.

One such AI-powered solution is the possibility to integrate fractional credits from Google Analytics 4 to Google Ads based on data-driven attribution. For example, if a client clicks on two Search ads, a YouTube video, and an email before completing a purchase, Google Ads can take partial credit for the advertisements, independent of the final touchpoint. So, say goodbye to last-click tagging and encourage the increased performance you should notice now that you’re bidding for each ad’s genuine worth.

How to create Google Analytics 4 in Google Ads

Google is also offering the option to create Google Analytics 4 audiences, including predictive ones, directly in Google Ads starting this month. As a result, you can create your audiences more efficiently in the same application that you use for handling your campaigns.

Marketers notice improved results when they employ Google Analytics 4’s predicted audiences. For example, for the latest Google Ads campaign, the German online store Baur used predictive audiences. The conversion rate increased by 87% when an audience of probable consumers was used. The business also found that only predictive audiences in Google Ads could reach 70% of these clients.

Link your Google Analytics 4 account to Google Ads to access these new capabilities, then share your Analytics results for bidding and build Analytics audiences easily in Google Ads.

Engaging in new privacy-protection technology

In an ever-changing privacy and technological context, the advertising business must reconsider its approach to measurement. AI-powered solutions, including behavioral and conversion modeling, provide a comprehensive picture of performance while protecting user privacy.

In the coming months, we’ll also add web support for Privacy Sandbox APIs, as well as investigate potential Android integrations. For the web, we will leverage the Protected Audience API, previously known as FLEDGE, to provide display remarketing and bespoke audience use cases, as well as interact with the Attribution Reporting API for measurement.