Connect with us

MARKETING

Google to end Universal Analytics in 2023

Published

on

Google to end Universal Analytics in 2023


Google will end Universal Analytics next year, the company announced Wednesday. Universal Analytics properties will stop processing new hits on July 1, 2023, and Universal Analytics 360 properties will stop processing hits on October 1, 2023.

Previously processed data in Universal Analytics will be stored for at least six months after the deprecation dates listed above.

Why Google is making the switch. “Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies,” Russell Ketchum, director, product management at Google, said in the announcement. “This measurement methodology is quickly becoming obsolete.”

Google Analytics 4 (GA4) differs from its predecessor in that it operates across platforms, doesn’t rely on cookies and uses an event-based data model for measurement. It also does not store IP addresses, which can help brands stay on the right side of privacy regulations.


Get the daily newsletter digital marketers rely on.


Why we care. If you haven’t set up your GA4 properties yet, now is the time. Even though we have well over a year, configuring GA4 now will enable it to start tracking the metrics you care about so that historical data is there when you need to reference it.

This is also something of a wake-up call: Many search marketers have been dragging their heels when it comes to adopting GA4. In just over 15 months from now, that will no longer be an option, so the more familiar you get with GA4’s interface and capabilities, the better equipped you’ll be to handle the transition for your brands.

RELATED: Meet Google Analytics 4


About The Author

George Nguyen is an editor at Third Door Media’s Search Engine Land and MarTech publications, covering organic and paid search. His background is in journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.



Source link

MARKETING

Salesforce winter 2023 release: The business executive’s guide

Published

on

Salesforce winter 2023 release: The business executive's guide

More than 150,000 companies are Salesforce customers. Salesforce’s share of the CRM market is about 25%. 

Few customers take advantage of the thrice-yearly release updates rolled out to every Salesforce user. I get it. Folks aren’t always paying attention to the releases because they’re focused on running their business, tending to the million things that come up each day. 

The full edition of this Winter’s ‘23 Release comes in at over 700 pages. The boiled-down, brass-tacks summary is still 32 pages.

Few business executives have the time and bandwidth to keep up with the ins and outs of these updates. Your admins and marketing operations people may slog through the whole doc but may not connect the dots between business initiatives and platform functionality. 

This series will connect those dots. I’ll summarize what you need to know about the latest release in five key categories: commerce, sales, service, marketing and loyalty programs.

I’ll cover the features that will help you make better decisions for your business and maximize how you use the platform. 

Based on features in this release, Salesforce is focused on:

  • Improving the base platform (adding ease that your hands-on admin and developer teams have requested for a long time).
  • Creating even more ways to connect with customers.
  • Offering more industry-tailored options that bring value to a business more quickly.

Robust support for subscription selling added to Commerce 

Adding a subscription pricing model benefits most businesses, whether you’re a fan belt manufacturer or an artisan dog food company.

Making it easier for your customer to buy your product is always a win-win, and this release makes implementing subscriptions more seamless from the backend with the Connect API tool. 

Connect API resources now support subscriptions and multiple product-selling models: 

  • One-time sales where products are sold for specific prices once. 
  • Term sales offer time-limited subscriptions. Products are sold and renewed for a specific amount of time, e.g. 12 months. 
  • Evergreen subscriptions offer products on a recurring basis until canceled.

Configuring charges for collecting local taxes in international jurisdictions was also enabled. 

Dig deeper: Salesforce unveils features to boost automation for marketing and sales


Get MarTech! Daily. Free. In your inbox.


Additions to sales enablement functionality

Overall, I’m loving the general focus on enablement through enhancements with dynamic forms, screen flows, and Slack integration. 

Teams can now build and launch enablement programs that drive to the most important KPIs for your business. You can now focus on specifics, like programs for a particular region or product, and offer incentives to drive business from them. 

And, dynamic form improvements mean end-users have more flexibility with fields and sections to display on page layouts. 

Sales teams can now better access, update, share records and get important notifications on their key accounts directly within Slack using a new integration. Sales can collaborate in account- and opportunity-focused Slack channels while accessing Salesforce data. 

And, you can make it easier for sales teams to work with colleagues throughout the enterprise in departments such as fulfillment, shipping, and finance. This is enabled using Slack and providing real-time access to data stored in Salesforce to everyone who needs it.

Next time, I’ll dive into the latest service, marketing, and loyalty programs features included in the Winter 2023 release.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.



About The Author

Joe Anzalone

Joe is Vice President, Salesforce Technology at Shift7 Digital. As a member of the Shift7 leadership team, Joe works to craft solutions and architectures that meet ambitious client goals using the power of the Salesforce platform, including product ownership for Shift7’s Industry GTM Accelerators. Joe brings more than 20 years of experience implementing Salesforce and other digital platforms including enterprise solutions and complex technology implementations. He sits on the Salesforce B2B Commerce product advisory board. Shift7 Digital is a Salesforce Ventures-backed agency, revolutionizing the digital experience for manufacturers, distributors, and their customers.

Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish