MARKETING

The deprecation of Google Analytics (as we’ve known it)

Published

2 years ago

April 27, 2022

The deprecation of Google Analytics (as we've known it)

It’s time to be excited about the great migration.

The biggest shake-up in the marketing analytics world is that Google Analytics as we know it is going to be sunset and will eventually stop collecting data in July 2023 (October 2023 for GA360 customers). There were mixed responses, to say the least – conflicting tweets, memes and disappointed forum posts were generally the first reactions to the news, and it proves that this drastic move needed to happen at some point.

As more practitioners and marketers adopt the new Google Analytics 4 (GA4), the benefits are starting to flip the mood from nervousness to excitement.

The version of GA that’s been around for over a decade, Universal Analytics, is hard to leave behind since it’s such an embedded part of web measurement. GA4 was announced in October 2020 but wasn’t met with widespread eagerness that would be expected for a new, robust product. To be fair, there were quite a few other things going on in the world at that time, but in any case, marketers weren’t rushing to make the switch, and the industry seems to be going through the stages of grief for the familiar product:

Denial – “I don’t need to change platforms, so I will ignore GA4 for now.”
Anger – “How could Google get rid of Universal Analytics?”
Bargaining – “What if the deadline is extended? Can we ask for more time?”
Sadness – “It will take so much effort to migrate and learn a new tool.”
Acceptance – “This is more advanced and helps with the cookieless future that I keep getting asked about. I’m in.”

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It may be a challenging road ahead to migrate, but the move to Google Analytics 4 shouldn’t be considered bad news. It comes with new features, tracking methodology, a lower price point for 360 and has perks for users on the free version. The most important aspect is that it fits more appropriately into the current app landscape and is built to face compliance and privacy changes for what’s in effect and what’s coming.

Ultimately, GA4 is the solution to the internet now, not the internet from a decade ago.

Understanding the past, understanding the future

The news is disorienting, so the timeline should be put in perspective.

Google acquired a product in 2005 called Urchin. Before GA, web analytics was based on server log files, and it was not as intuitive or marketer-friendly. There are still relics of that era with things like UTM parameters (Urchin Tracking Modules) and the property IDs themselves. The “UA” in an ID like UA-12345-1 doesn’t represent Universal Analytics. It stands for Urchin Analytics. Since then, there have been new iterations of GA for the web. Here’s a list of where we’ve been:

There’s one thing that these tracking methods from 2005 to 2022 have in common – all of them still process data and show up in reports, no matter which tracking library you’re using. So, Google is still processing data from the time when the internet looked like this.

It’s been 10 years since the release of Universal Analytics. In 2012, Google Tag Manager had yet to be released, and mobile-first web design was a new concept. App tracking was still in beta, and it would be six years before DoubleClick products would evolve to become part of the new Google Marketing Platform. We’ve come a long way, so tracking had to be completely rebuilt, and the Google Analytics from 2005 to 2020 will be taken away and put on a shelf next to Google+ and Google Local.

The UA version of Google Analytics was designed to embrace multi-device behavior, collect more user data, and allow offline and cross-channel measurement. However, culture is no longer multi-screen – it’s multi-multi-multi-screen. The average number of connected devices per person in North America alone will reach 13 in 2023. Universal Analytics cannot easily track different platforms together, and it was not meant to do so. Now that we’re in a more app-centric phase of connectivity, GA4 is a better solution since it was built for that type of analysis. Instead of gathering more data, the goal is to use data that is modeled and as anonymous as possible.

Universal Analytics will be disappearing coincidentally around the same time as the death of the cookie. The hyperconnected landscape called for a necessary pivot for users to have more control over their data, more privacy considerations and more transparent analytics practice. Google Analytics 4 has answered that call with a variety of customizations and settings to establish trust with your visitors while continuing to activate on rich data. User tracking will now be supplemented with machine-learning data baked right into Google Analytics 4. Users’ current trends in behavior will be automatically analyzed to predict future behavior and provide modeled conversions. The privacy-centric features are a core component, but there are other reasons to embrace the change.

What to get excited about

In addition to being the first Google Analytics product to have the built-in capability to collect data from multiple sources, it is a better evolution for enterprise-level while also offering more to small- and mid-size businesses.

The free version of GA has turned into a freemium product. Standard non-paid users now have access (although limited) to tools like BigQuery, GMP integrations, more unsampled data, and access to advanced visualizations through Exploration Reports (formerly called Advanced Analysis).

For Google Analytics 360 customers, those features are much less limited, and some of the additional perks are:

Enterprise-level data and user governance through roll-up and sub-properties.
More control over data retention.
Streaming and nearly unlimited BigQuery exports.
Quicker processing, even for large data sets in the billions.
The ability to use up to 400 advanced audiences to pass to marketing platforms.
Unsampled custom reports, explorations, and the ability to use longer date ranges in advanced reports.
Higher level of custom data collection for events, conversions, custom dimensions, and user properties.

Migrations were strongly suggested throughout these iterations but never forced (except for the Google Analytics app tracking SDK). However, older versions of tracking will not be as useful in 2023. It’s symbolic that even the echo of Urchin Analytics in those “UA-12345-1” properties is gone for good and replaced with Measurement IDs and data streams.

Deadlines and timelines

As a reminder, Universal Analytics will officially sunset in July 2023 for those on the free version and October 2023 for GA360 users. This means that properties will be read-only, and data sent to Google will not be processed. There won’t be exceptions, so migrating will be the top priority for everyone. Even if you’re not currently using the platform but have used it in the past, it’s still a time for action. We’re not just moving on. We’re also moving out – historical data will eventually be erased, so data must be saved and exported. The deletion won’t happen until at least six months after the sunset date, but it’s a crucial step in the migration process.

All web and app data should be 100% in Google Analytics 4 by the shutoff date, but ideally sooner. Parallel tracking should be in place and refined now so that data can be available on both platforms. The GA4 numbers won’t match 1:1 to Universal Analytics. Having year-over-year reports comparing UA to GA4 may be misleading, and reports will not be able to use the same data source. With GA4 tracking in parallel, next year’s reports will be comparing apples to apples. Depending on your organization, seasonality can guide how quickly to ramp up and set priorities for the most critical metrics and events. Whether it’s higher education enrollment, holiday e-commerce, or tax season, yearly activity is a consideration for building as much parity as possible between UA and GA4.

Next steps

The first step is to get GA4 on your websites and apps. It’s not too late to get started on a new strategy to fit the new tracking method and create your Google Analytics 4 properties, but delaying parallel tracking may cause reporting, remarketing, and compliance difficulties. After that, learning about how you can take advantage of the durable Google Analytics 4 should spark ideas and conversations beyond migration.

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

About The Author

Samantha has been working with web analytics and implementation for over 10 years. She is a data advocate and consultant for companies ranging from small businesses to Fortune 100 corporations. As a trainer, she has led courses for over 1000 attendees over the past 6 years across the United States. Whether it’s tag management, analytics strategy, data visualization, or coding, she loves the excitement of developing bespoke solutions across a vast variety of verticals.

Related Topics:analytics deprecation Google Weve

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MARKETING

Tinuiti Marketing Analytics Recognized by Forrester

Published

13 hours ago

April 19, 2024

Entireweb News Bot

Tinuiti Marketing Analytics Recognized by Forrester

News

By Tinuiti Team

Apr 16 2024

Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance

Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.

As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges.

Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance.

As a marketing leader you may ask yourself:

How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
How should we allocate our budget by channel to generate the most traffic and revenue possible?
How many customers did we acquire in a specific region with our media spend?
What is the impact of seasonality on our media mix?
How should we adjust our budget accordingly?
What is the optimal marketing channel mix to maximize brand awareness?

These are just a few of the questions that Bliss Point by Tinuiti can help you answer.

Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.

The Landscape report is available online to Forrester customers or for purchase here.

MARKETING

Ecommerce evolution: Blurring the lines between B2B and B2C

Published

1 day ago

April 18, 2024

Entireweb News Bot

Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

What’s driving this change?

Ever increasing customer expectations

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”

If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.

Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.

What’s next?

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:

Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
Monitor and evaluate your convergence efforts, and adapt and improve them as needed.

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.

MARKETING

Streamlining Processes for Increased Efficiency and Results

Published

2 days ago

April 18, 2024

Entireweb News Bot

Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.

This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.