A new version of Google Analytics has come out, and the old version will be sunset next year. What does this mean for your jewelry store and online business?
Google Analytics is the most popular free analytics and tracking software used by the jewelry industry and the world. It’s been a staple for websites and digital marketing for many years, providing detailed analysis and actionable insights for business owners, sales managers, and digital marketers alike.
On July 1, 2023, Google Universal Analytics (sometimes called GA3) will stop collecting data. GA Universal has been around since 2014.
Google Analytics 4 (GA4), the new version, came out in November 2020.
What Does this Mean
All websites and companies that use Google Analytics need to switch to Google Analytics 4. The two versions can be used alongside each other until July 2023, giving everyone plenty of time to learn the new version.
Access to old Google Universal Analytics data will be available for six months after July 2023. Google recommends everyone export their data and save it during that time.
There is no way to “merge” data, per Google.
Is Google Analytics 4 better than the old version?
In some ways, yes it is. Google has completely overhauled how analytics works, so old reports may not exist anymore, and new reports are available; old data like Bounce Rate no longer exist, and new data like Elapsed Time has been introduced.
In Google’s words:
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. This measurement methodology is quickly becoming obsolete. Meanwhile, Google Analytics 4 operates across platforms, does not rely exclusively on cookies and uses an event-based data model to deliver user-centric measurement.
GA4 aims to blend more data together to give everyone a better picture of how visitors and customers are interacting with your website and digital marketing.
Punchmark’s Development and Marketing departments are learning the intricacies of Google Analytics 4, and will be updating all Punchmark SiteManager platform event data to provide our clients with better reporting in this new system by the July 2023 due date.
What Do You Need to Do
We recommend that all jewelry stores set up a Google Analytics 4 account running alongside their existing Google Analytics Universal account and learn the new system.
For marketing clients of Punchmark, we will assist your staff with setting up your Google Analytics 4 account alongside your Google Analytics Universal.
For non-marketing clients of Punchmark, there will be a nominal fee to setup, optimize, and deploy your Google Analytics 4 account.
If you are interested in your free marketing consultation, please book an appointment on my calendar!
Resources to Learn More from Google
https://www.youtube.com/watch?v=RhS85WQiBLU - Google’s YouTube channel for Analytics