Track Users Across Apps and Websites With Latest Google Analytics Update - Contently

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by Jacob Solomon Mar 14, 2023 News
Track Users Across Apps and Websites With Latest Google Analytics Update - Contently
Illustration - Content Marketing concept - Source Contently
  Contently Asks Is Your Content Marketing Strategy Ready for GA4?

Excerpt from Contently

The last major update to the service was in 2012.

Since then, there have been two new user privacy laws, increased use of mobile apps, and the elimination of third-party cookies. GA4 is an update of the current version and is designed for the world we live in today.

GA4 provides more detailed data on the user's journey across apps and websites and can predict how users will behave. With a clear map of how users got to your content and what they are likely to do next, marketers can set more specific goals for which content types to produce and how to measure their success.

Let's take a look at two of GA4's highlights and three tips for content marketing teams to take advantage of.

GA4 has the most significant features for content marketers.

Understanding customer behavior is one of the biggest challenges marketers face. GA4 addresses the often-fragmented customer journey and how to track user behavior in a cookie-less world.

You can track users across apps and websites.

Consumers are engaging with brands on different devices. The "journey" can be difficult to track with the current version of the software. Website and app usage is combined into a single report. Tracking the user is more important than user sessions.

From where customers first engage with your brand to where and when they make a purchase, marketers will have a clear view of the entire customer journey. With multi-attribution data, marketers can see the value each interaction brings to the journey and measure how well a piece of content leads.

Data privacy laws combined with users demanding more control over how their data is used have led to the slow death of third-party cookies. GA4 was designed with this in mind.

GA4 uses machine learning and data modeling to fill gaps in user behavior data. GA4's machine learning model will look at first-party and conversion data to see if users will make a purchase.

Machine learning modeling can be used to measure which audiences are most likely to convert. The appropriate content can be used to target these people.

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