Google Analytics 4 Properties Receive New Update
Google recently announced that Google Analytics 4 properties are now eligible for cross-channel data-driven attribution. This email has created quite a buzz for some of our clients and led to even more questions about what it all means. So, we thought this would be a great time to explain the general idea of the new Google Analytics 4 updates and how they might benefit your business’s marketing tracking. Hopefully, we can achieve this without sounding too technical!
What Are the Benefits of Cross-Channel Data-Driven Attribution in Google Analytics 4?
Advertisers worldwide spend most of their time determining the best ways to measure and optimize media spend across multiple channels. Unfortunately, this can become incredibly challenging when there are numerous touchpoints throughout the conversion funnel. This is one of the things that makes the addition of attribution important – since it provides a way to monitor each touchpoint throughout the process actively.
In terms of Google Analytics, Attribution assigns credit for conversions to different factors, clicks, and ads that may be on a user’s path to conversion. Often, this can be created as a rule, a set of rules, or a simple data-driven algorithm that places credit along the touchpoint that defines their final path. Google stresses that this will provide a more encompassing and accurate view of how people search for a business and interact with their advertisements.
Sounds confusing, right?
Until now, Google Analytics offered a unique set of models, often using strict fixed rules, to redistribute credit to touchpoints across multiple possible touchpoints. The general gist of the email they sent is to explain that the new attribution model will leverage machine learning to deliver end-to-end credit allocation customized for each unique conversion. This means that the fixed rules will automatically update to adapt to changes or varied touchpoint categories.
What Is Cross-Channel Data-Driven Attribution in Google Analytics 4?
The main goal of this update is to ensure that advertisers and marketing professionals have the tools needed to make informed decisions about which channels are providing the most impact for them. In many cases, this analytical data can be used to ensure that resources are being allocated to the best possible strategies and platforms to encourage conversions.
Compared to the previous “last click model,” this new approach ensures that the entire journey a user travels before converting is accounted for – instead of focusing on the single touchpoint that led directly to a conversion. For instance, if a visitor came to your website through a blog, moved to a landing page, and then converted, this entire journey will be automatically attributed to ensure accurate and detailed data of the process they took to get there.
While this may all seem confusing, it’s just another tool that business owners and their marketing providers can utilize to make informed decisions about future marketing and advertising efforts. For more information about Google Analytics 4 and the new cross-channel data-driven attribution model, we encourage you to read Google’s support overview. As always, if you have any questions or need our assistance in refining your analytics data, Maennche Virtual CMO is happy to help!
With over two decades of in-the-trenches marketing experience, Matthew Maennche’s views on developing and supporting a successful business are fundamentally different from the norm. As a developer and strategist, Maennche has helped thousands of businesses of all sizes, both domestic and international, take their organizations to the next level.
Matthew also spends time giving back to the local business community as a volunteer, mentor, and leader for the local chapter of SCORE.