The recently announced Google Analytics changes may be a cause for concern for many businesses. Check out what's new.
A while ago, Google announced changes to Google Analytics, to address some important issues where the tool was becoming obsolete.
The current format does not have the option to read application data and is not in accordance with the new LGPD guidelines, which are already in force in several countries.
Understanding metrics in Google Analytics is crucial for any digital strategist. Metrics are quantitative indicators that help evaluate the performance and effectiveness of a website or application. They provide essential data on user behavior, allowing you to improve strategies and optimize results.
Key Google Analytics metrics and their meanings
1. Sessions: This represents the total number of visits to your website. Each session covers all interactions a user may have on your website until they leave or become inactive. The number of sessions helps you understand the volume of traffic your website is receiving.
2. Users: This refers to the number of unique visitors who have visited your website in a given period. This metric is divided into new and returning visitors, offering insights into your website’s ability to attract new visitors and keep existing ones engaged.
3. Bounce Rate: Calculates the percentage of visits that result in the user leaving the page without any interaction with the page (such as clicking a link or filling out a form). A high bounce rate may indicate issues with the content or design that do not engage the user.
4. Pages per Session: This metric shows how many pages each user visits on average during a session. Higher values may indicate that the content is engaging and that users are interested in exploring more of your site.
5. Average Session Duration: Measures the average time visitors spend on your site. A longer session time generally suggests that visitors are finding relevant content and are more engaged.
6. Conversions: This is one of the most important metrics and refers to the number of times users complete a specific goal, such as making a purchase or signing up for newsletters. Conversions are essential for measuring the return on investment of digital marketing actions.
7. Organic Traffic: Indicates how many visitors came to your site finland phone number data through non-paid searches. This metric is a good indicator of the effectiveness of SEO strategies and the impact of organic content.
Each of these metrics provides valuable insight into different aspects of your website’s performance. By monitoring them regularly, you can identify opportunities for improvement, adjust your marketing strategies, and ultimately increase the efficiency and effectiveness of your website. Mastering Google Analytics is therefore essential for anyone who wants to succeed in today’s competitive digital environment.
Major updates and changes
1 – Privacy
In recent years, concerns about the security and privacy of user data have only increased.
I bet you’ve heard someone say: “Is your company compliant with LGPD?”
The General Data Protection Law is already in force in much of the world, including Brazil. As a result, Google needed to update its tools with new features aimed at protecting its users' data.
The biggest changes in this new era are:
IPs will no longer be stored by Google Analytics
The tool will provide insights about users without the need for cookies
You will be able to capture your customers' contact details at the time of purchase, but you must be careful not to violate the LGPD when using this data .
2 – Machine learning
With the well-known Artificial Intelligence, machines can learn about people's behavior, generating good insights and predicting these behaviors in order to improve campaigns and conversions.
In other words, a better understanding of how the user behaves within your website, generating purchase predictability that can be applied to strategies for capturing and improving results.
3 – Analysis Hub or Analysis Center
As we discussed in the previous email, GA4 has new ways of presenting the collected data, which makes it easier to analyze and track users across domains.
For companies with more than one website, such as several branches with websites and/or subdomains, this is great news. The tool will provide an overview of all data at the same time.
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