Google\u2019s cookie isn\u2019t the only tool on the Alphabet giant\u2019s chopping block.<\/p>\n
In July, Google is sunsetting Universal Analytics, also known as Google Analytics 3, which it introduced in 2012 to set a standard for collecting and organizing user data. UA includes tracking codes for websites and features that can accurately measure user activity. As of July 1, however, the system will be replaced by Google Analytics 4, and marketers are (once again) preparing for a shift in how they track and act on audience behavior.<\/p>\n
While Google will force-migrate UA users to GA4, if marketers wait too long to get started, they risk access to historical web data. As of July, UA will stop collecting information, and its historical databases will ultimately be purged.\u00a0<\/p>\n
No matter their final destination, every company will have to migrate from Universal Analytics (GA3) to GA4 or another analytics solution. Meaning marketers also have choices.\u00a0<\/p>\n
While UA is currently the most popular tool, the market is broad, and other options are available. So, while GA4 might be the most popular choice, it\u2019s not the only one.\u00a0<\/p>\n
\u201cThe good thing is there is a whole market of marketing analytics and product analytics solutions,\u201d said Piotr Korzeniowski, Chief Operating Officer at Piwik PRO. \u201cSo, you can go with a straightforward analytics tool that will tell you the highest-performing channels on your websites \u2014 they\u2019re a fine choice. Another option is product analysis tools. So, if your digital product is central to your marketing, maybe use one platform for both product and marketing analytics. And then, there are advanced digital analytics platforms that are like UA or GA4.\u201d\u00a0<\/p>\n
Privacy and compliance features are essential \u2014 and if they\u2019re included out of the box, that makes things even easier. From there, it\u2019s about comparing scalability, speed and ease of use.<\/p>\n
\u201cAsk yourself how easy it is to understand the data flow, especially if you\u2019re hiring a consulting firm,\u201d Korzeniowski said. \u201dYou need to be able to easily transfer knowledge from them to your team. It also comes down to how easy it is to understand the tool and the underlying machinery.\u201d\u00a0<\/p>\n
And to further ensure the proper setup is established, teams must consider third-party integrations and whether the platform can handle the desired software.<\/p>\n
\u201cIf you\u2019re addicted to Google Ads, then GA4 makes perfect sense, but if you work with different ad platforms and GA4 doesn\u2019t integrate them very well, then maybe another analytics vendor may be able to work with all the platforms (including Google\u2019s) or other third-party software that you need,\u201d he continued.\u00a0<\/p>\n
As they\u2019re evaluating which UA replacement to implement, a key step marketers must take is to assess \u2014\u00a0and potentially overhaul \u2014 their data strategies and processes.\u00a0<\/p>\n
\u201cApart from privacy, another important consideration is the data minimization principle,\u201d said Korzeniowski. \u201cYou need to collect only the data you need and no more, rather than having excess. And you always have to evaluate it \u2014 you need consent for data processing for collection.<\/p>\n
\u201cWhen you set things up, you have to understand whether the baseline implementation is simple or complex and if down the road you\u2019re going to suffer because only one person understands the setup you\u2019re using,\u201d he continued.\u00a0<\/p>\n
From there, marketing teams and their IT partners can map out their migration approach and build a sustainable data collection strategy that accounts for shifting privacy guidelines while gaining consumer trust. If done right, they\u2019ll establish a long-term solution their teams can use.<\/p>\n
The sunset of Universal Analytics is full of controversies, and its successor, GA4, is also not without issues. One top concern that\u2019s been voiced for GA4 is that it\u2019s not GDPR compliant.\u00a0<\/p>\n
\u201cSome of the data protection authorities in Europe have rendered the use of Google Analytics non-compliant due to the breach of the EU-US data transfers, as GA sends data to the US,\u201d Korzeniowski said. \u201cThere is a third deal regulating this data flow in the works, and it\u2019s probably going to be adopted, but most privacy professionals say it will also be invalidated. So, even though it will be adopted, it\u2019s likely to be killed for the third time.\u201d<\/p>\n
With this in mind, any business that works with sensitive clients\u2019 data and operates globally or partially within the EU should look for an alternative solution. But, for those who work strictly within the U.S., Google will likely work well regarding privacy. However, there are still industries, like healthcare, where Google\u2019s solution is also a no-go in the U.S<\/a>. Still, the compliance equation remains paramount whatever alternative to UA \u2014\u00a0or GA4 \u2014\u00a0marketers pick.<\/p>\n \u201cLook where the privacy laws are the most stringent and apply those to the total data pipeline that you\u2019re collecting,\u201d said Korzeniowski. \u201cSo, if you do business in California but also in Germany, then maybe use the German laws, which will be stronger than the ones that are in California. I think that could make your customers feel safer, and it will allow you to make some data comparisons between the two regions.\u201d\u00a0<\/p>\n