If you own an e-commerce website, you know measuring performance is critical to your success. Your checkout process, customer behaviour, and traffic sources are just a few of the elements you should track to convert visitors into customers and improve sales. One of the most popular web analytics tools e-commerce businesses use is Google Analytics. However, the latest version, Google Analytics 4, is now available and offers significant benefits over its predecessor. This blog will discuss why e-commerce website owners should switch to Google Analytics 4 now, its benefits, and the differences between it and Universal Analytics.

1. Benefits of Google Analytics 4

Google Analytics 4 offers several benefits, making it the ideal choice for e-commerce website owners. Some of these benefits include:

User-Centric Analytics: GA4 focuses on understanding and tracking visitors’ behaviour instead of just pages and clicks. This information is beneficial as it helps you create a more personalized shopping experience for your customers.

Advanced Machine Learning Capabilities: GA4 uses machine learning to provide deeper insights into your customer journey and predicts their behaviour, allowing you to make data-driven decisions.

Cross-Platform Analytics: Google Analytics 4 makes it easy to track user interactions across multiple devices and platforms, including web, iOS, and Android.

Easier Integration with Google Ads: With Google Analytics 4, you can ensure seamless integration with Google Ads and remarket to your customers based on their behaviour. 

2. Google Analytics 4 vs. Universal Analytics

The most significant difference between the two tools is their data collection and tracking approach. Universal Analytics tracks sessions, pages, and events, allowing marketers to measure website performance and behaviour. GA4, conversely, is user-centric and focuses on tracking users across multiple devices and platforms, giving you an idea of their intent and engagement with your website.

3. Switching to Google Analytics 4

Suppose you’re already using Universal Analytics. In that case, you might wonder if you should switch to GA4 now or wait until GA4 becomes the default analytics property, which will likely happen soon. However, switching to GA4 now gives you access to advanced features and a more holistic approach to user tracking and data collection, resulting in better insights and more informed decisions.

4. Steps to Switch to Google Analytics 4

To switch to GA4, you need to create a new GA4 property. You’ll also need to update your website’s tracking code to include the GA4 code snippet. The Tracking ID for GA4 is different from the Universal Analytics Tracking ID. Once you’ve done that, all data will be recorded on GA4 and Universal Analytics. This step is crucial as it allows you to compare the performance of each tool before making a final switch.

Conclusion

Google Analytics 4 is the future of web analytics for e-commerce business owners. It offers several benefits, including a more user-centric approach, advanced machine learning capabilities, cross-platform analytics, and easier integration with Google Ads. By switching to GA4 now, you’ll better understand your customers’ behaviour and intent, allowing you to make data-driven decisions that drive higher conversions and sales. Remember, a seamless transition requires creating a new GA4 property, updating your website’s tracking code, and comparing data before fully switching to GA4. 

To take this smart step toward enhancing your e-commerce success, contact Logik Digital in Toronto today at (647) 670-0075. Our experts are here to guide you through a seamless transition to Google Analytics 4, ensuring you unlock the full potential of your online business. Don’t miss the opportunity to elevate your website’s performance and gain a competitive edge in the digital landscape.