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With its previous version officially shut down last year, Google Analytics 4 (GA4) is now the primary tool for tracking website data and evaluating the success of merchant marketing campaigns. But while Google has been touting updates that make the new platform more powerful, the rollout of GA4 hasn’t been smooth at all.
On this episode of Inside Automotive, host Shyann Malone is joined by Brooke Furniss, founder of BZ Consultant Group, an Internet marketing agency serving the retail automotive sector. Furniss leverages its extensive experience in the automotive business to help clients improve the efficiency and effectiveness of their dealership marketing strategies in the digital age. Here, she shares her insight into the impact that GA4 is having on the industry, as well as helpful tips for using GA4 correctly.
Important points
1. The transition from Universal Analytics (GA3) to GA4 represents a major shift in dealer marketing analytics. GA4 presented some early challenges and a new learning curve, but ultimately had a positive impact. Provides more detailed tracking features such as clicks, hovers, and swipes for better performance optimization.
2. Many users are not configured correctly in GA4, impacting their ability to effectively track and analyze their data. Proper setup and consistent monitoring are essential to getting the most out of your new platform. This allows retailers to understand the cost and performance of their dealer marketing campaigns.
3. Dealers should make sure they have their own GA4 account and not just rely on the website provider. This control is important for data consistency and accuracy, especially if you change providers or want to maintain a comprehensive view of all your marketing efforts.
Four. GA4 removes metrics like bounce rate, making engagement more important than ever. Understanding engagement sessions and total sessions helps dealers effectively allocate their dealer marketing budget and gain a deeper understanding of consumer behavior.
Five. Furniss predicts that there will be continued changes in the digital space, potentially moving towards more investment in SEO and organic strategies. As paid search becomes increasingly costly, finding a balance between paid and organic channels is critical to an effective dealer marketing strategy.
“When it comes to marketing as a whole, we’re seeing all kinds of different trends right now. Google is making a lot of changes, to say the least. So it’s going to be very interesting to see where people continue to go. It would be interesting to spend their money. ” — Brooke Furniss
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