Analytics, the practice of analysing and interpreting data to provide business insights, is an ever-changing landscape. In this blog post, we shall delve into some of the most recent developments in the analytics sector as of September 2023.
The Migration from Universal Analytics to GA4 🔄
Websites are transitioning from Universal Analytics (UA) to GA4 Google Analytics (GA4), following the end of life for UA in July 2023. Google Analytics is a widely utilised web analytics tool; according to the latest figures, more than 52% of global websites depend on Google Analytics for their analytical requirements.
Whilst precise numbers are elusive, industry approximations indicate that a significant number of websites are still in the midst of moving to GA4. This shift is propelled by the gradual cessation of data gathering by UA analytics, as well as a growing appetite for advanced tracking capabilities, improved cross-device measurement, and a richer understanding of user journeys.
The End of Life for Google Optimize and Optimize 360 🛑
Google Optimize and Optimize 360 are set to reach their end of life by the close of September 2023. This presents a market opportunity for companies offering alternative tools to persist in website testing and optimisation efforts.
A/B testing, a technique used to compare two or more variations of a webpage to determine which is most effective, is widely employed to enhance user experience, conversion rates, and overall website performance. Such tools enable businesses to make data-driven choices, optimise website elements, and maximise their digital investments.
BigQuery Studio: A Unified Workspace for Data Professionals with AI Support 🤖
Google has unveiled BigQuery Studio, a unified, collaborative workspace within Google Cloud’s data analytics suite. This platform allows data professionals to carry out a range of tasks, from data ingestion and preparation to analysis, exploration, visualisation, and even machine learning training and inference.
Recently, BigQuery Studio has integrated AI-powered natural language processing data query features. This allows users a broader range of options for exploring marketing data. Added functionalities like version history, source control, and enhanced security protocols further encourage collaboration and governance.
New Google Tag 🏷️
Google has rolled out a new GA4 configuration tag, simply referred to as “Google Tag”. This new tag is intended to replace the older Google Analytics 4 configuration tag. While this alteration doesn’t drastically affect functionality, it aims to simplify the implementation process and offer greater flexibility to website owners.
Conclusion 📝
The analytics field is in a constant state of flux, and keeping abreast of the latest trends and advancements is crucial for business success. From the transition to GA4 to the opportunities arising from alternative website optimisation tools, and the launch of BigQuery Studio with AI capabilities—there’s a plethora of exciting developments shaping the analytics realm this September 2023. By embracing these shifts, businesses can unlock valuable insights, make data-driven decisions, and secure a competitive edge in the digital era.
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