The Future of Google Analytics

Any business with a website should be tracking its online presence in one way or another.  Tracking who visits your site, where and when they are online, and the actions they take allow online businesses to better understand their customers.  Marketers started by simply looking at page hits and distinguishing humans from bots online.  In recent years, digital analysis has advanced to looking at website heat maps, analyzing customer behavior, and finding specific sources of online traffic. 

Currently, Google Analytics is one of the most popular tools, with about 28 million active websites using Google Analytics. However, Google’s Universal Analytics will shut down on July 1, 2023. 

The new Google Analytics 4 will take over next year, and businesses must be ready to make the switch.  The new platform will bring in multiple updates and features to improve the data analysis, in addition to enhanced security features.  Businesses looking to take advantage of this new platform will need to tag and transfer their previous website data over to the new Google Analytics 4 interface. 

This may seem like a daunting task for inexperienced users, but InfoTrust has developed a process to follow that makes this transition simple and effective.  To learn more, follow the infographic below.

History & Future of Web Analytics
Source: InfoTrust