Polish business is increasingly moving online, with new websites and e-shops emerging every day. Millions of companies worldwide are trying to understand their customers' preferences to better meet their needs and boost their sales.
Network business is currently so dynamic that analytical tools struggle to process and deliver data that enables predicting consumer behavior. Moreover, the marketing industry faces even greater pressure to ensure that every złoty spent on promotion yields a significant return.
Enhanced Google Analytics
Google has decided to meet the needs of the marketing industry by preparing a new version of Google Analytics focused not just on data collection, but primarily on the customer. The new version is based on the App+Web service and advanced machine learning models, which will result in more accurate outcomes.
Google Analytics is currently in the testing phase, but it is already known that it will notify users about important changes in company data – such as increased demand for products that are becoming more popular. Additionally, it will calculate the likelihood of a customer abandoning a purchase, allowing timely interventions to retain the customer.
New metrics will also be introduced, for example, data on potential revenue from a specific audience group, enabling the preparation of a marketing campaign targeted at customers who are more likely to spend more on products or services. Google Analytics will also illustrate the entire customer interaction cycle – acquisition, conversion, and retention.
How to Access the New Version of Google Analytics
The first step is to configure the Google Analytics 4 service (formerly the App+Web service) in your Analytics account. This will enable data collection and allow you to benefit from innovations as soon as they become available. Google Analytics 4 services will be accessible on all accounts, regardless of whether the user operates a website, an app, or both. A practical implementation guide for the new version can be found on the Google Analytics YouTube channel.
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