The days of Google Analytics are numbered. Google has enabled a countdown in its area dedicated to companies and businesses, with 38 days remaining until its web analytics platform stops storing traffic and sales data, and those already stored and historical data The solutions disappear.
It will replace it with Google Analytics 4Known as GA4, data must be migrated to this improved version before July 1.
Google recommends exporting data from reports, but according to ExperienceNet, it doesn’t provide a solution for global exports, “It is not feasible and it is also limited to 5,000 records.
For this reason, the process must be reported report by report through a manual review and installation process to continue reliably analyzing the data.”, explains Jorge Palacios, partner and consultant at Consultancy. However, if it is not executed correctly, it will lead to various problems, such as the loss of the complete history of the generated data, the breakdown of historical comparisons, or the disappearance of the data visualization interface, etc.
A real problem for all companies because it means losing the possibility to analyze current results in comparison to previous years. And, therefore, not knowing which marketing actions have worked”, he explains to ExperienceNet. This affects many important decisions and the loss of information vital to business continuity and improvement.
If it is given, The consultant recommends turning to a professional company that provides us with a comprehensive and independent solution that allows us to fully store all the data generated by the web throughout its history, And moreover, allows us to intuitively analyze all the data. This way, he explains, we can consult all of the historical data when we need it and compare future performance with past results.
new configuration
On the other hand, although Google Analytics will create a profile automatically with the new GA4 system, Jorge Palacios, partner and consultant at XpressNet, warns: “There is a risk, because it is an automated process, a configuration optimized for the web is not applicable.” carried out. , and therefore, may have collected data in error”. This will cause, he explains, “website owners to mis-analyze the data, because they are not being collected correctly, Which will directly affect decision making and analysis of interest in products and services, directly affecting e-commerce websites, such as agri-food sector websites.
In view of this it is advisedThis change is made by a specialized company that manages to customize the configuration of Google Analytics for each purpose of each type of business., And that once this process is complete, an audit is performed to verify that the data collected is consistent with the business data history.
If this process is not done correctly, marketing strategy cannot be optimized, nor can trends and opportunities be detected., or improve the user experience of the Web by the client. This will directly affect the profitability of the business, which can be reduced by an average of 30% in e-commerce.
