If you’re a school marketer, you may be wondering what the Analytics 4 announcement is all about.
Here's how your school can leverage Google Analytics 4.
What is Google Analytics 4?
Google Analytics is a critical component for school marketers to better understand the prospective parent journey, including how they interact with your website, and the marketing efforts that are driving them there. Analytics 4 is the latest version of Google Analytics (known as “web + app” when it was in beta). Most schools have been using Universal Analytics (UA) for some time. Versions predating UA were Analytics Classic and the original, Urchin. Google Analytics, through each of its evolutions, has become a place for school marketers to understand website engagement and prospective parent demographics and interests, as well as a place to track marketing campaigns — all critical pieces of the enrollment marketing puzzle. This 4th iteration promises to do all that, and more.
Should schools update to Analytics 4?
According to Google, with Analytics 4, many of those same insights we have come to know and love in previous versions will remain intact, with additional benefits that will make it easier to understand things like ROI and customer lifecycle. That’s because Analytics 4 has machine learning at its core, while also being privacy-centric, so you can rely on Analytics 4 even as industry changes like restrictions on cookies and identifiers create gaps in the data. Google has said Analytics 4 will help its users understand user engagement and customer lifecycle by bringing data together across web and apps, making it easier to interpret meaningful actions. For K-12 marketers, this means you will have data you can continue to rely on, while leveraging innovative machine-learning data to help inform the parent journey and marketing ROI.
How do I get started with Analytics 4?
While it remains to be seen just how much of an improvement this is, and what the learning curve may be, it is a good time to get started with Analytics 4. The good news is, you can create a new Google Analytics 4 property alongside your existing universal analytics properties, and use both simultaneously. This will allow you to start gathering data and benefit from the latest insights as they become available while keeping your current implementation intact as you get up to speed on Analytics 4. Talk to your developer to ensure it gets set up correctly or reference this resource for help. If you have Google Tag Manager on your site already, implementation is made even easier.
If you’re a K-12 school looking for help with Google Analytics, Google Tag Manager, or digital marketing for your enrollment needs, reach out to Enroll Media Group.