RIP Universal Analytics, long live the new Google Anaytics 4

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With what it had cost you to get used to the inferficiency of google Analytics and how long it took you to learn the new features. Well wing! New program, new criteria and new interface. Alas, to create new slides for my classes! (for three years I have been teaching the subject of Digital Analytics in the career of With what it had cost you to get used to the inference of Google Analytics and with what it had taken you to learn the new features that are appearing in the menu marked as Beta March 30, 2022

March 30, 2022

The truth is that he had already warned us more than a year ago. And furthermore, we know that cookies will disappear in 2023. So it is normal for Google to retire this tool that has been with us for so many years… (I confess that when I have been at the foot of the canyon directing digital companies, I never went to bed without looking at how it had been web performance during the day and planning some changes for the next day).

The truth is that he had already warned us more than a year ago. And furthermore, we know that cookies will disappear in 2023. So it is normal for Google to retire this tool that has been with us for so many years… (I confess that when I have been at the foot of the canyon directing digital companies, I never went to bed without looking at how it had been web performance during the day and planning some changes for the next day).

What should I do with my old Google Analytics?

What should I do with my old Google Analytics?

In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions.

In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions. counts as interactivity In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions.

In short, when GA3 stops working, if you didn't have GA4 beforehand, you won't have a history of your website's performance. The sooner you install GA4 the better. In the GA3 configuration menu you will find the instructions.

Well… there are several reasons why Google has changed the way of tracking. The first is the fact that many companies have websites and mobile applications. With GA4 you can have different data entry flows and, therefore, it allows you to measure the performance of the web and that of the app in the same tool. This is already a great what!

The second is the one I mentioned before: Chrome will stop using Cookie technology sometime in 2023 and GA3 was based on this technology. In this way, it distinguished users from visits, knew if they were new or recurring, calculated the bounce rate, the time spent on a page, etc. All this is over. We will have to use another type of technology to continue obtaining this type of data... although on the internet now the “time spent on a pageThe second is the one I mentioned before: Chrome will stop using Cookie technology sometime in 2023 and GA3 was based on this technology. In this way, it distinguished users from visits, knew if they were new or recurring, calculated the bounce rate, the time spent on a page, etc. All this is over. We will have to use another type of technology to continue obtaining this type of data... although on the internet now the “

Those of us of a certain age still remember what life was like before Cookies and before google Analytics… we also remember the hassle of managing the logs to make the analytics programs of that time work. But wow, we passed user sessions through the URL and learned as much as we could about user behavior on our website with the data we had. I think this is one of the reasons why Google has lowered the weight of the URL in the algorithm… it is preparing for really long URLs. In Search Engine Journal discussed one of these days the weight of URLs in the algorithm. They are still a ranking factor, but not with the weight they used to have. You can read the article here: URL as a ranking factor

URL as a ranking factor URL as a ranking factor.

URL as a ranking factor

URL as a ranking factor

The disappearance of cookies will affect, above all, advertising. If you have carried out a campaign lately, you will see that Google is already beginning to advise you to have other data sources to monitor your campaigns and to control their ROI. It seems that the trend will be to leave in our hands the uploading of customer lists and leads (like the look-a-like service that Facebook already offers). Artificial intelligences will also have more weight in the analysis of possible market segments that can become our clients. Google already has users and their behavior tracked, there is plenty of data to do all kinds of analysis. I am sure that you can already predict our intentions when browsing the internet without having to use cookies.

In any case, it will be interesting to see how technology changes throughout this year to adapt to the new environment of 2023.

In any case, it will be interesting to see how technology changes throughout this year to adapt to the new environment of 2023.

I hope this article has been useful to you.

A big hug.

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