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New version of  Google Analytics focuses on accessibility and privacy

Digital analysis tools have become indispensable instruments to improve strategic results and business sales. Google has this clear and so has launched GA4, the new version of Google Analytics whose focus will direct accessibility and privacy.

The tool offers client-centric metrics to understand preferences and create better experiences

Accessibility because Google amplified its use to more devices and privacy as it permits audience analysis and not only platforms. It also offers trust due to the restrictions in the cookies and identifiers.



In addition to these two pivotal elements, another of the principal changes is related to a deeper integration with Google Ads and YouTube, it allows the creation of audiences which can reach their clients with more relevant and useful experiences, and understand the impact combined with all the marketing efforts.



GA4 will have an automatic alert available that shows significant user data trends. What does this mean? That it offers details of products which experience growing demand due to clients’ needs.



Furthermore, it allows businesses to anticipate their clients’ future actions to calculate the probability of turnover which permits more efficient investment into retention strategies.



With the new version of Google Analytics, it will be possible to better understand clients in a complete process from the acquisition until the conversion and retention. This is fundamental when people’s needs change rapidly and it is necessary to make decisions in real time to win and retain new consumers.



The new predictive metrics also allow audience identification to experience a potential increase in revenues, facilitate the development of strategies to bring more valuable clients, and realize analysis to better understand why it is likely that some consumers spend more than others.



For experts in digital marketing, the intelligent use of data must be an absolute priority for companies, as here lie real opportunities to create solutions and strategies based on results. It is crucial that firms choose integrated and personalized solutions in alignment with their level of digital maturity to incorporate and evolve in the day-to-day management of data to allow effective decision making and the best business results.