Google Analytics 4 (GA4) and What It Means for Your Dealership


With today’s crazy market that doesn’t seem to be leveling out anytime soon, the last thing you want to worry about is Google’s latest announcement stating Universal Analytics properties will stop processing new hits (receiving data) beginning on July 1, 2023. The announcement comes on the heels of a broader push from Google to encourage customers to adopt and leverage their new analytics product, Google Analytics 4 (GA4). You might be asking yourself what does this mean for my digital marketing? What are the next steps? What even is GA4? Don’t worry, Digital Hyve is here to explain everything and help your dealership every step of the way. 


What is GA4? 

GA4 is the newest iteration of Google’s analytics offering that enables users to analyze website and app data to better understand the customer journey. This update improves user privacy controls through cookieless measurement, and behavioral and conversion modeling. New features include predictive capabilities and direct integrations to media platforms. GA4 is not an incremental updateto Universal Analytics, but rather an entirely new analytics offering from Google that allows us a more thorough understanding of how customers interact with our businesses. 


UA vs. GA4: Differences  


What Does This Mean For My Dealership? 

GA4 will change the way the auto industry will measure the results of its campaigns and gain new insights into consumer behavior. The good news is, if properly implemented, GA4 can lead to a clearer picture of the buyer journey, improved reporting, better targeting, and overall higher ROI.  


It’s important to note that the new GA4 will not use any historical tracking data from the current GA Universal offering. This means that if you haven’t already, you should begin transitioning accounts over to avoid disruptions like YoY comparison come July 1st, 2023. 


How Do I Set Up GA4? 

If you are already a client of Digital Hyve, our team is working hard and in lockstep with our Google Rep to ensure all of our clients are transitioned to GA4 seamlessly. If you are looking for a more DIY approach, you can follow the steps below:  


  1. Create a GA4 property in Google Analytics
  2. Configure the GA4 tag from your existing GTM container
  3. Enable enhanced measurement–flip the switch!
  4. Configure conversions in your GA4 property


The bottom line? This transition will change the way we receive data and improve marketing for years to come. If you have additional questions regarding GA4 or need assistance implementing it for your dealership, contact our team of marketing auto experts today! 


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