This summer, Google officially discontinued its previous analytics platform, Universal Analytics, and new kind of platform designed for the future of measurement, collecting both website and app data to better understand the customer journey. With the emergence of GA4, PR agencies have a new and powerful tool at their disposal to enhance their strategies and help provide more value to their clients. At LCWA, we’ve been helping clients adjust to the new platform and taking advantage of its advanced capabilities to set new goals.
One of the key ways PR agencies can leverage GA4 is through its improved audience segmentation and analysis. For example, GA4’s enhanced tracking capabilities allow us to gather more in-depth data about user interactions on a website than what was previously capable through Universal Analytics, therefore providing a greater understanding of the audiences interacting with the website. By understanding the demographics, interests, and behaviors of different audience groups, PR professionals can better tailor their messaging and campaigns accordingly.
Incorporating GA4 data into measurement and reporting for clients is another way to take advantage of the value it provides. With its emphasis on cross-platform tracking, GA4 provides a more holistic view of user behavior, as it includes both website and app interactions. PR professionals can then use this data to demonstrate the impact of their efforts, showcasing the value they bring to their clients and their overall goals.
As communications professionals, we are constantly adjusting to an ever-changing media landscape to better serve our clients. Learning how to use GA4 and leverage it for client success is the latest way we’re keeping up!