Take it from someone who has been working with Google algorithms since Google considered calling themselves “Backrub”- times are changing.
“how much was this conversion actually worth once this customer entered my pipeline?”
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It’s no secret that companies across the globe are being held to more stringent standards as it pertains to online data privacy. With sweeping directives like the GDPR and ever-evolving iOS updates, more and more online platforms are using this forcing function to make the shift towards protective policies that impact collection of personally identifiable information (PII).
Now, the godfather of all online data collection, Google, is following suit with it’s rollout of Google Analytics 4 (GA4). On July 1, 2023, Google will be permanently sunsetting Universal Analytics for GA4 to take its place as the primary source of truth for event-based and parameter data collection. But what does that mean for the future of websites and online advertising? What does that mean for your business? Let’s get into it.
Preparing for the Shift To Google Analytics 4
The shift away from Universal Analytics (UA) in 2023 is not optional. When the term “sunset” is used, that’s just a gentle way of saying that on that date, UA will no longer be processing data on websites, period. Only a small handful of agencies specialize in the intensive measurement strategy and setup of GA4, one of them being Next Level Marketing. Founded and operated by visionary CEO, Michael Tate, Next Level saw the unique opportunity in this disruptive shift and how it could actually lend itself to giving clients a competitive edge in the future of cookie-less advertising if tackled proactively.
Tate was quick to set up GA4 for all Next Level Marketing clients to run parallel with Universal Analytics, knowing that the lag in data collection that would come from waiting would be detrimental not only to his clients, but to the agency. A veritable “OG” in the world of Google advertising, Michael Tate was one of the first 50 people in the world to become Google Ads certified back in 2004, and yes, he was also in the game when Google was still planning to brand themselves as “Backrub”.
Around this time last year when the GDPR, CCPA laws, and ePrivacy regulations were all over the news, Tate was approached by the Department of Justice to counsel a team of 20+ lawyers about how Google and Facebook collect data online. His subject matter expertise also landed him in the Wall Street Journal in 2002 in an article pertaining to Google click fraud. It’s this expertise that also pioneered Next Level Marketing’s groundbreaking Measurement Strategy and Setup offerings for clients new and old, allowing businesses to feel confident in the data they collect and rest assured that they are in compliance with these new and complex ePrivacy laws.
SOURCE: Businesswire