In order for companies to make better-informed choices in the upcoming year, they must be prepared for changes in the online analytics environment.
Identifying the best marketing strategies, lowering the cost of acquiring new consumers, and improving the general quality of the product are all made possible by scientific data analysis and the ability to draw out insightful information.
Keep in mind that not all of the following actions will be applicable to every company; they will all rely on how much data that business produces and how big it is.
- Immediately upgrade to Google Analytics 4
Google has stated that Google Analytics 4 (GA4), which was first released in 2020, will be accepted as the new standard tool across its analytics platform as of June 2023, beginning the sun setting of Universal Analytics (UA).
Although the main goal of having a GA4 account is to increase user anonymity, it would be foolish to believe that setting one up is simple. It’s actually a brand-new product with significant variations in user experience, privacy, measurement, interaction, and data visualization as opposed to merely an upgrade to any existing UA account.
Although moving to GA4 requires some effort, it will maintain businesses well-equipped for success in 2023. While those who have changed as soon as possible will have about a year’s worth of past data that can be viewed for six months after the formal phase-out of UA, those who disregard the UA phase-out run the risk of losing substantial data. Due to the fact that GA4 will not integrate UA data, this is why many firms and marketers support the move.
Read What Marketers Need to Know About Google Analytics 4 for more information on the significance of moving, and obtain our GA4 cheat guide to get started.
- Add server-side tracking to Google and Facebook
In order to improve monitoring, convert attribution, and general platform efficiency in 2023, tools like Facebook Conversion API (CAPI) and Google Enhanced Conversion are both required.
2.1 Facebook Conversions API.
The Facebook Pixel existed prior to the Facebook Conversions API. The latter was utilized as a utility that runs on the user’s browser and records data.
The issue with depending on a browser to monitor conversions is that users can install ad blockers, disable cookies entirely, or use various browsers on various platforms.
Later, Facebook developed Facebook Conversions API, an improved form of the icon.
Businesses should use CAPI because it enables monitoring through a website’s server rather than a user’s browser, which means that the user’s browser settings won’t have an impact on tracking powers.
Bypassing any client-imposed restrictions, CAPI tracks ad success and conversion rate throughout the full consumer path, from discovery to conversion. It basically acts as the pixel’s auxiliary instrument, filling in any spaces that the pixel might have overlooked.
Our piece Why Marketers Need to Start Incorporating Facebook Conversions API has more information.
2.2 Google Improved Translation.
Similar to CAPI, Google Enhanced Conversion enhances conversion accuracy by enhancing current conversion marks through the transfer of hashed first party conversion data from a company website to Google, all while protecting user privacy.
A company will receive first-party data each time a user completes a conversion on a website, recorded in conversion tracking elements, which will then be sent to Google in its hashed format and ultimately be used to improve conversion measurement.
The Google Enhanced Conversion is the server-side utility needed to recoup conversions, enhance bidding optimization, and hash first-party customer data in a privacy-safe manner. It is simple to set up, adaptable, and constantly working to improve performance.
- Examine your cookie policies
The introduction of the Consumer Privacy Protection Act (Bill C-27) across the entire country and the inclusion of privacy law requirements with regard to the management of personal information within the private sector, further extending Bill 64 within the jurisdiction of Quebec, are two examples of how the law is changing in Canada and Quebec.
With the recent changes in the online world over the past two years, these new guidelines seek to modernize and enhance privacy and data security within the legal structure.
Bloom does not provide legal advice, but it does advise reviewing your cookie and privacy policies to make sure you adhere to the new regulations.
- Design a Unique Interface
If they want to better spot and comprehend trends, patterns, and obvious anomalies in data, every company should have some type of data visualization.
One of the most frequently suggested tools for designing unique and customized displays is Google Data Studio. Businesses can make dynamic displays that produce eye-catching reporting papers for free.
Key KPIs can be monitored with ease, trends are easy to assess, and success across a project timetable can be contrasted quickly and effectively with a user-friendly interface.
Businesses can effectively understand massive amounts of data and make data-driven choices by utilizing definitive features like Live Data Connection, Extensive Personalization, and Dynamic Controls.
- Create or improve a data warehouse similar to Google Big Query
Big Query is one of many data warehouses that can handle, analyses, and track big datasets using adaptable built-in tools like machine learning, geospatial analysis, and business intelligence.
Big Query runs a lot quicker than other searches, is free (up to 1TB), and performs better the “heavier” the datasets. Additionally, it works well when a company wishes to use its built-in cache or lessen the burden on relational databases because its data does not alter frequently.
Big Query enables organizations and their data scientists to be more effective by capturing and studying data in real-time using powerful streaming ingestion capability so that insights always stay current. This is made possible by its high scalability and lack of infrastructure to handle.
Use Reverse FTP Software, please
Reverse ETL (Extract, Transform, Load) copies data from a warehouse and sends it to marketing, sales, product, ecommerce, and customer support tools like CRM or ad networks in order to utilize underused data in common business tools.
Reverse ETL tools are crucial in the current Modern Data Stack, so companies should consider implementing them in time for 2023. (an ecosystem of tools businesses use to collect, move, store, transform, analyze, and operationalize data). The operationalization of data, the avoidance of data silos, the incorporation and scaling of analytics, and more time to concentrate on higher-value work are all advantages.