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🍨 New Features Coming To GA4, Save 40+ hours on influencer sourcing, Evolving Retail Landscapes.

October 24, 2023


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👉 New Features Coming To GA4 for Analytics 360 Properties

Google is introducing new features for GA4 in Analytics 360 properties to cater to the evolving technology and regulations. These updates extend GA4's core function of understanding consumer behavior across digital platforms and leverage Google AI for more relevant insights and predictive capabilities.

Here’s everything you need to know:

1️⃣ Custom Reporting Experiences:

Google is allowing users to customize reporting experiences for different organizational roles and teams. This means advertising teams can view tailored reports, improving efficiency and relevance.

2️⃣ New Account Structuring:

The update will help you structure your accounts with subproperties and roll-up properties. This enhances access control and reporting capabilities, integrating with key Google services.

3️⃣ Faster Export to BigQuery: 

GA4 data export to BigQuery will become faster and more reliable. Google will introduce a service legal agreement (SLA) to ensure daily insights are available for export at the same time, promoting standardized data analysis.

4️⃣ Making the Switch to GA4: 

Universal Analytics data will be inaccessible from July 1, 2024. Users must transition to GA4 by March 2024 to retain data, as failure to switch will result in data loss. This change is driven by changing technology and regulatory conditions, particularly affecting advertising functionalities in the EEA.

5️⃣ API-Based Upgrade Option:

Google offers an API-based upgrade option for GA4 properties to simplify the migration process for thousands of sites, facilitating the transition from Universal Analytics.

The Bottom Line:

Google's changes are driven by evolving technology and regulations, ensuring businesses remain competitive and compliant.

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  4. With just one click, you can access TikTok Spark Ads codes and Meta whitelisting connections for influencer ads.

  5. Build a reliable roster of your preferred creators and influencers for long-term collaborations and brand ambassadorships.

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🔍 Evolving Retail Landscapes: Insights from Consumer Behavior Studies

Recent studies conducted by 1WorldSync and Emarsys offer crucial insights into shifting consumer behaviors within the retail sphere.

Here are the key findings:

1️⃣ Smartphone Integration in Stores:

→ 87% of shoppers use smartphones for in-store research, focusing on price comparisons (72%), customer reviews (69%), and detailed product descriptions (52%).

→ 66% made online purchases for items traditionally bought in-store, especially in categories like clothing (50%), health & personal care (42%), and beauty & cosmetics (35%).

→ 61% of in-store shopping journeys now begin online, marking a 25% increase from 2022.

2️⃣ Factors Influencing Loyalty:

→ Incentivized loyalty, driven by discounts and deals, has decreased from 76% to 49% due to consumers seeking cost-effective options.

→ Personalized offers, diverse reward options, and excellent customer service (52%) are vital for retaining loyal customers.

→ Negative experiences lead 52% of consumers to switch brands, emphasizing the importance of positive shopping encounters.

3️⃣ Consumer Expectations and Behavior:

→ 49% of Americans anticipate regular discounts and incentives, and 59% are open to switching products for a cheaper alternative.

→ Tailored discounts influence 50% of consumers, while 46% expect exclusive offers as rewards for loyalty.

→ Over 20% have enrolled in more loyalty programs to secure enhanced brand value.

The Bottom Line:

Consumers increasingly rely on smartphones for informed purchasing decisions, urging retailers to enhance both online and offline experiences. Brand loyalty, now shaped by personalized incentives and exceptional service, necessitates a strategic shift towards customized offerings and superior customer engagement to maintain trust and preference in a fiercely competitive market.


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