Kev Tshawb Xyuas thiab Kev Ntsuas

Google Analytics 4: Cov neeg lag luam yuav tsum paub dab tsi… Thiab Ua… Hnub no!

On Lub Xya hli ntuj 1, 2023, tus qauv Universal Analytics (UA) cov khoom yuav tsum tsis txhob ua cov ntaub ntawv thiab Google Analytics cov neeg siv tau raug qhia kom tsiv mus rau Google Analytics 4 (GA4). Nws tseem ceeb heev uas koj tam sim ntawd integrate Google Analytics 4 nrog koj lub xaib, txawm li cas los xij, kom koj muaj cov ntaub ntawv keeb kwm los txog Lub Xya Hli!

Google Analytics 4 yog dab tsi?

Qhov no yog ib lo lus nug tseem kub hnyiab hauv ntau tus neeg lag luam lub siab - thiab yog vim li cas. Google Analytics 4 tsis yog qhov hloov tshiab xwb; nws yog ib qho kev tsim kho tshiab uas ua tiav rov qab taug qab thiab sau cov ntaub ntawv hla lub vev xaib thiab apps. Qhov kev txav mus los yog vim cov ntaub ntawv nruj dua cov cai tswjfwm ntiag tug, uas yuav ua rau muaj kev cuam tshuam tsis zoo ncuav qab zib tsis muaj yav tom ntej.

Google Analytics 4 vs Universal Analytics

Qhov no yog qhov hloov tshiab tseem ceeb rau Google Analytics thiab yuav muaj kev cuam tshuam loj heev rau kev lag luam. Nov yog 6 qhov sib txawv tseem ceeb… qee qhov ua rau txo qis kev pom tias cov neeg lag luam tau loj hlob kom txaus siab rau UA.

  1. Cov ntaub ntawv Collection - Universal Analytics siv cov txheej txheem ib txwm siv ntawm kev taug qab lub vev xaib siv cov ncuav qab zib, thaum GA4 siv cov txheej txheem siab dua uas sib txuas cov ntaub ntawv los ntawm ncuav qab zib, ntaus ntawv ntiv tes, thiab lwm yam ntaub ntawv. Qhov no txhais tau hais tias GA4 tuaj yeem muab cov ntaub ntawv muaj tseeb dua thiab nthuav dav txog koj cov neeg tuaj saib lub vev xaib.
  2. Tus neeg siv ID Tracking - Universal Analytics tso cai rau koj taug qab cov neeg siv tus cwj pwm thoob plaws cov khoom siv siv tus neeg siv ID, tab sis GA4 ua kom yooj yim rau kev taug qab cov neeg siv tus cwj pwm los ntawm kev txuas cov ntaub ntawv los ntawm cov khoom siv sib txawv thiab ntu.
  3. tshuab Kawm (ML) - GA4 suav nrog lub peev xwm kawm tshuab, uas tuaj yeem pab koj nkag siab zoo dua koj cov neeg tuaj saib lub vev xaib thiab txiav txim siab paub ntau ntxiv txog koj txoj kev lag luam.
  4. Kev Tawm Tsam - Hauv Universal Analytics, koj yuav tsum teeb tsa cov xwm txheej taug qab rau cov haujlwm tshwj xeeb uas koj xav taug qab ntawm koj lub vev xaib. Hauv GA4, kev taug qab qhov xwm txheej tsis siv neeg thiab koj tuaj yeem siv cov xwm txheej ua ntej lossis kho koj tus kheej cov xwm txheej taug qab cov kev nqis tes ua uas cuam tshuam rau koj txoj kev lag luam.
  5. Cov Ntaub Ntawv Keeb Kwm - Lub sijhawm ntawm cov ntaub ntawv keeb kwm uas koj tuaj yeem tshaj tawm hauv GA4 nyob ntawm seb hom ntaub ntawv tau sau. Qee hom ntaub ntawv, xws li cov xwm txheej thiab cov neeg siv khoom, muaj lub sijhawm khaws cia txog li 2 xyoos, thaum lwm hom ntaub ntawv, xws li kev sib ntsib thiab nplooj ntawv saib, muaj lub sijhawm khaws cia txog li 26 lub hlis. Qhov no yog qhov sib txawv loj heev muab Universal Analytics muab cov ntaub ntawv keeb kwm tag nrho.
  6. Qhia txog - Ob leeg Universal Analytics thiab GA4 muab ntau cov ntawv ceeb toom thiab ntsuas uas tuaj yeem pab koj nkag siab koj lub vev xaib kev khiav tsheb thiab cov neeg siv tus cwj pwm. Txawm li cas los xij, GA4 muab cov kev tshaj tawm tshaj tawm thiab kho tau ntau dua, nrog rau cov ntaub ntawv ntawm lub sijhawm thiab kev pom.

GA4 muab kev lag luam ntau qhov kev pom zoo, raws li tam sim no koj tuaj yeem tau txais kev pom tseeb ntawm cov neeg siv tus cwj pwm thiab kev nkag siab ntau dua ntawm tag nrho cov neeg siv khoom taug kev.

Yog tias tus neeg siv mus ntsib koj lub vev xaib lossis app, cov haujlwm tshiab tam sim no muab cov ntaub ntawv sib txuas rau hauv ib qho chaw thiab tso cai rau koj los txheeb xyuas cov ntaub ntawv sau ua ke. Kuj tseem muaj qhov cuam tshuam ntawm qhov kev tshwm sim tshiab-nrhiav peev xwm thiab kev kawm tshuab, qhib qhov rooj rau koj los sau cov ntaub ntawv hauv ntau txoj hauv kev muaj txiaj ntsig rau koj txoj kev lag luam. Txawm hais tias cov neeg siv khoom xaiv tawm ntawm kev sau cov ntaub ntawv, AI yuav sau qhov khoob los muab kev pom ntau dua rau koj cov neeg siv khoom.

Dab tsi yog Marketers poob nrog GA4?

Rau tag nrho nws cov txiaj ntsig, GA4 tsiv teb tsaws tsis yog yam tsis muaj qhov tsis zoo. Qhov tsis muaj peev xwm hloov pauv Universal Analytics cov ntaub ntawv rau hauv lub platform tshiab tuaj yeem yog qhov teeb meem tshwj xeeb. Nws zoo li ua kom Google Analytics thawj zaug. Koj yuav tsis muaj cov ntaub ntawv keeb kwm tshwm sim los saib rov qab, vim tsis muaj dab tsi tau ntes tau.

Qhov no ib leeg yuav tsum muaj laj thawj txaus los pib nrog GA4 kev koom ua ke sai li sai tau. Qhov tseeb, koj tsuas yog lav tau nkag mus rau cov ntaub ntawv keeb kwm rau rau lub hlis tom qab kawg ntawm UA cov ntaub ntawv sau. GA4 twb suav hais tias yog tus qauv tshiab. Tsis muaj lwm txoj hauv kev, tam sim no yog lub sijhawm zoo los paub koj tus kheej nrog cov txheej txheem tshiab.

Muaj cov yam ntxwv ntxiv uas muaj nyob hauv Universal Analytics uas tsis muaj nyob hauv GA4:

  • Tus neeg siv-ID taug qab - Hauv Universal Analytics, koj tuaj yeem taug qab tus neeg siv tus cwj pwm hla cov khoom siv siv tus neeg siv ID. Cov yam ntxwv no tsis muaj nyob hauv GA4, vim nws cia li txuas cov ntaub ntawv los ntawm cov khoom siv sib txawv thiab ntu.
  • Kev Cai Ntau Yam - Hauv Universal Analytics, koj tuaj yeem teeb tsa kev cai hloov pauv los taug qab cov neeg siv tus cwj pwm tshwj xeeb lossis cov yam ntxwv. Cov yam ntxwv no tsis muaj nyob hauv GA4, vim nws muaj qhov hloov pauv tau yooj yim dua qhov kev tshwm sim-raws li kev taug qab uas tso cai rau koj los kho koj qhov kev taug qab yam tsis tas yuav tsum muaj kev cai hloov pauv.
  • Cov Neeg Qhua Segmentation - Hauv Universal Analytics, koj tuaj yeem faib koj cov ntaub ntawv los ntawm hom qhua (xws li cov neeg tuaj saib tshiab thiab rov qab los) thiab tsim cov ntu kev cai raws li ntau yam kev cai. Hauv GA4, koj tseem tuaj yeem faib koj cov ntaub ntawv, tab sis cov kev xaiv rau segmentation muaj tsawg dua.
  • Advanced Segments - Hauv Universal Analytics, koj tuaj yeem tsim cov ntu siab tshaj plaws los txheeb xyuas qhov tshwj xeeb ntawm koj cov ntaub ntawv. Cov yam ntxwv no tsis muaj nyob hauv GA4, vim nws muaj qhov hloov pauv tau yooj yim dua qhov kev tshwm sim-raws li kev taug qab uas tso cai rau koj los kho koj qhov kev taug qab yam tsis tas yuav tsum muaj ntu ntu.
  • Site Nrhiav Taug Kev - Hauv Universal Analytics, koj tuaj yeem teeb tsa qhov chaw tshawb nrhiav kom nkag siab tias cov neeg siv cuam tshuam li cas nrog koj qhov chaw tshawb nrhiav. Cov yam ntxwv no tsis muaj nyob rau hauv GA4, tab sis koj tuaj yeem siv cov xwm txheej los taug qab qhov chaw tshawb nrhiav tus cwj pwm.
  • Kev Ceeb Toom - Hauv Universal Analytics, koj tuaj yeem teeb tsa cov ntawv ceeb toom rau koj ntawm kev hloov pauv tseem ceeb hauv koj lub vev xaib kev khiav tsheb lossis tus neeg siv tus cwj pwm. Cov yam ntxwv no tsis muaj nyob hauv GA4, tab sis koj tuaj yeem siv qhov kev kuaj pom tsis zoo los txheeb xyuas cov kev hloov pauv tseem ceeb hauv koj cov ntaub ntawv.

Paub Txog Cov Nta Tshiab ntawm GA4

Vim nws yog lub hauv paus redesign, GA4 suav nrog lub npe tshiab interface, uas tuaj yeem zoo li daunting thawj zaug, tshwj xeeb tshaj yog tias koj tau loj hlob tuaj rau UA. Lub interface tshiab tau yooj yim nrog 5 lub ntsiab lus tseem ceeb:

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Nws yog ib qho tseem ceeb uas yuav tsum nco ntsoov tias nyob rau hauv ntau yam, nws kuj yog ib qho cuab yeej muaj zog dua nrog qee qhov kev hloov pauv.

Kev ntsuas tus cwj pwm, rau ib qho, tau hloov pauv vim GA4 ua haujlwm raws li kev sib tham. Tsis txhob pom qhov nruab nrab lub sijhawm sib tham lossis tus nqi bounce, koj yuav tau taug qab cov kev sib koom ua ke lossis cov nqi koom nrog. Views kuj yog ib yam ntawm yav dhau los. Cov nyiaj thiab cov khoom tseem muaj tam sim no, tab sis cov ntaub ntawv ntws (xws li, cov vev xaib, apps, thiab lwm yam) tam sim no muaj thiab tuaj yeem teeb tsa ntawm qib khoom.

Ntxiv rau qhov ntawd, koj yuav pom cov xwm txheej tshiab, ntau yam uas tau sau cia. Koj tseem tuaj yeem siv ntau qhov kev ntsuas kev txhim kho thiab cov xwm txheej kev cai. Txhua tus qhib lub peev xwm tshaj tawm tshiab uas koj tuaj yeem tsim kho raws li koj qhov kev xav tau ntawm kev lag luam. Txawm li cas los xij, GA4 tsiv teb tsaws coj cov ntawv ceeb toom tsawg dua.

Los ntawm cov ntaub ntawv no, koj tuaj yeem xa koj cov ntaub ntawv mus rau hauv Google Cov Ntaub Ntawv Studio los yog mus rau hauv lub tshawb ntu los tsim koj qhov kev tshawb nrhiav kev cai, xws li cov ntaub ntawv funnel, kev tshawb nrhiav txoj hauv kev, thiab lwm yam.

Yuav Ua Li Cas Pib Nrog GA4 Integration

Txawm hais tias muaj kev kawm nkhaus me ntsis, GA4 kev koom ua ke yog qhov hloov tshiab ncaj qha. Txhawm rau kom tau txais txiaj ntsig zoo tshaj plaws, tsuas yog qee qhov kev npaj yuav tsum tau ua. Nov yog qhov uas yuav tsom ntsoov rau koj ua ntej:

  1. Hloov kho koj cov ntaub ntawv ntws. Nrog rau GA4 tsiv teb tsaws, cov ntaub ntawv tam sim no tau sau ntawm qib kwj. Qhov ntawd txhais tau tias koj yuav tsum teeb tsa cov ntaub ntawv ntws rau txhua lub platform thoob plaws koj lub lag luam kom ntes cov ntaub ntawv thiab rub cov ntawv ceeb toom tom qab. Yog tias, piv txwv li, koj lub koom haum muaj lub vev xaib, Android app, thiab iOS app, koj yuav xav teeb tsa txhua lub platform no raws li cov ntaub ntawv sib cais hauv tib lub cuab yeej GA4. Qhov no tso cai rau koj ua raws li tag nrho cov neeg siv khoom lub neej voj voog thiab muab kev txheeb xyuas kev lag luam ntau dua.
  2. Hloov kho koj cov xwm txheej rau lub hom phiaj tseem ceeb. Thaum koj mus dhau GA4 kev koom ua ke, koj yuav pom tias cov xwm txheej zoo ib yam li cov hauv UA. Txawm li cas los xij, tej zaum koj yuav xav tau kho cov hom phiaj cuam tshuam - tam sim no hu ua kev hloov pauv - kom ntseeg tau tias koj taug qab qhov tseem ceeb rau koj txoj kev lag luam. Coj ib yam dab tsi zoo li lub hom phiaj hom phiaj. Koj tsis tuaj yeem tsim lub hom phiaj saib nplooj ntawv xwb. Cov qauv ntaub ntawv sib txawv heev hauv Google Analytics 4 vs. Universal Analytics. Vim li no, koj tuaj yeem teeb tsa lub hom phiaj xa tawm los ntawm kev tsim ib qho kev tshwm sim hauv GTM uas tau tshwm sim thaum nplooj ntawv saib tshwm sim tshwm sim ntawm nplooj ntawv xav tau.

Yuav Ua Li Cas Migrate Cov Txheej Txheem Los ntawm UA rau GA4

  1. Saib xyuas kev ntsuas kev sib koom tes tshiab rau koj cov phiaj xwm. Ib qho kev hloov pauv tseem ceeb yog tias koj lub vev xaib bounce tus nqi yuav tsis muaj ntxiv lawm tom qab kev koom ua ke GA4. Lwm qhov kev ntsuas kev sib koom ua ke, txawm li cas los xij, tam sim no tuaj yeem pom los ntawm Analytics. Kev sib koom ua ke, uas yog qhov hloov pauv ntawm tus nqi rov qab, yog qhov pom tseeb tshaj plaws thiab tso cai rau koj los txiav txim seb cov neeg siv cuam tshuam nrog koj cov ntsiab lus li cas. Yog tias qhov kev koom tes qis qis, koj tuaj yeem khawb tob rau hauv cov ntawv tshaj tawm sib txawv thiab kev tshawb fawb kom pom seb nws tsis tu ncua lossis seb nws yog qhov tshwm sim ntawm ib qho channel, nplooj ntawv, qhov chaw, thiab lwm yam.

Cia peb hais ob peb nplooj ntawv muaj qhov kev koom tes tsawg. Tom qab ntawd koj tuaj yeem txheeb xyuas seb cov ntsiab lus puas cuam tshuam nrog koj li kev lag luam los tsav cov neeg siv rau cov nplooj ntawv. Tej zaum ib qho ntawm cov nplooj ntawv no tsis muaj txoj hauv kev yooj yim lossis muaj laj thawj rau cov kauj ruam tom ntej uas koj xav kom lawv ua. Tom qab ntawd koj tuaj yeem hloov kho ua tsaug rau kev nkag siab muab los ntawm GA4 hloov tshiab.

Tsis muaj leej twg ua haujlwm los ua tus lag luam digital tsuas yog rau cov khoom kom nyob twj ywm. GA4 tsuas yog lwm lub cuab yeej tshiab muaj zog uas muaj ntau yam haujlwm los txhim kho cov neeg siv khoom profile, saib xyuas cov xwm txheej ntxiv, thiab ua kom rov ua lag luam hauv txoj kev tshiab thiab zoo siab. Los ntawm kev siv sijhawm los kawm tam sim no thaum koj tseem muaj kev nyab xeeb ntawm UA kom poob rov qab, koj yuav yog ib kauj ruam ua ntej thaum GA4 yuav dhau los ua tus menyuam loj ntawm qhov thaiv.

Yuav Siv Tus Pabcuam Teeb Meem Li Cas Kom Teeb Meem GA4 Sau npe rau Google Analytics 4 Kev cob qhia thiab ntawv pov thawj

Greg Walthour

Greg Walthour yog co-CEO ntawm Intero Digital, 350-tus neeg ua lag luam digital lub koom haum uas muaj kev nthuav dav, cov txiaj ntsig kev lag luam daws teeb meem. Greg muaj ntau tshaj 20 xyoo ntawm kev paub txog kev them nyiaj tshaj tawm cov tswv yim, optimizing SEO, thiab tsim cov ntsiab lus daws teeb meem thiab PR. Nws coj pab pawg kws tshaj lij hauv kev tsim web thiab kev tsim kho, Amazon kev lag luam, kev tshaj xov xwm, yees duab, thiab duab kos duab, thiab Greg tau pab cov tuam txhab ntawm txhua qhov ntau thiab tsawg ua tiav hauv lub hnub nyoog digital.

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