The shift to Google Analytics 4, or GA4, is at the forefront of many marketers’ minds. On today’s Inside Automotive, we’re joined once again by the Marketing Director of Jeff Wyler Automotive Family, Kevin Frye, to tell us what we need to know, and we’ll also get his take on some of the unique ideas he’s seen thus far.
Google discontinued Google Analytics on July 1, 2023, and introduced GA4. The new platform, which is more reliable, is Google’s reaction to customer expectations for enhanced privacy being implemented. Frye claims that GA4 is a mechanism for dealers to capitalize on the increasing volume of visits to their websites. It’s a chance to see what is now effective and what isn’t. For instance, GA4 enables dealers to measure every action, such as each click and each scroll down, but before GA4, dealers had to create those measurements manually.
Frye asserts, “To paint a picture, say I wanted the best customer experience for my search results page. With GA4, I can organize which makes, models, colors, and trims are being searched more frequently. The great thing about it is that it will enable dealers to create new innovation opportunities.”
Innovations
Almost all dealers are partnered with a great marketing provider and typically receive a monthly call surrounding the data: Which vehicle did they want to push to the market? Moreover, most general managers will evaluate their inventory after the call, but GA4 can streamline that process. GA4 can optimize 30 different touch points of a vehicle, highlighting the quality of the car in two weeks rather than 60 days. Additionally, the tool can send real-time photos to general managers and automate reports to market providers. Frye claims, “With GA4, we can now connect our ad words and optimize up to 30 engagement points. As a result, dealers will see more bank for their buck.”
Furthermore, Frye notes how dealers can implement AI, ChatGPT, and GA4 together and cross-reference the data results. To further explain, “You call a lead with an iPhone that reads and transcribes information, which is a part of AI. As the calls go through GA4, they can differentiate the type of calls and which department it was redirected to.” Each tool allows dealers to move effectively through their customer’s experience.
