With the official shutdown of its predecessor last year, Google Analytics 4 (GA4) is now the primary tool for tracking website data and gauging the success of dealership marketing campaigns. However, while Google has advertised updates that would make the new platform a powerhouse, the GA4 rollout has been anything but smooth.
On this episode of Inside Automotive, host Shyann Malone is joined by Brooke Furniss, founder of BZ Consultants Group, an internet marketing agency serving the retail automotive sector. Furniss leverages her extensive experience in the car business to help clients improve the efficiency and effectiveness of their dealership marketing strategies in the digital age. Now, she shares her insights into the impact GA4 is having on the industry, along with helpful tips for using GA4 correctly.
Key Takeaways
1. The shift from Universal Analytics (GA3) to GA4 represents a significant change in dealership marketing analytics. Despite presenting some initial challenges and a new learning curve, GA4 has ultimately had a positive impact. It offers more detailed tracking capabilities, like clicks, hovers, and swipes, allowing for better performance optimization.
2. Many users are not set up correctly on GA4, affecting their ability to track and analyze data effectively. Proper setup and consistent monitoring are crucial for leveraging the new platform to its fullest, as they will allow retailers to understand the expense and performance of their dealership marketing campaigns.
3. Dealers should ensure they own their GA4 account rather than relying solely on their website provider. This control is important for data consistency and accuracy, especially when changing providers or wanting to maintain a comprehensive view of all marketing activities.
4. With the removal of metrics like the bounce rate in GA4, engagement has become more important than ever. Understanding engaged sessions versus total sessions can help dealers effectively allocate their dealership marketing budgets and gain a deeper understanding of consumer behavior.
5. Furniss anticipates continued changes in the digital space, with a potential shift towards more investment in SEO and organic strategies. As paid search becomes increasingly expensive, finding a balance between paid and organic channels will be crucial for effective dealership marketing strategies.
"When it comes to marketing as a whole, we're seeing all sorts of different trends right now. Google is doing a lot of changing to say the least. So it'll be really interesting to see where people are going to continue to spend their money." — Brooke Furniss
