Earlier this year, Google launched Google Analytics 4, discarding outdated features and processes in favor of modern tools that better align with today’s internet shoppers. However, this new platform, which completely replaces the previous iteration, can be difficult for dealers to navigate, especially if they are just now entering the world of digital marketing.
On this episode of Auto Marketing Now, host Brian Pasch discusses the main differences between Google Analytics 3 and Google Analytics 4 and offers useful advice to help dealers set up their new accounts without losing important data. Pasch has helped lead the campaign to implement digital marketing in the dealership and bring the retail automotive sector up to speed on modern technology. He is also the founder of PCG Companies, an automotive marketing trainer and a frequent speaker on the importance of effective data management at industry conferences.
1. When choosing their digital marketing vendors, dealers should look for those who follow the Automotive Standards Council’s (ASC) guidance on Google Analytics 4.
2. In the past, it was difficult for dealers to track customer interactions or “events” across their websites and storefronts. Google Analytics 4 has made it easier to not only record these occurrences but also to identify the purpose of the interaction and whether or not they could transition into a sales opportunity.
3. Dealers must take special caution when classifying these events so as not to mistake one interaction with another. For example, sales events and service events should be separated into their own categories.
4. Google Analytics 4 allows dealers to gain more insights into events, but only if they properly optimize the tracking parameters on their accounts.
5. Dealers should set their Google accounts to store data for 14 months so as to keep a comprehensive view of historical trends in their digital marketing efforts.
"Take the time to go through all of these steps because the sooner you get this right, the sooner your Google ads campaigns will be optimized." — Brian Pasch