As December marches on, bleeding-edge marketers are possibly thinking of how they’ll use Google Analytics in 2022.
On December 8th, 2021, the Google Analytics Twitter channel had this tweet:
It’s linked to a blog article on Portent.com, by Michael Wiegand, titled 6 Ways to Prepare Your Digital Analytics Setup for 2022.
These 6 ways are:
Well, you’ve probably already adopted Google Analytics 4, or are using Universal Analytics and want to switch to GA4.
We have a number of GA4-oriented articles on this site. One is Google Analytics 4’s Explorations: Advanced Customer Journey Insights.
We actually also have an article for businesses that aren’t looking go sell anything, such as charities: One Way to Use Google Analytics…Especially if You Don’t Want to Sell.
I actually wrote an article about this: Looking for an Alternative to Cookies? Server-Side Tagging Holds Promise as Replacement.
I’m digressing here, but this is important: as you may know, due to government regulation and restrictions due to privacy laws, cookies have come under scrutiny, and are being discouraged.
They may still be used (which is why, when you see those cookie banners, you’re asked to acknowledge that), but the consensus is that they’ll be used less frequently as time goes on.
Actually, privacy is a big consideration for digital marketers. As I think I’ve said before, it can make or break a business.
I’ve written a number of articles that talk about privacy; I think a good one to start with is this one, which is based on an 8-minute video from Google: Video: The Future of Measurement in a Changing Ecosystem.
It’s up to you whether you want to dive into more granular measurements. If you want to, great! If you have the traffic to justify it, you can gain some significant insights.
Closed-loop analytics, at least as it applies to social media, has to do with “closing the loop” in the data between different data sources.
I know that’s probably not the most helpful or easy definition. Hopefully, if you want more clarity, Jessica Taylor’s article, Understanding Closed-Loop Analytics for Social Media will help give you a crystal-clear idea of what closed-loop analytics is.
This has to do with building report templates.
This has to do with setting your business goals. I’ve written at least 2 articles related to goal-setting with Google Analytics: How to Use Goals in Google Analytics: A 4-Phase Overview and New Video: How to Set Goals in Google Analytics.
With these 6, you can take steps toward preparing Google Analytics for a 2022 victory!