The deadline for Google switching off Universal Analytics or Google Analytics as you know it, is fast approaching.
Whatever you decide to do, you need to act now to ensure you are prepared for the change and not scrambling in June.
Google has also reported many troubleshooting issues, so you need to allow time to get your migration right.
If you have logged into Google Analytics over the past week, you may have seen the message below:
The message is very tempting for you to “accept” and “Schedule Support”, however, there are 5 reasons why you should say a STRONG NO
Reason #1 – One Size Fits All Does NOT Work.
Your business is unique, and your website is unique. You need to set up website reporting which matches the needs of your business. The stats that matter to you, NOT Google.
There is also a huge risk Google will automatically migrate incorrect data as they do NOT have a good understanding of your business.
Reason #2 – Poor Data, Results in Poor Marketing & Business Decisions
Accurate data is essential to support good decision-making in business. The biggest risk of Google auto-migrating your data is you will see conversions that are not real sales leads or sales for your business.
You will also start seeing all these metrics that are NOT relevant nor important to your type of business.
Reason #3 – Avoid Expensive Advertising Mistakes
Let’s face it, Google has a vested interest in your business spending more money with Google. Inaccurate reporting and conversion tracking will result in your business spending advertising dollars in the wrong areas. Worse still, Google will be making recommendations based on the wrong conversion data.
Reason #4 – Your cost of Google Advertising will GO UP
Think about it. If everyone follows the same Google’s auto migration, this is what will unfold:
- You and your competitors will be tracking the same thing.
- You and your competitors will advertise in the same areas.
- The cost of your Google advertising will go UP.
Reason #5 – Your chance to differentiate will be LOST.
The online world is more competitive than ever. Your competitors are investing more in digital advertising than ever before. To stay ahead you need to be different and you need to be smart about the areas where you decide to play and invest online.
Setting up the same uniform performance metrics as every other company will not help your business stand out and be better than the competition.
Worried about Google taking control of your business and marketing?
Get ROI to help your set up your custom GA4 Dashboard, so this change will be for the better not the worse for your business.
Thanks for reading this blog.