The latest version of  Google Analytics(GA4) is here. But what does that mean for marketing your business online?

Google Analytics came on the scene in 2005, and since then, it has been the most popular statistics tool for analyzing website performance.

  • 2005 — GA1: Urchin
  • 2008 — GA2: Classic
  • 2013 — GA3: Universal  
  • 2020 — GA4: Google Analytics 4

GA4 brings exciting changes to the user interface, new ways to view and analyze data, and other new features.

The 3 Main Differences Between GA3 and GA4

  1. Web and Mobile App Data Collection In One

The most significant change that is likely going to be the most exciting for most users is the ability to review mobile app and website data usage in one place. 

Previously, if you wanted to track your website data or mobile app usage, you would need to use both GA and GA for Firebase or GA APP View. 

If you have a mobile app and a website for your business, this is a game-changing development in user convenience. 

  1. Custom Data Set Collection 

The GA3 default setting is only to track page views. While it’s possible to customize GA3 to track additional datasets, setting this up generally requires advanced Google Tag Manager knowledge.

GA4 arrives on the scene ready to collect additional interactions of your choice. The “Enhanced Measurement” feature allows users to automatically collect data on outbound clicks, scrolling, file downloads, video engagement and more.

  1. Scheduled Ad Pause and Play

When a customer buys from your business, they will continue to see ads for your business. Often for the product they just purchased. This can be frustrating for customers and fruitless for companies. 

You don’t want to annoy your customers, but at the same time, you don’t want to stop advertising to them altogether. So what do you do?

GA4 has the solution. Now, you can target specific users and press pause on their accounts, so they don’t see an ad from you for 30-60 days after making a purchase. This allows customers to enjoy the product they purchased and not feel unappreciated.

Bonus Features in GA4

New User Interface Layout

While GA3 is still fully functional, it’s not a bad idea to start familiarizing yourself with the new layout because GA4 will become the standard. 

Funnels

Build customizable funnels that are retroactive and segmentable. 

Should You Make the Switch?

While GA4 is new on the scene, and most people are still using GA3, it won’t take long before GA4 is the dominant version. We suggest familiarizing yourself with the new features and platform interface, so you’re ready to go and can enjoy all the unique benefits of GA4.

If you’re looking for new ways to boost your SEO, you’ll want to consider putting the power of schema to work for your business’ website.

What is schema?

Schema markup, via Schema.org, is code that you put on your website that helps search engines provide more informative results for users. If you’re familiar with rich snippets in search engine results pages (SERPs), then you’ll understand the idea and benefits of schema.

Schema can insert additional information about search results, including product reviews and ratings, hours of operation of a business or upcoming events and dates. The great thing about schema is that it’s beneficial for both the user and your SEO!

The website for schema markup, Schema.org, was created through a collaboration between Google, Bing and Yahoo and developed for users.

The goal of search engines is to provide the most helpful and accurate results for any search term. Schema helps reach this goal by telling both the search engine and the user what your website data means, not just what it says.

Instead of relying on just the meta title and meta description to provide a preview of the search result, schema markup adds other details that could help the user determine they’re on the right track. For instance, pricing and reviews can be added to the search result via schema markup, informing users before choosing to click through for more details.

Why is schema important?

Adding schema to your webpages can help build trust with users and even help them find the information they’re after more quickly, such as your service department’s phone number or hours of operation.

This markup is important for SEO because it helps your pages stand out in the SERPs!

While there is no conclusive evidence that schema markup improves search result rankings, there are some indications that search results with extensive rich snippets, such as schema, improve click-through rates.

If you’d like assistance with adding schema markup to your webpages or finding other ways to enhance your SEO efforts through rich snippets, feel free to contact the experts at fusionZONE!

The How & Why of Filtering Bot Traffic in Google Analytics

Google Analytics is an essential tool for many businesses to measure website performance and understand web visitors’ behavior. Since making any business or website decisions should be based on good data, it is critical that your Google Analytics reports are providing accurate information.

Bot traffic is one common source of misleading or meaningless data, so you’ll have to tackle this issue to help ensure your data is clean and represents real visitors to your site. Let’s look at how bot traffic may adversely affect your analytics reporting and what you can do about it.

What is Bot Traffic?

When you hear the term bot traffic, it includes not only bots but spiders and crawlers that interact with your website. These software applications run automated tasks across the internet, and while some can be helpful, they don’t represent human-generated traffic, so they should be excluded from your reporting data.

Some bots are good and some are bad: think search engine crawlers versus scrapers that seek to clone your unique content. No matter what type of bots are reaching your website, they’re giving you a false sense of reality — at least when it comes to your site’s legitimate user traffic.

Did you know that bot traffic now accounts for about half of all internet traffic? That’s a lot of false data! This surprising metric illustrates the importance of weeding out bot, spider and crawler traffic to your site, so let’s look at how to do so.

How to Remove Bot Traffic From Google Analytics

Bot filtering is available in Google Analytics, but it’s not the default setting. Therefore, site owners will need to turn on the bot filtering setting manually, but it’s an easy switch.

To remove bot traffic from your Google Analytics data, go into the Admin View settings and check the “Exclude all hits from known bots and spiders” option. This list of known bots and spiders is regularly updated as Google finds new traffic sources that fit the bill. By taking this simple step, you’ll be eliminating the majority of bot traffic from your analytics reporting.

Maybe you also want to know how much of your default traffic data comes from bots. One way to get an idea of how much bot traffic hits your site is to set up separate views in Google Analytics and compare the data with and without bot filtering.

It’s also possible to manually filter out some of the remaining unknown crawlers, spiders and bots, but doing so is an intensive task that’s best left to the experts. But remember, excluding all hits from known bots and spiders will go along way in ensuring that you can rely on your Google Analytics reporting!

If you’d like assistance with interpreting your website’s performance and visitor behavior through Google Analytics, the digital marketing specialists at fusionZONE Automotive are here to help! Reach out to our team for more details on filtering bot traffic and other ways to gain insights from your site’s analytics reports.