How to make the migration to Google Analytics 4 a competitive advantage for your SaaS

Google Analytics is changing: universal analytics (UA) is going away and is being replaced by Google Analytics 4 (GA4). GA4 represents a totally new way of thinking about analytics for everyone.

It’s a scary change for many because from July 2023, their current analytics setup will no longer collect additional data and there is no easy way to migrate that existing setup to GA4.

Bottom line: You won’t be able to make year-on-year comparisons if you don’t start collecting the data soon. That’s going to drastically impact your ability to make good marketing decisions.

Thanks, Google.

But for B2B SaaS companies, GA4 is actually a huge opportunity to gain insight into the impact of marketing investment in a way that has, until now, needed specialized and often expensive tools.

For example:

Imagine being able to finally understand which demand gen activities produce high value customersImagine being able to build truly effective remarketing audiences for existing users who are slipping away – effectively cutting your CACImagine being able to get a clear picture of what the customer journey is across your website and app – and also how people browse across different devices at the same time

Most of that would have been ridiculously complicated with UA. Much of it would have been impossible.

In this episode, we’ll look at:

Why Google Analytics 4 is fundamentally different for SaaS businessesThe core differences that will impact you with examples of why each mattersOur roadmap for making your move to GA4 a strategic advantage for your SaaS company

Need help demystifying and moving your analytics setup to GA4? Book a free GA4 Migration Assessement to find out how we can help you make sense of the confusion you’re currently feeling.

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. 

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