Google Analytics 4 to bring greater customer insights

By Alan Wolf, YSN

In her new bi-monthly series of AVB Marketing updates dubbed “Tech Tuesday,” Product GM Kate Morris has so far filled us in on email and SMS integrations with HUB and the addition of premium payment gateway Affirm to Alta360/Series 5 websites and higher.

In her latest installment, Morris brings BrandSource members up to speed on Google Analytics 4 (GA4), the next generation of Google’s website traffic measurement tool. GA4 promises more incisive information by collecting event-based vs. session-based data from both websites and apps, while adding new predictive capabilities.

Related: How to Know If Your Digital Marketing is Working

“Now we will be able to provide members with even more insight into how consumers are shopping on their websites and how they should invest accordingly to improve conversions and purchases on their flagship stores,” her animated avatar said.

What’s more, AVB Marketing’s SEO & Analytics team is improving upon Google’s own less-than-ideal user interface by investing heavily in the development of centralized, best-in-class dashboards, Morris said.

The updated analytics tool is currently in a trial phase with several pilot BrandSource members, but plans call for a rollout to all Alta dealers well in advance of Google’s July 1 deadline.

But let’s let Morris speak for herself:

BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, mattress, furniture and CE dealers.