GA4 isn’t all it’s cracked up to be. What would it look like to switch?

Marketers are searching for alternative analytics platforms. Here’s what you need to know to make an informed decision before switching.

The post GA4 isn’t all it’s cracked up to be. What would it look like to switch? appeared first on Search Engine Land.

Google Analytics is the top player when it comes to tracking website visitors. The platform’s value is reflected in its popularity, which is why it’s the market leader boasting an 86% share. But with great value comes great responsibility, and Google Analytics lacks in that department.

Designed to maximize data collection often at the expense of data privacy, Google Analytics and its mother company, Google LLC, have been on the radar of European privacy activists for some time now. Reports of questionable privacy practices by Google have led to legal action based on the General Data Protection Regulation (GDPR) that might result in a complete ban on Google Analytics in Europe.

On top of that, Google recently announced it will end support for Universal Analytics in July of 2023, forcing users to switch to Google Analytics 4 (GA4). So, if the switch must be made, why not seek a new analytics provider? There are great free and paid solutions that allow organizations to balance valuable data collection with privacy and compliance. With a GDPR-compliant analytics solution in place, your data collection becomes as it should be predictable and sustainable.  

The problem with GA4 from a user perspective

Universal Analytics’ successor is very different from what you’re familiar with. Apart from the new user interface, which many find challenging to navigate, there is a laundry list of issues with the feature set in GA4—from no bounce rate metrics to a lack of custom channel groups. Here are some of the limitations in GA4 from a user perspective that you might find frustrating.

Not-so-seamless migration

GA4 introduces a different reporting and measurement technology that is neither well understood nor widely accepted by the marketing community. There is no data or tag migration between the platforms, meaning you’d have to start from scratch. The challenge grows with the organization’s size—you can have hundreds of tags or properties to move.

Limits on custom dimensions

A custom dimension is an attribute you configure in your analytics tool to dive deeper into your data. You can then pivot or segment this data to isolate a specific audience or traffic for deeper analysis. While GA4 allows you to use custom dimensions to segment your reports, there’s a strict limit—you can only use up to 50.

Lack of custom channel grouping

Channel groupings are rule-based groupings of marketing channels and, when customized, allow marketers to check the performance of said channels efficiently. Unlike Universal Analytics, GA4 does not allow you to create custom channel groupings in the new interface, only default channel groupings.

Why Google is giving you a short deadline to make the switch to GA4

It’s startling to consider the deadline Google has left the analytics community when it comes to acting: Universal Analytics will stop processing new hits on July 1, 2023. This could be a way to motivate users to migrate more quickly. Perhaps Google was disappointed with the speed of adoption for GA4 and decided to act decisively for this next version.

Another possibility for the short deadline is that Google wants to cut costs and rid itself of technical debt associated with thousands of websites with legacy solutions installed (many of those users are not active users of the product). Since GA4 is designed to support Google’s advertising network, it guarantees more revenue than the competition.

Whatever the case, users need to prepare to move to GA4—or switch to an alternative. 

The problem with GA4 from a privacy standpoint

Google claims the new platform is designed with privacy at its core, but the privacy concerns are far from over. A lack of clear guidelines on data processing has many questioning the legality of GA4 in Europe. Here are some of the reasons that leave us to believe GA4 won’t last long in Europe.

Recent laws and regulations

Google makes it difficult to collect data in line with data protection regulations such as GDPR. This means that organizations engaged in gathering, storing and processing data about EU citizens have to adjust their policies and introduce serious technological changes to be GDPR-compliant.

One of the ​​key compliance issues with Google Analytics is that it saves user data, including information about EU residents, on U.S.-based cloud servers. As a U.S.-based technology company, Google must comply with U.S. surveillance laws, such as the Cloud Act. This legislation states that Google must disclose certain data when requested, even when that data is located outside of the U.S.

In the judgment known as Schrems II, a European court ruled that sending personal data from the EU to the U.S. via transatlantic transfers is illegal if companies can’t guarantee this data will be safe from U.S. intelligence.

Companies with an international presence must now adapt to a wide range of regulations, often with different requirements and restrictions.

Transparency

A Google guide implies data is transferred to the closest Google Analytics server hub. However, the data may be stored in a geographic location that doesn’t have adequate privacy protection to the EU. This lack of transparency poses a problem for Google and organizations using Google Analytics in the EU.

Newly introduced features in GA4 partially address this concern by allowing the first part of data collection (and anonymization) on European servers. However, data can, and most likely will, be sent to the U.S. The best thing to do is be open when it comes to collecting data from people.

With proper transparency, individuals feel a sense of safety and assurance. In return, organizations get more data because individuals now feel taken care of and have the trust needed to provide data.

Time to re-think how you handle consumers’ data

The advantage of these regulations is users’ increased consciousness about their data. This is where alternatives come in handy. They provide you with privacy features you need to comply with laws and obtain the data you want. So, thinking about making the switch to a Google Analytics alternative? Here’s what you need to know.

Addressing concerns about switching to an alternative analytics solution

A lot of users may be hesitant to make the switch. It makes sense—Google has dominated the marketplace for so long that it might feel like too big of a hassle to switch. For a marketing director or CMO to suggest using a different analytics tool and then for that tool to have even more limitations than the last would not be a good look.

You need to make an informed decision and choose the platform whose feature sets fit the organization’s needs to process user-level data while building trust with visitors. Here are the facts and myths when switching:

I’ll lose historical data.

This is a fact, but not for long. Some alternatives have developed data importers in the wake of Universal Analytics (Google Analytics v3) being deprecated.

It’s expensive and hard to switch.

This is a myth. Alternatives are built with easier user interfaces, use similar measurement methodologies, and often have solutions to help with Google Tag’s migrations.

Alternatives don’t offer demographic data. 

This is true: Google’s first-party data add sex, age group, and interests to profile data, and none of the alternatives can offer such data enrichment.

I miss some reporting capabilities.

This is false. Each alternative has unique reporting capabilities, and some are very flexible, allowing for more transformations and data exports than Universal Analytics.

It is easier to run advertising campaigns with Universal Analytics.

This is true. There is deep integration with Google Analytics and Google Ads/Google Marketing Platform, which gives access to an extensive repertoire of data.

I’ll lose my rank in Google Search.

This is a myth. Alternatives’ customers don’t report a lower rank in Google Search. Make sure your site is fast, mobile-friendly, popular (links) and with complete metadata.

The mindset to take when switching.

Marketers considering switching to a new platform need to take a new analytics mindset. We are experiencing a rapidly rising awareness that data is of value and must be protected. Since the future of marketing requires users’ consent, the vendor you choose must allow you to perform analytics in a privacy-friendly way.

Our intention with Piwik PRO Analytics Suite has always been to give clients powerful analytics capabilities along with key privacy and security features. The user interface and feature sets are similar to Universal Analytics, so marketers feel at home when switching to our platform.

Piwik PRO is geared towards both delivering valuable insights and privacy and compliance. Notably, switching to Piwik PRO excludes the privacy and compliance issues associated with Google Analytics to collect data predictably and sustainably. There’s both a free and paid plan, which allows different organizations to get an analytics service tailored to their needs.  If you’d like to learn more about Google Analytics alternatives or get more information on the Piwik PRO Analytics Suite, visit piwik.pro.

This article was written by Maciej Zawadzinski, CEO, Piwik PRO.

The post GA4 isn’t all it’s cracked up to be. What would it look like to switch? appeared first on Search Engine Land.

What to look for in a technical SEO audit

These technical optimizations will become the key differentiating factors for ranking better than your competitors.

The post What to look for in a technical SEO audit appeared first on Search Engine Land.

According to Techradar, there are more than 547,200 new websites every day. Google has to crawl and store all these sites in their database, therefore occupying physical space on their servers.

The sheer volume of content available now allows Google to prioritize well-designed, fast sites and provide helpful, relevant information for their visitors.  

The bar has been raised, and if your site is slow or has a lot of jargon in the code, Google is unlikely to reward your site with strong rankings.

If you really want to jump ahead of your competitors, you have a huge opportunity to be better than them by optimizing your site’s code, speed and user experience. These are some of the most important ranking signals and will continue to be as the internet becomes more and more inundated with content.

Auditing your website’s technical SEO can be extremely dense and with many moving pieces. If you are not a developer, it may be difficult to comprehend some of these elements.  

Ideally, you should have a working knowledge of how to run an audit to oversee the implementation of technical SEO fixes. Some of these may require developers, designers, writers or editors.

Fortunately, various tools will run the audits for you and give you all the comprehensive data you need to improve your website’s technical performance.

Let’s review some of the data points that will come up, regardless of what technical SEO audit tool you use:

Structure

  • Crawlability: Can Google easily crawl your website, and how often?
  • Security: Is your website secure with an HTTPS certificate?
  • On-page SEO elements: does every page have the keyword in the title tags, meta description, filenames, and paths? Does it have the same on-page elements as sites ranking in the top 10 for your target keywords?
  • Internal links: Does your site have internal links from other site pages? Other elements you can consider are site structure, breadcrumbs, anchor text and link sculpting.
  • Headings: Is the primary KW in the H1? Do you have H2s with supporting keywords?
  • Compliance issues:  Does your site’s code include valid HTML? What is the accessibility score?
  • Images: Do your images load quickly? Are they optimized with title, keywords and srcset attribute? Do you use some new image formats such as webP and SVG?
  • Schema and semantic Web: Are your schema tags in place and set up properly? Some schema tags that you can use include WebPage, BreadcrumbList, Organization, Product, Review, Author/Article, Person, Event, Video/Image, Recipe, FAQ and How-To.
  • Canonicals: Do you have canonical tags in place, and are they set up properly?
  • SiteMap: Do you ONLY have valid pages in the site map, and are redirects and 404 pages removed from the sitemap?

These are simply a few of the elements you’d want to look into that most tools will report on.  

User experience

Google has been placing more focus on ranking factors revolving around user experience. As the web collectively becomes more organized, Google is raising the bar for user experience. Focusing on user experience will ultimately increase their advertising revenue.   

You’ll want to audit the user experience of your website.

  • Is it fast?
  • How quickly is the page interactive?
  • Can it be navigated easily on mobile devices?
  • Is the hierarchy of the site clear and intuitive?

Some of the ways of measuring this include:

  • Site speed
  • Web Core Vitals
  • Mobile-friendliness
  • Structured navigation
  • Intrusive ads or interstitials
  • Design

Make sure you are working with a developer that is well versed in the latest technical SEO elements and who can apply the changes required to raise your SEO performance score.

Technical SEO audit tools

Some of the most popular SEO audit tools include:

  • Semrush Site Audit
  • Screaming Frog
  • SiteBulb
  • Website Auditor
  • ContentKing App
  • GTMetrix
  • Pingdom
  • Google Lighthouse
  • Google Page Speed Insights 

We’ll look at a couple of these tools and the data points you can gain from them.

Semrush site audit

Once you create a project in Semrush, you can run a site audit. Your overview will look like this:

Click on the “Issues” tab, and you’ll see a detailed list of the issues that were uncovered, divided by Errors, Warnings and Notices:

If you click on an item, you’ll see a list of the pages affected by each issue.

Review these as sometimes the data points are not valid.   

Ideally, you should export the CSV for each of these issues and save them in a folder.

Screaming Frog

This desktop tool will use your computer and IP to crawl your website. Once completed, you’ll get various reports that you can download.  

Here are a couple of example reports:

This is an overview report that you can use to track technical audit KPIs.

For example, this report gives you details of the meta titles for each of your pages.

You can use the Bulk Export feature to get all of the data points downloaded into spreadsheets, which you can then add to your Audit folder.

SiteBulb

Like the others, Site Bulb will do a comprehensive crawl of your website. The benefit of this tool is that it will give you more in-depth technical information than some of the other tools.

You’ll get an Audit Score, SEO Score, and Security Score. As you implement fixes, you’ll want to see these scores increasing over time.

Google Search Console

The Index Coverage report contains a treasure trove of data that you can use to implement the fixes that Google has discovered about your site.

In the details section, you’ll see a list of the errors, and if you click through to each report, they will include the list of pages affected by each issue.

Implementing technical SEO fixes

Once you have all of your CSV exports, you can create a list of all of the issues and go through them to remove duplicate reports created by the different tools.

Next, you can assign what department each fix belongs to and the level of priority. Some may need to be tackled by your developer, others by your content team, such as rewriting duplicate titles or improving descriptions with pages with low CTR.

Here’s what your list might look like:

Each project should include notes, observations, or details about how to implement the fix. 

Most websites will have dozens of issues, so the key here is to prioritize the issues and make sure that you are continuously fixing and improving your site’s performance each month.

E-A-T Audit

It’s important that your website reflects topical authority and relevance. E-A-T means:

  • Expertise: Are you an expert in your field? Are your authors authoritative?
  • Authoritativeness: Are you considered authoritative in your field by industry organizations? Do your social profiles, citations, social shares and link profile reflect this authoritativeness?
  • Trustworthiness: Can visitors trust that your website is secure and that their data is safe? Does your site have an SSL certificate, including privacy disclaimers, refund information, contact info and credentials?

Google has an entire team of Quality Raters that manually review websites to assess them based on these parameters. Google has even published the Quality Raters E-A-T guidelines for site owners to reference.

If your website is in a YMYL (Your Money, Your Life) niche, these factors are even more important as Google attempts to protect the public from misinformation.

Analytics audit

  • Is your Google Analytics code working properly?
  • Do you have the proper goals and funnels to fully understand how users navigate your site?
  • Are you importing data from your Google Ads and Search Console accounts to visualize all of your data in Google Analytics? 

BrainLabsDigital has created a Google Analytics audit checklist that will help you review your Google Analytics account. The accompanying article will give you a straightforward and strategic approach to ensuring your Google Analytics is set up properly.

Prioritizing technical SEO fixes

Make sure you prioritize continuously improving your on-page SEO. Depending on your site, you may have a list of a dozen or a few hundred fixes. Try and determine which fixes will impact the most pages to see a greater improvement from your efforts.

It can be discouraging to see a list with 85 different technical SEO improvements. The benefit is that, as you go through these improvements, you will start seeing movement in your rankings.  Over time, you’ll want to have very few, if any, errors show up in all of your crawling tools.

If your content is relevant, targeted and well developed, and you’re receiving new, quality links every month, these technical = optimizations will become the key differentiating factors for ranking better than your competitors.

The post What to look for in a technical SEO audit appeared first on Search Engine Land.

“Quarter of a million euros,” for Jimmy Joy, a direct-to-consumer (DTC) food company

The following is from our huge library of client successes—why not discover how we can help grow your business?
Jimmy Joy is a meal replacement company based in the Netherlands.
A short video interview with the client window._wq = window._wq || []; _wq.push({ id: “7p1wex8fgv”, options: { plugin: { “postRoll-v1”: { raw: “To start growing your profits,
1. Get a free copy of our
our best‑selling book
2. Book your FREE website strategy session
” } } }, onReady: function(state) { video[“7p1wex8fgv”] = state; } }); “Every step of the funnel, we’ve tested, found winners, and increased conversion,” says Joey van Koningsbruggen, CEO and founder of Jimmy Joy.

The following is from our huge library of client successes—why not discover how we can help grow your business?

Jimmy Joy is a meal replacement company based in the Netherlands.

A short video interview with the client

“Every step of the funnel, we’ve tested, found winners, and increased conversion,” says Joey van Koningsbruggen, CEO and founder of Jimmy Joy.

A transcript of the video

I would recommend CRE. The way of thinking that they have: They do research on what our customers want, create hypotheses, and make designs based on the wishes of our customers. That’s very valuable.

“Working with Conversion Rate Experts, the results have been really good and really moved the needle. We’ve optimized and improved all funnel phases from the homepage to the checkout. Literally, every step of the funnel, we’ve tested, found winners, and increased conversion.

“And it has a compounding effect. In terms of euros, the uptick in revenue is anything upwards from a quarter of a million.

“I’m Joey van Koningsbruggen. I’m the CEO and founder of Jimmy Joy. Jimmy Joy makes the healthiest meals possible in the most convenient form. Shakes, bars, drinks, anything that you can make under 30 seconds to have a good, solid, natural, filling meal.

“Conversion optimization is important because 90% of our business is e-commerce. At the end of the day, it’s what works best for customers, making sure that they can find all the information that they need, convenience, and you can only know what works if you test it.

“We tried a whole bunch of things based on our own preference, but it wasn’t consistently getting performance. It didn’t have a very scientific, very structured, constructive approach. I inquired about Conversion Rate Experts’ price and methods, and they sent us a book. We tried some of the stuff mentioned in the book, and it worked, and that gave me confidence to at least give them a try.

“For smaller companies like ours, it’s a big chunk of our marketing budget. So you have to justify that in actual conversion rate optimization. But you can calculate, of course, what you need to break even. We’re way above that point. So it’s a good investment.

“Sometimes there are minor changes that really move the needle, but they’re based on research, solid logic. Yeah, it’s interesting to see how sometimes what works differs from what you expect. If the conversion is higher, you can invest more in acquisition. Plus, the insights you gain are usable for other channels, too, such as email or acquisition marketing.

“If you’re considering a party to do conversion optimization, I would recommend Conversion Rate Experts. They truly are the experts in that field.”


What’s your goal today?

1. Hire us to grow your company

We’ve generated hundreds of millions for our clients, using our unique CRE Methodology™. To discover how we can help grow your business:

Claim your FREE strategy session

2. Learn how to do conversion

Download a free copy of our Amazon #1 best-selling book, Making Websites Win, recommended by Google, Facebook, Microsoft, Moz, Econsultancy, and many more industry leaders. You’ll also be subscribed to our email newsletter and notified whenever we publish new articles or have something interesting to share.

Browse hundreds of articles, containing an amazing number of useful tools and techniques. Many readers tell us they have doubled their sales by following the advice in these articles.

Download a free copy of our best-selling book

3. Join our team (we’re actively hiring!)

If you want to join our team—or discover why our team members love working with us—then see our “Careers” page.

4. Contact us

We help businesses worldwide, so get in touch!

6 Common UX Mistakes Startups Often Make

Quality user experience transforms businesses, while poor UX damages them. It’s only expected – people that are satisfied with your brand and product are more likely to become regulars. Leads that enjoy a good experience on your website are more likely…

Quality user experience transforms businesses, while poor UX damages them. It’s only expected – people that are satisfied with your brand and product are more likely to become regulars. Leads that enjoy a good experience on your website are more likely to convert into customers. It is much harder to make unsatisfied customers happy than […]

The post 6 Common UX Mistakes Startups Often Make first appeared on Loop11.

Three Reasons Ethical AI Needs to Be On Your Roadmap

Artificial intelligence (AI) and machine learning have become a critical component of any organization’s marketing strategy. They help improve efficiencies, deliver personalized customer experiences, and drive positive performance. As we continue to le…

Artificial intelligence (AI) and machine learning have become a critical component of any organization’s marketing strategy. They help improve efficiencies, deliver personalized customer experiences, and drive positive performance. As we continue to lean on AI more, it’s imperative that we oversee it in a way that promotes transparency, responsibility, and equity.  

Why It’s So Hard to Shake the Way People Make You Feel

Good or bad, our feelings color how we see people. In psychology, a “trapped prior” is a perception of reality that’s colored, or trapped, by past experiences. If not treated, trapped priors can turn into debilitating phobias.
The post Why It’s So Hard…

Good or bad, our feelings color how we see people. In psychology, a “trapped prior” is a perception of reality that’s colored, or trapped, by past experiences. If not treated, trapped priors can turn into debilitating phobias.

The post Why It’s So Hard to Shake the Way People Make You Feel appeared first on Nir and Far.

SparkToro & Followerwonk Joint Twitter Analysis: 19.42% of Active Accounts Are Fake or Spam

TL;DR – From May 13-15, 2022, SparkToro and Followerwonk conducted a rigorous, joint analysis of 44,058 public Twitter accounts active in the last 90 days. These accounts were randomly selected, by machine, from a set of 130+ million public, acti…

TL;DR – From May 13-15, 2022, SparkToro and Followerwonk conducted a rigorous, joint analysis of 44,058 public Twitter accounts active in the last 90 days. These accounts were randomly selected, by machine, from a set of 130+ million public, active profiles. Our analysis found that 19.42%, nearly four times Twitter’s Q4 2021 estimate, fit a conservative definition of fake or…

“We’ve had such a positive experience with Conversion Rate Experts,” says Igloo Vision, a B2B technology company

The following is from our huge library of client successes—why not join them?
Igloo Vision produces 360-degree projection domes and technologies for “shared VR” experiences. Igloos are used by companies like Accenture, Microsoft, BBC, and WarnerMedia for events, training, and visualization.
A short video interview with the client window._wq = window._wq || []; _wq.push({ id: “ulrju9ymb7”, options: { plugin: { “postRoll-v1”: { raw: “To start growing your profits,
1. Get a free copy of our
our best‑selling book
2. Book your FREE website strategy session
” } } }, onReady: function(state) { video[“ulrju9ymb7”] = state; } }); “CRE are a great return on investment,” says Natalie Cregan-Evans, Head of Marketing at Igloo Vision.

The following is from our huge library of client successes—why not join them?

Igloo Vision produces 360-degree projection domes and technologies for “shared VR” experiences. Igloos are used by companies like Accenture, Microsoft, BBC, and WarnerMedia for events, training, and visualization.

A short video interview with the client

“CRE are a great return on investment,” says Natalie Cregan-Evans, Head of Marketing at Igloo Vision.

A transcript of the video

CRE are a great return on investment. We have found so much value from working with them. They very much live up to the hype.

“The impact that they’ve had for us—learning about the website—has provided us with such detailed information and such great evidence for us to take that forward and make improvements—in which we can make it even better and work even harder for us. And that’s quite a powerful thing for some of us in the marketing team.

Conversion Rate Experts took the time to really dig into our business. They had some great insights for the customer journey as well. They’ve taught us so much. And as a marketer, I’ve learned so much that I know I’m going to be able to take forward in the future.

“My name is Natalie Cregan-Evans, and I’m the Head of Marketing at Igloo Vision. Igloo Vision creates these shared immersive spaces. And the idea is you can take any digital content and put it on the walls all around you. It’s like stepping inside a giant VR headset, but it means you can get whole groups of people inside. So it’s always a shared experience.

“We are very much a global company. Headquarters is in Shropshire, with an office in Central London, Toronto in Canada, and Melbourne in Australia. We’ve also got offices in New York and Atlanta opening soon. We work with over 100 companies all over the world, such as Accenture, Microsoft, BP, Sky, and Toyota. We’ve got over 50 universities around the world who’ve installed our technology.

“Conversion rate optimization should be a priority for anyone with a website. If you can improve that conversion rate, you can scale up the revenue, profits, and so on, so much more quickly. We didn’t know what it was that was working about the website. And we didn’t have that kind of in-house expertise to be able to dig into it. As far as we were concerned, if we broke the website, we’d break the business. So we wanted to be really sure that whatever changes we made, we were going to be making the right ones.

“We’ve been fans of Conversion Rate Experts for quite a while, to be honest. I’ve actually got their book, “Making Websites Win”—it’s on my desk. The resources that they make available on their website for free are so useful and helpful to you. We thought if we got these guys in and they did their magic, that would be ideal.

“We knew that they were very much leaders in their field, seeing that huge page of all their testimonials and seeing the caliber of people they’ve worked with. And we are the leaders in providing this kind of technology, so we wanted to work with leaders as well.

“At Igloo Vision, we’ve had a great experience working with Conversion Rate Experts. One of the things we’ve really appreciated is that we’ve had this dedicated team to take a holistic look at the whole business and then pull out the most important aspects of the customer journey from the customer perspective. And I think that’s been one of the really valuable things, which is not something we’ve necessarily had with other agencies in the past. They’ve helped us get more data, information, and tools that we didn’t know how to go about collecting—or we might have had before but didn’t know how to interpret.

“For us, we want to build a website that’s going to only get serious inquiries from serious players with the budgets for this kind of technology. They’ve given us all the tools that we need to go forward and some really strong ideas and even frameworks to build out what a new website might look like. And we know that it’s all based on their very thorough and very scientific methods. So everything we’re doing is based on evidence.

I would recommend Conversion Rate Experts. We’ve had such a positive experience with them. If you are looking to work on your website, improve conversion rate optimization, and so on, you can’t do better than CRE.”


What’s your goal today?

1. Hire us to grow your company

We’ve generated hundreds of millions for our clients, using our unique CRE Methodology™. To discover how we can help grow your business:

Claim your FREE strategy session

2. Learn how to do conversion

Download a free copy of our Amazon #1 best-selling book, Making Websites Win, recommended by Google, Facebook, Microsoft, Moz, Econsultancy, and many more industry leaders. You’ll also be subscribed to our email newsletter and notified whenever we publish new articles or have something interesting to share.

Browse hundreds of articles, containing an amazing number of useful tools and techniques. Many readers tell us they have doubled their sales by following the advice in these articles.

Download a free copy of our best-selling book

3. Join our team (we’re actively hiring!)

If you want to join our team—or discover why our team members love working with us—then see our “Careers” page.

4. Contact us

We help businesses worldwide, so get in touch!

What Marketers Want & How Promotions Can Help

The list of concerns keeping marketers up at night is growing rapidly. At a time when stakes are high for brands as they face radical changes in consumer behavior, economic climate, and more, a ton falls on the marketing department to meet new and dema…

The list of concerns keeping marketers up at night is growing rapidly. At a time when stakes are high for brands as they face radical changes in consumer behavior, economic climate, and more, a ton falls on the marketing department to meet new and demanding business outcomes. But you already know this, so let’s skip to the good part and talk about promotions!

Google Universal Analytics real time metrics now titled “in the last 5 minutes”

The measurements have not changed, this is just a title change for clarification purposes.

The post Google Universal Analytics real time metrics now titled “in the last 5 minutes” appeared first on Search Engine Land.

Google has updated the title it uses for real time analytics in Universal Analytics 3 to read “in the last 5 minutes.” Previously this section was titled “right now” but with Google Analytics 4 rolling out, Google wanted to make the title more specific to what both are actually displaying.

In the last 5 minutes. Google’s title for the real time metrics was updated to say “in the last 5 minutes” to more accurately describe what UA3’s real time metrics actually displayed. Here is a screenshot of the new title:

Previously, it looked more like this saying “right now” – which is not really right now but in the last 5 minutes.

Why the change. We believe Google made this change in order to help communicate why UA3 real time metrics are different from GA4 real time metrics. UA3 real time metrics are based off the last five minutes whereas GA4 real time metrics are based off the last thirty minutes.

Why we care. When you see this change, don’t worry, you are not alone – we are all seeing this title change. But rest assured, the metrics in real time Universal Analytics 3 have not changed. Google is just making it crystal clear that UA3 is measuring the past 5 minutes and GA4 is measuring the past 30 minutes.

Keep in mind, both UA3 and GA4 also measure traffic differently – so even if they both looked at the past 5 minutes, it would show different numbers.

The post Google Universal Analytics real time metrics now titled “in the last 5 minutes” appeared first on Search Engine Land.