Is the cookie going away? Why local businesses should care.

Third-party cookies are basically tiny files that websites can store on your computer to track your online activity. Advertisers often use these cookies to gather information about your browsing habits, so they can deliver ads that are more relevant to your interests.

Due to concerns about privacy, some major web browsers are phasing out the use of third-party cookies. This means that advertisers won't be able to rely on them to track users' behavior anymore.

As a result, local businesses may need to find new ways to reach their target audience. For example, let's say you own a local coffee shop and want to advertise to people who love coffee. In the past, you might have relied on third-party cookies to track users who have searched for coffee shops in your area. But now, you may need to rely on first-party data, which is information you collect directly from your own website or app users.

So, you might want to start collecting email addresses from your customers or offering a loyalty program that requires them to create an account on your website. That way, you can use that data to create more targeted ads for people who are interested in your coffee shop.

Overall, the phase-out of third-party cookies may require local businesses to be more creative and resourceful in their advertising efforts. But, it also presents an opportunity for them to build stronger relationships with their customers by focusing on personalized and relevant messaging.

What is Google Analytics and what’s new with Google Analytics 4?

Google Analytics is a free web analytics service provided by Google that lets website owners and marketers  track and analyze their website traffic and user behavior. 

GA provides valuable insights into how visitors are interacting with your website, including data on where they're coming from, what pages they're visiting, how long they're staying, and more. 

This information can be used to make informed decisions about your website content, design, and marketing strategy.

As of July 1, 2023,  Google plans to stop sending data to the old version of Google Analytics, replacing it with Google Analytics 4.

Some of the new features of GA4 include:

1. More sophisticated tracking of user behavior across multiple devices and platforms, including mobile apps and web browsers.
2. Machine learning capabilities that allow for more accurate and detailed insights into user behavior.
3. A new event-based data model that enables more flexible tracking of user actions and interactions on your website.
4. Improved data privacy features, including new tools to help website owners comply with data protection regulations like GDPR and CCPA.

Overall, Google Analytics 4 will attempt to provide a more comprehensive and accurate view of website user behavior, while also addressing some of the privacy concerns that have arisen in recent years.

Benefits of Google Analytics 4 for local businesses.

• Understanding your website traffic: Google Analytics 4 offers in-depth insights into your website visitors' behavior, demographics, and interests. Use this data to tailor your marketing strategies.
• Tracking users across devices: Google Analytics 4 enables businesses to track user behavior on different devices, including mobile, desktop, and tablets, providing a more accurate view of customer journeys.
• Integrating with Google Ads: Google Analytics 4 integrates seamlessly with Google Ads, giving businesses valuable data on ad campaign performance to optimize their advertising strategies.
• Advanced machine learning: With machine learning algorithms, Google Analytics 4 provides more accurate data analysis, including customer lifetime value and churn prediction.
• Real-time data analysis: Google Analytics 4 enables businesses to track website traffic in real-time, allowing them to respond quickly to changes in visitor behavior and adjust their marketing strategies.
• User-friendly interface: Google Analytics 4 features a modern, easy-to-use interface, making it simple for businesses to navigate and understand website data.
• Cost-effective: Google Analytics 4 is free to use, making it an ideal choice for small businesses to analyze website traffic without incurring significant costs.

What will happen to the websites of businesses that don’t transition to Google Analytics 4?

Businesses that don't transition to Google Analytics 4 will miss out on the improved features described above, and may not be able to effectively analyze their website's performance. 

They might also face compatibility issues with other tools and services that integrate with Google Analytics.

The biggest problem, however, is that business owners will no longer be able to get data from Google about their website performance. That means business owners will be blind about the effects of changes they make to their websites. That includes user interaction with new content and other features on their websites.

How local businesses can get started with Google Analytics 4

1. Create a Google Analytics 4 property: The first step to using Google Analytics 4 is to create a property in your Google Analytics account. This will allow you to track data specific to your website.
2. Add the Global Site Tag (gtag.js): Once you have created a Google Analytics 4 property, you will need to add the Global Site Tag (gtag.js) to your website's code. This will allow Google Analytics to track data on your website.
3. Set up event tracking: After adding the gtag.js, you will need to set up event tracking. This involves specifying which events you want to track on your website, such as clicks on buttons or form submissions.
4. Migrate data from Universal Analytics to Google Analytics 4: If you were previously using Universal Analytics, you can migrate your data to Google Analytics 4 by using the data import tool. This will allow you to keep historical data and continue tracking your website's performance.
5. Test the new property before making it live: Before making your new property live, it's important to test it to ensure that it's working properly. You can do this by using the Google Analytics Debugger or by testing events on your website.
6. Start tracking your website performance: Once you have set up and tested your Google Analytics 4 property, you can start tracking your website's performance. This will allow you to gain insights into your website's traffic, user behavior, and other important metrics that can help you improve your business.

Feature image Photo by Mariano Ruffa: https://www.pexels.com/photo/silhouette-of-circus-people-169406/