We've been asked more often about the role of AI in digital marketing. It's here and it's not going away, so how do we leverage it and what are the potential side effects that could come from this type of content creation. So we decided to make an example. GA4 is coming in July and there's so much that is going to change in digital marketing because of it. But the general consensus is it's all bad. But this is just an example.

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We asked ChatGPT to write an article about the differences between GA4 and Universal Analytics. It spit out a pretty comprehensive article that has a lot of great information. But it doesn't allow for opinion, just factual. And the information definitely leans positive for Google. So, using ChatGPT could impact the narrative of content going forward.

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Additionally, this post (and the header image) were created in about 7 minutes using AI. If robots are writing text for robots, how do search algorithms keep up? Essentially, they don't. Written content is going to be far less important to search algorithms now and moving forward. So fundamental SEO efforts have to shift. So this blog, our blog Brainstorm, is going to be less valuable than ever as is your company's blog and content pages. There's not much of a reason to keep it up if the writing can be done for you in seconds.

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So what's next? Video? More social signals? That's still TBD. But in the meantime, enjoy a robot article about robot things.

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Google Analytics has been a popular tool for businesses and website owners to track their online performance for many years. The Universal Analytics version has been widely used for over a decade. But Google has recently introduced a new analytics platform, called GA4. In this article, we will explore the key differences between Universal Analytics and GA4.

User Focused vs Session Focused

One of the main differences between Universal Analytics and GA4 is how they measure user behavior. Universal Analytics is session-based, meaning that it tracks individual sessions and pageviews. GA4, on the other hand, is user-focused, meaning that it tracks the actions of individual users across multiple sessions and devices. This change in focus means that GA4 can provide a more comprehensive view of how users engage with a website or app over time.

Event-Based Tracking

Another key difference between Universal Analytics and GA4 is how they track user interactions. Universal Analytics uses pageviews and events to track user behavior. GA4, on the other hand, uses an event-based tracking system that allows for greater flexibility in tracking user interactions. With GA4, you can track a wider range of user actions, including video engagement, file downloads, and button clicks. This event-based tracking also makes it easier to track user interactions across multiple devices.

Machine Learning Insights

One of the most significant changes in GA4 is the use of machine learning to provide insights into user behavior. GA4 uses machine learning to identify trends and insights that may not be apparent through traditional analytics methods. This includes insights into user behavior and user acquisition that can help businesses optimize their marketing efforts. The Explore tab in GA4 allows users to explore their data using machine learning insights.

Enhanced Privacy Controls

Privacy has become a major concern for users, and Google has responded to this with enhanced privacy controls in GA4. The new platform includes a privacy center that allows users to manage their data preferences, such as opting-out of data collection. GA4 also includes data deletion controls that allow users to delete data associated with individual users or events.

Advanced Analysis Tools

GA4 introduces new advanced analysis tools that provide deeper insights into user behavior. The Analysis tab in GA4 includes tools such as funnel analysis and cohort analysis that can help businesses understand how users move through the conversion funnel. These tools can help businesses identify areas for optimization and improve their marketing efforts.

Easier Data Integration

Another key difference between Universal Analytics and GA4 is how they integrate with other Google tools. GA4 makes it easier to integrate data from other Google tools, such as Google Ads and Google Search Console. This integration provides a more comprehensive view of a business's online performance and allows for better optimization of marketing efforts.

In Summary

Overall, GA4 represents a significant shift in the way that businesses track and analyze user behavior. The move towards a user-focused approach and event-based tracking system provides a more comprehensive view of user engagement, while the use of machine learning provides deeper insights into user behavior. Enhanced privacy controls and advanced analysis tools make it easier for businesses to optimize their marketing efforts and improve their online performance. While there may be a learning curve in transitioning from Universal Analytics to GA4, the benefits of the new platform are clear. Businesses that embrace GA4 will be better positioned to understand and optimize their online performance.

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