By now, you may have heard about Google Analytics (GA) sunsetting their Universal Analytics (UA) program effective July 1, 2023, which means it is no longer collecting data. Therefore, it’s important for all tourism businesses to install Google’s next generation of analytics, GA4 in order to continue collecting customer data. By embracing GA4, tourism businesses can gain deeper insights, make better-informed decisions, and enhance the overall website experience for their site visitors.
To support tourism businesses and operators with this transition, we’ve created a new Learning Centre resource, Everything You Need to Know about GA4, that outlines key details tourism businesses need to be aware of to seamlessly changeover to or install GA4. This resource covers everything tourism businesses need to know about GA4 by highlighting the key benefits of GA4, including improved data privacy, cross-device and app tracking, and advanced analytics capabilities. The resource offers easy-to-follow step-by-step guides for transitioning from UA or beginning your initial set up of GA4, helping tourism businesses gain better insights into how visitors use and navigate through their website, apps, and other applications.
Next Steps and Other Learning Opportunities for Tourism Businesses
• Once GA4 is installed, you can fully leverage the program content and help make important, data-driven decisions for your business. These details and insights can help you develop strategies to refine your marketing efforts and help your business over the long term. Our Learning Centre article, Using Google Analytics To Understand Your Audience, can help you interpret the data you receive.
• Our Learning Centre article, Getting Started With Google Analytics And Social Media Metrics, has also been updated to reference GA4 changes. This article covers both Google and Social Media analytics.
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