Google is updating Google Analytics from Universal Analytics (also known as GA3 or UA) to a new, upgraded version, Google Analytics 4 (GA4). As you may already know, Google Analytics is the measurement platform that collects important website activity and data. The current Universal Analytics version will stop collecting data on July 1st, 2023, so many lawyers and law firms are preparing to make the switch to GA4 now.
Here are just a few of the highlights of GA4 that will undoubtedly improve your law firm marketing analytics.
User engagement activities, such as scrolling, outbound link clicks, document link clicks, and website searches, are new measures offered by GA4. Tracking these events provide valuable information about how users interact with your site and content.
GA4 has made it easier to hone in on website visitor behavior with a new section called Life Cycle. Visualizing the user journey informs the flow users follow to get to a final conversion, which may be actions such as requesting more information or scheduling a consultation. GA4 provides the tools to track user activity for a complete customer journey overview holistically.
GA4 provides three predictive metrics to help you predict which users are likely to become clients: Purchase Probability, Churn Probability, and Revenue Prediction.
GA4 has 3 user metrics (compared to 2 offered by Universal Analytics): Total Users, Active Users, and New Users.
Previously accessible only to paying users, GA4 now provides access to advanced tools for creating ad hoc funnels. Tools include elaborate funnel customization, heat maps, path analysis, user explorer reports, and segment overlap reports.
Get GA4 For Your Law Firm
Overall, GA4 has made it easier to generate and access data so users can create more informed marketing strategies. The highly insightful additions to Google Analytics 4 will help users target relevant audiences. This, in turn, will lead to better ROI on ad spending.
If you are a small to midsize law firm, and do not have the time or resources to implement or take advantage of all that GA4 has to offer, call us to learn how we can help. Bardorf Legal Marketing is a data-driven marketing firm for lawyers and law firms. We track results and closely monitor website data giving our clients the edge and opportunity to grow their business in a highly competitive market.