In 2020, Google announced plans to replace its Universal Analytics program, which had been the standard for web analytics, with the introduction of Google Analytics 4 (GA4). For those still using Universal Analytics, time is running out to migrate to GA4. On July 1, 2023, standard Universal Analytics properties will stop processing data, which means your institution could lose valuable website data if you aren’t prepared for the switch.

We strongly encourage institutions to make the switch to GA4 as soon as possible, which offers several new features and improvements that can benefit higher education institutions. Now is a great time to revisit your SEO strategy as a whole and ensure you are earning the highest possible organic traffic and conversion rates.

Here are five reasons higher education institutions should consider migrating to GA4 now

1. Improved User-Centric Analytics
GA4 provides a more user-centric approach to analytics, which is essential for higher education institutions since students and other stakeholders are likely to interact with their website using various devices and platforms. By providing a better understanding of user behavior beyond just tracking sessions and page views, institutions can optimize their website and improve user engagement.

2. Better Insights into User Journeys
With GA4, institutions can track user journeys across multiple touchpoints – where users came from, how they are interacting with site content, and where they are exiting – all owing insight into how users interact with the website, and most importantly, how to provide a better user experience.

3. Enhanced Privacy Controls
GA4 includes improved privacy controls, allowing institutions to comply with data privacy regulations and provide users with more control over their data. This is important for higher education institutions, which handle sensitive data such as student and faculty information.

4. Improved Machine Learning Capabilities
GA4 uses advanced machine learning algorithms to provide insights into user behavior and website performance. This can help institutions to identify trends and opportunities that might be missed with traditional analytics tools, which in turn can lead to improved data-driven decisions.

5. Future-Proofing
GA4 is the future of Google Analytics, and migrating now can help institutions to future-proof their analytics and avoid any potential disruptions down the line.

GA4 has quickly become the standard for web analytics and can be a useful tool in helping you learn more about your web traffic and user behavior to drive optimizations.

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Mia Nissen, Digital Marketing Analyst
mnissen@liaisonedu.com

Jess Lanning, Director, Digital Services
jlanning@liaisonedu.com

Email: marketingservices@liaisonedu.com | Phone: (845) 473-4400

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