The article discusses the transition from Universal Analytics to Google Analytics 4 (GA4) and how it affects email marketing. GA4 is a newer analytics platform that focuses on tracking events and offers more robust metrics for analyzing website data. Despite the transition, the use of UTMs (Urchin Tracking Module) remains essential for tracking data accurately. Bounce rate, a metric used in Universal Analytics to measure inactivity, is replaced with engagement rate in GA4, which tracks positive actions taken by users on a website. Engagement rate becomes a valuable metric for email marketers to assess content performance and identify deliverability issues. The article also provides insights into useful reports within GA4 for tracking email campaigns, such as the event report, traffic acquisition report, and engagement report. Overall, the article encourages embracing GA4 as a powerful reporting tool and adapting to the changes it brings to email marketing.
GA4 vs Universal Analytics: Everything An Email Marketer Needs To Know