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The End of Universal Analytics & the Rise of Google Analytics 4

What It Means for Veterinary Practices

As the era of Google’s Universal Analytics (UA) draws to a close with its sunset on July 1st, 2023, the veterinary industry needs to gear up for the future of data analysis using Google Analytics 4 (GA4).

As the popularity of Google Universal Analytics skyrockets, it is now utilized by an overwhelming 97% of corporate businesses and 80% of standalone practices. Corporate veterinary groups have quickly adopted the newest option- GA4- with 59.4% transitioning, compared to just 20% of independent hospitals. This disparity may put independent practices at a disadvantage if they don’t keep up with the changing landscape. However, with ivet360 clients already at 100% adoption, there’s no reason why other independent hospitals can’t follow suit!

Why UA is Being Phased Out

Universal Analytics has been a staple, providing valuable insights for practices to optimize their online presence. However, with the increasing limitations of cookies, UA is no longer the ideal solution for businesses. GA4 addresses these issues by utilizing Google’s machine-learning capabilities and offering a more comprehensive understanding of customer behavior, even with gaps in data.

The Benefits of GA4

As veterinary professionals, you pride yourselves on providing top-notch care to your clients and their furry friends. But in today’s competitive market, it’s not enough to rely solely on your medical expertise. You need to harness the power of digital marketing to stay ahead of the curve. That’s where GA4 comes in, offering a whole new world of benefits for your practice. Curious? Let’s dive into why GA4 should be your new best friend.

Smart Data Analysis: Don’t Play Fetch with Your Data

You’re a veterinarian, not a data analyst. But the truth is, understanding your audience and their behavior is crucial to growing your business. GA4 uses Google’s cutting-edge machine learning technology to fill in the gaps when data is missing, providing you with actionable insights and predictions. Now, you can focus on what you do best — taking care of animals — while GA4 fetches the information you need to make informed decisions about marketing, client acquisition, and retention. 

Better Privacy Protection = A Digital Safe Haven

When it comes to privacy, you want to ensure your clients feel as secure as their pets in your care. GA4 offers better privacy protection by not solely relying on cookies, allowing you to learn about your audience while keeping their information safe. As privacy regulations continue to evolve, GA4 ensures your practice remains compliant, so you can worry less about data privacy and focus on providing quality care.

Simple Setup: A Walk in the Park

We know you’re busy, and the thought of setting up a new analytics tool might seem daunting. Fear not! GA4’s simple setup process makes it easy to get started, even for the least tech-savvy among us. In just a few clicks, you’ll be up and running, gathering valuable insights from past data before Universal Analytics becomes a thing of the past. Trust us, it’s easier than potty training a puppy.

Personalized Insights: Tailor-Made for Your Practice

Your veterinary practice is unique, and your analytics should be too. GA4 allows you to customize your settings, providing personalized insights specific to your needs. This means smarter decision-making and more targeted marketing efforts. Gone are the days of one-size-fits-all analytics — GA4 is here to help your practice stand out from the pack.

Ready to switch to GA4? Google has got your back with their super helpful step-by-step guide. When you are ready to make the change, click here.

The transition from Universal Analytics to GA4 is a significant change. We recommend all practices be prepared to leverage the power of GA4 and encourage you to migrate to GA4 before the July 1, 2023, deadline. The future of data is here, and it’s time for your practice to adapt and thrive.