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  • GA360 Sunset : Is Now the Time to Switch ?

    20 mai 2024, par Erin

    Google pushed the sunset date of Universal Analytics 360 to July 2024, giving enterprise users more time to transition to Google Analytics 4. This extension is also seen by some as time to find a suitable alternative. 

    While Google positions GA4 as an upgrade to Universal Analytics, the new platform has faced its fair share of backlash. 

    So before you rush to meet the new sunset deadline, ask yourself this question : Is now the time to switch to a Google Analytics alternative ?

    In this article, we’ll explain what the new GA360 sunset date means and show you what you could gain by choosing a privacy-friendly alternative. 

    What’s happening with the final GA360 sunset ?

    Google has given Universal Analytics 360 properties with a current 360 licence a one-time extension, which will end on 1 July 2024.

    Why did Google extend the sunset ?

    In a blog post on Google, Russell Ketchum, Director of Product Management at Google Analytics, provided more details about the final GA360 sunset. 

    In short, the tech giant realised it would take large enterprise accounts (which typically have complex analytics setups) much longer to transition smoothly. The extension gives them time to migrate to GA4 and check everything is tracking correctly. 

    What’s more, Google is also focused on improving the GA4 experience before more GA360 users migrate :

    “We’re focusing our efforts and investments on Google Analytics 4 to deliver a solution built to adapt to a changing ecosystem. Because of this, throughout 2023 we’ll be shifting support away from Universal Analytics 360 and will move our full focus to Google Analytics 4 in 2024. As a result, performance will likely degrade in Universal Analytics 360 until the new sunset date.”

    Despite the extension, the July sunset is definitive. 

    Starting the week of 1 July 2024, you won’t be able to access any Universal Analytics properties or the API (not even with read-only access), and all data will be deleted.

    In other words, it’s not just data collection that will cease at the start of July. You won’t be able to access the platform, and all your data will be deleted. 

    What GA360 features is Google deprecating, and when ?

    If you’re wondering which GA360 features are being deprecated and when, here is the timeline for Google’s final GA360 sunset :

    • 1 January 2024 : From the beginning of the year, Google doesn’t guarantee all features and functionalities in UA 360 will continue to work as expected. 
    • 29 January 2024 : Google began deprecating a string of advertising and measurement features as it shifts resources to focus on GA4. These features include :
      • Realtime reports
      • Lifetime Value report
      • Model Explorer
      • Cohort Analysis
      • Conversion Probability report
      • GDN Impression Beta
    • Early March 2024 : Google began deprecating more advertising and measurement features. Deprecated advertising features include Demographic and Interest reports, Publisher reporting, Phone Analytics, Event and Salesforce Data Import, and Realtime BigQuery Export. Deprecated measurement features include Universal Analytics property creation, App Views, Unsampled reports, Custom Tables and annotations.
    • Late March 2024 : This is the last recommended date for migration to GA4 to give users three months to validate data and settings. By this date, Google recommends that you migrate your UA’s Google Ads links to GA4, create new Google Ad conversions based on GA4 events, and add GA4 audiences to campaigns and ad groups for retargeting. 
    • 1 July 2024 : From 1 July 2024, you won’t be able to access any UA properties, and all data will be deleted.

    What’s different about GA4 360 ? 

    GA4 comes with a new set of metrics, setups and reports that change how you analyse your data. We highlight the key differences between Universal Analytics and GA4 below. 

    What’s different about GA4?

    New dashboard

    The layout of GA4 is completely different from Universal Analytics, so much so that the UX can be very complex for first-time and experienced GA users alike. Reports or metrics that used to be available in a couple of clicks in UA now take five or more to find. While you can do more in theory with GA4, it takes much more work. 

    New measurements

    The biggest difference between GA4 and UA is how Google measures data. GA4 tracks events — and everything counts as an event. That includes pageviews, scrolls, clicks, file downloads and contact form submissions. 

    The idea is to anonymise data while letting you track complex buyer journeys across multiple devices. However, it can be very confusing, even for experienced marketers and analysts. 

    New metrics

    You won’t be able to track the same metrics in GA4 as in Universal Analytics. Rather than bounce rate, for example, you are forced to track engagement rate, which is the percentage of engaged sessions. These sessions last at least ten seconds, at least two pageviews or at least one conversion event. 

    Confused ? You’re not alone. 

    New reports

    Most reports you’ll be familiar with in Universal Analytics have been replaced in GA4. The new platform also has a completely different reporting interface, with every report grouped under the following five headings : realtime, audience, acquisition, behaviour and conversions. It can be hard for experienced marketers, let alone beginners, to find their way around these new reports. 

    AI insights

    GA4 has machine learning (ML) capabilities that allow you to generate AI insights from your data. Specifically, GA4 has predictive analytics features that let you track three trends : 

    • Purchase probability : the likelihood that a consumer will make a purchase in a given timeframe.
    • Churn probability : the likelihood a customer will churn in a given period.
    • Predictive revenue : the amount of revenue a user is likely to generate over a given period. 

    Google generates these insights using historical data and machine learning algorithms. 

    Cross-platform capabilities

    GA4 also offers cross-platform capabilities, meaning it can track user interactions across websites and mobile apps, giving businesses a holistic view of customer behaviour. This allows for better decision-making throughout the customer journey.

    Does GA4 360 come with other risks ?

    Aside from the poor usability, complexity and steep learning curve, upgrading your GA360 property to GA4 comes with several other risks.

    GA4 has a rocky relationship with privacy regulations, and while you can use it in a GDPR-compliant way at the moment, there’s no guarantee you’ll be able to do so in the future. 

    This presents the prospect of fines for non-compliance. A worse risk, however, is regulators forcing you to change web analytics platforms in the future—something that’s already happened in the EU. Migrating to a new application can be incredibly painful and time-consuming, especially when you can choose a privacy-friendly alternative that avoids the possibility of this scenario. 

    If all this wasn’t bad enough, switching to GA4 risks your historical Universal Analytics data. That’s because you can’t import Universal Analytics data into GA4, even if you migrate ahead of the sunset deadline.

    Why you should consider a GA4 360 alternative instead

    With the GA360 sunset on the horizon, what are your options if you don’t want to deal with GA4’s problems ? 

    The easiest solution is to migrate to a GA4 360 alternative instead. And there are plenty of reasons to migrate from Google Analytics to a privacy-friendly alternative like Matomo. 

    Keep historical data

    As we’ve explained, Google isn’t letting users import their Universal Analytics data from GA360 to GA4. The easiest way to keep it is by switching to a Google Analytics alternative like Matomo that lets you import your historical data. 

    Any business using Google Analytics, whether a GA360 user or otherwise, can import data into Matomo using our Google Analytics Importer plugin. It’s the best way to avoid disruption or losing data when moving on from Universal Analytics.

    Collect 100% accurate data

    Google Analytics implements data sampling and machine learning to fill gaps in your data and generate the kind of predictive insights we mentioned earlier. For standard GA4 users, data sampling starts at 10 million events. For GA4 360 users, data sampling starts at one billion events. Nevertheless, Google Analytics data may not accurately reflect your web traffic. 

    You can fix this using a Google Analytics alternative like Matomo that doesn’t use data sampling. That way, you can be confident that your data-driven decisions are being made with 100% accurate user data. 

    Try Matomo for Free

    Get the web insights you need, without compromising data accuracy.

    Start for free

    No credit card required

    Guarantee user privacy first

    Google has a stormy relationship with the EU-US Data Privacy Framework—being banned and added back to the framework in recent years.

    Currently, organisations governed by GDPR can use Google Analytics to collect data about EU residents, but there’s no guarantee of their ability to do so in the future. Nor does the Framework prevent Google from using EU customer data for ulterior purposes such as marketing and training large language models. 

    By switching to a privacy-focused alternative like Matomo, you don’t have to worry about your user’s data ending up in the wrong hands.

    Upgrade to an all-in-one analytics tool

    Switching from Google Analytics can actually give organisations access to more features. That’s because some GA4 alternatives, like Matomo, offer advanced conversion optimisation features like heatmaps, session recordings, A/B testing, form analytics and more right out of the box. 

    Matomo Heatmaps Feature

    This makes Matomo a great choice for marketing teams that want to minimise their tech stack and use one tool for both web and behavioural analytics. 

    Get real-time reports

    GA4 isn’t the best tool for analysing website visitors in real time. That’s because it can take up to 4 hours to process new reports in GA360.

    However, Google Analytics alternatives like Matomo have a range of real-time reports you can leverage.

    Real-Time Map Tooltip

    In Matomo, the Real Time Visitor World Map and other reports are processed every 15 minutes. There is also a Visits in Real-time report, which refreshes every five seconds and shows a wealth of data for each visitor. 

    Matomo makes migration easy

    Whether it’s the poor usability, steep learning curve, inaccurate data or privacy issues, there’s every reason to think twice about migrating your UA360 account to GA4. 

    So why not migrate to a Google Analytics alternative like Matomo instead ? One that doesn’t sample data, guarantees your customers’ privacy, offers all the features GA4 doesn’t and is already used by over 1 million sites worldwide.

    Making the switch is easy. Matomo is one of the few web analytics tools that lets you import historical Google Analytics data. In doing so, you can continue to access your historical data and develop more meaningful insights by not having to start from scratch.

    If you’re ready to start a Google Analytics migration, you can try Matomo free for 21 days — no credit card required. 

  • B2B Marketing Attribution Guide : How to Master It in 2024

    21 mai 2024, par Erin

    The last thing you want is to invest your advertising dollars in channels, campaigns and ads that don’t work. But B2B marketing attribution — figuring out which marketing efforts drive revenue — is far from easy.

    With longer sales funnels and multiple people from the same company involved in the same sales process, B2B (business-to-business) is a different ballgame from B2C (business-to-consumer) marketing.

    In this guide, we break down what B2B marketing attribution is, how it’s different, which tools you can use to set it up and the best practices.

    What is B2B marketing attribution ?

    Marketing attribution in B2B companies is about figuring out where your high-value leads come from — nailing down long customer journeys across many different touchpoints.

    Illustration of attributing a multi-person customer journey

    The goal is to determine which campaigns and content contributed to various parts of the customer journey. It’s a complex process that needs a reliable, privacy-focused web analytics tool and a CRM that integrates with it.

    This process significantly differs from traditional marketing attribution, where you focus more on short sales cycles from individual customers. With multiple contributing decision makers, B2B attribution requires more robust systems.

    What makes marketing attribution different for B2B ?

    The key differences between B2B and B2C marketing attribution are a longer sales funnel and more people involved in the sales process.

    The B2B sales funnel is significantly longer and more complex

    The typical B2C sales funnel is often broken down into four simple stages :

    1. Awareness : when a prospect first finds out about your product or brand
    2. Interest : where a prospect starts to learn about the benefits of your product
    3. Desire : when a prospect understands that they need your product
    4. Action : the actual process of closing the sale

    Even the most simplified B2B sales funnel includes several key stages.

    5 stages of the B2B customer journey.

    Here’s a brief overview of each :

    1. Awareness : Buyers recognise they have a problem and start looking for solutions. Stand out with blog posts, social media updates, ebooks and whitepapers.
    2. Consideration : Buyers are aware of your company and are comparing options. Provide product demos, webinars and case studies to address their concerns and build trust.
    3. Conversion : Buyers have chosen your product or company. Offer live demos, customer service, case studies and testimonials to finalise the purchase.
    4. Loyalty : Buyers have made a purchase and are now customers. Nurture relationships with thank you emails, follow-ups, how-tos, reward programs and surveys to encourage repeat business.
    5. Advocacy : Loyal customers become advocates, promoting your brand to others. Encourage this with surveys, testimonial requests and a referral program.

    A longer sales cycle typically involves not only more touchpoints but also extended decision-making processes.

    More teams are involved in the marketing and sales process

    The last differentiation in B2B attribution is the number of people involved. Instead of clear-cut sales and marketing teams, revenue teams are becoming more common.

    They include all go-to-market teams like sales, marketing, customer success and customer support. In B2B sales, long-term customer relationships can be incredibly valuable. As such, the focus shifts away from new customer acquisition alone.

    For example, you can also track and optimise your onboarding process. Marketing gets involved in post-sale efforts to boost loyalty. Sales reps follow up with customer success to get new sales angles and insights. Customer support insights drive future product development.

    Everyone works together to meet high-level company goals.

    The next section will explore how to set up an attribution system.

    How to find the right mix of B2B marketing attribution tools

    For most B2B marketing teams, the main struggle with attribution is not with the strategy but with creating a reliable system that gives them the data points they need to implement that strategy.

    We’ll outline one approach you can take to achieve this without a million-dollar budget or internal data science team.

    Use website analytics to track touchpoints

    The first thing you want to do is install a reliable website analytics solution on your website. 

    Once you’ve got your analytics in place, use campaign tracking parameters to track touchpoints from external campaigns like email newsletters, social media ads, review sites (like Capterra) and third-party partner campaigns.

    This way, you get a clear picture of which sources are driving traffic and conversions, helping you improve your marketing strategies.

    With analytics installed, you can track the referring sources of visits, engagement and conversion events. A robust solution like Matomo tracks everything from traffic sources, marketing attribution and visitor counts to behavioural analytics, like clicks, scrolling patterns and form interactions on your site.

    Marketing attribution will give you a cohesive view of which traffic sources and campaigns drive conversions and revenue over long periods. With Matomo’s marketing attribution feature, you can even use different marketing attribution models to compare results :

    Matomo comparing linear, first click, and last click attribution models in the marketing attribution dashboard

    For example, in a single report, you can compare the last interaction, first interaction and linear (three common marketing attribution models). 

    In total, Matomo has 6 available attribution models to choose from :

    1. First interaction
    2. Last interaction
    3. Last non-direct 
    4. Linear
    5. Position based
    6. Time decay 

    These additional attribution models are crucial for B2B sites. While other web analytics solutions often limit to last-click attribution, this model isn’t optimal for B2B with extended sales cycles.

    Try Matomo for Free

    Get the web insights you need, without compromising data accuracy.

    Start for free

    No credit card required

    Use a CRM to integrate customer data from multiple sources

    Use your CRM software to integrate customer data from multiple sources. This will give you the ability to get meaningful B2B marketing insights. For example, you can get company-level insights so you can view conversion information by company, not just by person.

    Done effectively, you can close the loop back to analytics data by integrating data from multiple teams and platforms. 

    Implement self-reported attribution

    To further enhance the data, add qualifying questions in the lead signup process to create a hybrid attribution model. This is also known as self-reported attribution.

    Example of self-reported attribution

    Your web analytics platform won’t always be able to track the source of certain visits — for instance, “dark social” or peer-to-peer sharing, where links are shared privately and are not easily traceable by analytics tools.

    Doing self-reported attribution is crucial for getting a holistic image of your customer journey. 

    However, self-reported attribution isn’t foolproof ; users may click randomly or inaccurately recall where they first heard about you. So it’s essential to blend this data with your analytics to gain a more accurate understanding.

    Best practices for handling B2B prospect data in a privacy-sensitive world 

    Lastly, it’s important to respect your prospects’ privacy and comply with privacy regulations when conducting B2B marketing attribution.

    Privacy regulations and their enforcement are rapidly gaining momentum around the globe. Meta recently received a record GDPR fine of €1.2 billion for insufficient privacy measures when handling user data by the Irish Data Protection Agency.

    If you don’t want to risk major fines (or customers feeling betrayed), you shouldn’t follow in the same footsteps.

    Switch to a privacy-friendly web analytics

    Instead of using a controversial solution like Google Analytics, use a privacy-friendly web analytics solution like Matomo, Fathom or Plausible. 

    These alternatives not only ensure compliance with regulations like GDPR but also provide peace of mind amid the uncertain relationship between Google and GDPR. Google Analytics has faced bans in recent years, raising concerns about the future of the solution.

    While organisations governed by GDPR can currently use Google Analytics, there’s no guarantee of its continued availability.

    Make the switch to privacy-friendly web analytics to avoid potential fines and disruptive rulings that could force you to change platforms urgently. Such disruptions can be catastrophic for marketing teams heavily reliant on web analytics for tracking campaigns, business goals and marketing efforts.

    Improve your B2B marketing attribution with Matomo

    Matomo’s privacy-by-design architecture makes it the perfect analytics platform for the modern B2B marketer. Matomo enables you to meet even the strictest privacy regulations.

    At the same time, through campaign tracking URLs, marketing attribution, integrations and our API, you can track the results of various marketing channels and campaigns effectively. We help you understand the impact of each dollar of your marketing budget. 

    If you want a competitive edge over other B2B companies, try Matomo for free for 21 days. No credit card required.

  • Introducing Updates to the Funnels Feature

    29 mai 2024, par Erin

    We’ve made improvements to the Funnels feature to be more user-friendly and offer you greater flexibility. 

    &lt;script type=&quot;text/javascript&quot;&gt;<br />
           if ('function' === typeof window.playMatomoVideo){<br />
           window.playMatomoVideo(&quot;FunnelsProductUpdate2024&quot;, &quot;#FunnelsProductUpdate2024&quot;)<br />
           } else {<br />
           document.addEventListener(&quot;DOMContentLoaded&quot;, function() { window.playMatomoVideo(&quot;FunnelsProductUpdate2024&quot;, &quot;#FunnelsProductUpdate2024&quot;); });<br />
           }<br />
      &lt;/script&gt;

    Here’s what’s changing :

    Setting up and managing funnels is now easier than ever 

    Previously, creating funnels was tedious and required going through the Goals feature. But we’ve changed that with the introduction of a separate page to configure funnels. 

    Dedicated Manage Funnels page in Matomo

    Create funnels with greater flexibility—no longer tied to goals 

    Funnels is now a standalone feature, providing you with more flexibility. Before, you could only create a funnel if it was tied to a goal, in other words, the final step in the funnel had to be a goal. What’s more, you also couldn’t use goals for steps in the funnel.  

    Previous configuration requirements of Funnels in Matomo
    Previous configuration requirements of Funnels

    Now, funnels are independent of goals, and goals can serve as steps within the funnel. This means you have the freedom to configure any combination of steps in a funnel : 

    • All steps can be goals 
    • No steps need to be goals 
    • Or some steps can be goals, some steps can be events 
    Goals no longer required in Matomo Funnels

    No matter what your customer journey looks like, funnels now offer the versatility to meet your business’s specific needs. 

    Find friction points faster with intuitive visuals 

    One of the most significant improvements is the visual upgrade of the Funnels feature. The new Funnels graph is now visually in line with industry standards and intuitive. 

    New Funnel Analytics chart in Matomo

    The new visual provides a clearer view of your drop-off and conversion rates so you can instantly find points of friction in your funnel to improve the user experience and overall conversion rate.  

    This visualisation also provides a detailed overview of the number of visitors who enter, exit, skip, or proceed at each step of your funnel by using different coloured bars for visual clarity on each step’s performance. 

    With this update, we’ve also replaced ‘backfilled visits’ with ‘skipped steps’ to avoid misinterpretation of the data. 

    New data table for more granular insights 

    Accompanying this visual improvement is a new data table, allowing for more granular insights, segment comparison, and easy data export.

    We’ve also increased Funnel analysis limits. You can now compare funnel data for 2 date periods and 6 segments (up to 12 compared datasets in total). 

    Sign up for our newsletter to receive all the latest Matomo updates. 

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