In our recent webinar, we dug deep into the transformative potential of the newly released Google Analytics 4 (GA4) for marketing data analytics, breaking down the differences between Universal Analytics (UA) and GA4, and how these differences can be leveraged to supercharge your law firm’s marketing efforts. The panel consisted of Taylor Tobey and Ryland Alkins, 9Sail Digital Strategists, and was moderated by Joe Giovannoli, founder & CEO of 9Sail.

Key Takeaways

• Overall, the major difference between UA and GA4 is a shift in terminology and a focus on active users, as well as increased privacy and an event-based data model rather than sessions.
• Consider your law firm’s website to determine what events you should be tracking that make the most sense for your firm, and which of those should be tracked as conversions.
• Understanding your data translates to an understanding of user behavior, which can be harnessed to better reach your target audience and generate better qualified leads.

Bottom line: the power of GA4 lies not just in its data collection capabilities, but in the potential of this data to be transformed into actionable insights.