In saturated cannabis markets from coast-to-coast it can be incredibly difficult to stand out from your competitors. Especially when working with tight budgets, and constraining regulations on traditional marketing and advertising. But in today’s modern era, digital marketing is reigning supreme at increasing a brand’s footprint and awareness, online.
The most recent upgrade to the world of cannabis digital marketing, comes to us from GA4 AKA Google Analytics 4. So, what is GA4, how can it benefit your cannabis brand and why should you make the switch before Google makes you? Keep reading to learn everything you need to know ahead of the change!
GA4 101
First, let’s get into the basics, by answering – what exactly is GA4? GA4 is Google Analytics 4 the latest version of the traffic platform that was previously known as “Universal Analytics”. In July of this year, GA4 will take over the outdated version. Meaning, if you haven’t made the switch yet – you’ll have to prepare to do so by that date at the latest.
Of course, there’s a plethora of benefits that come along with Google’s most updated analytics version. So, how exactly can GA4 benefit your cannabis brand now to motivate your move? Let’s find out, next.
The Benefits of GA4 vs Universal Analytics
Like any software or service upgrade – not everything is leaving with the transition from Universal Analytics to GA4. Some of the platform’s features will stay the same, however there will be major differences to learn how to navigate too. Especially to get the most benefit from it!
If you’re used to Universal Analytics now, here are the biggest changes to know –
- Events > View Metrics
In Universal Analytics, view metrics are ranked the highest in importance. In GA4, “events” give the site owner a more broad view on how visitors are interacting with your brand online, as a whole. Rather than just measuring page views, GA4 tracks a variety of metrics-driven interactions like engagement times, rates, and more.
- Revamped Dashboard
The biggest change you’ll want to get acclimated with is the revamped dashboard. The upgrade does significantly change the view of information upon logging in, with frequently used reports in different areas, etc. This new configuration however, will give you easier access to AI generated insights like keywords and conversion rates, found at the very bottom of the view.
- Predictive Insights
GA4 is more AI based than Universal Analytics which gives you the power of predictive insights. It does so by offering metrics based upon your customer’s past behaviors including information in regards to –
- Future revenue flow predictions
- Customer purchase probability
- Estimating inventory needs for retailers
- Additional Platform Tracking
Most cannabis consumers don’t just interact with one site, but many. Instead of losing out on this valuable information, GA4 is now able to track customers’ journeys to provide more insight to website owners. For instance – you may be able to watch one customer ID visit Weedmaps, then your Instagram, even to your Google Maps page to read your reviews.
This gives you a unique opportunity to support customer acquisition, through tracking the most common customer journeys that lead to purchases and retention.
Now being you go, let’s finish with some tips and insight on how you’ll set up GA4 to put these benefits to good use.
Tips for Setting Up GA4 for Your Canna Brand
We get it – it can be hard to find any extra time in the day to do anything extra. But, the sooner you migrate from Universal Analytics to GA4, the better. Not only will this allow you more time to navigate the system (before your competitors do!) but it’ll save you the rush and stress from doing so when mandatory.
Luckily, Google offers a Google Assistant to walk you through the migration process. To use the setup assistant simply follow the following steps –
- After logging into your current Google Analytics account, click on the admin icon. This can be found on the lower left of the screen when accessing the desktop site.
2. Select the account you’d like to upgrade to GA4 and select the property that’s already in use.
3. Here you’ll see the GA4 Setup Assistant prompt, where you can click “Get Started”
From here, the assistant will give you two options – either “Create Property” or “Create and Continue”. If you’re prompted to “Create Property”, the assistant will walk you through creating a new property in GA4 to connect to existing data. To do so, essentially you’ll create a connected site tag that connects your current Universal Analytics property with GA4.
If you’re prompted to “Create and Continue”, the assistant will walk you through creating an entirely new tag you’ll have to assign yourself. Regardless of the options, the setup assistant should walk you through it step-by-step and even offer resources and tutorials once properly connected.
Even better or easier however… is consulting cannabis tech professionals, or experts for help.
How to Optimize Tech for Optimal Growth
This is a great time to assess what’s working & not working, we’ve helped dozens of cannabis brands realign their tech stacks to best suit their operations. Not just for ultimate efficiency, but to cut costs and increase their bottom lines, too. If you’re interested in putting GA4 to use to increase your brand’s reach and awareness, look no further than tapping into our network of partners.
Ready to get started? Get in touch for a no-cost and no-obligation consultation. Schedule here, now!
