{"id":2752,"date":"2023-06-21T16:46:39","date_gmt":"2023-06-21T16:46:39","guid":{"rendered":"https:\/\/dbriefing.com.br\/blog\/?p=2752"},"modified":"2023-06-21T16:46:41","modified_gmt":"2023-06-21T16:46:41","slug":"google-analytics-4-entenda-os-perigos-de-nao-se-adaptar","status":"publish","type":"post","link":"https:\/\/dbriefing.com.br\/blog\/google-analytics-4-entenda-os-perigos-de-nao-se-adaptar\/","title":{"rendered":"Google Analytics 4: Entenda os perigos de n\u00e3o se adaptar com essa ferramenta"},"content":{"rendered":"\n<p>O Google Analytics Universal se tornou uma ferramenta essencial para a an\u00e1lise de dados, j\u00e1 que \u00e9 utilizada em milhares de sites e aplicativos, sendo a melhor escolha para os profissionais de marketing conseguirem entender o comportamento dos clientes. Agora, uma nova vers\u00e3o est\u00e1 sendo implementada, o <strong>Google Analytics 4<\/strong>.<\/p>\n\n\n\n<p>Confira abaixo as principais mudan\u00e7as que o GA4 trar\u00e1 e os riscos em n\u00e3o se adaptar ao novo sistema.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>O que \u00e9 o Google Analytics 4?<\/strong><\/h2>\n\n\n\n<p>O <strong>Google Analytics 4 <\/strong>\u00e9 uma nova vers\u00e3o do Google Analytics Universal, ferramenta presente no mercado desde 2006, que possibilita a an\u00e1lise de dados e o monitoramento de sites. A 4\u00aa vers\u00e3o do GA (GA4) se adequa \u00e0s mudan\u00e7as do ambiente digital, aprimorando a prote\u00e7\u00e3o de dados dos usu\u00e1rios e tendo o fim dos cookies de terceiros.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Para que serve o Google Analytics 4?<\/strong><\/h2>\n\n\n\n<p>O GA4 serve para a coleta de dados dos usu\u00e1rios em web, apps e, agora, na combina\u00e7\u00e3o entre as duas frentes, possibilitando uma an\u00e1lise multiplataforma, podendo compreender ainda mais como o usu\u00e1rio est\u00e1 se comportando.<\/p>\n\n\n\n<p>Essa coleta \u00e9 feita com base em eventos, que s\u00e3o as a\u00e7\u00f5es realizadas dentro dos aplicativos e sites. Assim, a plataforma produz seus relat\u00f3rios de acordo com as intera\u00e7\u00f5es com a p\u00e1gina, como um clique ou pesquisa, por exemplo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quais s\u00e3o as principais mudan\u00e7as do GA4?<\/strong><\/h2>\n\n\n\n<p>O<strong> Google Analytics 4 <\/strong>agora utiliza a tecnologia machine learning para coletar os dados, fazendo uso tamb\u00e9m da intelig\u00eancia artificial para aprender cada vez mais sobre o comportamento dos usu\u00e1rios ao utilizar os apps e sites.<\/p>\n\n\n\n<p>Mas a principal mudan\u00e7a \u00e9 a an\u00e1lise multiplataforma, possibilitando integrar os dados das suas frentes (web e app). Al\u00e9m disso, tamb\u00e9m foram adicionadas novas m\u00e9tricas e novos par\u00e2metros para tagueamento de URLs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>M\u00e9tricas adicionadas: sess\u00f5es engajadas, tempo m\u00e9dio, taxa de engajamento e sess\u00f5es engajadas por usu\u00e1rio;<\/li>\n\n\n\n<li>Novos tagueamentos de URL: source platform, marketing tactic e creative format.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Por que migrar para o Google Analytics 4?<\/strong><\/h2>\n\n\n\n<p>Acompanhar os dados obtidos \u00e9 essencial para tomar decis\u00f5es e conseguir se guiar nas estrat\u00e9gias e, quem n\u00e3o migrar at\u00e9 a data limite, que \u00e9 1\u00ba julho de 2023 (1\u00ba de outubro para quem tem a vers\u00e3o paga &#8211; Analytics 360), n\u00e3o conseguir\u00e1 ter atualiza\u00e7\u00f5es das informa\u00e7\u00f5es.<\/p>\n\n\n\n<p>Ainda ser\u00e1 poss\u00edvel acessar o hist\u00f3rico, por\u00e9m n\u00e3o ser\u00e1 poss\u00edvel captar novos dados. O pr\u00f3prio Google recomenda que as empresas exportem os relat\u00f3rios e hist\u00f3ricos antes da data limite de migra\u00e7\u00e3o e, a partir da\u00ed, comece a usar o <strong>Google Analytics 4<\/strong> para iniciar as novas coletas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Quais os riscos de n\u00e3o conseguir se adaptar?<\/strong><\/h2>\n\n\n\n<p>A vers\u00e3o 4 do GA requer adapta\u00e7\u00e3o, j\u00e1 que ser\u00e1 preciso estudo para entender as novas m\u00e9tricas e tamb\u00e9m as mudan\u00e7as na interface. E como essa ferramenta \u00e9 a dominante no mercado, ficar o m\u00ednimo de tempo poss\u00edvel sem utiliz\u00e1-la, poder\u00e1 comprometer as tomadas de decis\u00f5es.<\/p>\n\n\n\n<p>N\u00e3o migrar tamb\u00e9m impossibilita vis\u00e3o comparativa ano a ano dos dados coletados, caso n\u00e3o tenha sido feito backup, al\u00e9m de poss\u00edveis erros de tagueamento e tamb\u00e9m interrup\u00e7\u00f5es no rastreamento.<\/p>\n\n\n\n<p>\u00c9 recomendado que uma empresa seja contratada para a fase de treinamento e adapta\u00e7\u00e3o para o <strong>Google Analytics 4.&nbsp;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Como sua empresa pode se beneficiar com o GA4?<\/strong><\/h2>\n\n\n\n<p>A ado\u00e7\u00e3o do <strong>Google Analytics 4<\/strong> \u00e9 essencial para que os profissionais de marketing possam entender ainda melhor os clientes, sendo poss\u00edvel oferecer experi\u00eancias ainda melhores, ao mesmo tempo em que os resultados de marketing s\u00e3o otimizados.<\/p>\n\n\n\n<p>Isso pois o GA Universal n\u00e3o permitia uma an\u00e1lise multiplataforma e agora o GA4 permite essa vis\u00e3o amplificada, mantendo o cliente no centro das an\u00e1lises al\u00e9m, claro, da vers\u00e3o mais recente estar em conformidade com as leis de privacidade de dados.<\/p>\n\n\n\n<p>Conseguir compreender o comportamento dos clientes \u00e9 a melhor forma de dar um direcionamento e experi\u00eancias relevantes e estrat\u00e9gicas a eles, o que \u00e9 excelente para a ind\u00fastria, por isso, \u00e9 preciso que os profissionais de marketing e as empresas migrem e compreendam o <strong>Google Analytics 4<\/strong>.<\/p>\n\n\n\n<p>Quer saber mais? <a href=\"https:\/\/dbriefing.com.br\/blog\/como-o-marketing-de-conteudo-pode-fortalecer-a-presenca-digital-da-sua-empresa\/\">Entenda como o marketing de conte\u00fado pode fortalecer a presen\u00e7a digital da sua empresa<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O Google Analytics Universal se tornou uma ferramenta essencial para a an\u00e1lise de dados, j\u00e1 que \u00e9 utilizada em milhares de sites e aplicativos, sendo a melhor escolha para os profissionais de marketing conseguirem entender o comportamento dos clientes. Agora, uma nova vers\u00e3o est\u00e1 sendo implementada, o Google Analytics 4. Confira abaixo as principais mudan\u00e7as&hellip;<\/p>\n","protected":false},"author":1,"featured_media":2753,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[30,150,151,32,6],"class_list":["post-2752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-dbriefing","tag-ga4","tag-google-analytics-4","tag-marketing-de-conteudo","tag-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Analytics 4: Entenda os perigos de n\u00e3o se adaptar com essa ferramenta - dBriefing Blog - Resultados Criativos<\/title>\n<meta name=\"description\" content=\"A ado\u00e7\u00e3o do Google Analytics 4 \u00e9 essencial para que os profissionais de marketing possam entender ainda melhor os clientes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dbriefing.com.br\/blog\/google-analytics-4-entenda-os-perigos-de-nao-se-adaptar\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Analytics 4: Entenda os perigos de n\u00e3o se adaptar com essa ferramenta - 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