Insights.
The benefits of Google Analytics 4 for the hotel industry
24 Apr, 2023
Marketing
Google Analytics 4 (also known as GA4) is the successor to Google Analytics 3 (formerly Universal Analytics), which officially shutted down on July 1st, 2023. Just over two years after GA4's launch, we've taken a look at its key features, enhancements, and its benefits to the hotel industry.
Due to the new GDPR regulations, cookies and the data they collect soon will no longer be able to collect information for GA3. On the other hand, GA4 automatically anonymizes the visitor's IP address and works without collecting cookies.
Another benefit of GA4 is Google's use of machine learning, which enables new, improved capabilities to predict user behavior and trends. Thanks to this, businesses can personalize content that will drive more conversions.
New metrics and user tracking via "events" enable better, more granular tracking of all web-based events. They don't need to be configured via Google Tag Manager.
The main advantages of GA4 for the hotel industry are as follows:
- After the visitor has booked a room/accommodation in your facility, they can be removed from the planned retargeting, and the visitor will no longer receive ads related to your rooms/accommodation.
- If a visitor to your website browses and stays on the family rooms page, they can be added to the target audience for a pre-created event in GA4 related to Google Ads campaigns for the family, and despite the potential non-booking, they will still be exposed to your content.
If you struggle with managing your Google Ads and GA4 accounts and feel the need for expert account management, reach out to us!