21 Jun 2023

Webinar: The End of Universal Analytics – Impact on Your Call Conversions

Webinar Overview

In our latest webinar Dominik Hofmann shows you the impact of the end of Universal Analytics on your Call Conversions and how Google Analytics 4 (GA4) will take over everything from now on. You’ll learn all about the basics of Call Tracking, get an overview of GA4 and the upcoming changes – especially regarding call conversions – and finally we discuss the topic of Call Tracking in GA4 in detail.

Call Tracking basics

For those new to the technology, here’s a quick summary: In (dynamic) Call Tracking each website visitor is assigned an individual phone number from a pool. When that potential customer calls the company, the call data is sent to Google along with the web data.

Changes in Google Analytics 4

As of July 1, Universal Analytics is history. As of this date, new data can only be transferred to GA4 accounts. GA4 brings with it significant changes. At its core is a stronger focus on users instead of sessions and a more variable event structure. It also offers different data retention periods, from two to 14 months, depending on the model.

Call Tracking in Google Analytics 4

In GA4, every event or activity of a website visitor, be it a scroll or a click, is registered as an event. These are individually definable by the user. This means that call tracking data can be transferred into GA4 as customized events. It is important to create custom events and parameters in GA4 to get the most out of call tracking data.

Key takeaways

  • The end of Universal Analytics requires a transition to GA4, for which a new integration must be set up.
  • GA4 has a different structure than Universal Analytics and offers more flexibility in defining events and parameters.
  • Call tracking data can be integrated into GA4 as custom events.
  • Using custom metrics can help analyze specific aspects of your call tracking data in GA4.

Watch the video to learn more:

Jun 21, 2023

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