On 1 July 2023, as widely announced, Google will definitively shut down Universal Analytics to make room for GA4, the new generation of Google Analytics which collects fundamental data on users’ browsing behavior on Websites and Apps, moving from a logic of ” observation” of behaviors to a logic of evaluation of the visitor’s “interactions” which translate into:
- More detailed customer journey thanks to improved events
- Collection of multiple data sources and customization
- Greater protection of user privacy
- Full integration with Google Adsi
- Possibility of integration with other digital marketing platforms
With the new logics of GA4, ZenCRM further enhances its functions to always seize new business opportunities.
by Interzen Consulting
This platform change has a direct impact on ZenCRM as the data provided by Google Analytics 4 feeds the ZenCRM Web Visits module to identify the browsing interests of Leads and Prospects and have the strategic data of potential users and customers under control in a single view in your CRM:
- Search keywords
- Traffic source (organic, paid search, referrals, direct, etc…)
- Campaign typology
- Domain and company name
- Home town
- Navigation date/time
- Duration of the session
Connecting GA4 to ZenCRM is essential to continue to strategically exploit the information related to the Web Visits module, a fundamental tool for lead generation of companies, as it allows you to identify the most interested and qualified potential customers, and guide them towards an effective conversion through the various Funnel stages:
AWARENESS > CONSIDERATION> CONVERSION > FIDELIZATION
