Law firms that have implemented and maintained a digital marketing strategy are probably familiar with tools like Google Analytics or Universal Analytics. However, Google has announced a new metrics tool they’re calling Google Analytics 4, which the company has recently made available to the public. On July 1st, 2023, Google plans to phase out its Universal Analytics tool permanently. This post will explore how this change will impact your law firm’s marketing efforts and highlight some simple steps you can take right now to prepare for a smooth transition.
LegalRev will be completely transitioned to GA4 well ahead of the July 1st, 2023 end date for Universal Analytics. If you’re a LegalRev client, no further action is needed on your part.
The Reasoning Behind the Switch to Google Analytics 4
One of the major improvements Google Analytics 4 offers is its use of event-based tracking instead of session-based tracking, which Universal Analytics currently uses. The drawback of session-based tracking is that Universal Analytics records a session whenever someone visits your website. However, many of these sessions turned out to be potential clients who were not interested in your law firm and perhaps left a window open, making the metrics tool count this session as a warm lead. Google Analytics 4 uses an event-based model that records each visitor’s interaction with your website as a singular and unique “event.” You can then use this data to shape targeted ads and marketing campaigns to engage your ideal clients.
Google Analytics 4 Provides a More Comprehensive Picture
First, it’s essential to recognize that Google Analytics 4 (GA4) is not a replacement for the Universal Analytics tool you may be using to track information about your website’s traffic and performance. Instead, GA4 is a new platform aiming to dramatically improve how websites collect and analyze data. Although the idea of learning how to navigate a new analytics tool may seem daunting, you know that GA4 has the potential to take your digital marketing efforts to the next level and grow your law practice steadily and sustainably. Google claims that GA4 will be much more user-friendly and intuitive to use than Universal Analytics, once you’ve familiarized yourself with the platform. Essentially, GA4 is designed to grow with your law firm, allowing you to access more data points and use this feedback to strengthen your marketing efforts.
Greater Insight Into the Client Journey
In recent years, marketing strategies have become more focused on the client or customer journey. By creating content that appeals to your target audience and designing a website that’s easy and intuitive for your visitors to navigate, more potential clients will gravitate toward your site. Additionally, Google’s search ranking algorithm prioritizes client-centered websites, displaying them higher among the search results pages. GA4 will provide a more comprehensive and detailed overview of how visitors interact with your website. Instead of simply tracking how many pageviews your website has, GA4 tracks a more comprehensive range of indicators and allows you to build a more accurate picture of how potential clients respond and engage with your website, social media posts, and other associated marketing efforts you’ve implemented.
Expanding AI Capabilities
Google Analytics 4 expands Universal Analytics’ AI capabilities to include predictive audiences and metrics. These enhanced AI capabilities make it easier for your law firm to anticipate how site visitors will interact with and respond to your marketing campaigns. You can use the metrics to identify the audiences that are most likely to enlist your legal services and tailor your marketing efforts to speak directly to these demographics. Additionally, if your law firm is offering services in a new practice area, you can use data collected through GA4 to identify and target an audience that would most benefit from these services.
Making the Switch to Google Analytics 4
Even if you’re not quite ready to fully transition from Universal Analytics to GA4, you should consider installing this new web tracking software to familiarize yourself with its interface and capabilities. Remember, Google plans to retire Universal Analytics on July 1st, 2023, so you may want to give yourself ample time to get used to this new analytics program. If you currently use Universal Analytics, you can begin there.
Once you’ve logged onto analytics.google.com, find the Admin section located at the bottom of the sidebar. Click on it and choose “GA4 Setup Assistant.” From there, you can create a new Google Analytics 4 property, get your tagging information, set up a test property, place the code on your website, and start seeing data flow through the GA4 property. Take some time to explore the web tracking capabilities and customize your choices to suit your needs. Google has provided a step-by-step guide for making the transition to Google Analytics 4 here.
Again, LegalRev will be completely transitioned to GA4 well ahead of the July 1st, 2023 end date for Universal Analytics. If you’re a LegalRev client, no further action is needed on your part.
Get in touch with the dedicated and friendly team at LegalRev by calling (800) 893-2590 to discuss your law firm’s digital marketing strategy.