Ecommerce managers have been running the gamet with new tools and apps to grow and optimize their business. Google is one that has been making changes and updates to their platforms over the last year and DTC brands are following them closely. The tool tracking technology Built With reports around 40M websites use Google Analytics worldwide—which powers Google Ads. When changes happen they make a splash for performance marketers and managers everywhere.
We are only a few days away from data no longer flowing or being tracked in Universal Analytics—forcing a migration for brands if they want to continue to track ecommerce events and customer activity—in Google Analytics 4 (GA4).
What you may have missed in all the GA4 hype is that back in March, Google also mentioned they will be refreshing their Google Ad interface, which no doubt improves the experience using GA4 and Google Ads together. Check out the example below from Google on the new look:
A new menu structure to drive efficiency
Google Ads has undergone a significant makeover, prioritizing simplicity, efficiency, and an enhanced user experience. Offering a new menu structure:
- Insights and reports, which are now combined
The refreshed interface features a cleaner and more intuitive layout, allowing you to navigate through campaigns, recommendations, assets, and insights with ease. While some have been opted in to this trial of the new interface many will likely not see the experience in their dashboard until the end of the year or early 2024 as Google rolls it out.
What might this new change signal to those running paid performance or ads for brands? We have a few thoughts.
Emphasis on machine learning, automation and recomendations
With the focus on events and event conversions, Google notes these will be used as the “steering” so to speak for their AI-powered solutions. While many marketers are enjoying insights, recommendations, and AI-powered solutions for their campaigns we still recommend setting up server-side tracking first and reviewing recommendations in detail before going “click crazy” on them.
Our merchants use key ecommerce events like add to cart, view item, purchases, and more to create and bolster specific campaigns and build audiences by utilizing the data they send to their Google Analytics Property in Google Ads. We are excited about the future of AI-powered solutions because Littledata’s tracking only enhances the data quality that AI or machine learning tools use to optimize or report on campaigns.
We predict many DTC brands will use the new event-based tracking of their store by sending data to Google Analytics 4 with a focus on bidding to maximizing conversions for Smart Bidding. Ultimately, lowering cost of acquisition costs (CAC) and optimizing their retargeting efforts as they focus on revenue and retention. This move away from session-based tracking and reporting will help merchants be more personalized with the ads they serve up to customers.
Before diving into new campaigns or ads be sure you have properly linked your Google Analytics 4 connection with Google Ads. The setup is fairly simple and Google offers a quick step-by-step guide here. If you do not yet have tracking set up for your BigCommerce or Shopify store we encourage you to install Littledata’s GA4 tracking app free for 30 days—no strings attached.
Concluding with conversions
While we wait for more news on the Google Ads interface and new updates many merchants ask how they can see if their Google Analytics 4 property is tracking conversions effectively or not. Our team put together a new resource that was featured on Product Hunt called GA4 Conversions Checker App that you can use totally free to see if your Google Analytics 4 properties are correctly tracking ecommerce conversion data.
This is important because creating ad campaigns around conversions and conversion value has been recommended and encouraged by Google. As you get more granular in Google Analytics 4 so will the manner in which you create new campaigns to target new and existing customers.
Remember, the transition to the new interface might require a short adjustment period, but the benefits it brings in terms of improved usability and enhanced features are well worth the effort. Embrace the changes, experiment with new features, and continually optimize your campaigns to unlock the full potential of Google Ads for your ecommerce business.