If you’ve set up Google Analytics 4 (GA4) for your eCommerce website already, that’s great news. But are you using it? Chances are, you’re still leaning heavily on Universal Analytics (UA) for reporting – and you’re definitely not alone. However, it would be smart to start using GA4 now before a lapse in reporting creates a crisis for your business. Otherwise, we foresee a stressful scramble versus a serene summer – do what you can now to protect your sanity later!

It’s a mantra at eHouse Studio: brands must work to earn the customer. Beyond providing products and services consumers need and want, beloved brands with loyal customers also provide great customer experiences. If you can’t compete on experience, you’re boxed into competing on price, which can become a race to the bottom. Not an ideal situation for most eCommerce merchants. 

If your eCommerce business is relying solely on conventional tracking for analytics – client-side tracking in the browser – you should be wary about trusting your data. Why? Unfortunately, due to trends like increasing use of ad blockers, cookie restrictions, and Apple iOS updates, as much as 20-25% of your data could be missing or inaccurate.

Google’s Universal Analytics, the tracking and reporting lifeblood of tens of millions of websites, is making some changes. In fact, it’s being replaced.