This summer’s latest update to Google Analytics, GA4, will replace the platform’s current version (Universal Analytics or UA). This update provides some feature improvements that will help churches better understand their website's traffic, visitor behavior, and overall performance.
Consisting of a streamlined admin dashboard and a simpler data presentation, Google's update also makes it easier for the average user to analyze their website traffic. And while there’s still a learning curve, you no longer have to be a data whiz to figure out what’s going on!
In this post, we’ll showcase three key feature improvements in GA4 that get us excited about the future of online data tracking and how they can give your church an advantage in the digital space.
Be sure to download our step-by-step resource guide on how to set up Google Analytics 4 on your eCatholic-powered website. Simply fill out the form below and have the guide delivered direct to your inbox!
One of the most significant changes in GA4 is the shift from pageviews to an events-based tracking model. Event tracking allows you to see specific visitor interactions with the content and resources on your church website, such as streaming audio sermons, blog articles, sign-up forms, and live-streamed worship services.
Not only are you able to see exactly how visitors are engaging with your website, but you’ll also be able to identify trends and understand what kind of content resonates with them. This change makes it easy to optimize your visitor’s overall experience while helping you make better data-driven decisions that make your website more engaging. This will surely take your online evangelization efforts to a whole new level!
Another important feature of GA4 is the ability to track user behavior across multiple devices. Cross-device tracking is especially important for churches as many visitors may access their website from a desktop, tablet, or mobile device. With cross-device tracking enabled, you can map an individual user’s journey on any device from the moment they land on your website to when they take any desired action (like filling out a form or making a donation). By understanding how users interact with your website on different devices, you can ensure that your website is optimized to deliver the best user experience.
Cross-device tracking also lets you see how your digital outreach campaigns perform across different devices. That means you’ll be able to identify which devices and platforms are most effective for your outreach efforts, allowing you to focus your time and resources in the right direction.
Note: This feature requires some advanced programming skills, so you may want to consult with a professional developer on best practices and how to implement this feature properly.
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Your website’s engagement rate is a profoundly valuable metric, providing insights that are far superior to the typical bounce rate found in Universal Analytics. Unlike the bounce rate, which only tells you how many people left your website after viewing a single page, the engagement rate provides an overview of just how engaged visitors are with your website; it measures how long they stay on your website and how many pages they view.
By tracking your engagement rate, you’ll be better equipped with the knowledge to help you create the type of content visitors are seeking and make adjustments to your website’s design to enhance your visibility and influence online.
To add GA4 to your church website, the first step is to create a Google Analytics account and set up a GA4 property for your church website. Once the property is set up, the next step is to plug in your GA4 tracking code to the area of your website’s HTML. This can easily be done on your eCatholic-powered website with a few clicks under your website’s Admin settings.
By regularly monitoring and analyzing these metrics in GA4, you’ll be able to make informed decisions about your church website design and how to serve your members better. Don’t be afraid to take advantage of the power of GA4 – you never know how many potential souls can be touched by your ministry as a result!
We’d love to hear your feedback! Does your church currently use Google Analytics? In what ways has Google Analytics helped you better serve your parish or church organization?