DON’T LOSE TRACK OF YOUR CUSTOMERS’ SPENDING HABITS, ONLINE STORES WARNED

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A major alteration is afoot with action required by 1 July. 

Google Analytics - the tool businesses use to understand their customers’ online shopping habits from browsing to checkout – is about to change.

The deadline to upgrade to a new version, known as Google Analytics 4, is 1 July.

Firms who fail to revise their systems could find themselves floundering, says e-commerce expert Christina Jones. 

“Retailers [who don’t upgrade] could be left driving blind when it comes to knowing how consumers are finding their website and behaving when they land on it,” she warns.

Switching to Google Analytics 4 brings other benefits too, adds Christina. However, the change-over is not seamless. 

  • In the June issue of ETN, Christina Jones explains why the upgrade is happening, how it will affect businesses and what to do now. 
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