Technology is ever-changing and shifting, including the roofing industry. For those roofing contractors who love using Google Analytics, you may have noticed a shift recently from the traditional platform.

For those who might not be aware, Google Analytics was brought under the new GA4 analytics. In this episode of “Dear Anna,” Art Unlimited CEO Anna Anderson explains that fair notice was given, but even then, roofing contractors might be surprised to find they’re viewing new types of metrics.

“We’re going from Google Analytics and the data points we understand and have known for years into this new experience under the umbrella of GA4,” she said. “You’re going to be utilizing two different types of data sets, and that’s going to be frustrating.”

For those who can get past those frustrations, Anderson said using GA4 will give companies the ability to elevate the consumer experience in ways the prior Google Analytics couldn’t.

“Moving forward, you’re going to be looking at consumer experience data points to be able to predict and change how you leverage and move forward with your marketing strategies,” she said.

GA4 includes machine learning, AKA artificial intelligence, that Anderson says can predict and suggest more effective marketing techniques. Anderson discusses how this differs from the previous analytics and can help create more customer conversions.

To learn more about GA4 and how it can help roofing distributors, listen to the full podcast here or download it and listen on the go.