Having a law firm website that showcases your services and legal experience is the bare minimum when it comes to an effective legal marketing strategy. You should certainly be commended if you’ve created a strong web presence. But it’s vital that you monitor and track your performance so you know what’s working and what isn’t.
Google has tried to make this as simple as possible for businesses with its “Universal Analytics” product, which is free. But that’s changing this month as Google transitions to Google Analytics 4, which is also free.
You won’t have the option to continue using a familiar legacy system. It is gone forever as of July 1. Here’s what that means for your law firm and some of the changes you can expect with Google Analytics 4.
Why the Switch from Universal Analytics to Google Analytics 4?
Privacy has become a major concern for consumers over the past several years. As a law firm, it should also be a concern for your business. There have been more and more changes in the law, like GDPR in Europe and ITP.
There is less reliance on cookies, which are considered intrusive. Google Analytics 4 takes consumer privacy into account by using a different type of modeling that operates across platforms (web and app). You get more precise data about visitor interactions that also respect the user’s privacy.
Google Analytics 4 for Law Firms
As a law firm, you need detailed insights about the people who visit your website and other online properties. This allows you to better gauge the user experience and adjust your online marketing strategy to improve results.
Universal Analytics recorded all user visits to your law firm’s website as “sessions.” While this might sound ok, the system made it challenging to determine users who may not be interested in your services.
Google Analytics 4 has changed its approach to “event-based” tracking. This records each user’s interaction with your website as an individual “event.” The data associated with these events are logged so you can better target your advertising to visitors who may be closer to your ideal client group.
Benefits of Using Google Analytics 4 for Your Law Firm
Whether you love or hate the new version of Google Analytics, your law firm will have to embrace it unless you decide to use a private solution. But, since you are trying to rank your website on Google, it makes sense to tap into Google’s own tools and use its free analytics. The good news is that GA4 has many benefits over its predecessor. Here are just a few:
1. Privacy Compliance
One of the catalysts for the development of GA4 was greater privacy compliance. This can help your law firm build trust with potential clients and avoid potential legal issues in the future. GA4 makes it easier for businesses to comply with regulations by using a form of consent that changes what data it collects based on a user’s preferences.
GA4 is an excellent tool to analyze your law firm’s website. A module called “Explorations” gives you data that was previously only available to paying customers of Google Analytics 360. Using this feature, you can view deeper insights about your website, such as funnel, path, and conversions exploration.
3. Machine Learning
GA4 uses machine learning algorithms to search for data patterns, allowing it to make more accurate predictions about future behavior. In fact, GA4 was built with machine learning as one of its foundations. Specifically, the solution will gather data and identify trends to group visitors based on their behavior, alert website owners of important trends, and predict future behavior.
4. Event Tracking
When you create “events,” like product downloads, video views, or offer sign-ups, on your website, you want to be able to track them. GA4 makes this possible and simple with a feature called “enhanced measurement.” You can track all of these “events” as well as things like scroll tracking, site search tracking, outbound click tracking, and more.
5. Cross-Platform Tracking
GA4 works seamlessly across web and app platforms, allowing website developers, marketers, and businesses to bring data together into a single analytics dashboard. Even though most law firms don’t currently have an app, this capability may have uses for your firm in the future.
6. Google Integrations
Finally, GA4 has continued the trend of integrating various Google products. For example, the system can synchronize GA4, YouTube, Google Ads data, and more. This creates a more unified experience for your business.
What You Need to Know About the Transition to GA4
If you’ve waited to switch your law firm’s monitoring solution from Universal Analytics to GA4, the decision has been made for you. As of July 1, Universal Analytics has been phased out. Your only option when logging in will be GA4.
When you log onto the current version of Google Analytics, the Admin section will be located at the bottom of your sidebar. Click on it and choose “GA4 Setup Assistant.” From there, you can create a new GA4 property, specify tagging data, place code on your website, and begin to see data showing up in your dashboard. Google offers a step-by-step guide for transitioning to Google Analytics 4.
Get Help Monitoring Your Law Firm’s Website Performance
Google Analytics 4 for law firms is a powerful digital marketing tool when used correctly. It allows your business to measure valuable insights and leverage what is working for even bigger gains. It also allows you to quickly identify areas that need improvement so you can make adjustments to your strategy. But you don’t have to do any of these things on your own.
At Too Darn Loud Legal Marketing, we specialize in helping law firms increase their online visibility to gain more qualified leads and boost overall revenue. Our team would love to have a conversation about how our digital marketing services for law firms can help your business. Call us today at (800) 864-1764 or contact us online. We offer a free internet marketing assessment and website evaluation to get started.