{"id":8057,"date":"2022-06-16T08:30:49","date_gmt":"2022-06-16T13:30:49","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=8057"},"modified":"2022-06-16T08:30:49","modified_gmt":"2022-06-16T13:30:49","slug":"google-va-un-paso-mas-alla-en-la-era-digital-y-anuncia-una-nueva-version-de-google-analytics","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/google-va-un-paso-mas-alla-en-la-era-digital-y-anuncia-una-nueva-version-de-google-analytics\/","title":{"rendered":"Google va un paso m\u00e1s all\u00e1 en la era digital y anuncia una nueva versi\u00f3n de Google Analytics"},"content":{"rendered":"<h1 class=\"intro\">Google, que ya anunci\u00f3 a principios de 2020 que dejar\u00e1 de dar soporte a las cookies de terceros, lanzar\u00e1 Google Analytics 4 en julio de 2023.<\/h1>\n<div class=\"post-cn\">\n<p>Desde el\u00a0<strong>1 de julio de 2023<\/strong>, Google reemplazar\u00e1 de forma definitiva su cl\u00e1sico Analytics Universal y solo ofrecer\u00e1 como sistema de medici\u00f3n\u00a0<strong>Google Analytics 4<\/strong>. Para que se produzca este cambio quedan algo m\u00e1s de un a\u00f1o, pero ya conocemos algunos de los puntos m\u00e1s destacables de esta herramienta.<\/p>\n<p>Seg\u00fan el an\u00e1lisis de Antonio Rodr\u00edguez, Data Director de\u00a0Alkemy Iberia, esto responde a la<strong>\u00a0evoluci\u00f3n que el gigante tecnol\u00f3gico\u00a0<\/strong>ha decidido comenzar en los \u00faltimos tiempos, de acuerdo a la mayor privacidad y seguridad demandada por los usuarios, que exigen tambi\u00e9n un correcto uso de sus datos de navegaci\u00f3n.<\/p>\n<div id=\"vidoomy\">\n<div>\n<div id=\"1655386178702346679351\">\n<div id=\"lkqdad947326\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>De hecho,\u00a0<strong>Google\u00a0<\/strong>ya anunci\u00f3 a principios de 2020<strong>\u00a0<\/strong>que\u00a0<strong>dejar\u00e1 de dar soporte a las cookies de terceros\u00a0<\/strong>de manera gradual, iniciando as\u00ed una transici\u00f3n hacia un<strong>\u00a0entorno\u00a0<em>cookieless<\/em><\/strong><em>.<\/em>\u00a0El objetivo es mejorar la privacidad del consumidor y limitar el acceso de las empresas a determinada informaci\u00f3n. Esto genera a su vez,\u00a0<strong>nuevas opciones y oportunidades<\/strong>\u00a0para desarrollar su negocio dentro de un espacio con menor acceso de datos de terceros.<\/p>\n<p>Por eso, en estos momentos y seg\u00fan la compa\u00f1\u00eda, es recomendable que las empresas empiecen a articular una\u00a0<strong>doble medici\u00f3n.<\/strong>\u00a0Es decir, seguir enviando los datos a Universal Analytics y, por otro lado, empezar a enviar datos a las nuevas propiedades. As\u00ed, adem\u00e1s, los usuarios podr\u00e1n irse familiarizando con el\u00a0<strong>nuevo Google Analytics 4.<\/strong><\/p>\n<h3>\u00bfQu\u00e9 ventajas aporta Google Analytics?<\/h3>\n<ol type=\"1\">\n<li><strong>Mejor medici\u00f3n multidispositivo:<\/strong>\u00a0Permitir\u00e1 unificar las mediciones en web y apps cuando sea necesario sin necesidad de hacerlo por separado.<\/li>\n<li><strong>Exportaci\u00f3n del Raw Data:<\/strong>\u00a0Ofrece la posibilidad de exportar los datos a Big Query de forma sencilla y en pocos pasos.<\/li>\n<li><strong>Mejor visi\u00f3n del funnel<\/strong>: Garantiza una buena comprensi\u00f3n y an\u00e1lisis de la experiencia de usuario. O sea, optimiza el proceso del funnel de ventas y mejorar las conversiones a nivel de calidad y cantidad.<\/li>\n<li><strong>Uso de AI\/ML:<\/strong>\u00a0Su base se apoya en Machine Learning, lo que proporcionar\u00e1 una informaci\u00f3n muy valiosa que podr\u00e1 predecir conductas en el usuario y conocer en qu\u00e9 casos las posibilidades de convertir son mayores, optimizando as\u00ed los CPA.<\/li>\n<li><strong>ID del usuario<\/strong>: Mediante el uso de un ID de usuario o Google Signals se podr\u00e1 hacer un an\u00e1lisis m\u00e1s exhaustivo respetando la privacidad de los usuarios y sus datos.<\/li>\n<li><strong>Mayor integraci\u00f3n con el resto de plataformas:\u00a0<\/strong>Disponible para la conexi\u00f3n con DV360, Google Optimize, SA360 y otras plataformas de Google.<\/li>\n<li><strong>M\u00e9tricas predictivas:<\/strong>\u00a0Surgen nuevas m\u00e9tricas predictivas probabilidad de que un usuario convierta o que deje de visitarnos.<\/li>\n<li><strong>Debugging<\/strong>: GA4 tiene su propia herramienta de debugging, que permite conocer el motivo por el que, en ocasiones, no se miden algunas conversiones.<\/li>\n<\/ol>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/digital-general\/digital\/google-nueva-version-analytics<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Google, que ya anunci\u00f3 a principios de 2020 que dejar\u00e1 de dar soporte a las cookies de terceros, lanzar\u00e1 Google Analytics 4 en julio de 2023. Desde el\u00a01 de julio de 2023, Google reemplazar\u00e1 de forma definitiva su cl\u00e1sico Analytics Universal y solo ofrecer\u00e1 como sistema de medici\u00f3n\u00a0Google Analytics 4. Para que se produzca este [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8058,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-8057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google va un paso m\u00e1s all\u00e1 en la era digital y anuncia una nueva versi\u00f3n de Google Analytics | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/google-va-un-paso-mas-alla-en-la-era-digital-y-anuncia-una-nueva-version-de-google-analytics\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google va un paso m\u00e1s all\u00e1 en la era digital y anuncia una nueva versi\u00f3n de Google Analytics | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Google, que ya anunci\u00f3 a principios de 2020 que dejar\u00e1 de dar soporte a las cookies de terceros, lanzar\u00e1 Google Analytics 4 en julio de 2023. 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