Ok, I get it—most popular CMS platforms have pretty solid tracking and metrics built in. (I personally love the granular detail you can get from Wix, and Shopify’s no slouch either!) But I feel like a lot of businesses are sleeping on GA4. Yeah, the transition from the OG Google Analytics was rough, and learning a whole new system is a pain. But having a proper GA4 setup is super important for a few reasons:
🌟 A Single Source of Truth
Your CMS metrics are great, but GA4 is platform-agnostic. It collects data from across all your digital channels (not just your website), giving you a holistic view of your customers. That means consistent and comparable data, whether you’re tracking web traffic, app interactions, or something else entirely.
🌟 Future-Proofing Your Data
Let’s say you decide to switch CMS platforms down the line. If you’re only relying on your CMS for tracking, you’ll lose all your historical data and be starting from scratch. A solid GA4 setup means no data gaps, no matter how often you switch platforms or tools.
🌟 Hidden Gems in GA4
While GA4 doesn’t come with as many pre-built reports as the original Google Analytics, there are goldmines in there. Features like predictive metrics, cross-platform tracking, and advanced segmentation aren’t always available in a CMS’s reporting. These are key to unlocking deeper insights into user behavior.
🌟 Trust but Verify
Got trust issues with your CMS data? GA4 can help. Being able to compare data from multiple sources (like your CMS and GA4) means you can cross-check metrics and make sure nothing’s slipping through the cracks.
🌟 Neutral Ground
Unlike your CMS, which might push its own agenda (like driving you toward certain e-commerce tools), GA4 is neutral. It’s not here to sell you on Google Ads (surprisingly!). It just gives you clean, unbiased data.
🌟 Track Third-Party Software
If you’re using third-party tools like ticketing systems or booking software, GA4 is your best friend. CMS platforms typically track only the data happening on your site, but GA4 can track interactions across other software and services too. This means you get a complete picture of your customers’ journey, even if it happens outside your website.
🌟 It’s Critical for Google Ads
If you’re running Google Ads, GA4 is basically a non-negotiable. Without feeding GA4 data into your campaigns, you’re not going to get anywhere near the full potential of your ads. GA4 powers smart bidding, remarketing audiences, and other advanced features that can boost your ROI.
Other reasons?
If you’re doing any cross-platform tracking (mobile apps, for example), GA4 excels at unifying data across web and app interactions. And GA4’s event-based model gives you far more flexibility in tracking user interactions than the old session-based model.
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