GA4 vs Universal Analytics – The Impacts on Sales Enquiries

In the dynamic realm of the new homes industry, staying on top of the latest tools and technologies is crucial for business success. The transition from Universal Analytics (UA) to Google Analytics 4 (GA4) has been a pivotal shift that has recently taken centre stage. Understanding the implications of this transition is vital because it can profoundly impact the tracking and analysis of data, ultimately driving an increase in sales enquiries in the new homes industry. 

GA4 vs universal analytics 

UA analytics has been a steadfast presence in web analytics for some time with a primary focus on tracking user interactions, page views, and events, providing invaluable insights into website performance and user behaviour. However, UA analytics had its constraints, particularly concerning cross-platform tracking and understanding user journeys in the swiftly evolving digital landscape.

Google launched GA4 just over three years ago with the aim of making a leap forward in the tracking and analysis of data. It has been tailored to provide a more comprehensive view of user interactions, encompassing websites and mobile apps, and prioritises event-driven tracking and user-centric data collection. With GA4, businesses in the new homes industry can seamlessly track users across various platforms and devices, presenting a more precise understanding of customer journeys.

GA4s new features

GA4 brings significant advancements in data tracking and analysis for businesses in the new homes industry with one key enhancement being its emphasis on event tracking. This feature allows businesses to define and monitor specific interactions, such as form submissions, brochure downloads, virtual property tours, and much more. This level of detail empowers businesses in the new homes industry to pinpoint the actions that have the greatest impact on generating sales enquiries, thereby enhancing their ability to optimise their strategies more effectively.

In an industry where potential buyers often research properties across multiple devices, GA4's cross-platform and cross-device tracking capabilities are invaluable. This innovation allows businesses to seamlessly track users as they transition between devices during the property search process, enabling them to deliver a consistent and personalised experience, which is vital for securing sales enquiries.

Moreover, GA4 introduces predictive metrics, a powerful tool for the new homes industry. Predictive metrics utilise machine learning to provide insights into potential future customer behaviour. This feature empowers businesses to anticipate sales enquiries and tailor their marketing efforts accordingly, offering a proactive and customer-centric approach.

Additionally, GA4 introduces audience-building and retention capabilities. Businesses can create audiences based on specific criteria, such as users showing interest in particular properties and developments or engaging with specific content. These custom audiences can then be targeted with tailored marketing campaigns, significantly enhancing the chances of converting prospects into sales enquiries.

It's not just about tracking data, it's about using that data to drive sales enquiries, provide a seamless customer experience, and, ultimately, assist individuals in finding their dream homes. By harnessing the power of GA4, businesses in the new homes industry can adapt and thrive in an ever-evolving digital landscape.

In the GA4 vs. Universal Analytics debate, the new homes industry has a clear winner, and it's GA4.

Get in touch 

Do you need help with home builder marketing and analysis in the new homes industry? Get in touch with us at or call 0121 2361060

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