{"id":4329,"date":"2023-03-10T12:13:26","date_gmt":"2023-03-10T11:13:26","guid":{"rendered":"https:\/\/agence-puck.fr\/?p=4329"},"modified":"2023-03-10T16:03:44","modified_gmt":"2023-03-10T15:03:44","slug":"5-bonnes-raisons-de-passer-a-ga4-ou-pas","status":"publish","type":"post","link":"https:\/\/agence-puck.fr\/en\/actualites\/5-bonnes-raisons-de-passer-a-ga4-ou-pas\/","title":{"rendered":"5 bonnes raisons de passer \u00e0 Google Analytics 4 (ou pas)"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"4329\" class=\"elementor elementor-4329\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-371421d7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"371421d7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eb4bc9f\" data-id=\"eb4bc9f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-421df8ad elementor-drop-cap-view-framed elementor-drop-cap-yes elementor-widget elementor-widget-text-editor\" data-id=\"421df8ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;drop_cap&quot;:&quot;yes&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En juillet 2023, la plateforme d\u2019analyse de donn\u00e9es Universal Analytics sera substitu\u00e9e par sa nouvelle version GA4.<\/p>\n<p>Nous vous r\u00e9sumons la migration Google en 5 points :<\/p>\n<h6>1. Une nouvelle interface<\/h6>\n<p><b>Cette optimisation favorise une data<\/b> <b>simplifi\u00e9e<\/b> <b>et<\/b> <b>compr\u00e9hensible<\/b>, en somme les param\u00e8tres de base de l\u2019interface d\u2019analyse sont revus et largement am\u00e9lior\u00e9s.<\/p>\n<p>Vous aurez la possibilit\u00e9 de personnaliser votre page d\u2019accueil avec les donn\u00e9es que vous souhaitez privil\u00e9gier, mais vous pouvez tout aussi bien laisser le soin \u00e0 Google de choisir ces m\u00e9triques.<\/p>\n<p><b>Le e-commerce n\u2019est pas oubli\u00e9<\/b> puisque de nouvelles m\u00e9triques et rubriques sont disponibles. Vous pourrez consulter des informations propres aux utilisateurs de vos sites telles que : \u00ab article ajout\u00e9 au panier \u00bb, \u00ab articles vus dans les promotions \u00bb, \u00ab articles cliqu\u00e9s dans les promotions \u00bb ou encore \u00ab montant du panier \u00bb.<\/p>\n<h6>2. Une politique de protection des donn\u00e9es<\/h6>\n<p>Google a souvent \u00e9t\u00e9 accus\u00e9 de ne pas prot\u00e9ger les donn\u00e9es de ses utilisateurs, comble pour cette multinationale qui compte pour le seul mois de janvier 88,3 milliards de visites.<\/p>\n<p>Avec cette mise \u00e0 jour, <b>Google \u0153uvre \u00e0 se conformer \u00e0 la norme RGPD<\/b> avec 3 actions :<\/p>\n<ul style=\"list-style-type: square;\">\n<li><b>L\u2019anonymisation des adresses IP<\/b> avec la dissociation des donn\u00e9es et de l\u2019identit\u00e9 des utilisateurs.<\/li>\n<li><b>L\u2019addition de l\u2019intelligence artificielle et du machine learning \u00e0 leurs services<\/b>, qui devrait mener \u00e0 la disparition graduelle des cookies tiers.<\/li>\n<li>La mise en place d\u2019une dur\u00e9e param\u00e8trable de 14 mois maximum pour la conservation des donn\u00e9es utilisateurs.<\/li>\n<\/ul>\n<h6>3. Une approche innovante des statistiques r\u00e9colt\u00e9es<\/h6>\n<p>D\u00e9sormais, la mise en avant des donn\u00e9es sur la plateforme tournera autour du comportement-utilisateur, et ceci, de leur premi\u00e8re visite jusqu\u2019\u00e0 leur conversion.<\/p>\n<p>Cela devrait aider \u00e0 une meilleure compr\u00e9hension du parcours utilisateur, et donc maximiser les chances d\u2019obtenir des leads qualifi\u00e9s, et, \u00e0 terme, des clients.<\/p>\n<p>Sur GA4, les propri\u00e9t\u00e9s utilisateurs ont \u00e9t\u00e9 affin\u00e9es : sexe, ville, int\u00e9r\u00eat. Gr\u00e2ce \u00e0 cela le gestionnaire de compte Google Analytics pourra analyser les statistiques selon, par exemple, des persona qu\u2019il aura eu soin de d\u00e9finir au pr\u00e9alable. Pratique, non ?<\/p>\n<h6>4. La disparition du taux de rebond<\/h6>\n<p>Param\u00e8tre propos\u00e9 par d\u00e9faut par Universal Analytics, <b>le taux de rebond se voit supprim\u00e9 et remplac\u00e9 par le taux d\u2019engagement<\/b>. D\u00e9sormais, on se concentre sur le temps de navigation, ou encore, le scroll de l\u2019internaute.<\/p>\n<p>Cette \u00e9volution illustre clairement la volont\u00e9 de GA4 de mettre \u00e0 l\u2019honneur des informations plus \u00ab positives \u00bb.<\/p>\n<h6>5. L\u2019int\u00e9gration de l\u2019intelligence artificielle<\/h6>\n<p><b>Gr\u00e2ce \u00e0 l&#8217;IA et <a href=\"https:\/\/datascientest.com\/machine-learning-tout-savoir\">au machine learning<\/a><\/b>, GA4 est d\u00e9sormais apte \u00e0 anticiper les possibles changements de comportement des utilisateurs qui fr\u00e9quentent vos sites.<\/p>\n<p>Tout ceci n\u2019a qu\u2019un seul but, <b>am\u00e9liorer la ma\u00eetrise des 3 phases du parcours client<\/b> :<\/p>\n<ol>\n<li>Acquisition<\/li>\n<li>Engagement<\/li>\n<li>Fid\u00e9lisation<\/li>\n<\/ol>\n<pre><b>L\u2019info bonus :<\/b>\nAvec cette mise \u00e0 jour, Google laisse d\u00e9sormais la possibilit\u00e9 \naux gestionnaires de compte de g\u00e9rer plusieurs niveaux d\u2019acc\u00e8s :<\/pre>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>lecture seule,<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>gestion des audiences,<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>ou total acc\u00e8s.<\/li>\n<\/ul>\n<div><span style=\"font-size: 16px;\"><br><\/span><\/div><div><span style=\"font-size: 16px;\">Si ces \u00e9volutions de Google Analytics sont notables, il est bon toutefois de rappeler que <b>la CNIL<\/b> (organisme en charge de la protection des donn\u00e9es utilisateurs) a mis Alphabet en demeure vis-\u00e0-vis de certains manquements \u00e0 la RGPD qui perdurent. Malgr\u00e9 ces \u00e9volutions, Google doit encore fournir un effort pour remplir toutes ses obligations au regard de la RGP<\/span><span style=\"font-size: 16px;\">.&nbsp;<\/span><\/div>\n<p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Lors des p\u00e9riodes de ralentissement \u00e9conomique, les entreprises cherchent \u00e0 pr\u00e9server leurs profits en r\u00e9duisant leurs co\u00fbts. Bien \u00e9videmment les budgets de communication sont souvent les premiers coup\u00e9s dans une telle situation.<\/p>","protected":false},"author":1,"featured_media":4360,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 bonnes raisons de passer \u00e0 Google Analytics 4 (ou pas) - Agence Puck<\/title>\n<meta name=\"description\" content=\"En juillet 2023, la plateforme d\u2019analyse de donn\u00e9es Universal Analytics sera substitu\u00e9e par sa nouvelle version GA4. 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