Tourism Boards Expect New Marketing Insights From Google Analytics Update
Photo Credit: Google Analytics will incorporate mobile users better. Photo Credit: Rob Hampson on Unsplash Unsplash / Rob Hampson
Skift Take
Tourism boards are always trying to keep up with how visitors are finding and interacting their content. The Google Analytics update should make this easier. Hopefully, they can actually capitalize on the new information.
Tourism boards are preparing for a major update to Google Analytics. With the update, they would get deeper and streamlined insights into how visitors interact with their web content.
On July 1, Google is sunsetting Universal Analytics, the current platform, in favor of Google Analytics 4.
Universal is “quickly becoming obsolete” because it was designed for a time when desktop was the primary form of web access, said Brian Bossuyt, executive vice president and chief marketing officer of Pocono Mountains Visitors Bureau. He added that Universal has been around since 2007.
Platform users have had an over year to prepare for the c
