The major shift from Universal Analytics (UA) to Google Analytics 4 (GA4) has been progressively phased in by users since it's launch in October 2020. However since July 2023 it has become the only option offered by Google with the sunsetting of UA.
In this article, we'll delve into some the features offered by GA4 which were presented by Renee Goodsell in our webinar "Translating GA4 for Tourism". We also share a recording of our Tourism Tech Talks webinar that covers these strategies in more detail along with additional questions from tourism businesses.
1. Something New: Calculated Metrics
Now you can create your own custom calculated metrics!
A Calculated Metric allows you to create a formula using data that Google automatically...
Google Signals is a new feature provided in Google Analytics 4. When you turn on Google Signals it collects data from users who are signed into their Google account AND have Ads Personalization turned on. Switching this on prevents the double or triple counting of these users by allowing for bettering tracking across devices & browsers.
As we didn’t have this option in Universal Analytics, you may see this affect user data like traffic because GA is no longer double/triple counting these users on different devices & browsers.
Why Would You Want to Turn this On?
Your GA4 reports will present more accurate user-based data, observing their cross-device user journey, allowing for better understanding & analysis.
If you have some metrics that you prefer to see in Google Analytics reports but there's not one report that provides exactly what you are after, you can create your own customised report using the new "Explore" tab in GA4.
While this may seem like an advanced feature, it's not as complex as it sounds! The best way to discover how to do it is by simply trying to create one yourself. We are providing this step-by-step guide to help get you started, once you have the hang of it you will find this a valuable feature of GA4.
Step 1: The Explore Tab
The first task is to go to the Explore tab, it's found in the left-hand navigation bar that pops out. Then, select "Free form".
You can use the blank option too however the Free Form is a great one to start with for your first try...
There's no doubt that Facebook for tourism businesses is a major social media channel to create awareness and engagement with travellers and potential guests. Getting your content looking at it's best is vital for creating inspiring first impressions and engagement!
Part of the challenge is getting the resolution (pixel size) right for the various image placements available. This guide for Facebook image and video sizes (based on 2023 Facebook standards) is a handy reference if you regularly create/crop images and upload video to your business page. Bookmark this page to refer back to or click on the image below to save it on your desktop.
Keep reading for full details on all the different image options and sizes in more detail!
Embrace technology & AI to help your business succeed in tourism
Love it or hate it, technology offers significant advantages for supporting tourism businesses to promote and sell what they offer in the digital world.
In this article, we'll delve into technology tips, including AI powered tools, for tourism recommended by our digital performance expert, Lez Gunnion. We also share a recording of our Tourism Tech Talks webinar hosted by Lez that covers these strategies along with additional questions from tourism businesses.
1. Something New: AI Chatbots
Chatbots are found on a website as a pop-up that allows visitors to the site to ask questions in a live chat format. They are used to provide automated customer service, answering questions to solve issues, and to...
The visual appearance of your website and marketing collateral play a vital role in creating positive first impressions, enticing your target audience, and converting them to bookings. Your branding, design elements, and brand story all work together to showcase what your business offers.
In this article, we'll explore five tips recommended by our lead designer, Pallavi Karambelkar that will help support your visual branding, designs and storytelling. We also share a recording of our Tourism Tech Talks webinar hosted by Pallavi that covers these strategies along with additional questions from tourism businesses.
1. Something New: Horizontal Scrolling
Horizontal scrolling on a website is an emerging design feature that presents...
Now you can create your own custom calculated metrics!
Love it or hate it, technology offers significant advantages for supporting tourism businesses to promote and sell what they offer in the digital world. 
Chatbots are found on a website as a pop-up that allows visitors to the site to ask questions in a live chat format. They are used to provide automated customer service, answering questions to solve issues, and to...
The visual appearance of your website and marketing collateral play a vital role in creating positive first impressions, enticing your target audience, and converting them to bookings. Your branding, design elements, and brand story all work together to showcase what your business offers. 