This fortnight's topics include; Universal Analytics sunset update, TikTok Shop & digital sports consumption.
Universal Analytics Data To Be Available Until July 1, 2024
We are now less than two months away from the sunset of Google Universal Analytics for non-GA360 customers. From July 1, 2023, Google Analytics users will no longer be able to collect data through Universal Analytics and will be forced to migrate to the new Google Analytics 4 (GA4) properties. In good news, Google have now announced that historical data will still be able to be viewed and exported for another 12 months, however, there will be no data processing or updated reports after the turndown. Given the sizeable shift coming up for many businesses, we strongly recommend getting your GA4 property setup and running ahead of the sunset date to ensure a smooth transition. Learn More
TikTok Shop Is Now In Beta
As previously reported in the Digital Pulse (Vol. 12), TikTok are currently moving into the world of e-commerce with the launch of their ‘TikTok Shop’ product. Recently, some retailers in the US have received a notification announcing that TikTok Shop is now in Beta. This is definitely a ‘watch this space’ for the Australian market, especially for businesses in the e-commerce or retail verticals. Live stream shopping & social commerce continues to be a hit in Asian markets, however, has had slower adoption in Western markets. Time will tell if TikTok Shop can assist in changing Western consumer behaviour to unlock new revenue streams for businesses. Learn More
Digital Sports Consumption Rises Through Broadcasted Events
Ipsos Iris has reported that online sports content consumption has increased from 35 minutes in February to 74 minutes in March in line with the opening rounds of the AFL and NRL seasons. In addition to this, major news events including the NSW election and Oscars saw more than 20 million people use a news website or app during the month of March. Ipsos Iris official launched in March and provides accurate data about the 21 million Australians aged 14+ who access a wide variety of digital content and services. Given their endorsement from the IAB, their reports will be a fantastic resource for digital audience trends and consumption. Learn More
This week's Digital Pulse was prepared by Ryan King (Business Coordinator).