The latest release of Google Analytics, GA4, has finally replaced Universal Analytics. With GA4, Google has substantially changed several foundational aspects, making this release more of a new product than a simple upgrade. Given the overhaul of the data structure, like-minded analysts and programmers saw an opportunity to band together and create standardization across automotive vendors. In doing so, this ultimately enhances data integrity, stability, and usability.

The Automotive Standards Council (ASC) is composed of vendors, agencies, and consultants in the automotive industry across North America, who have worked together to develop a standard model for implementing user activity data. Standardization across all vendors, sending data in the same format, provides several important benefits:

• Significant events and activity tracking will automatically be included at the vendor level, rather than creating unique tags for each client and their set of vendors
• Changing vendors will not inhibit comparisons – instead of comparing apples to oranges, standardized metrics will allow performance and results to be analyzed independently of the platform or vendor being used
• Roll-up reporting will be more reliable and stable, since any number of clients with any number of vendors will have compatible datasets
• Increased granularity of data will allow deeper analysis and insights, as well as better optimization and efficiency of SEM campaigns

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The Moran Group recognized the importance of data uniformity and joined the Automotive Standards Council in the Summer of 2022.  The Moran Group is proud to be an active Supporting Member of the ASC. We are excited about the possibilities this new era of analytics will continue to bring to our clients.

If you have questions or would like to learn more about how Google Analytics can help your business, please reach out. We'd be happy to discuss this in more detail.