Most musicians and music marketers use Google Analytics to measure website traffic, and many platforms like Bandsintown that offer musicians free analytics encourage connecting it for a more integrated view.
But on July 1st, Google sunsetted its current Universal Analytics platform in favor of a new and improved platform dubbed Google Analytics 4.
To help preserve website measurement, Google automatically generated a Google Analytics 4 property for every Universal Analytics user configured with basic features that align with your current Universal Analytics account.
But it is not fully configured to deliver the data you are used to and need to achieve your goals.
To ensure your new setup is feeding the information you need, you must review your new Google Analytics 4 property ASAP.
It’s a little geeky, but well worth it, and Google has provided some instructions here.
Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.
