How do Google Analytics 4 and SALESmanago analyse historical data?

In this article, we will show you the difference between Google Analytics 4 (GA4) and SALESmanago's historical data analysis and how it can contribute to improving your marketing and sales processes.

Limitations of Google Analytics 4

One of the main criticisms of GA4 is its limited compatibility with Universal Analytics (UA) historical data. This in turn hinders trend analysis and accurate monitoring of long-term performance.  

When GA migrated to UA in 2012, a similar problem arose, as it was not possible to translate the old data into the new measurement logic. This led to difficulties in comparing data before and after the change.

The impact of the pandemic, website and application upgrades, modernised marketing strategies and changing user preferences have significantly changed the business environment. It can therefore be misleading to compare current data with that of several years ago.

Data analysis with SALESmanager

SALESmanago's Prediction and Purchase Dashboard overcomes the limitations of GA4 with a set of tools that can comprehensively analyse historical data.  

SALESmanago enables data-driven decision making by focusing on customer lifetime value, purchase occurrence and expected attrition prediction.

Customer Lifecycle Value Analysis

SALESmanago uses the entire contact database within a customer account to analyse past behaviour. Key metrics such as average customer lifetime value, average time between purchases, average number of purchases, average time since last purchase, average customer lifetime value and average customer age provide valuable insights into customer behaviour and engagement.  

Purchase value prediction  

 SALESmanago predicts the value of future purchases by analysing all past data on contacts, including website activity and previous purchases.  

This allows businesses to

• estimate the probability of a customer making a repeat purchase and adjust their marketing activities accordingly 
• reduce the risk of losing customers, and  
• tailor their strategies to maintain customer interest  

While GA4 has its limitations when it comes to managing historical data, SALESmanago's Prediction and Purchase Dashboard offers a comprehensive solution for analysing customer behaviour and making accurate predictions, so companies can get the most out of their marketing activities.