ColumnistsMay 10, 2022
Metaverse and Web 3.0: Why & How Jewelers Should Get Involved ColumnistsMay 17, 2022
What You Need to Know About the Google Analytics 4 Rollout
In the latest article from The Smart Lab, Emmanuel Raheb outlines the website changes jewelers can expect with this new software.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Google Analytics is the most widely used analytics platform in the world.
Even if you don’t handle your company’s website yourself, chances are your IT team or webmaster already uses Google Analytics to monitor marketing channels, and to track site activity and conversion rates.
With the new version of the software (dubbed Google Analytics 4), there are changes coming that will immediately impact your jewelry website.
Google Analytics 4 brings new features and better data modeling with advanced artificial intelligence (AI) to help fill in the gaps where previous versions of the software have been blocked by cookie consent rules, JavaScript, and increasing privacy issues.
Additionally, Google Analytics 4 also brings a cleaner user-interface and new experience.
Here are the most important things you need to know about Google Analytics 4 and how it will affect your jewelry business.
1. It’s built on a strong foundation.
Google Analytics 4 is the platform Google will be using for all future properties, so you’ll want to set it up as soon as possible on your jewelry website.
The software is completely new and not just a repackaging of the old version of the company’s analytics. It’s been built from scratch to address the needs of digital marketers both today and in the future.
When you make the switch, one of the first things you’ll notice is increased flexibility under Google Analytics 4, with basic events such as pageviews, user sessions, and scroll data ready to track right from the start.
You can also apply up to 25 different report parameters and create and edit events directly in the platform, without IT support.
You won’t need additional coding to take advantage of these features, which means you’ll get the most out of the software as soon as you begin.
Related stories will be right here …
Even if you don’t handle your company’s website yourself, chances are your IT team or webmaster already uses Google Analytics to monitor marketing channels, and to track site activity and conversion rates.
With the new version of the software (dubbed Google Analytics 4), there are changes coming that will immediately impact your jewelry website.
Google Analytics 4 brings new features and better data modeling with advanced artificial intelligence (AI) to help fill in the gaps where previous versions of the software have been blocked by cookie consent rules, JavaScript, and increasing privacy issues.
Additionally, Google Analytics 4 also brings a cleaner user-interface and new experience.
Here are the most important things you need to know about Google Analytics 4 and how it will affect your jewelry business.
1. It’s built on a strong foundation.
Google Analytics 4 is the platform Google will be using for all future properties, so you’ll want to set it up as soon as possible on your jewelry website.
The software is completely new and not just a repackaging of the old version of the company’s analytics. It’s been built from scratch to address the needs of digital marketers both today and in the future.
When you make the switch, one of the first things you’ll notice is increased flexibility under Google Analytics 4, with basic events such as pageviews, user sessions, and scroll data ready to track right from the start.
You can also apply up to 25 different report parameters and create and edit events directly in the platform, without IT support.
You won’t need additional coding to take advantage of these features, which means you’ll get the most out of the software as soon as you begin.
2. It has more accurate tracking.
Tracking site visitors and user behavior is tricky.
There are increasing regulations both in Europe and the United States, with new restrictions, privacy rules, site blockers and more, which make pulling accurate data extremely difficult.
You may have noticed your current Google Analytics reports don’t always match the raw data you see within your website server logs, or sales made through your shopping cart system.
Over time, Google Analytics has become less and less reliable as the best source of data to use in making decisions. Google Analytics 4 will solve this issue and promises a more accurate view of your jewelry business.
One of the biggest benefits of this new version is that Google now focuses on the entire customer journey, instead of relying on single individual metrics. Your site conversions are tracked from first click all the way through to a customer’s order on your website.
Google Analytics 4 can track user behavior across both website and mobile apps, giving you a fuller picture across multiple data streams. Data is also consolidated from multiple site properties and controlled at the property level for better cross-platform analysis.
In summary, you’ll get a full and complete view of your jewelry customer.
3. You’ll gain access to new tools and better reporting.
With this new version of analytics, Google promises increased functionality such as the ability to more accurately predict user flow, order churn, customer buying habits and other features that will help increase the overall ROI on your website.
New lifecycle reports will give you more insight into exactly where your customer is within their jewelry purchase journey, helping you to make better business decisions.
Google Analytics 4 also includes machine learning and advanced AI, which will supplement and predict gaps missing in data as privacy rules have tightened. This will help you to more easily find answers to questions without having to apply multiple filters or build complex reports.
In the coming months, you can expect a much faster and more streamlined report-building process.
This will allow everyone in your jewelry company to access and understand complex data, even without technical knowledge.
Editors' Picks
Sponsored by
4. It’s best to start with a clean slate.
Before transitioning to Google Analytics 4, it’s best to back up and download all of your old data then start with a clean slate, setting up a new Google property and reinstalling it on your site.
The main reason for this is because the previous tracking done by Google through cookies and tags is coming to an end.
Google announced that in late 2023 they will completely block third-party cookies, which will no longer be available as a tracking option. Eventually, the data will stop flowing and will be shut off.
It’s critical that you start today and have your jewelry website fully transitioned over to Google Analytics 4 before the deadline. Without it, you won’t have the important data or marketing reports you need to grow your jewelry business.
Here at Smart Age Solutions, our team of technical specialists are ready to help implement Google Analytics 4 on your website.
Don’t hesitate to contact us, as we can ensure your site is optimized and ready to take full advantage of the new features and power Google has to offer. We’re here to help!
Before transitioning to Google Analytics 4, it’s best to back up and download all of your old data then start with a clean slate, setting up a new Google property and reinstalling it on your site.
The main reason for this is because the previous tracking done by Google through cookies and tags is coming to an end.
Google announced that in late 2023 they will completely block third-party cookies, which will no longer be available as a tracking option. Eventually, the data will stop flowing and will be shut off.
It’s critical that you start today and have your jewelry website fully transitioned over to Google Analytics 4 before the deadline. Without it, you won’t have the important data or marketing reports you need to grow your jewelry business.
Here at Smart Age Solutions, our team of technical specialists are ready to help implement Google Analytics 4 on your website.
Don’t hesitate to contact us, as we can ensure your site is optimized and ready to take full advantage of the new features and power Google has to offer. We’re here to help!
More on Columnists
The Latest
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
