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
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
SourcingAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
