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.
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
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
