June Right Now Report
The Right Now Report gives you the high-level updates you need without the unnecessary clutter. In the June Right Now Report, we’re sharing Google Analytics updates you need to know about, tips for staying present on social media this summer and insights into recent developments in AI.
Universal Analytics is finally sunsetting
Google’s Universal Analytics will permanently shut down on July 1, 2024. On July 1, 2023, UA stopped processing new data, but this new date will render the historic data inaccessible. but any historical data will be lost at this new deadline.
You have a few options to save your historical data for future access.
- Export your data as a CSV or other spreadsheet: This is a quick and simple option, but it. won’t work for large datasets with over 5,000 rows of data
- Export data to Google Sheets: This option is especially useful if you work exclusively on Google platforms.
- Use cloud-based data storage solutions like Google’s BigQuery or third-party tools like Snowflake: These allow you to store data and review your historical analytics in a format you’re used to.
- These tools come with additional fees and might not be the best option for small businesses and organizations.
It’s important to consider how you plan to access and use the data before adding another service to your tech stack. You can always export the data in a simpler format for later use in a more robust data storage system. Now is the time to make sure you have any data and double-check that your GA4 is set up. If not, your website won’t have Google Analytics measurement available after July 1, 2024.
If you need support making sense of Google Analytics, reach out to Right Relations.
How to avoid a summer slump on social
Summer is often filled with vacations, time outdoors, a busy social calendar and shifting priorities.
While there isn’t definitive research on seasonal changes in social media use, we’ve heard reports from social media accounts of dips in engagement during the summer months. This aligns with the data that people spend more time looking at screens or using their phones in the winter with increased TV viewing, online shopping and time on phone calls. By contrast, people are probably less likely to be on their phones during the summer months, which could lead to a decrease in social media interactions.
Don’t fret if you happen to see a decrease in engagement, instead take action (at a sustainable pace). It’s important to show up and connect even when engagement is down. Here are some ways you can stay focused on social this summer:
- Lean into the season. If it makes sense for your brand, lean into summer content and seasonal promotions. Your tone and imagery can shift slightly to lean into the ease and pace of summer.
- Create interactive and humanizing content: It’s a great time to try social content that offers your audience an opportunity to engage with you in a real way. You can also take this time to highlight the humans that make your work possible.
This is one of the many reasons we recommend looking at your data throughout the year. If you know that this level of engagement is typical for your business this time of year, you’ll spend less time stressed and more time showing up in the best ways possible.
AI updates roll out with varying degrees of success
May brought new updates to AI platforms. OpenAI, Canva and Google rolled out new features with varying degrees of success.
Open AI, the creators of ChatGPT, rolled out GPT-4o (the o stands for omni) with overall greater capabilities. “It accepts as input any combination of text, audio, and image and generates any combination of text, audio, and image outputs,” OpenAI announced. This new update brought GPT-4 level intelligence to both the free and paid versions of ChatGPT. Free users can now use ChatGPT-4o for limited times during a three-hour window. ChatGPT notifies you once you’ve reached the limit and invites you to continue using GPT-3.5 or update to ChatGPT Plus. The updates also made interactions with ChatGPT more conversational and natural.
Canva’s AI features also got a boost with enhanced design workflow and video editing support. A brand-new “Draw” tool makes freehand drawing a possibility. Your sketches can even be turned into flowcharts, mind maps and more with AI. They also enhanced their video editing capabilities through AI, which now allows you to use features like “Enhance Voice” to remove background noises in videos and the “Highlights” tool that cuts long-form videos into short-form clips perfect for social media. They also updated their overall editor, improved their homepage and enhanced collaboration features.
Google’s new AI features are presenting some challenges. While AI promises exciting advancements, Google’s AI search showcases the downsides. AI adds additional context to your searches such as search history and location which informs the search results that Google provides. However, some users have run into misinformation and fake news in their search results. AI at this point can struggle to tell the difference between facts and misinformation. Google is working to improve the search results, but anytime you engage with AI, it’s important to review information thoroughly before sharing.
At Right Relations, we’re keeping an eye on AI updates for both ourselves and our clients. We recognize the value of human creativity and innovation but are excited about ways that AI can optimize our work.
If you have any questions about these topics or would like support in implementing these trends in your own marketing strategy, we’re here to help. We’re committed to helping you navigate the ever-changing landscape of digital marketing with ease.
We’d love to hear from you! Reach out to us today to explore how working with Right Relations can help you stay ahead of the curve and bring joy back to your marketing efforts.
