The Will Marlow Agency INTRO TO GOOGLE ANALYTICS 4 Google Analytics 4 June 2022 The Will Marlow Agency Data-driven marketing agency Specialty in High Growth VC-backed Tech Companies Google Partner Microsoft Partner HubSpot Partner Facebook Ads + LinkedIn Ads Google Analytics 4 June 2022 Google Analytics 4.0 is on the way. Google Analytics 4 June 2022 Google Analytics 4.0 is on the way. The basics: • • • • • Beta release started in 2019 Officially announced October 2020 Deadline for adoption: July 2023 It takes a "privacy centric" approach, according to Google. Ironically, the system is now designed to “stitch” together the user journey across different devices and platforms. Google Analytics 4 June 2022 Google Analytics 4.0 The Bad News: Google Analytics 4 June 2022 Google Analytics 4.0 The Bad News: 1.All your Google Analytics data is going to disappear. Google Analytics 4 June 2022 Google Analytics 4.0 The Bad News: 1.All your Google Analytics data is going to disappear. 2.This includes your historical data. Google Analytics 4 June 2022 Google Analytics 4.0 The Bad News: 1.All your Google Analytics data is going to disappear. 2.This includes your historical data. 3.People who aren’t paying attention will login to their Google Analytics account, and the reports will be a ghost town. Google Analytics 4 June 2022 Google Analytics 4.0 The Bad News: 1.All your Google Analytics data is going to disappear. 2.This includes your historical data. 3.People who aren’t paying attention will login to their Google Analytics account, and the reports will be a ghost town. 4.The new system is very different from the old system. Google Analytics 4 June 2022 Google Analytics 4.0 The Good News: Google Analytics 4 June 2022 Google Analytics 4.0 The Good News: 1.After the pain of the transition, you will have additional data. Google Analytics 4 June 2022 Google Analytics 4.0 The Good News: 1.After the pain of the transition, you will have additional data. 2.Several valuable advanced features are easier to setup. Google Analytics 4 June 2022 Google Analytics 4.0 The Good News: 1.After the pain of the transition, you will have additional data. 2.Several valuable advanced features are easier to setup. 3.Easier compliance with GDRP and CCPA (data privacy) Google Analytics 4 June 2022 Google Analytics 4.0 The Good News: 1.After the pain of the transition, you will have additional data. 2.Several valuable advanced features are easier to setup. 3.Easier compliance with GDRP and CCPA (data privacy) 4.Unlimited data collection – no sampling! Google Analytics 4 June 2022 Google Analytics 4.0 The Good News: 1.After the pain of the transition, you will have additional data. 2.Several valuable advanced features are easier to setup. 3.Easier compliance with GDRP and CCPA (data privacy) 4.Unlimited data collection – no sampling! 5.BigQuery connection is no longer $100k+/ year Google Analytics 4 June 2022 Google Analytics 4.0: Additional Data Google Analytics 4 June 2022 Google Analytics 4.0: Additional Data Google Analytics 4 June 2022 Google Analytics 4.0: Additional Data Google Analytics 4 June 2022 Google Analytics 4.0: Additional Data Google Analytics 4 June 2022 Google Analytics 4.0 Top 12 Recommendations: 1. Protect your data by creating a GA4 account 2. Add GA4 script to ALL pages of your website 3. Use this as an opportunity to adopt Google Tag Manager 4. If you have a website AND an app, link them both. 5. Audit your “goals” and “conversions.” (This should be one annually at least.) 6. Make your goals more “granular.” 7. Examine “scroll depth” of your traffic, bounce rate is GONE 8. Track video plays and pauses as “microconversions” 9. Use this as an opportunity comply with GDPR + CCPA – cookie tracking permissions 10. If your website allows logins, use this to distinguish between LEADS + CUSTOMERS. 11. Test out different attribution models, starting with FIRST CLICK vs. LAST CLICK. 12. Create more advanced remarketing advertising campaigns 1. Highly engaged visitors (scroll depth) 2. Visitors to your other web properties, or web apps 3. Visitors who login to your website Google Analytics 4 June 2022 Top 12 Recommendations for GA4: 1. Protect your data by creating a GA4 account 2. Add GA4 script to ALL pages of your website 3. Use this as an opportunity to adopt Google Tag Manager 4. If you have a website AND an app, link them both. 5. Audit your “goals” and “conversions.” (This should be one annually at least.) 6. Make your goals more “granular.” 7. Examine “scroll depth” of your traffic, bounce rate is GONE 8. Track video plays and pauses as “microconversions” 9. Use this as an opportunity comply with GDPR + CCPA – cookie tracking permissions 10. If your website allows logins, use this to distinguish between LEADS + CUSTOMERS. 11. Test out different attribution models, starting with FIRST CLICK vs. LAST CLICK. 12. Create more advanced remarketing advertising campaigns 1. Highly engaged visitors (scroll depth) 2. Visitors to your other web properties, or web apps 3. Visitors who login to your website Example A: VC-backed (B2B) Tech Company – May 2022 Third Party App Conversion Data Example A: VC-backed (B2B) Tech Company – May 2022 Example A: VC-backed (B2B) Tech Company –2022 Element Visibility – GTM Fires on “Banner Display” Custom Retargeting Audience User ID Targeting of “Logged In” Visitors Google Analytics 4 June 2022 Example advertising options: 1. 2. 3. 4. 5. 6. 7. Exclude logged-in users Exclude non-logged in users Target visitors who act on specific CTAs Target visitors who are tagged in specific ways in your CRM Target your app users Target users who have watched specific videos Target only users who have consumed a minimum amount of website content Google Analytics 4 June 2022 Next steps: 1. 2. 3. 4. 5. 6. 7. 8. Audit your existing Google Analytics account – are you tracking everything you should be? Use Google Tag Manager to setup a new GA4 account Customize GA4 to get as close to revenue as possible – this will be different for everyone Keep running GA3 (Universal Analytics) as long as possible in parallel Do this as soon as possible to avoid data gaps Streamline as much as possible --> more scripts = slower website load times Focus on: business outcomes, not tracking limitations Finally, take care of any mission critical historical Google Analytics data
