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MMG GA4 – Using Analytics to Make Better Business Decisions 20230407.pdf

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Sharon Mostyn
Sharon Mostyn

Sharon Mostyn from Mostyn Marketing Group presenting to the MaGiC group on Google Analytics (GA4). Using Analytics to Make Better Business Decisions, including Google Analytics Universal Analytics (UA) vs. Google Analytics 4 differences and reviewing the GA4 reports.

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1 of 44
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Make Better Business Decisions with Analytics grow.google/smallbusinesses #GrowWithGoogle
2 ABOUT MOSTYN MARKETING GROUP • 30+ years’ experience in both online and traditional marketing • Specializes in measuring and optimizing marketing and advertising • Certifications from industry-leading authorities • Services include: • Marketing Strategy • Website Analytics • Search Engine Optimization (SEO) • Email Marketing • Social Media • Pay-Per-Click Search Engine Marketing (PPC / SEM) • Affiliate / Influencer Marketing • Traditional Media Placement
3 AGENDA INTRO TO GOOGLE ANALYTICS Understand how Google Analytics can help you make better business decisions UNDERSTAND YOUR ACCOUNT Get to know basic features and reports GOOGLE ANALYTICS SEARCH BOX Use everyday language to get the information you need USE GOOGLE ANALYTICS WITH GOOGLE ADS Link Google tools for better results RECAP & RESOURCES Including:
4 Intro to Google Analytics
5 Data makes your briefcase heavy… insights make you rich.” – Niall Fitzgerald, Former Chairman of Unilever “
6 DATA TELLS A STORY Data is more than how many visitors you have on your site. ● Where are they from? ● How did they find you? ● What do they find most interesting? ● What sparks their curiosity? Source: Black Illustrations
7 WHAT IS GOOGLE ANALYTICS? Google Analytics is a no-cost online-tool that you can use to understand behavior on your website and mobile app. GA4 changes the way data is collected and reorients the metrics from sessions to events. This combines usersʼ web and app data to more seamlessly measure their journey across platforms.
8 Grow with Google GA4 & DATA PRIVACY GA4ʼs data collection also takes into account the increasing concerns consumers have around privacy and, in particular, cookie tracking. When the European Unionʼs General Data Protection Regulation (GDPR) took effect in 2018, it kicked off a shift in the way third-party cookies are treated. Google Analytics 4 relies on first-party cookies, while restricting third- party cookies. GA4 also adds signals to the mix, which is session data from sites and apps that Google associates with users who have signed into their Google accounts and authorized Ads Personalization.
9 WHY USE GOOGLE ANALYTICS? Understand what your website visitors are like and how they behave. Learn which marketing strategies are really working…and which are not. Make better decisions about your business. Source: Black Illustrations
10 WHY USE GOOGLE ANALYTICS? Understand what content your audience is interested in. Evaluate which channels drive the most conversions. Create more content that your audience wants. Focus marketing campaigns on the right channels.
11 Grow with Google Make the Switch to Google Analytics 4 ● Properties created before October 14, 2020, use an older version, called Universal Analytics (UA). New accounts and properties use Google Analytics 4 (GA4). ● If you use Universal Analytics, it’s time to switch because starting on July 1, 2023, new data will flow into Google Analytics 4 properties only. ● You'll be able to view older reports for at least six months, but the data in them will not update. ● GA4 is still constantly being improved and features are being added. ● Learn more at g.co/grow/switch
12 Google Analytics 4 Universal Analytics GOOGLE ANALYTICS IS EVOLVING Is privacy-focused and reports across websites and apps in one interface. All new accounts automatically use Google Analytics 4. Property IDs have numbers only: (XXXXXXXXX). The older version of Google Analytics will stop collecting data on July 1, 2023. Universal Analytics properties should be migrated to Google Analytics 4. Property IDs start with UA and end with numbers: (UA-123456789-1).
13 Data Collection in UA vs. GA4 Session Based Model (UA) ● In UA properties, Analytics groups data into sessions, and these sessions are the foundation of all reporting. A session is a group of user interactions with your website that take place within a given time frame. ● During a session, Analytics collects and stores user interactions, such as pageviews, events, and eCommerce transactions, as hits. A single session can contain multiple hits, depending on how a user interacts with your website. Event Based Model (GA4) ● In GA4 properties, you can still see session data, but Analytics collects and stores user interactions with your website or app as events. ● Events provide insight on what’s happening in your website or app, such as pageviews, button clicks, user actions, or system events. ● Events can collect and send pieces of information that more fully specify the action the user took or add further context to the event or user.
Universal Analytics Google Analytics 4 Data Collection in UA vs. GA4
15 A9BF68X W 123456 B0CG57 Y GA4 Cross Device Insights Unlock insights built from a complete view of the customer journey. Google Signals User ID Device ID
16 ● Events • UA: Category, Action, Label • GA4: 25 event parameters ● Total users • UA: total number of users (main report 'Users’ metric) • GA4: total number of unique users who logged an event ● New users • UA: number of users who interacted with the website for the first time • GA4: number of users who interacted with the website or app for the first time ● Active users • UA: doesn’t exist • GA4: number of distinct users who visited your website or app and have an engaged session (main report ‘Users’ metric) UA Metrics WILL NOT Match GA4 Metrics!
17 ● Filters • UA: Yes, and different filters could be used in different views of the same property • GA4: No option to exclude users based on the data filters ● Pageviews • UA: only website pageviews • GA4: could combine several data streams in the same property, so both website and app-based views will be calculated ● Sessions • UA: ends with 30 minutes of inactivity, going past midnight, or encountering new campaign parameters • GA4: no session restart after midnight and not affected by encountering new campaign parameters UA Metrics WILL NOT Match GA4 Metrics!
18 ● Bounce Rate • UA: percentage of single-page sessions where there were no interactions within the page (by definition, session duration would be 0 seconds) • GA4: opposite of engaged session • Engaged session: • Lasts 10 seconds or longer • Has 1 or more conversion events • Has 2 or more pageview/screenview events ● Conversions • UA: 1 conversion per session for each goal • GA4: counts every instance of the conversion event UA Metrics WILL NOT Match GA4 Metrics!
19 Google started automatically creating mirror GA4 properties unless you opted-out before 2/28/23. New properties and data collection started appearing on 3/1/23. Google’s Mirror Properties Source: Seer Interactive https://www.seerinteractive.com/insights/risks-of-ga4-automatic-properties Benefits of Auto-Created Properties: • You don’t have to do anything. Risks of Auto-Created Properties: • Account Clutter • Privacy • Data Cleansing • Google Ads Conversions • Event Naming Conventions • Property Clutter
20 Understand Your Account
ACCOUNT (users) PROPERTY DATA STREAM DATA STREAM Account : A collection of properties whose data is owned by a single legal entity and governed by region-specific TOS. Google Analytics 4 Account Structure Property: Lives within an Account and represents data for one user base and most granular level Analytics processes data. The level where Google integrations happen. Data Stream: Lives within a Property and is the source of data from an app or website. This is where data-collection features are controlled either by the SDK or global site tag.
22 YOUR GOOGLE ANALYTICS ACCOUNT ● The Home page shows information based on your past behavior in your Analytics account. ● Allows you to navigate around Analytics. ● Scroll down to see more items on the homepage.
23 GOOGLE ANALYTICS REPORTS ● Realtime ● Acquisition ● Engagement ● Monetization ● Retention ● Demographics ● Tech
24 STANDARD REPORT OPTIONS Date Range ● Select date range. ● Customize filters. ● Add comparison. ● Customize and save. Filters Add comparison
25 REALTIME: WHAT’S HAPPENING RIGHT NOW? Realtime ● Watch results as you test changes. ● Monitor immediate effects on site traffic. ● Determine if a promotion drives traffic.
26 ACQUISITION: WHERE DO CUSTOMERS COME FROM? Acquisition Understand how visitors arrive on your website or app.
27 ENGAGEMENT: WHAT DO PEOPLE DO ON THE SITE? Engagement ● Engaged sessions ● User stickiness ● Conversions ● Pages and screens
28 MONETIZATION: ARE PEOPLE BUYING? Monetization If you have an e-commerce site, you can learn which of your marketing activities are most effective.
29 RETENTION: HOW LOYAL ARE YOUR CUSTOMERS? Retention ● How frequently and for how long do users engage with your website or app after their first visit? ● How valuable are users after their first visit?
30 TECH: KEEP UP WITH YOUR AUDIENCE Know what devices and browsers your audience uses. Keep up with the technology changes to ensure your site or app works on all devices.
31 Recap & Resources
32 WHERE TO GO FROM HERE? Set up Google Analytics, or migrate to GA4 Learn what’s most valuable to your business. Set goals and test marketing strategies Measure results, set new goals and take new actions
33 SET UP GOOGLE ANALYTICS FOR THE FIRST TIME Quick Tip: Google Analytics on CMS platforms g.co/grow/platforms ● Visit g.co/analytics. ● To create an account, click Get started today. ● Set up a property in your Analytics account.
34 Quick Tip: Migration support at support.google.com/analytics Admin HOW TO MIGRATE FROM UNIVERSAL ANALYTICS TO GOOGLE ANALYTICS 4 Setup Assistant ● Access the Setup Assistant from the Admin tab, in the property column. ● Follow prompts to create a Google Analytics 4 property.
35 Google Analytics Search Box
36 HOW THE SEARCH BOX WORKS Source: Black Illustrations Type questions into the search box in plain language. The search box is a feature of Analytics Intelligence. The features that make up Analytics Intelligence help you understand and act on your data.
37 Analytics Intelligence Type a word, phrase or basic question into the search box. ● Search for instant answers. ● Search for reports, admin pages, or insights. ● Search for account or property configuration. ● Search Help Center content. GET ANSWERS FAST Quick Tip: Learn more about the search box g.co/grow/ai
38 CUSTOM INSIGHTS VIA ANALYTICS INTELLIGENCE ● Set up alerts to notify you when conditions change. ● Create custom alerts for changes that are important to you. ● See alerts in your account, or have them emailed to you.
39 WANT TO DO MORE YOURSELF? Source: Black Illustrations Dimensions describe your data. Each dimension can be given a different value. You can use secondary dimensions to view your data with more granularity by adding another dimension to your report. Segments are subsets of your Analytics data.
40 USE “EXPLORATIONS” FOR IN-DEPTH INSIGHTS Explorations Access the segment builder to create subsets of users, sessions, and events.
41 Using Analytics with Google Ads
42 WHY LINK TO GOOGLE ANALYTICS? Source: Black Illustrations ● Learn what happens after users click on your ad ● Advertise to specific user groups based on their previous behavior ● Use advanced machine learning ● Understand Google Ads traffic and if keywords convert (or not)
43 GOOGLE ANALYTICS PRODUCT LINKING ● You need an account for Google Analytics and Google Ads. ● Click the Admin tab in Google Analytics. ● From the property column, click Google Ads Links. ● Choose your Google Ads account and follow the prompts. Google Ads Linking
Thank You Sharon Mostyn mostynmarketing.com #GrowWithGoogle

More Related Content

MMG GA4 – Using Analytics to Make Better Business Decisions 20230407.pdf

  • 1. Make Better Business Decisions with Analytics grow.google/smallbusinesses #GrowWithGoogle
  • 2. 2 ABOUT MOSTYN MARKETING GROUP • 30+ years’ experience in both online and traditional marketing • Specializes in measuring and optimizing marketing and advertising • Certifications from industry-leading authorities • Services include: • Marketing Strategy • Website Analytics • Search Engine Optimization (SEO) • Email Marketing • Social Media • Pay-Per-Click Search Engine Marketing (PPC / SEM) • Affiliate / Influencer Marketing • Traditional Media Placement
  • 3. 3 AGENDA INTRO TO GOOGLE ANALYTICS Understand how Google Analytics can help you make better business decisions UNDERSTAND YOUR ACCOUNT Get to know basic features and reports GOOGLE ANALYTICS SEARCH BOX Use everyday language to get the information you need USE GOOGLE ANALYTICS WITH GOOGLE ADS Link Google tools for better results RECAP & RESOURCES Including:
  • 4. 4 Intro to Google Analytics
  • 5. 5 Data makes your briefcase heavy… insights make you rich.” – Niall Fitzgerald, Former Chairman of Unilever “
  • 6. 6 DATA TELLS A STORY Data is more than how many visitors you have on your site. ● Where are they from? ● How did they find you? ● What do they find most interesting? ● What sparks their curiosity? Source: Black Illustrations
  • 7. 7 WHAT IS GOOGLE ANALYTICS? Google Analytics is a no-cost online-tool that you can use to understand behavior on your website and mobile app. GA4 changes the way data is collected and reorients the metrics from sessions to events. This combines usersʼ web and app data to more seamlessly measure their journey across platforms.
  • 8. 8 Grow with Google GA4 & DATA PRIVACY GA4ʼs data collection also takes into account the increasing concerns consumers have around privacy and, in particular, cookie tracking. When the European Unionʼs General Data Protection Regulation (GDPR) took effect in 2018, it kicked off a shift in the way third-party cookies are treated. Google Analytics 4 relies on first-party cookies, while restricting third- party cookies. GA4 also adds signals to the mix, which is session data from sites and apps that Google associates with users who have signed into their Google accounts and authorized Ads Personalization.
  • 9. 9 WHY USE GOOGLE ANALYTICS? Understand what your website visitors are like and how they behave. Learn which marketing strategies are really working…and which are not. Make better decisions about your business. Source: Black Illustrations
  • 10. 10 WHY USE GOOGLE ANALYTICS? Understand what content your audience is interested in. Evaluate which channels drive the most conversions. Create more content that your audience wants. Focus marketing campaigns on the right channels.
  • 11. 11 Grow with Google Make the Switch to Google Analytics 4 ● Properties created before October 14, 2020, use an older version, called Universal Analytics (UA). New accounts and properties use Google Analytics 4 (GA4). ● If you use Universal Analytics, it’s time to switch because starting on July 1, 2023, new data will flow into Google Analytics 4 properties only. ● You'll be able to view older reports for at least six months, but the data in them will not update. ● GA4 is still constantly being improved and features are being added. ● Learn more at g.co/grow/switch
  • 12. 12 Google Analytics 4 Universal Analytics GOOGLE ANALYTICS IS EVOLVING Is privacy-focused and reports across websites and apps in one interface. All new accounts automatically use Google Analytics 4. Property IDs have numbers only: (XXXXXXXXX). The older version of Google Analytics will stop collecting data on July 1, 2023. Universal Analytics properties should be migrated to Google Analytics 4. Property IDs start with UA and end with numbers: (UA-123456789-1).
  • 13. 13 Data Collection in UA vs. GA4 Session Based Model (UA) ● In UA properties, Analytics groups data into sessions, and these sessions are the foundation of all reporting. A session is a group of user interactions with your website that take place within a given time frame. ● During a session, Analytics collects and stores user interactions, such as pageviews, events, and eCommerce transactions, as hits. A single session can contain multiple hits, depending on how a user interacts with your website. Event Based Model (GA4) ● In GA4 properties, you can still see session data, but Analytics collects and stores user interactions with your website or app as events. ● Events provide insight on what’s happening in your website or app, such as pageviews, button clicks, user actions, or system events. ● Events can collect and send pieces of information that more fully specify the action the user took or add further context to the event or user.
  • 14. Universal Analytics Google Analytics 4 Data Collection in UA vs. GA4
  • 15. 15 A9BF68X W 123456 B0CG57 Y GA4 Cross Device Insights Unlock insights built from a complete view of the customer journey. Google Signals User ID Device ID
  • 16. 16 ● Events • UA: Category, Action, Label • GA4: 25 event parameters ● Total users • UA: total number of users (main report 'Users’ metric) • GA4: total number of unique users who logged an event ● New users • UA: number of users who interacted with the website for the first time • GA4: number of users who interacted with the website or app for the first time ● Active users • UA: doesn’t exist • GA4: number of distinct users who visited your website or app and have an engaged session (main report ‘Users’ metric) UA Metrics WILL NOT Match GA4 Metrics!
  • 17. 17 ● Filters • UA: Yes, and different filters could be used in different views of the same property • GA4: No option to exclude users based on the data filters ● Pageviews • UA: only website pageviews • GA4: could combine several data streams in the same property, so both website and app-based views will be calculated ● Sessions • UA: ends with 30 minutes of inactivity, going past midnight, or encountering new campaign parameters • GA4: no session restart after midnight and not affected by encountering new campaign parameters UA Metrics WILL NOT Match GA4 Metrics!
  • 18. 18 ● Bounce Rate • UA: percentage of single-page sessions where there were no interactions within the page (by definition, session duration would be 0 seconds) • GA4: opposite of engaged session • Engaged session: • Lasts 10 seconds or longer • Has 1 or more conversion events • Has 2 or more pageview/screenview events ● Conversions • UA: 1 conversion per session for each goal • GA4: counts every instance of the conversion event UA Metrics WILL NOT Match GA4 Metrics!
  • 19. 19 Google started automatically creating mirror GA4 properties unless you opted-out before 2/28/23. New properties and data collection started appearing on 3/1/23. Google’s Mirror Properties Source: Seer Interactive https://www.seerinteractive.com/insights/risks-of-ga4-automatic-properties Benefits of Auto-Created Properties: • You don’t have to do anything. Risks of Auto-Created Properties: • Account Clutter • Privacy • Data Cleansing • Google Ads Conversions • Event Naming Conventions • Property Clutter
  • 21. ACCOUNT (users) PROPERTY DATA STREAM DATA STREAM Account : A collection of properties whose data is owned by a single legal entity and governed by region-specific TOS. Google Analytics 4 Account Structure Property: Lives within an Account and represents data for one user base and most granular level Analytics processes data. The level where Google integrations happen. Data Stream: Lives within a Property and is the source of data from an app or website. This is where data-collection features are controlled either by the SDK or global site tag.
  • 22. 22 YOUR GOOGLE ANALYTICS ACCOUNT ● The Home page shows information based on your past behavior in your Analytics account. ● Allows you to navigate around Analytics. ● Scroll down to see more items on the homepage.
  • 23. 23 GOOGLE ANALYTICS REPORTS ● Realtime ● Acquisition ● Engagement ● Monetization ● Retention ● Demographics ● Tech
  • 24. 24 STANDARD REPORT OPTIONS Date Range ● Select date range. ● Customize filters. ● Add comparison. ● Customize and save. Filters Add comparison
  • 25. 25 REALTIME: WHAT’S HAPPENING RIGHT NOW? Realtime ● Watch results as you test changes. ● Monitor immediate effects on site traffic. ● Determine if a promotion drives traffic.
  • 26. 26 ACQUISITION: WHERE DO CUSTOMERS COME FROM? Acquisition Understand how visitors arrive on your website or app.
  • 27. 27 ENGAGEMENT: WHAT DO PEOPLE DO ON THE SITE? Engagement ● Engaged sessions ● User stickiness ● Conversions ● Pages and screens
  • 28. 28 MONETIZATION: ARE PEOPLE BUYING? Monetization If you have an e-commerce site, you can learn which of your marketing activities are most effective.
  • 29. 29 RETENTION: HOW LOYAL ARE YOUR CUSTOMERS? Retention ● How frequently and for how long do users engage with your website or app after their first visit? ● How valuable are users after their first visit?
  • 30. 30 TECH: KEEP UP WITH YOUR AUDIENCE Know what devices and browsers your audience uses. Keep up with the technology changes to ensure your site or app works on all devices.
  • 32. 32 WHERE TO GO FROM HERE? Set up Google Analytics, or migrate to GA4 Learn what’s most valuable to your business. Set goals and test marketing strategies Measure results, set new goals and take new actions
  • 33. 33 SET UP GOOGLE ANALYTICS FOR THE FIRST TIME Quick Tip: Google Analytics on CMS platforms g.co/grow/platforms ● Visit g.co/analytics. ● To create an account, click Get started today. ● Set up a property in your Analytics account.
  • 34. 34 Quick Tip: Migration support at support.google.com/analytics Admin HOW TO MIGRATE FROM UNIVERSAL ANALYTICS TO GOOGLE ANALYTICS 4 Setup Assistant ● Access the Setup Assistant from the Admin tab, in the property column. ● Follow prompts to create a Google Analytics 4 property.
  • 36. 36 HOW THE SEARCH BOX WORKS Source: Black Illustrations Type questions into the search box in plain language. The search box is a feature of Analytics Intelligence. The features that make up Analytics Intelligence help you understand and act on your data.
  • 37. 37 Analytics Intelligence Type a word, phrase or basic question into the search box. ● Search for instant answers. ● Search for reports, admin pages, or insights. ● Search for account or property configuration. ● Search Help Center content. GET ANSWERS FAST Quick Tip: Learn more about the search box g.co/grow/ai
  • 38. 38 CUSTOM INSIGHTS VIA ANALYTICS INTELLIGENCE ● Set up alerts to notify you when conditions change. ● Create custom alerts for changes that are important to you. ● See alerts in your account, or have them emailed to you.
  • 39. 39 WANT TO DO MORE YOURSELF? Source: Black Illustrations Dimensions describe your data. Each dimension can be given a different value. You can use secondary dimensions to view your data with more granularity by adding another dimension to your report. Segments are subsets of your Analytics data.
  • 40. 40 USE “EXPLORATIONS” FOR IN-DEPTH INSIGHTS Explorations Access the segment builder to create subsets of users, sessions, and events.
  • 42. 42 WHY LINK TO GOOGLE ANALYTICS? Source: Black Illustrations ● Learn what happens after users click on your ad ● Advertise to specific user groups based on their previous behavior ● Use advanced machine learning ● Understand Google Ads traffic and if keywords convert (or not)
  • 43. 43 GOOGLE ANALYTICS PRODUCT LINKING ● You need an account for Google Analytics and Google Ads. ● Click the Admin tab in Google Analytics. ● From the property column, click Google Ads Links. ● Choose your Google Ads account and follow the prompts. Google Ads Linking