Ask the Expert

EXPERT

James Warmington-Smith, Digital Optimisation Specialist at Granite 5, explains the changes and what you need to do to set everything up.

What is GA4?

Many of you will be familiar with Google Analytics (GA). It’s the analytics toolkit that allows you to monitor traffic to your website, visitor behaviour, conversions and bounce rates. It provides the intelligence and data from which you can make important decisions about your website structure, layout, content and marketing strategy. The exciting news is that the current standard is being replaced with a new version - Google Analytics 4 (GA4) which rolls out on 1 July 2023.

What is different to the existing version?

The interface looks and feels very different, in fact, if you are used to the current version of analytics, you will be in for a shock! The whole ethos, the new version is event-based rather than session-based. Everything from the start of a session, through user engagement to page view will be identified as an event. This can be confusing initially but makes sense after you have used the tool for a bit. GA4 unifies tracking across your websites, and apps. Bounce rate is no longer available, it’s all about engagement now!

Google Analytics 4 – What’s all the fuss about?

Why is it better than universal analytics (GA3)?

Machine learning and data modelling plays a much larger part. The algorithms will learn from your unique data and be able to predict a whole raft of important metrics, things like the percentage of your audience that are most likely to purchase and those least likely to return to your website or app. These audiences can then be marketed and targeted in different ways. And this can all be set-up in just a few clicks. GA4 is designed to be privacy-centric and will work with or without cookies. By using its machine learning and data modelling capabilities it can fill in data gaps as the world moves towards a cookie-less future. Several metrics that were manually set-up are now available out of the box. These are called enhanced measurements and include metrics like outbound clicks, scrolling, video engagement and file downloads.

Why should I take advantage of GA4?

Necessity – Google announced that as of the 1 July 2023 the current version of Google Analytics will be sunset. You must have Google analytics 4 set-up prior to this date or else you will have no data to analyse! To take advantage of the advanced machine learning insights and the raft of bespoke reporting options.

Why should I set-up GA4 now?

Data collection is not retrospective, until you set up GA4 data will NOT be collected. We’d suggest you need at least six-months data to optimise marketing decisions.

How do I set it up?

• If you set-up a new Google analytics account, it will automatically be configured as GA4 • If you have an existing Google Analytics account, then this guide from Google gives you the various options https://bit.ly/3XPZHKc • If you use Google Tag Manager, then you will need to add a configuration tag and extra tags for all events you wish to track. Many of you won’t be responsible for GA monitoring of your website traffic – instead this will be dealt with by your digital marketing agency who, like Granite 5, will use insights and metrics to inform the decisions they take with respect to your digital estate. If that’s the case, talk to your agency and make sure they’re ready to get GA4 rolled-out on your website immediately.

Finally

Go beyond standard, make sure you track your own key metrics, for instance, eCommerce tracking, if applicable, or other conversion types like form submissions and email clicks. If you want to take advantage of the many advanced benefits of GA4 you need to set it up pronto! Get in touch with your digital partners for any help or assistance with your set-up or give us a shout at hello@granite5.com or 01223 208008.

About Granite 5

For more than 23 years, Granite 5 has been one of the leading digital marketing agencies in the region. We now work with clients of all sizes, sectors and specialisms – their common feature? The desire to get more impact out of their digital estate. Whether it’s website design, SEO, PPC, Analytics, Social Media, Content or Strategy – get in touch today to find out how we can elevate your brand to the next level.

EXPERT

Get your LinkedIn profile in tip-top condition

No longer just an online home for your career history, LinkedIn is an efficient way of reaching and engaging with your potential customers. With over 10m UK business professionals actively using LinkedIn every week, are you presenting yourself in the right light? Dan Ince of BrandWorks Social shares his top tips to ensure your LinkedIn profile does you, and your business, justice.

Your LinkedIn profile is more important than your website home page

When you consider how many people are active on LinkedIn, the potential for prospective customers to see your content and view your profile is massive. Plus, in a Google search, your LinkedIn profile will often be ranked higher than your website. So, make it easy for customers to find you and understand how you can help them by ensuring your LinkedIn profile makes a great first impression. You wouldn’t turn up to a networking event in casual clothes, without your business card or a summary of what you do, so why would your LinkedIn profile be any different?

Get the basics right

People buy from people, so rather than no photo or even worse, a blurry, out of date snap, it’s worth investing in a professional looking headshot you can add to your profile. Review and update your headline. Does it clearly describe what you do and who you do it for? Ensure your contact information is up to date and includes your email address and a link to your website. I know this sounds obvious, but you’d be surprised how many profiles lack basic contact information.

Take your profile to the next level

With the basics done, you’ll want to ensure your profile really stands out and grabs the attention of your ideal customers. This is easily done by using the same phrases and imagery on your LinkedIn profile that you developed for your website. Not only does this make developing your profile easier, but it also ensures your LinkedIn profile, business website and other marketing materials are consistent. First up, create an engaging banner image for your profile. This could come from your website or be an impactful photo with the addition of your business logo and details of the services you offer. Just make sure to check how it looks on a phone, as over 57 per cent of LinkedIn users access the platform via their phone these days. Next up, you want your ‘About’ text to grab potential customers’ attention, so don’t make it about you but about what you can do for them. It’s also worth making the most of the ‘Featured’ panel at the top of your profile to showcase projects, testimonials, posts, or even videos that give prospective customers a greater sense of who you are and how you work.

Social proof is vital

One of the most important sections, ‘Recommendations’, sits at the bottom of your profile. You wouldn’t buy something from Amazon with zero reviews or, even worse, a few one-star reviews, would you? When it comes to LinkedIn, it’s no different. Social proof, whether delivered through stars, reviews or referrals, provides confidence and builds trust. So, help prospective customers understand you’re right for them by asking your current customers for a review you can share on your profile. Simply click the large + symbol at the top of the Recommendations section to search and send a review request to your favourite customers.

Beyond your profile, use LinkedIn as a business marketing tool

With confidence your profile is in tip-top condition, you can take LinkedIn marketing further by sharing content, making connections and engaging with others to build your business relationships. If you’d like to explore using LinkedIn as a marketing tool for your business, or you’d like the weight of social media management lifted off your shoulders by a specialist agency, follow Dan on LinkedIn or visit brandworkssocial.co.uk

EXPERT

Arbicon, the leading firm of Construction Claims Consultants, highlight the source of payment problems experienced by Construction Contractors in this current tough economy and how to tackle them

The construction industry has seen in recent times massive cost inflation coupled with increasing taxes and more detrimental rules. What is forgotten is for any business to survive it needs to be paid, cash flow, to cope with all the economic pressures. Failure to get paid can lead to bankruptcy and if the firm paying goes bankrupt, which is now rife, that can be fatal to the payee. Jonathan Nugent, Managing Director of Arbicon looks at the typical problems contractors face in respect of payment and how to tackle them.

What mistakes do contractors make that lead to payment problems and what can be done?

Non-payment can be as a result of contractors leaving themselves open to claim or cynical profiteering by the paying party. The solution is engaging in an effective contract and deploying an effective dispute resolution process arising from that contract. Lack of attention and understanding of the contract is nearly always the source of all problems and mistakes made.

What is an effective contract and how can it be deployed?

The first point to make is who are you in contract with? A more common mistake than you might think! Ensure the full details and credit rating of the other party have been clearly identified. The remaining points are to get all the conditions and terms right not just payment terms. Where terms are missing or imposed without review by you, you are heading for big trouble. Deployment of your own set of terms at the quote/tender stage is the best solution. If the paying party does not counter them by the time you start work, they will be the contract terms. If you sign a contract subsequent to the start, that new signed contract will wipe out your terms and will be the contract. Why would you sign anything after your start with your terms in place? Know your power here. Any order or contract issued after the start is not worth the paper it is written on unless you accept it. Normally before the start, there is a prestart meeting or subcontract order, that will aim to wipe out your terms so consider this carefully, negotiate properly and avoid onerous terms that the paying party want to impose. Pay attention to all terms, Price, Time and Scope are essential, look at the detail. Also, what payment terms are there? Is the price fixed or remeasured quantities? Is there a price increase clause? Is there any design responsibility? Is there a legally compliant specification and design? Is there a programme incorporated? Is there an EOT, loss/expense and Liquidated Damages provision? Is there a definition of practical completion? What retention is there and when is this be repaid? What is going to be delivered? What preliminaries are expected? What qualifications need to be incorporated? Are there any warranties and insurances required? What provisional sums are there and how are these dealt with? Suspension and termination rights? How are variations dealt with? What can be recovered in respect of late payment and debt recovery costs? (If Late Payment Act applies or not?). What notices must be served and how? Are there assignment rights? (passing the contract to a valueless firm that cannot pay). What adjudication provisions are there? The list goes on. Beware as noted above, look out for amended or onerous terms such as supplement the labour, where the paying party can unilaterally engage others at your expense or if the Employer goes bust and does not pay, you are not entitled to any payment, these are legal clauses. Watch out too for instant termination and condition precedents all of which need looking at and might be illegal, so take advice.

With an effective contract in place how can payment issues be tackled?

Irrespective of contract content you can adjudicate and force payment in any commercial contract. The Construction Act dictates payment and adjudication rights use it. It makes certain clauses illegal and makes the parties engage in an ‘adequate’ payment process. Any clauses that seek to take away the right to payment dependent on some process for example are void. The Construction Act does however allow the parties to be free to agree how and when payments are made, so beware of onerous conditions on these points as they will not be illegal. Payment applications and notices are required and the deployment of these properly is essential, they must be in time, state the sum due and the basis of the calculation of that sum. The sum due is called the ‘notified sum’. Mistakes are commonplace and Employers or contractors that do not understand the legal process here are likely to get into trouble. If notices are absent or void, the payee get what he asks for if it is asked for properly. If a payment has been ‘notified’ and not paid, you can suspend the works with a seven-day notice, all costs of demobilising, subsequent remobilising, delay losses and an extension of time will be due under statute, if your contract says otherwise it is void. To pursue unpaid sums do not use court. Use adjudication, the process aims at a legally binding payment order in 28 days. If you are already in court it does not matter, your need no permission, you can adjudicate at any time. It will normally end the court proceedings and the cost of such if common sense prevails. It is recommended that advice from a construction claims consultant such as Arbicon specialising in adjudication be taken as we understand the legal aspects of payment and all other issues, plus prosecuting in adjudication and essentially having construction expertise. If you have effective Late Payment provisions in your contract such as eight per cent above the base rate and debt recovery costs you can add interest and Arbicon’s fees to the claim.