How to use Google Analytics 4

GOOGLE ANALYTICS 4

- B O O K A G U I D E T O U S I N G G O O G L E A N A L Y T I C S 4

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IMPROVE YOUR ROI TARGETED MARKETING TRACK USER BEHAVIOUR SEARCH ENGINE OPTIMISATION (SEO) I F Y O U O W N A B U S I N E S S A N D H A V E T H E V I S I O N T O G R O W A N D E X P A N D , Y O U N E E D T O B E U S I N G G O O G L E A N A L Y T I C S T O H E L P Y O U R E A C H Y O U R G O A L S . W I T H O U T T H E H I G H - Q U A L I T Y D A T A P R O V I D E D B Y G O O G L E A N A L Y T I C S , T H E N Y O U R G U E S S R E A L L Y I S A S G O O D A S O U R S W H E N I T C O M E S T O M A K I N G I N F O R M E D D E C I S I O N S O N H O W T O S C A L E Y O U R B U S I N E S S . A L T H O U G H I T H A S C O M P L E X C A P A B I L I T I E S T H A T A R E E N H A N C E D B Y M A R K E T I N G P R O F E S S I O N A L S , Y O U ’ D B E S U R P R I S E D H O W M U C H T H E A V E R A G E U S E R C A N L E A R N F R O M I T . G O O G L E A N A L Y T I C S C A N H E L P Y O U U N D E R S T A N D T H E B A S I C S O F Y O U R B U S I N E S S W I T H I N S I G H T S S U C H A S : - W H E R E Y O U R W E B S I T E V I S I T O R S A R E C O M I N G F R O M - H O W Y O U R V I S I T O R S F O U N D Y O U R W E B S I T E - W H A T W E B S I T E B R O W S E R S Y O U R U S E R S A R E B R O W S I N G F R O M - W H I C H P A G E S Y O U R U S E R S V I S I T T H E M O S T W E B E L I E V E T H E R E A R E 4 K E Y W A Y S T H A T G O O G L E A N A L Y T I C S H E L P S T O M A X I M I S E Y O U R B U S I N E S S :

WHY DO YOU NEED IT?

UNIVERSAL ANALYTICS VS GA4

measures data from different screen views in separate properties

Processes data from both websites and APP IN THE SAME PROPERTY

MEASURES DATA USING A SESSIONS BASED DATA MODEL

measures data using an events based DATA model

HAS LIMITED AUTOMATION and only tracks past data

Has machine learning throughout to help predict future user behaviour

USES FULL CROSS-DEVICE AND CROSS-PLATFORM REPORTING uses limited cross-device and cross-platform reporting

GOOGLE ANALYTICS 4 UNIVERSAL ANALYTICS

AS YOU CAN SEE, GOOGLE ANALYTICS 4 (GA4) OFFERS SIGNIFICANT ADVANTAGES OVER UNIVERSAL ANALYTICS (UA).

THE WAY CUSTOMERS INTERACT WITH BUSINESSES NOWADAYS CAN MASSIVELY VARY DUE TO BRANDS PROVIDING SO MANY TOUCHPOINTS FOR THEIR AUDIENCE. AS A RESULT, THIS MAKES IT MORE AND MORE COMPLEX TO TRACK AS CUSTOMERS CAN START AN ACTIVITY ON ONE DEVICE BUT CONTINUE OR FINISH THE ACTIVITY ON ANOTHER. THIS IS WHY GOOGLE ANALYTICS 4 HAS BEEN DESIGNED TO PROVIDE A HOLISTIC APPROACH TO DATA TRACKING, COVERING WEB, MOBILE APPS, AND WEB APPLICATIONS.

GA4'S ADVANCED DATA MODELLING AND MACHINE LEARNING CAPABILITIES FILL DATA GAPS AND AUTOMATE TASKS, ENABLING ACCURATE INSIGHTS AND PREDICTIVE ANALYSIS.

WHAT'S NEXT?

NOW THAT YOU'VE BEEN GIVEN ALL OF THE BASICS ON WHAT GOOGLE ANALYTICS 4 IS AND WHAT NEW FEATURES IT HAS, YOU WILL HAVE UNTIL JULY 1ST 2023 TO MAKE THE FINAL SWITCH. IF YOU DO NOT SWITCH FROM UNIVERSAL ANALYTICS BY THIS DATE, YOU RISK LOSING OUT ON VALUABLE DATA FROM YOUR APP OR WEBSITE AS NO MORE DATA WILL BE COLLECTED

SO, WHAT ARE YOU WAITING FOR? FOLLOW THE NEXT STEPS ON HOW TO SET UP YOUR NEW GOOGLE PROPERTY IN GOOGLE ANALYTICS 4...

GOOGLE ANALYTICS 4 how to set-up

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ACCOUNT SET-UP

Start by creating a new analytics account IF YOU ARE NEW TO GOOGLE ANALYTICS or sign into your existing account and go to your account settings AND CLICK 'google analytics 4 set-up assistant'.

CREATE A PROPERTY

from your settings, follow the instructions given to you and enter your business information for your new property such as property name, time zone and currency - Don't forget that any new properties created in google analytics are ga4 by default.

TRACKING TAGS

Create a data stream for your property by selecting your platform (IOS, ANDROID OR WEB) and then deploy the appropriate tracking tag on your website or app. You will have two options: google site tag which can be manually deployed by a WEB developer, or google tag manager which is a user-friendly solution that doesn't require any development experience.

COLLECT DATA

as soon as your tracking tag has been deployed, select the option called 'enhanced measurement' and your analytics account will start collecting common insights into how users are interacting with your website or app such as page views and link clicks.

THE GA4 DASHBOARD how to use

A set of summary report cards that are relevant to you based on your behaviour in Analytics. The Home page provides more personalised content as you continue to use Analytics.

A high-level overview of important information about your users and their engagement with your website/app using summary cards. These can be customised to compare and view specific data sets.

Uses reports to better understand your user's paths to conversions and channel performance.

GAIN A DEEPER UNDERSTANDING OF YOUR DATA WITH A SERIES OF ADVANCED TECHNIQUES (FUNNELS, COHORTS AND MORE) AND SHARE YOUR FINDINGS WITH PEERS OR CREATE AUDIENCES DIRECTLY FROM YOUR RESULTS!

HOMEPAGE REPORTS ADVERTISING EXPLORE ADMIN

Review and edit your user, property and account settings such as admin roles and data streams.

HOW DOES GA4 COLLECT & PROCESS YOUR DATA?

models share information about more specific actions in order to add further context to an event or user, meaning you will gain richer insights!

O N C E Y O U R D A T A H A S B E E N C O L L E C T E D , G A 4 P R O C E S S E S Y O U R D A T A U S I N G

A L L A V A I L A B L E I D E N T I T Y S P A C E S :

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D E V I C E I D ( T H E D E V I C E U S E D B Y A U S E R )

P R

event-based

T H E K E Y D I F F E R E N C E B E T W E E N G A 4 A N D U N I V E R S A L A N A L Y T I C S I S T H A T I N S T E A D O F U S I N G A S E S S I O N - B A S E D M O D E L T H A T G R O U P S U S E R I N T E R A C T I O N S W I T H I N A G I V E N T I M E F R A M E , I T U S E S A N E V E N T - B A S E D M O D E L W H I C H P R O C E S S E S E A C H U S E R I N T E R A C T I O N A S A S T A N D A L O N E E V E N T . U S E R - I D ( U S E R S W I T H A C C O U N T S O N Y O U R W E B S I T E ) G O O G L E S I G N A L S ( U S E R S W H O A R E S I G N

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E F L E C T S D E - D E P U L I C A T E U S E R S .

GA4 GLOSSARY

P R O P E R T Y - A p l a c e t h a t p r o c e s s e s a n d p r e s e n t s d a t a f r o m b o t h w e b s i t e s a n d a p p s

E V E N T S - U s e r i n t e r a c t i o n s w i t h a n a p p o r w e b s i t e t h a t c a n b e m e a s u r e d

D I M E N S I O N S - d a t a t h a t a n s w e r s ' w h o , w h a t a n d w h e r e ' i n r e p o r t s

M E T R I C S - d a t a t h a t a n s w e r s ' h o w m a n y ? ' i n r e p o r t s ,

M a c h i n e L e a r n i n g - m a c h i n e - l e a r n i n g i s a n a l g o r i t h m t h a t m e a s u r e s t h e p r o g r e s s t o a c o n v e r s i o n , i n o r d e r t o p r e d i c t t h e f u t u r e b e h a v i o u r o f u s e r s

D A T A S T R E A M - a f l o w o f d a t a f r o m a c u s t o m e r t o u c h p o i n t ( e g a p p , w e b s i t e ) t o A n a l y t i c s

I D E N T I T Y S P A C E - t y p e s o f i d e n t i f i e r s u s e d b y G o o g l e

A n a l y t i c s t o i d e n t i f y u s e r s a c r o s s d e v i c e s a n d p l a t f o r m s .

A t t r i b u t i o n - t h e a c t o f a s s i g n i n g c r e d i t f o r c o n v e r s i o n s .

N E E D M O R E S U P P O R T ? G E T I N T O U C H A T I N F O @ S T U D I O I L L I C I T . C O M O R V I S I T W W W . I L L I C I T W E B D E S I G N . C O . U K C O P Y R I G H T © 2 0 2 3 S T U D I O I L L I C I T

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