Getting to grips with GA4
Unless you’ve been hiding under a rock, you’ll know that GA4 (Google Analytics 4) is coming. In fact, the switchover will happen on 1 July. That means your account will be automatically switched to GA4.
If that’s made you panic, worry not! I chatted with Amanda Webb of Spiderworking and she shared some invaluable tips to make this massive change a bit less painful. Watch the video below, or scroll down for the show notes.
Show notes
Introduction:
- Minal welcomes the audience to “The Marketing Mix” podcast and introduces Amanda as a special guest.
- They discuss the significance of Google Analytics 4 (GA4) and its major changes compared to the old version.
- Amanda, an analytics specialist, shares her background in marketing and her journey to becoming an expert in analytics.
- Understanding Google Analytics 4 (GA4):
- Amanda explains that GA4 is a completely new version of Google Analytics built from scratch.
- The shift towards GA4 is driven by the need for increased privacy compliance and advancements in AI technology.
- Privacy concerns and legislation, such as GDPR, have influenced the development of GA4.
- The new version is designed to adapt to the current internet landscape and provide a more comprehensive measurement approach.
- Instead of focusing solely on page views, GA4 introduces the concept of events to capture user interactions more accurately.
Differences Between the Old and New Versions:
- Minal shares her experience of using both the old and new versions simultaneously.
- Amanda highlights some key differences, including terminology changes and the introduction of default channel grouping.
- Default channel grouping simplifies the categorization of traffic sources, making it easier to analyze data.
- GA4 introduces engagement rate as an alternative to bounce rate, offering a more nuanced understanding of user behaviour.
- Goals in the old version are now referred to as conversions in GA4, and the setup process is slightly different.
Monitoring Important Metrics:
- Minal asks Amanda about the essential metrics small business owners should monitor in GA4.
- Amanda emphasizes the significance of setting up conversion events based on desired user actions.
- She recommends defining the steps towards conversion and tracking each stage as separate events.
- For example, in e-commerce, events can include adding items to the cart, initiating payment, and completing a sale.
- Amanda advises businesses to focus on conversions rather than just website visits, as conversions indicate successful outcomes.
- Amanda also recommends utilizing additional tools like BigQuery for advanced data analysis and Microsoft Clarity for session replay and heatmaps.
Transitioning to GA4:
- Minal inquires about the deadline for transitioning to GA4.
- Amanda explains that Google initially provided a transition period but is now urging users to switch over.
- She cautions against waiting for the automatic transition, as it may result in the loss of old data and confusion with the new system.
- Amanda encourages businesses to take control of the transition process, allowing them to ensure a smooth migration of goals to conversions.
Overcoming Resistance to Change:
- Minal and Amanda acknowledge the resistance to change due to familiarity with the old version.
- They discuss the challenge of adjusting to the new interface and relearning where to find specific features.
- However, they emphasize the importance of embracing GA4’s capabilities and the value it offers in terms of accurate data analysis.
Conclusion:
- Minal and Amanda wrap up the conversation, highlighting the need for small business owners to adapt to GA4.
- They stress the significance of installing GA4 on websites as soon as possible to avoid any data loss or confusion.
- Amanda assures listeners that although the transition may require some adjustment, GA4, along with tools like BigQuery and Microsoft Clarity, ultimately provides a more comprehensive and effective analytics solution.
Note: This transcription has been edited and condensed for readability and clarity.