09._Analytics_with_Google_Analytics_4_(GA4).pptx
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ANALYTICS WITH GOOGLE ANALYTICS 4 (GA4) DIGITAL MARKETING ANALYTICS FUNDAMENTALS 1. Introduction to Digital Marketing Analytics 2. Google Analytics 4 (GA4) Fundamentals 3. Analytics Data Privacy and Protection INTRODUCTION TO DIGIT...
ANALYTICS WITH GOOGLE ANALYTICS 4 (GA4) DIGITAL MARKETING ANALYTICS FUNDAMENTALS 1. Introduction to Digital Marketing Analytics 2. Google Analytics 4 (GA4) Fundamentals 3. Analytics Data Privacy and Protection INTRODUCTION TO DIGITAL MARKETING ANALYTICS DIGITAL MARKETING ANALYTICS What is digital marketing analytics? Digital marketing analytics refers to collecting, measuring, and analyzing websites and data. It enables you to identify what actions you’re taking that are working well and what actions are less successful. Using these insights, you can prioritize effectively and make decisions that can help grow your business. DIGITAL MARKETING ANALYTICS How do analytics tools provide insights? By providing information about: 1 The origin of website traffic 2 How users navigate and interact throughout a website 3 What content and web pages they're most engaged with, and 4 How they exit the site DIGITAL MARKETING ANALYTICS The story behind the data A key part of the story is understanding the characters. And in digital marketing, your main characters are the customers. Data from digital marketing analytics sources can help a digital marketer understand their customers better by providing: Insights into who the customers are and their interests Conversion challenges Enhanced appreciation of what consumers like or don't like, and Understanding about how to improve user experience for the consumer DIGITAL MARKETING ANALYTICS Benefits of using Digital Marketing Analytics Why is this important? Other benefits It helps you make - Get closer to the informed, data-led customer decisions, which in turn - Understand your users should help you run - Gain insights effective campaigns - Forecasting and drive better - Accountability commercial - Stronger focus performance - Prioritization of resources - Higher conversion rates, and - Enhanced ROI DIGITAL MARKETING ANALYTICS Digital marketing analytics tools 1 Google Analytics 4 (GA4) 2 GA4 360 (part of Google Marketing Platform) 3 Adobe Analytics 4 Woopra 5 Kissmetrics 6 Webtrends, and 7 Matomo (formerly known as Piwik) GOOGLE ANALYTICS 4 (GA4) FUNDAMENTALS Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode ANALYTICS DATA PRIVACY AND PROTECTION DATA PRIVACY AND PROTECTION Understanding consent There are several data protection considerations associated with digital marketing analytics tools. GDPR now requires explicit consent from the consumer when tracking tracking personally identifiable information – or PII Many analytics programs anonymize user names, but you still need consent to share website visitor data anonymously with third parties With GDPR, it is essential that personally identifiable information is managed correctly, and within the terms of the consent provided by your website visitors. Mismanaging the information, can risk a data breach for improper use of PII. DATA PRIVACY AND PROTECTION Understanding consent Your company should have a clear policy or guidelines in place detailing how the analytics data you collect is used and managed. GA4 has been built for a data-secure world, it will use machine learning modelling to plug gaps in your data collection when users opt out of analytics tracking. All of this happens in the tool itself. In other words, you don't need to do anything to access modelled data, because GA4 will do it automatically for you. This allows you to respect people's data protection choices while still providing you with relevant data to report and make decisions from GA4’s modelled metrics. Summary DIGITAL MARKETING ANALYTICS FUNDAMENTALS Digital marketing analytics involves the collection, measurement, and analysis of website data to identify what actions undertaken on your website are working well, and what actions are less successful. Using analytics enables you to get closer to the customer, understand your users, gain insights from customer activity, and forecast using customer behavior trends. Also, it helps you achieve stronger focus, better prioritization, and higher conversion rates. The benefits of Google Analytics 4 (GA4) are that it’s free and easy to use. It unifies app and website traffic, and offers customizable reports. Also, it has robust data collection capabilities, seamless integration with other Google products, and uses machine learning. In marketing analytics, dimensions describe data, whereas metrics measure data. Common dimensions include channel name, month, and device. Common metrics include users, sessions, and engagement rate. GA4 reports give you insights into conversions, conversion rates, transactions, and revenue. As a digital marketer, you must be up to date on data protection legal requirements, especially around collecting, using, and storing personally identifiable information (PII). That has become particularly important CREATING AND CONFIGURING A GA4 ACCOUNT 1. GA4 Account Set-up 2. GA4 Tracking Code 3. Key GA4 Settings 4. Collaboration In GA4 5. Linking GA4 to Other Tools GA4 ACCOUNT SET- UP GA4 ACCOUNT SET-UP Sign up google.com/ analytics.google.co analytics/ m GA4 ACCOUNT SET-UP Account set up You need to have an email attached to a Google account. Use the same email address as you use to log into Google Ads, Google Search Console, Merchant Center, YouTube, and any other Google services. Add your account information to set up your Google Analytics 4 account. Make sure that you read and understand the Google Terms of Service Note: GA4 also provides a demo account, which you can use to get familiar with GA4. GA4 TRACKING CODE Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode KEY GA4 SETTINGS Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode COLLABORATION IN GA4 COLLABORATION IN GA4 Adding a new user Account Management Enter the Choose Access or Add a new new user's their Property user email permission Management address level. Access COLLABORATION IN GA4 Benefits of adding new users Granting other users access to Google Analytics can bring several benefits 1 Enhanced cooperation 2 Single source of truth reporting 3 Restricted access COLLABORATION IN GA4 Potential security risks Incorrect Data Incorrect Data deletion settings breaches modifications change LINKING GA4 TO OTHER TOOLS Animated Slide Open in Slide Show mode Summary CREATING AND CONFIGURING A GA4 ACCOUNT You need to use a Google email (such as Gmail) to access GA4. To set up, you enter your domain name, time zone, data sharing settings, and so on, and accept the terms and conditions. You can use a demo account to help you get familiar with GA4. You can add your GA4 tracking code to your website or app by using an ecommerce solution (such as Shopify or Squarespace); by using Google Tag Manager (GTM); or by adding it to your HTML code. This third method is not recommended. GA4 offers two levels of settings: Account (the highest level) and Property (the item you want to track). One account can have several properties. To achieve better collaboration, you can grant other users access to the GA4. However, be mindful of the security and data integrity risks that could arise. You can increase your data availability by linking GA4 to other marketing tools, such as Google Ads, Google Search Console, and Google Merchant Center. When linking GA4 to other Google products, it’s best to you the same login email for all. SETTING EVENTS WITH GOOGLE ANALYTICS 4 1. Introducing Events 2. Types Of Events 3. Advanced Custom Events in GA4 4. eCommerce Events and GA4 INTRODUCING EVENTS INTRODUCING EVENTS What are events in GA4? Events are a core feature of Google Analytics 4. They refer to valuable actions that users take on your website or mobile app. Essentially, they track user interactions and engagements with website pages or mobile app elements. INTRODUCING EVENTS Why track events? Events can provide more insight into how users are interacting with your website and content. 1 Clicking a call to action, or CTA, button 2 Downloading files, such as brochures, guides, or other PDFs 3 Viewing (or partially viewing) a video INTRODUCING EVENTS Why track events? Events are the micro actions that people take when interacting with your site or mobile app. These micro actions help them on their journey to completing a task, such as buying from you. Micro actions could include clicking your CTAs or watching a video, and then the macro action or conversion is buying or completing a purchase. Note: Although not all events are directly valuable to your business, they might still assist the customer in their journey towards a valuable action or conversion. INTRODUCING EVENTS Common conversions Email Filling out Downloadin Purchases Sign-ups subscriptio a lead g content ns form Note: GA4 can automatically track content downloads, such as PDFs, but it won’t differentiate between different PDFs or file downloads. INTRODUCING EVENTS Budget and resource considerations 1 Tracking the most valuable interactions lets you relate these valuable actions back to the channels that drive the conversion 2 Identify what channels and campaigns drive different conversions, and what content on the site helps to drive these valuable events. 3 Conversion tracking helps you to understand what doesn’t work, so you can focus your effort on high-impact activities, channels, and content TYPES OF GA4 EVENTS Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode ADVANCED CUSTOM EVENTS IN GA4 Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode E-COMMERCE EVENTS AND GA4 E-COMMERCE EVENTS Tracking conversions For ecommerce revenue tracking, first check whether native integrations or apps for your ecommerce website support GA4 ecommerce tracking. If your ecommerce store doesn't support GA4 ecommerce tracking, you’ll need to employ the help of a website developer to modify your website code. E-COMMERCE EVENTS GA4 ecommerce tracking on WooCommerce 1 Install the GTM4 WordPress plugin on your site. 2 Add your GTM code to the plugin. 3 In the GTM4 plugin, select Integrations and WooCommerce. 4 Select Enhanced ecommerce tracking in the plugin. 5 Download the pre-populated GA4 GTM tags (recipe) 6 Import the recipe into GTM. 7 Add GA4 configuration settings and {{event}} as detailed in the plugin instructions. 8 Publish live E-COMMERCE EVENTS Importing into Google Ads 1. Choose the Import feature in Google Ads 2. Select the conversions you want to pull across Note: It can take a few hours or even a day or so for conversions and revenue data to be pushed from Google Analytics 4 to Google Ads. Use Google Analytics 4 conversions instead of Google Ads' own conversion tracking. Summary SETTING EVENTS WITH GOOGLE ANALYTICS 4 In GA4, events are basic actions customers take on a website, such as scrolling a web page or clicking a link. GA4 has a list of common events, but you can also create custom events. Tracking events gives you greater insights into the customer journey and all the steps and engagements that eventually lead to a conversion. You can track events back to specific marketing channels. Auto-tracked events include clicks, downloads, visits, scrolls, video views, and viewed search results. Common ecommerce events include view or select item, add or remove to cart, and view cart. To set up a custom event, you need to first create a new conversion event, and then add the event conditions to it. The most straightforward way to do this is through Google Tag Manager. Some ecommerce websites (such as Shopify or Squarespace) support GA4 ecommerce tracking. In other cases, you need to ask your web developer to modify your website code. Best practice is to use GA4’s own conversions rather than Google Ads conversion tracking. This ensures you have a single source of truth for your conversion data. MONITORING CAMPAIGNS USING GA4 1. The Key Reports 2. GA4 Acquisition Reports 3. Engagement Reports and GA4 4. Monetization Reports in GA4 5. GA4 User Reports 6. GA4 Advertising Reports THE KEY REPORTS THE KEY REPORTS The Google Analytics 4 dashboard The Google Analytics 4 dashboard is a collection of data, charts, widgets, and tiles. It gives you an overview of the most important metrics and reports for your website and mobile app. The main benefit of dashboards is that you can share them with key stakeholders to give them a top-line, ‘at a glance’ view of visitor and conversion information. THE KEY REPORTS GA4 reporting categories Lifecycle report User report categories categories THE KEY REPORTS Lifecycle reports 1 Acquisition 2 Retention 3 Engagement 4 Monetization THE KEY REPORTS User reports Demographics Tech GA4 ACQUISITION REPORTS Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode ENGAGEMENT REPORTS AND GA4 Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode MONETIZATION REPORTS IN GA4 Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode GA4 USER REPORTS USER REPORTS Provide insights into ‘who’ the people are on your site and using your mobile app With information such as the locations where people visit and buy, the devices they use, and their age and gender, you can gain insights into who your users and customers are, and then you can optimize your campaigns and website or app according to these customers’ needs as a way to drive performance. We’ll explore the following two User reports: Demographics report, and Technology report USER REPORTS The Demographics report enables you to view metrics such as: 1 Users 2 Engagement rate and average engagement time 3 Events 4 Conversions and revenue by age and gender 5 Locations (country, region, city, and so on) 6 Language 7 Interests, according to a list of predefined interests specified Google Ads USER REPORTS Technology report View information about devices See your users by web browser platforms Your business types, app version doesn't need to screen mobile device provide a resolution mobile app to operating models your users to systems use GA4 GA4 ADVERTISING REPORTS ADVERTISING REPORTS These reports are accessed through the Advertising section Advertising reports enable you to understand how your advertising channels work together to drive revenue and conversions. This can help you better understand conversion attribution. ADVERTISING REPORTS Understanding attribution Attribution is the process of assigning a value to each channel that played a role in a conversion or transaction. 1 GA4 is built using a cross-channel data-driven attribution model. Uses data collected by GA4 to give a more complete 2 view of the conversion journey. Cross-channel data-driven attribution is selected as 3 the default option in GA4, so you don't have to change it. ADVERTISING REPORTS Model comparison You can compare This helps you to your data across see how your different models conversion journeys using the model look using some of comparison tool in the other models GA4 available ADVERTISING REPORTS Conversion Paths report The Conversion Paths report within the Advertising reports provides more granular insight into the most popular journeys users take to conversion. It's a very visual report that shows you which channels feature most often in the early, mid, and late-touch points of the conversion journey. Using this information, you can tailor the messaging on your channels to suit the stage of the journey where they typically feature. You can also prioritize your budget towards the channels that drive the best performance at various stages of the process. Summary MONITORING CAMPAIGNS USING GA4 The GA4 dashboard is a collection of data, charts, widgets, and tiles that give you an overview of the most important metrics and reports for your website and mobile app. The two main GA4 report categories are Lifecycle reports and User reports. Lifecycle reports are further broken down into Acquisition, Engagement, Monetization, and Retention reports. User reports are further broken down into Demographics and Technology reports. Acquisition reports give information on user and traffic acquisition, Google Ads reports, and organic search queries and traffic. Engagement reports give information on event tracking, conversions, pages and screens visited, and landing pages viewed. Monetization reports give information on ecommerce purchases, purchase journeys, in-app purchases, publisher ads, and promotions. The Demographics report enables you to learn more about users, engagement rates, events, locations, gender, and language. The Technology report gives you information about the devices that your visitors use, such as mobile, desktop, ANALYZING AND RECORDING GA4 DATA 1. Real-time Data in GA4 2. GA4 Report Explorations, Funnels, and Comparisons 3. Audiences in GA4 4. Best Practices for GA4 Analyzing Data REAL-TIME DATA IN GA4 REAL-TIME DATA Real-time reporting The Realtime report provides a live snapshot of activity on your website related to visitors, content, traffic sources, and goals. It's very useful when you want to get a real-time view of campaign launches, TV appearances, and other activities that might have an immediate impact on traffic volumes. REAL-TIME DATA Real-time reporting User Snapshot feature allows you to see the various events and interactions of a random anonymized user on your website or mobile app. You can follow some interactions almost like a customer journey from a randomized website or app user to see what they did when engaging with your content. Understanding traffic spikes both in real time and in reports can help marketers to understand the ROI of awareness-generating activities such as TV, print, and radio. REAL-TIME DATA Automated insights 1 Automated insights appear after there is a traffic spike or significant change in metrics 2 Alert you to larger-scale changes in your traffic and website and app behavior 3 You can create custom insight alerts for specific metric changes REAL-TIME DATA Real-time reports Specific real-time The Snapshot is reports available just a quick in the Reports dashboard view Snapshot of priority reports GA4 REPORT EXPLORATIONS, FUNNELS, AND COMPARISONS Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode Animated Slide Open in Slide Show mode AUDIENCES IN GA4 AUDIENCES Custom audiences Custom Predictive audiences Exclude audiences based on users based model events and on events interactions audience Audiences groups are based on Refine the conditions audience that you further specify BEST PRACTICES FOR ANALYZING GA4 DATA ANALYZING DATA Best practice Don’t review in Compare priority isolation metrics Any data set should always Measure your different be compared to another data channels against each other set to uncover insights. to see which channels work best for you. You can use comparisons between data sets to identify Compare your various visitor good and bad performance. locations against other locations. ANALYZING DATA Best practice Once you've performed your initial comparisons, then compare across dates. By comparing data, you can prioritize your best-performing areas. The starting point for good analysis is comparison! Begin with this, and then you can start to infer why you believe the metrics are performing as they are and optimize accordingly. Summary ANALYZING AND RECORDING GA4 DATA GA4 includes real-time reporting and provides a live snapshot of activity on your website about visitors, content, traffic sources, and goals. These reports allow marketers to understand ROI of awareness-generating activities such as TV, print, and radio. You can also set up custom insight alerts if there are unusual spikes or significant changes in traffic. Report Explorations are custom reports that you create yourself from a series of metrics and dimensions. You can set specific rules around the data that is included in the report by using segments and filters. Common data visualization techniques used in report Explorations include free form, funnel, path, segment overlaps, user explorer, cohort explorations, and user lifetime explorations. You can customize predefined GA4 reports (such as Landing Pages) by adding new metrics or reordering the existing metrics. You can use Comparisons to modify the data you are viewing across all reports within Analytics. A funnel is often used when there are multiple steps in an ecommerce transaction process. It provides valuable information on the customer journey and where the flow is good or bad. You can create custom audiences based on events & interactions with your website which you can use as remarketing lists in Google Ads.