The NextGEN of Google Analytics is Here

Google has just launched their new and improved Google Analytics 4.0, extending beyond Universal Analytics. The New GA relies on AI and machine learning to create predictions for traffic, conversion, products, etc. What does this mean for businesses? Read on for 10 key things to know, as well as a deeper dive into this exciting update to Google Analytics.

10 Key Things to Know About GA 4.0:

  1. It no longer requires coding or GTM for event tracking.
  2. You can access 4.0 from your current Analytics account by going into Admin 🡪 Property (Create new property) 🡪 Select (Web and app) 🡪 where you can track your website,  mobile app or both.
  3. It is moving away from cookies and will no longer use third-party cookies to track performance. 
  4. GA 4.0 is where AI meets data for marketers.
  5. You will have access to predictive metrics and customer lifecycle metrics.
  6. It provides more granular data control.
  7. It allows improved cross-device measurement & tracking.
  8. It allows deeper integration with search efforts on Google Ads.
  9. Google will be investing more in Analytics 4.0, and will stop updating the older version. 
  10. While GA  in the past was divided into Acquisition, Behavior, Audience, and Conversion reports, the new platform is divided into Life Cycle, User, Events, Explore, and Configure.

 

What This Means for SEM & Google Ads

As we know, Google Analytics is the backbone of a strong SEM strategy, enabling us to make data-driven decisions and immediately adapt to market changes, test results, trends, etc.

With GA 4.0, we now have better audience integration, empowering better exclusion and audience selection based on actions taken across devices and platforms. This means you will be able to see, for example, if someone came from the web, but ended up converting from desktop, which could open up whole new channels for understanding the customer journey.

From a user behaviour standpoint, Google has introduced more user-centric metrics such as LTV (Life Time Value) and expected average churn rate, empowering more informed long term strategies.

GA 4.0 will also allow you to set up enhanced measurements to automatically measure interactions and content on your site, in addition to standard page view measurement.

Additional Measurement in Google Analytics 4.0

In this example, you can see on the dashboard right after being set up where GA captures the Page View + Video Progress + Video Start as part of the enhanced measurement features. See below: 

Event tracking GA 4.0

This means, you will no longer need to code or use GTM to track specific actions on-page, making it easier and possibly faster for marketers. This is especially beneficial for marketers who do not have the know-how or access to make code changes, or in organizations where code changes need to go through approvals or a potentially lengthy ticketing process. 

 

Why You Should Set Up 4.0 (aside from the benefits)

In their update, Google noted that they will be investing in the new platform moving forward and, therefore, moving away from the old one. Your current GA account will still be fully functional, but this likely means that things like support, bug fixes and updates will be phased out, so it’s a good idea to upgrade now.

Learn more: https://support.google.com/analytics/answer/10089681#start

 

How To Get Setup

The first step is to know what account type you currently have. If you were part of the GA 4.0 beta program, your account would have been known as “App + Web properties”. If you were not part of the beta, your account type would now be known as “Universal Analytics”. 

If you have a Universal Analytics account, you can easily create your new GA 4.0 property from your existing one, meaning you won’t lose your current data. The link above will give you the information you need to do this.

Note: If you did not previously have a GA account, GA 4.0 is now the default, so you would automatically get it upon setting up your account.

Tagging 

When it comes to tagging, you can continue to use existing on-page tags or add new on-page tags. Currently, there are no benefits or downsides to either choice, this is a matter of preference.

Tagging in Google Analytics 4.0

Here is a sneak peek into the new GA experience look and feel:

Real-Time Reports 

Google Analytics 4.0 Real Time Reporting

New Categorization

As mentioned earlier, the previous categorization of Acquisition, Behavior, Audience, and Conversion reports has been updated to Life Cycle, User, Events, Explore, and Configure. Here’s what that looks like:

Google Analytics 4.0 New Navigation

The Bottom Line

Love it or hate it, Google Analytics 4.0 is here to stay, and there’s no question that the platform is getting more powerful with each iteration. What are your thoughts on the new GA?

Sources:

https://searchengineland.com/google-analytics-4-adds-new-integrations-with-ads-ai-powered-insights-and-predictions-342048

https://blog.google/products/marketingplatform/analytics/new_google_analytics

https://support.google.com/analytics/answer/9445345?hl=en

What should managers know about SEM/PPC before launching a campaign?

What should a client or a brand manager be aware off when it comes to an Ad Words campaign?

Let us start by explaining what is PPC advertisement; PPC stands for Pay per Click, the most popular method of PPC is on search engines, on platforms such as Google, Bing, Yahoo, etc…

The most popular tools used to manage the PPC on these search engines are

  • Google AdWords
  • Bing Ads (manages both Bing and Yahoo ads)

What do you do on these platforms?

  • Buy listing
  • And these listings will appear as sponsored/paid results

How do you buy listings and ads?

  • Ads are bought using an auction
  • The higher you bid, the more you increase your chances to rank. This is not the only determining factor, there is also a quality score
Adwords and Bing ads all you need to know as a client

Pay Per Click – SEM

What is quality score?

Quality score is a variable used by Yahoo, Bing and Google that can influence your ad rankings; it accounts for the quality of your landing pages, ads and keywords. Most importantly, it accounts to how relevant your keyword is to your ad, and how relevant the content in the ad is to the landing page.

What makes a successful PPC account?

  1. Proper Geo targeting, whether local, international or national
  2. Proper Demo-graphical targeting
  3. Clarity
  4. Backing your ads with something to offer – ensuring that whoever is looking for you, will find value
  5. Using the right keywords
    1. The most successful keywords are the ones that have a high search volume and low competition.
    2. As a marketer, you are required to utilize all the tools that you have at hand to ensure that you are providing the most relevant keywords, with the right amount of completion based on the client’s budget.
  6. Have clear KPIs and proper conversion tracking
    1. PPC is not only about getting traffic, it is about getting the searcher to click, stay and buy.
    2. It is important that you integrate all the tools that you have at hand, such as google analytics and google tag manager with your AdWords campaign, to ensure that you are optimizing not only based on your visits, but on your conversions.
  7. Creating ads with proper calls to actions – CTAs
  8. Use the right time frame
  9. Bid properly
    1. Base your bidding on the right time, area, CTA, ad, keyword, landing page.
    2. Make sure that all your bidding whether automatic or manual yields the best results for the clients.
Increasing Businesses ROI with SEM

Creating opportunities and ROI for Businesses and Clients

As a business owner, or a brand manager, you need to know some basic terms.

  1. Campaigns
  2. Ad groups
  3. Campaign types
  4. Keywords
  5. Impressions
  6. Ad rank
  7. Mobile ads
  8. Ad extensions
  9. CTA
  10. CTR
  11. Optimization
  12. Landing pages
  13. Bid strategy
  14. Daily budget
  15. CPC
  16. CPM
  17. Headline
  18. Display URL
  19. Destination URL
  20. Side ad and Top ad

All of which are provided explained in this great article by wishpond.com : http://blog.wishpond.com/post/77287406414/google-adwords-25-glossary-terms-you-need-to-know

 

Sources/References:

http://blog.wishpond.com/post/77287406414/google-adwords-25-glossary-terms-you-need-to-know

http://www.portent.com/services/ppc/pay-per-click-explained