Getting Started with Google Analytics 4
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17 de Aug de 2021•0 gostou•9,164 visualizações
Getting Started with Google Analytics 4
17 de Aug de 2021•0 gostou•9,164 visualizações
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Google Analytics 4 is not simply the upgrade to Universal Analytics. It is an entirely new version and redesign of the tool. It is the new generation of Google Analytics that will allow you to collect data from both apps and web. In this webinar with our Head of Digital Analytics, Benoit Weber, you will discover the tool, understand how to use and navigate the new features and interface, and run through the main differences with Universal Analytics.
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Getting Started with Google Analytics 4
- 1. Digital You Can Trust | Benoit Weber June 2021 GETTING STARTED WITH GOOGLE ANALYTICS 4
- 2. Digital You Can Trust | BEN Benoit Weber HEAD OF DIGITAL ANALYTICS Xin chào, my name is BEN. ● Educational background in software/research engineering ● Specialised in Google Analytics, GTM ● Passionate about data governance and integrity ● Based in Da Nang, Viet Nam Contact ● benoit@inmarketingwetrust.com.au ● https://www.linkedin.com/in/benoit-weber/
- 3. 1 2 3 4 What’s new? What’s different? What does GA4 look like? What’s next? What is GA4? TODAY’S AGENDA
- 4. Digital You Can Trust | WHAT’S GA4? INTRODUCTION TO NEW GOOGLE ANALYTICS TOOL
- 5. GOOGLE ANALYTICS THROUGH THE YEARS Google Analytics Classic from Urchin 2006 Universal Analytics + SDK 2012 App + Web property Sunset of SDK July 2019 2016 Firebase 2017 Firebase reporting in GA interface Google Analytics 4 Oct 2020 2019 GA4F projects sunset
- 6. GA4 FOR UNIFIED REPORTING & ANALYSIS Google Analytics 4 allows you to report and analyse performance across mobile applications and web.
- 7. Digital You Can Trust | STREAMS TO COLLECT GA4 DATA
- 8. Digital You Can Trust | Scalable Responsible, durable measurement Intelligent business predictions Drive business impact THE 4 BENEFITS OF GA4 - BY GOOGLE
- 9. Digital You Can Trust | WHAT’S NEW? WHAT ARE THE COOL FEATURES?
- 10. 1. Cross-platform data unification 2. New AI-powered insights and predictions 3. Audience Trigger 4. Access to a BigQuery streaming export 5. Advance Analysis tool THE TOP 5 COOL FEATURES OF GA4
- 11. Digital You Can Trust | GA4 proposes 3 different methods to identify users: User ID, Google Signals and Device ID. Once identified, Analytics creates a single user journey from all the data that is associated with the same user ID. CROSS-PLATFORM UNIFICATION = OR OR
- 12. Understand the likelihood of user behaviour using one of the 3 predictive metrics available in Google Analytics 4. 1. Predictive Churn (pChurn) 2. Predictive Conversion (pConversion) 3. Predictive Revenue (pRevenue) Predictions are obtained using a model trained on the 28 days most- recent days of data and predict the behaviour of users within the next 7 days. A minimum of 1,000 users for both positive and negative action is required to train the models. NEW PREDICTIVE METRICS
- 13. Digital You Can Trust | Audience triggers let you trigger events when users match the definition of an audience and become members. Create audience when users reach key milestones in order to ❏ Acquire loyal users / improve overall retention ❏ Acquire the most valuable users ❏ User your own criteria ❏ Leverage ML based audiences USE TRIGGERS TO CREATE POWERFUL AUDIENCES
- 14. Google Analytics 4 provides access to raw / unsampled data from GA via its integration with BigQuery. GA4 data can be combined with other data sources and perform behavioral conversion prediction to acquire new customers, prevent churn, maximise revenue, improve ROAS…. TRAIN YOU OWN MODELS USING GCP
- 15. Digital You Can Trust | Obtain pCvR data Create, train and run model BigQuery Import pCvR into GA4 via MP or data import GA4 BQ integration Scheduler RLSA + Display RMKT Display RMKT CRM User attributes Transactions data BUILD YOUR OWN MODEL USING GA4 & CRM DATA Import 1P data to combine with GA4 Machine Learning Auto ML
- 16. EXPLORE YOUR DATA USING ANALYSIS HUB The Analysis hub enables you to explore your data in depth. Perform ad hoc queries, visualise and drill down into the data, filter and segment it as you want to better understand your users and act accordingly.
- 17. Digital You Can Trust | WHAT’S DIFFERENT? THE NEW CONCEPTS AND THE COOL FEATURES
- 18. Digital You Can Trust | View without user ID View with user ID ❏ Cookie ID as default reporting identity ❏ When sending user ID to GA, a user id view can be created to aggregate sessions based on ID ❏ Device Id and Cookie Id as default reporting identity ❏ User Id and or Google Signal can also be used as ID to aggregate user’s behaviour. All hits Hits with ID REPORTING IDENTITY UNIVERSAL ANALYTICS GA4 PROPERTY
- 19. Digital You Can Trust | UNIVERSAL ANALYTICS ACCOUNT PROPERT Y VIEW ACCOUNT PROPERTY ACCOUNT > PROP > VIEW ACCOUNT > PROPERTY GA4 PROPERTY ACCOUNT STRUCTURE
- 20. Digital You Can Trust | LOADS OF PREDEFINED REPORTS LIMITED AMOUNT OF REPORTS PREDEFINED REPORTS UNIVERSAL ANALYTICS GA4 PROPERTY
- 21. Digital You Can Trust | USER SESSION HIT USER EVENTS SESSION CENTRIC EVENT-DRIVEN & USER CENTRIC DATA MODELS UNIVERSAL ANALYTICS GA4 PROPERTY
- 22. Digital You Can Trust | Goals Conversions GOALS VERSUS CONVERSIONS ❏ Goals are set up using conditions ❏ Export goals as conversion in Google Ads ❏ 20 goals per view ❏ Set up event, then set the event as a conversion ❏ Conversion can be selected in different reports ❏ 30 conversions per property (exl default conversions) UNIVERSAL ANALYTICS GA4 PROPERTY
- 23. Digital You Can Trust | NO SEMANTIC STRUCTURE AUTOMATICALLY COLLECTED & RECOMMENDED EVENTS EVENT SEMANTIC UNIVERSAL ANALYTICS GA4 PROPERTY
- 24. Digital You Can Trust | WHAT DOES GA4 LOOK LIKE? NEW INTERFACE, NEW METRICS, NEW WAYS OF EXPLORING DATA
- 25. Digital You Can Trust | Report Analysis Configuration NEW UI: REPORT, ANALYSIS, CONFIGURATION LATEST UI - NOT YET AVAILABLE ON EVERY PROPERTY
- 26. Digital You Can Trust | Campaign performance Event report Cross-device WALK-THROUGH: 3 built-in reports Add segment, change dates, add secondary dimensions Select the event to access to parameters If you have multiple datastreams, you can see user cross platforms
- 27. Digital You Can Trust | Funnel: What user journeys can you analyse, segment and breakdown with multi-step funnels? Exploration: What insights can you uncover with custom charts and tables? Path analysis: What user journeys can you uncover with tree graphs? WALK THROUGH: 3 templates in ANALYSIS HUB
- 28. Digital You Can Trust | WHAT’S NEXT? STEPS YOU MUST TAKE FROM HERE
- 29. The current consensus is to begin the journey into GA4 in parallel with Universal Analytics. Implement a dual-tagging setup for your new GA4 ❏ Option #1: GA4 Basic Measurement Setup ❏ Option #2: GA4 Advanced Measurement Setup PREPARE YOUR MIGRATION TO GA4
- 30. BASIC & ADVANCED MEASUREMENTS Measurements for GA4 can be classified into 2 categories: Basic and Advanced. 2 - Advanced Measurement 1- Basic Measurement
- 31. Automatically collected events page_view, first_visit Enhanced Measurement Event - setup via UI file_download, scroll outbound_click, site_search, video, Recommended Events by industry purchase, level_up Custom Events send_gift MEASUREMENT FOR GA4: BASIC & ADVANCED Automatically collected Manually collected BASIC MEASUREMENT ADVANCED MEASUREMENT
- 32. OPTION#1: BASIC MEASUREMENT BASIC MEASUREMENT Steps 1. Create a GA4 property 2. Create the web data stream 3. Activate enhanced measurements 4. Enable Data Collection When to choose options: ❏ limited resources ❏ low analytics maturity ❏ limited reporting capabilities
- 33. OPTION#2: ADVANCED MEASUREMENT ADVANCED MEASUREMENT Steps Full implementation cycle including additional development on existing apps and websites When to choose options: ❏ Available dev resources ❏ high analytics maturity ❏ Ecommerce and custom events required
- 34. KEY COMPONENTS OF GA4 IMPLEMENTATION Identify DL, Hard- Coded Tags & MP usage Discover Design Implement Launch Prepare Tool Ecosystem Solution Design Stakeholder Interviews Implement Launch Readiness Gather Leadership Input Gather Marketing & Technology Background Identify Tool Landscape Craft Project Charter Audit Google Analytics Implement Tags, triggers & variables in GTM Document Solution Design Solution Requirements Deploy GTM & Configure new UA Conduct QA Migrate tracking to GTM Project Set Up Build Timeline Gather Requirements & Design Input Identify Team Roster Request Access & Documentation Craft Measurement & Reporting Framework Identify Target Operating Model Prepare Resource & Documentation Governance Transfer Ownership Kick-off Project Implementation Plan Deploy new GA Quality Assurance Audit Google Tag Manager Prepare & Train Teams To Manage New Setup Support to Tech Teams Prepare migration plan
- 35. Digital You Can Trust | QUESTIONS?
- 36. Digital You Can Trust | Thank You
Notas do Editor
- Data Strategy & Measurement plan Define measurement strategy to ensure that you are always collecting the right data, measuring the right events and using Google Analytics to its full potential Analytics Implementation Configure analytics tools according to measurement plan Analytics Governance & Consulting Provide support and recommendation for specific analytics issue. Insight Reporting Build a framework within Google Analytics and Data Studio to enable your team to monitor, report and deep dive on performance Analytics Training Invest in your team and improve their knowledge and skills on the Google Suite
- Google Analytics 4 is not simply the upgrade to Universal Analytics. It is entirely new version and redesign of the tool. It is the new generation of Google Analytics that will allow to collect data from both apps and web.
- Let’s start with a bit of history. Google Analytics was created in 2006 when the group bought Urchin: this is what we called Classic Analytics. Then 6 years later, in 2012, Universal Analytics and the SDK were released. This was a major milestone. In 2016, Google launched Firebase Analytics, which was later rebranded to Google Analytics for Firebase and became the recommended approach for trackings apps. While UA was using session -driven data model, Google Analytics for Firebased introduced a event-driven data model: more flexible and effective working across various platforms. In 2017, Google made Firebase Analytics directly available in the UI before they introduced App + Web property (the early version of what we call now GA4). GA4 was released late last year. It is not a new version of Universal Analytics. It is closer to a new version of Firebase Analytics: the UI, the data model but also features.
- Google introduced in July 2019 a new property type, App + Web, that allows you to combine app and web data for unified reporting and analysis. Reports for this new property use a single set of consistent metrics and dimensions, making it possible to see integrated reporting across app and web like never before. App + Web is not an upgrade to Universal Analytics. It is an entirely new version of Google Analytics that uses an event-driven data model. An entirely new set of reports comes with this new data model. It is designed to allow for flexibility in collecting analytics data from both web and app platforms.
- Scalable From session-based & sampled reporting with limited flexibility to flexible reporting and analysis that is event-based, unified and unsampled. Responsible, durable measurement From web-focused measurement to privacy-centric measurement with cross-platform insights. Intelligent business predictions From limited automation and options to curate reporting to be more relevant to business to Google’s Machine learning to predict custom actions and improve business outcomes Drive business impact From single-device media integration & rule based attribution to cross-platforms ads integrations & native data-driven attribution
- Google Analytics 4 is not simply the upgrade to Universal Analytics. It is entirely new version and redesign of the tool. It is the new generation of Google Analytics that will allow to collect data from both apps and web. During this event, we will discover the tool, understand how to use and navigate the new features and interface, and run through the main differences with Universal Analytics.
- User ID is the id provided via the data collection using the ID for logged-in users for instance Google Signals: Google collects session data from sites and apps that Google associates with users who have signed in to their Google accounts, and who have turned on Ads Personalization. Device ID is the ID from the Google Analytics cookies (web) or from the app instance ID (apps)
- All metrics are using models trained on the 28-most recent days of data. Threshold: Predictive Churn (pChurn) General Availability The probability that a user who was active on your app or site within the last 7 days will not be active within the next 7 days. This model is trained on the 28 most-recent days of data. Predictive Conversion (pConversion) General Availability The probability that a user who was active in the last 28 days will log a specific conversion event within the next 7 days. Currently, only purchase/ecommerce_purchase and in_app_purchase events are supported. These models are trained on the 28 most-recent days of data. Predictive Revenue (pRevenue) General Availability The predicted revenue expected from all purchase conversions within the next 28 days from a user who was active in the last 28 days. More specifically, the prediction is currently available as an audience of "Predicted 28-day top spenders" (defined as the top 5% of 28-day active users ranked by their predicted revenue amount). A min. number of positive and negative over the last 28 days Examples of purchasers or churned users : requires 1,000 users triggered the relevant predictive condition and that 1,000 users did not. Model quality must be sustained over a period of time to be eligible. To be eligible for both purchase probability and churn probability, a property has to send purchase and/or in_app_purchase events (which are collected automatically).
- Acquire loyal users / improve overall retention (based on lifetime session count) Acquire the most valuable users: trigger an event when users cross a threshold of lifetime value Leverage ML based audiences: harness the power of machine learning by building audiences using predictive metrics User your own criteria
- This was only availabnle to GA360 accounts and is now available to anyone. The cost will be then on Bigquery: storage and queries.
- RSLA: remarketing lists for search ads RMKT: remarketings pCvR: predicted conversion rate
- https://support.google.com/analytics/answer/7579450?hl=en&ref_topic=9266525#zippy=%2Cin-this-article Analysis is a collection of advanced techniques that go beyond the standard reports to help you uncover deeper insights about your customers' behavior. Once you've discovered interesting data sets, you can: quickly perform ad hoc queries easily configure and switch between techniques sort, refactor, and drill down into the data use filters and segments to focus on the data that's most relevant to you create segments and audiences share your analyses with other users of the same Google Analytics property export the analysis data for use in other tools.
- Google Analytics 4 is not simply the upgrade to Universal Analytics. It is entirely new version and redesign of the tool. It is the new generation of Google Analytics that will allow to collect data from both apps and web. During this event, we will discover the tool, understand how to use and navigate the new features and interface, and run through the main differences with Universal Analytics.
- 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://www.bounteous.com/insights/2019/12/12/unified-app-web-properties-google-analytics/ One of the key differences between App + Web and Universal Analytics is the way that data is collected, processed, and stored. Now, with App + Web, Google has taken the new event-driven data model and the benefits of Google Analytics for Firebase and made this available to use on websites as well, allowing for a more flexible analytics architecture that truly works across multiple platforms. In UNIVERSAL ANALYTICS: Users have any number of sessions and within those visits, they can have any number of hits. Hits are broken down into pageviews, events. In this model, sessions are a primary focus of the way the data is organized and how it is presented in the reports. In APP + WEB ANALYTICS: Sessions are no longer part of how analytics calculates and stores the data. That doesn’t mean that they’re gone for good — there is still a way to report on sessions. App + Web still determines how many sessions a user had based on certain thresholds of hits within the same time period, and makes this is available for reporting (the definition is very close to that of Universal Analytics with a 30-minute session timeout and customization options available). Events are a little different in App + Web than they are in Universal Analytics. When sending in Events in App + Web, Events are always formatted the same way: just an event name and then up to 25 custom parameters associated with them. There are no dedicated Event Category, Action, and Label fields. Custom parameters can have any name you want. Think of them more like hit-scoped custom dimensions from Universal Analytics, though they can vary between Events rather than being defined at the property-level. This means immense flexibility to amount and type of data that you can collect. There are no additional hit types in App + Web (screenview/pageview). There are no transaction hits or social hits. https://www.youtube.com/watch?v=KqiWnzfJzxg
- Non-sampling report Order by user life cycle: acquisition, engagement, monetization, retention. User distribution: demographics, tech and audience Analysis: more flexible analytics platform incl funnel analysis, path analysis, cohort…. (sampling on analysis tool) Configuration: custom dimensions/metrics, audiences and debugview
- Search Bar Insights Add Segment: You can create up to 5 segments to compare performance Change primary dimension Change dates Add secondary dimension Events and custom parameters
- Exploration: User by country by device category Is there an overlap in app & Web users over purhcasE? why is there a drop-off in the checkout funnel? what are the actions that most users take after installation of the app? What were the last actions prior to deletion of the app?
- GA4 is months away from becoming the default Google Analytics platform. There’s no word on when Google will sunset Universal Analytics
- GA 4 measurements can be classified into 2 categories: Basic and Advanced. Both Basic and Advanced measurement will be required for On The House and Property Value websites (AU, NZ). 1- Basic Measurement does not require modifying code Automatically-collected events Enhanced Measurement events Enable via GA property UI Sent automatically with associated parameters 2 - Advanced Measurement requires modifying code Recommended events (aka suggested events) Events sent follow a predefined schema Provides forward-compatibility with upcoming features Custom events Events and relevant parameters that you define
- Automatically collected events: Pageviews, scrolls, outboundlinks, sitesearch, video engagement, file download Recommended Events: All properties, Retail/Ecommerce, Jobs, Education, Real Estate…, Travel
- This advanced measurement project is much more complete than basic. Not only it is aiming to put in place an analytics program governance, but also set measurement across sites & app, document measurements and configuration as the implementation is done. Assess current UA measurements Assess current reporting needs Map existing to GA4 Create implementation plan Implement dual tagging Implement recommended & custom events, custom with parameters and properties incl ecommerce measurement Assure quality Launch