Pointers for travel bloggers on how to use GA4 (Google Analytics 4) and key differences content creators should note between UA (Universal Analytics) and GA4 (Google Analytics 4). Sante J Achille gave this presentation at TBEX 2023 in Kalamata, Greece, to introduce GA4 and how performance monitoring is changing. The presentation also covered fundamental changes regarding event tracking and things that non-technical people should be aware of and avoid problems or bottlenecks in documenting performance. In addition, the presentation also addressed the complexities related to event attribution, which is a direct consequence of the complex and disarticulated paths users undertake between mobile and desktop devices.

1. GA4, I HATE YOU!!
Or do I…

2. Key Areas of GA4 for Content
Creators
Real Life Examples
What This Change is About
What we’re going to cover today…

3. GA4 Creates Automatic Insights of Data
“It thinks” you might find interesting
GA4 “decides” based on the reports most often viewed

4. GA4 GA3
Demographics/Interests
GA4 will focus on interests that match the
in-market categories found in Google Ads
Adjust your content, Match their Interests.

5. In GA4 you create Custom Reports

6. perties with one tracking tag. Cross domain linking is automatic - you can cr
In UA requires cross-domain tracking configuration.

7. Comes With Standard “Events”
GA4 automatically start tracking some events:
- Scroll
- Page View
- Session Start
- First Visit
- User Engagement
In UA events were not tracked automatically!

8. Time On Site Metric Changed!
GA4 measures “Average Engagement Time”, not time on site on site.
In GA4 The average value of Engagement time is consistently lower than UA

9. Still Missing the Adsense Connection
Although GA4 will become the only supported
Google Analytics product in July 2023, it is still
lacking the ability to link to Google Adsense accounts
at this time.
Google is still working on this feature and it should
be released shortly.

10. Predictive Audiences
High volume traffic unlock predictive audiences in GA4.
Predictive Audiences are users likely to complete a conversion.

11. “I can predict what you want”

13. Working with GA4
Things you should do
•Make your website “Event Friendly”
•Track meaningful interactions

14. Examples (Tracking)

15. In many instances, standard events defined in analytics aren’t
enough to cover our tracking needs and we need additional
custom events that give us clear indications of the user journey on
our site.
Think ahead and place effective tracking of all elements!

17. Working with Analytics
Things we CANNOT do accurately
•Track everything
•Define attribution

19. Alternatives to GA4?

20. https://matomo.org/

21. Slideshare.Net/sjachille
@sjachille
Sante J Achille
Search Marketing Consultant - Data Analyst
https://www.linkedin.com/in/sjachille/
Thank you for your attention! :)