[00:00:17.920]
Thanks for joining us today.

[00:00:19.720]
I know that we have a bunch of people
joining us from all over the world,

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so I won’t say good morning,
even though it’s morning where I am here.

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I would love to see where you’re calling

[00:00:28.280]
in from, so feel free
to drop that in the chat.

[00:00:31.400]
I’m Kat, an account success
manager here at Engaging Networks.

[00:00:35.800]
And I’m calling in from outside
of Harrisburg, Pennsylvania.

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And if you’ve ever worked with me before

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as an account success manager,
you know that I love a good data chat.

[00:00:44.800]
And I often share Eric’s Google Analytics
webinar from last year.

[00:00:50.080]
It’s super informative,
and I’m expecting the same.

[00:00:52.920]
Today, I’ll drop that webinar off in
the chat just so you can check it out.

[00:00:59.000]
But today we are going to focus on what’s

[00:01:01.400]
to come, and there’s a lot of information
to share with you a little bit about Eric.

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He’s the founder of the web analytics

[00:01:08.240]
consultancy Data Habits,
which they are an accredited partner,

[00:01:13.320]
and he’s here to talk to you about
the end of universal Google Analytics.

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So I’ll let Eric take it away.

[00:01:21.160]
Hey, thanks, Kat.

[00:01:22.480]
Welcome, everyone.

[00:01:24.000]
My name is Eric.

[00:01:25.400]
Last name is Squair.

[00:01:27.240]
He him.

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Pronouns, as Cat mentions.

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I work with web analytics Data
through a consultancy, Data Habits.

[00:01:36.840]
I’m calling from Toronto, Canada.

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And I’ve been doing this work focusing

[00:01:43.120]
on web analytics probably
the last dozen years.

[00:01:47.040]
There’s a couple of the engaging network

[00:01:49.280]
clients I’ve worked with in the past,
and I focus mainly on web analytics work.

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Huge percentage of that is
Google Analytics.

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Hence today’s call.

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Let’s get started.

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Today’s session, we’re going to cover what

[00:02:06.520]
is Google Analytics
and Google Analytics four.

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Why is Google Analytics
four coming out now?

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What to do next?

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Some next steps to take what’s
new in Google Analytics four?

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What’s missing?

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Some parting advice,

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and we hope to have about ten
minutes for questions at the end.

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So I think we should have that.

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Please do hold your questions till the end

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and we’ll stay on until they
are answered within reason.

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All right, let’s get started here.

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Let’s start with a poll just to figure out
where people are with Google Analytics.

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Is your organisation currently
using Google Analytics?

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Let’s launch that poll.

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One, you’re not yet
using Google Analytics.

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Yes, you have an account,
but you rarely look at it.

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Lucky if it gets open once a month.

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You use it regularly to answer questions.

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You’re using it to track
sign ups and donations and your top

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performing content and your
social media and your email.

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So you’re
pretty seasoned and getting a lot of value

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out of it, putting a lot of effort into
tracking and getting a lot out of it.

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Or you don’t know, which is fine.

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You may not be technically,

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it might be new to your
organisation or not necessarily.

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No, so those are the four
encourage you to take that poll.

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It should be in front of you.

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Let’s close it and show
the results in three, two, one.

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Let’s close it and see what happens.

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All right, so everyone is using
Google Analytics and knows that they are.

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People are using it regularly
and almost evenly split,

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rarely using it to using it
at a pretty advanced level.

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Thanks for that.

[00:04:04.360]
That really gives me a sense,
everyone’s using Google Analytics.

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Let’s close that.
I think I can do that.

[00:04:09.800]
Great.
All right, let’s get into it.

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Google analytics is a web based tool

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that records anonymously
all visits to your website.

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It’s code you place on every page of your

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site and then adjust to track
specific behaviours.

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Let’s break this down a little bit.

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It’s a web based tool.

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You’ve all logged into your

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Google Analytics account,
just like your Gmail, it’s web based.

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It records anonymously
visitors to your site.

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We’ll talk a little bit more about that,

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how that works with Privacy,
et cetera, et cetera, in a moment.

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But essentially, in the terms of service,
you have to track people anonymously.

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You cannot send any personally
identifiable information to Google.

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Names, email addresses, addresses,
that kind of thing.

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So by definition, although it can be set

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up to send Google Analytics,
Google would shut your account down if it

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found out that you were sending personal
information to be stored by Google.

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Second, there’s code you place
on every page of your site.

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You’re probably all familiar with that.

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Every page, if you want to track it,
needs to have code on it.

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The other thing is, though,

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that you adjust it to track
specific behaviours out of the box.

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It tracks a certain number of things.

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You have to adjust the codes
on the pages to track other things.

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Has a donation occurred?

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Has a sign up occurred?

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Has somebody scroll
to the bottom of the page?

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That’s Google Analytics.

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In a nutshell,

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universal analytics and Google Analytics
four both fit that description.

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So really, the superpower of
Google Analytics is conversion tracking.

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So the idea of someone comes to your

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website, does something
you want them to do.

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They convert.
For most engaging networks users,

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they sign up either on an email list
or an online action, or they donate.

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Those are the top conversions that the
vast majority of you would be tracking.

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And that is the superpower

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of Google Analytics,
because it can show you

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all the conversions on your site
and where they are coming from.

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If set up properly and sort of the setup

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is maintained properly, it can show
you this little pie chart here.

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So this is probably pretty typical.
Maybe not.

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Yeah, pretty typical.

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Sources of donations, your email list,

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about 60% of donations are
coming in through there.

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Certain number organically from Facebook

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and Twitter, then your online
ads and then search engines.

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This is kind of the
superpower of Google Analytics.

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That idea of giving you a sense of where
your most valuable visitors are coming

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from and what you are doing to
influence these conversions.

[00:07:07.360]
So over time, knowing that particular

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emails raised more money,
which ads are performing best,

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that’s kind of the best and first
use case of Google Analytics.

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It can certainly do a lot of other things,

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but I would recommend
you focus on that first.

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That’s Google Analytics.

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So far, Google Analytics Four
is an entirely new version.

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Google Analytics Four is replacing
the current version,

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which I’ll refer to as Universal Analytics
because that’s its name.

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Google Analytics Four is replacing
Universal Analytics on July 1, 2023.

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So a year and a bit from now,

[00:07:48.240]
not this July, but essentially what is
happening is that your Universal Analytics

[00:07:54.480]
account is scheduled to stop
recording data as of July 1, 2023.

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And your Google Analytics Four account,
if you set one up, will continue to work.

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That’s kind of the threat.

[00:08:08.160]
That’s maybe the impetus why we’re all
here today, because

[00:08:12.160]
this Google Analytics tool that some
of you rarely look at,

[00:08:14.880]
some of you use every day, will stop
working a little over a year from now.

[00:08:19.440]
So we’re going to dive
into what to do next.

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Where does that leave us?

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And I would say that this
is a bit of a surprise.

[00:08:28.320]
It was announced, I guess,
about two months ago.

[00:08:31.080]
And I think anyone outside Google is
surprised that they’re entirely cutting

[00:08:34.720]
off Universal Analytics and going
to Google Analytics Four,

[00:08:39.000]
although we’ll see why that might
be the case in a moment.

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Why now?
A couple of reasons.

[00:08:44.360]
Cookies are going away.

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So cookies are files that are set on your
browser whenever you visit a website.

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They’ve been a key website tracking

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technology at the core
of Google Analytics.

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And almost any
online tracking uses cookies.

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Browser support for cookies is declining.

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It’s been declining for a while,

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and its usefulness of the tracking
mechanism is going away.

[00:09:15.160]
And so Google Analytics Four
is working around that.

[00:09:19.560]
It still uses cookies,
uses them in a different way.

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And as we’ll see in a moment,

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it sort of works around Google’s attempt
to work around cookies going away.

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That’s cookie monster, by the way.

[00:09:31.400]
I love it.

[00:09:33.280]
Privacy changes.

[00:09:36.160]
Most of you have been working
with GDPR for the last few months.

[00:09:41.920]
Not many of you have been working
with GDPR or other Privacy changes.

[00:09:47.840]
This is a rethink of Google Analytics
to be more compliant with Privacy.

[00:09:51.920]
We’ll get into a little bit more
of that in a moment,

[00:09:53.920]
but that would be a huge impetus for this
that’s related to the cookies changes.

[00:10:03.680]
Why now?

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The last major reason is that mobile apps
are now a huge part of the internet.

[00:10:12.080]
And when Google Analytics is focused,

[00:10:14.040]
we’ll see in a moment,
it’s focused on tracking web pages.

[00:10:16.720]
And as web pages become only a portion

[00:10:19.960]
of the internet and probably not
as important as they were originally.

[00:10:25.000]
When Google Analytics and its precursor

[00:10:27.000]
technologies were designed,
mobile apps didn’t exist.

[00:10:30.040]
So they’re basically a measurement

[00:10:35.160]
system that can track the Internet
as opposed to just web pages.

[00:10:40.280]
So arguably a long overdue upgrade.

[00:10:44.320]
But this would be kind of the third main

[00:10:46.040]
reason why Google Analytics Four
has come out.

[00:10:50.720]
If it’s not obvious,
it’s an entirely new technology,

[00:10:54.080]
still has some of those basic code you
place on your site to track things.

[00:10:58.080]
But it’s an entirely new framework,

[00:11:01.080]
which is good and bad,
as we’ll see the next steps.

[00:11:05.760]
So what do we do before July 1, 2023?

[00:11:10.320]
Here are the next steps.

[00:11:11.600]
Start a Google analytics four Account Well,

[00:11:15.320]
you are all already using
Universal Analytics.

[00:11:18.080]
I’ll send you a link and
you want to start an account.

[00:11:23.200]
Put the code on every page of your site.

[00:11:25.240]
There’s a little bit of a trick there for
engaging networks users at this point.

[00:11:29.000]
We’ll talk about that in a moment.

[00:11:31.520]
Run Google Analytics four alongside
Universal Analytics.

[00:11:35.640]
They’re totally fine to work in parallel,
you’ll still be tracking to your existing

[00:11:39.760]
Universal Analytics account
of a Google Analytics Four account.

[00:11:43.080]
Finally, I highly recommend
using Google Tag Manager.

[00:11:46.080]
And so we’ll explore each of these
next steps in the next slide.

[00:11:50.840]
So that first next step.

[00:11:52.600]
Start a Google analytics four Property If

[00:11:55.080]
you have started a new Google Analytics
property, I think in the last year,

[00:11:59.160]
maybe 18 months, it’s by default
a Google analytics four property.

[00:12:05.160]
But if you’re using Universal Analytics,
start one in parallel.

[00:12:10.320]
This link here.

[00:12:12.200]
Bitly Ga Four Q Setup quick setup that is
sort of step by step instructions.

[00:12:18.680]
If you are using Universal Analytics, how
to start a Google analytics four account?

[00:12:24.960]
It’ll Port over certain of your settings,
like time zone, a couple of other things,

[00:12:30.480]
just a really bare bones
part of the settings.

[00:12:33.240]
But it’ll give you the basis of starting

[00:12:37.360]
an account, so that’s not going
to go too much into that.

[00:12:43.120]
How that’s done.

[00:12:44.200]
Place the code on every page you will

[00:12:46.480]
create in Google Analytics,
where you call create a web data stream,

[00:12:51.560]
which will result in a code which you’ll
put on every page of your site.

[00:12:56.760]
Here’s the thing.
So with engaging networks,

[00:13:00.520]
one thing to note is that you can’t just
put your tracking code into the admin box

[00:13:07.400]
of Google Analytics that is
set up to track the track.

[00:13:12.280]
Universal Analytics So there’s some

[00:13:14.520]
documentation in engaging networks
install Google Analytics.

[00:13:19.120]
Just put in your tracking code.
The rest is done for you.

[00:13:20.960]
That won’t work with Google Analytics

[00:13:22.600]
for you will have to paste this
code on every page of your site.

[00:13:26.400]
Hence, I have this screenshot

[00:13:28.080]
of a template with that GTAG
configuration there.

[00:13:34.400]
For those of you using Google Tag Manager,

[00:13:36.320]
you can simply include it
via Google Tag Manager.

[00:13:40.600]
I highly recommend that you do that.

[00:13:44.360]
Use Google Tag Manager.

[00:13:45.640]
Place every code on your site
and we’ll see why in a moment.

[00:13:50.120]
Google Analytics Four again,
it can run alongside universal analytics.

[00:13:54.000]
You’re highly recommended to do that.

[00:13:55.440]
We’ll see why again in a moment.

[00:13:57.960]
But you don’t have to remove your
existing universal analytics code.

[00:14:04.040]
Let’s go right until the deadline using

[00:14:06.960]
Universal Analytics and start using
universal Google Analytics four now.

[00:14:16.280]
Last step.
So those are the three steps.

[00:14:18.880]
Start a property,
place code on every page.

[00:14:23.280]
Don’t delete your universal
analytics account.

[00:14:26.560]
Really straightforward advice.

[00:14:28.520]
I’ll give you some resources
for that in a moment.

[00:14:32.880]
Last bit is using Google Tag Manager.

[00:14:35.520]
Now that many of you
would know what I’m talking about,

[00:14:40.800]
some of you may not understand
what Google Tag Manager is.

[00:14:43.760]
Essentially,
it’s a piece of code that you put on every

[00:14:48.040]
page of your site and allows
you to manage tracking codes.

[00:14:53.800]
It works particularly well
for Google tracking codes.

[00:14:56.840]
Google Analytics, Google Ads,
Google Optimise.

[00:15:02.040]
But it can also be used
for many other platforms.

[00:15:05.160]
Facebook Ads, Twitter Ads, Microsoft Ads.

[00:15:08.240]
So it’s not Google specific.

[00:15:11.720]
It is a way of placing one code on your

[00:15:15.320]
site and then managing
through an interface.

[00:15:19.960]
How to do this?
Let’s look at the left hand side.

[00:15:22.000]
Tag Management Without Google Tag Manager,

[00:15:24.600]
we start at the one, which is the whatever
10:00 spot.

[00:15:32.800]
The marketing person,

[00:15:33.880]
probably you or someone in your
Department, collects tags.

[00:15:37.160]
I want to track AdWords,
and I want to track Twitter ads.

[00:15:40.680]
You get in touch with your web developer,

[00:15:42.520]
either in house or at an agency, and you
say, I want this tag on this page.

[00:15:47.120]
I want this tag on that page.

[00:15:50.280]
They do it either same
day or the next month.

[00:15:54.240]
You tested that Tags are working properly.

[00:15:57.160]
You see that they’re not.

[00:15:58.400]
You go back to the web developer,
they make changes, and then the person

[00:16:03.840]
and then someone in the campaign says,
oh, we’re going to change things up.

[00:16:07.240]
We want to track other things.

[00:16:08.560]
The whole process starts over again.

[00:16:11.640]
If you’re lucky, you have a web developer

[00:16:14.880]
who’s not super busy
and can help you with this.

[00:16:17.360]
If not, it means that tracking can
really fall through the cracks.

[00:16:21.960]
Once you have installed Google Tag Manager

[00:16:24.160]
on every page of your site,
your web developer does it place

[00:16:28.640]
Google Tag Manager code
on every page of your site.

[00:16:31.720]
Anyone who wants to who has a login
to Tag Manager can place Tags on relevant

[00:16:37.280]
pages, test that they’re working, and fix
or disable them based on their needs.

[00:16:43.280]
It doesn’t have to be this back and forth

[00:16:44.720]
between the web developer
and the people running the marketing.

[00:16:48.400]
So it’s a way of tracking
to Google and other platforms.

[00:16:54.080]
Facebook Ads, Twitter Ads.

[00:16:56.760]
It’s really quick.

[00:16:57.920]
And I guess the thing that last thing is
that it will allow you to do very complex

[00:17:03.440]
tracking
on your own and test that set it up once

[00:17:09.400]
you learn how to use it,
it’s a bit fidgety, but it means that you

[00:17:15.320]
don’t have to change the code of your site
going to the template, files, etcetera.

[00:17:19.600]
Etcetera.
You can do some pretty sophisticated

[00:17:22.440]
tracking with an interface
much like Google Analytics.

[00:17:31.840]
Spend a tonne of time on that.
Let’s move on.

[00:17:33.840]
Google Tag Manager.
I love it.

[00:17:37.080]
And if you’re going to be doing
this work, it’s super useful.

[00:17:42.920]
That’s the next steps.

[00:17:44.560]
I’m running some webinars,
some free webinars in June

[00:17:49.240]
where we cover these in literally 20
minutes webinars with time for questions.

[00:17:56.960]
Afterwards, there’ll be three webinars,

[00:17:59.040]
one on putting the code on your page,
one on campaign tagging,

[00:18:04.360]
and finally looking at the new
reports in Google Analytics.

[00:18:08.240]
Where to kind of start,

[00:18:09.920]
because as you’ll see in a moment,
it can be a bit overwhelming.

[00:18:14.680]
If you don’t want to take those webinars

[00:18:16.520]
and you just want those steps taken
care of for you, let me know.

[00:18:22.000]
I’m super busy between
now and that deadline.

[00:18:24.240]
But let’s talk.

[00:18:25.320]
I’m at Eric at Datahabits.

[00:18:28.240]
All right.

[00:18:30.560]
So to recap the timelines, Universal
Analytics stops tracking July 1, 2023.

[00:18:37.040]
Google Analytics Four, ideally.

[00:18:39.440]
And we’ll talk about this in a moment.

[00:18:40.680]
Ideally, you want to have Google Analytics

[00:18:43.280]
at a very basic, at least a basic
account tracking by July 1.

[00:18:47.480]
That’s ideal.

[00:18:48.760]
No huge penalties if you don’t, but you’ll
see why you want to do that in a moment.

[00:18:52.560]
Finally,

[00:18:54.280]
ideal scenario, you’re using
Google Tag Manager to track

[00:19:00.280]
the Google analytics four, ideally,
by July 1 and definitely by July 1, 2023.

[00:19:08.400]
All right.

[00:19:10.280]
I said hold questions to the end.
But here’s the thing.

[00:19:12.800]
Are there any questions about those steps

[00:19:16.240]
that are just kind
of sticking in your mind?

[00:19:18.160]
We are going to take more questions

[00:19:19.600]
at the end, but if there’s anything
specific about these four steps,

[00:19:26.360]
maybe just chat them, I think makes sense
and will take two to three minutes.

[00:19:34.360]
If things are sticking
in your brain, let me know.

[00:19:37.320]
Yeah.

[00:19:37.760]
Penny had a question that I
think is applicable.

[00:19:41.600]
They said, will the code need to be

[00:19:43.440]
replaced on all platforms
or just engaging networks?

[00:19:47.920]
It will need to be very good question.

[00:19:49.960]
It’ll need to be replaced on every page.
Yes.

[00:19:55.200]
All platforms.

[00:19:56.800]
So you can’t track pages
that don’t have the code on them.

[00:20:00.600]
That was true with Universal.

[00:20:01.800]
It’s also true with Google Analytics.

[00:20:03.560]
So your WordPress pages,

[00:20:05.240]
your Drupal pages, all those things
will need the code on every page.

[00:20:08.720]
Another good reason, another good call
for Tag Manager makes this very easy.

[00:20:15.760]
Otherwise, you are editing multiple
pages and page templates, et cetera.

[00:20:24.080]
All right, great question.

[00:20:25.840]
Any other really quick questions
on what we just covered?

[00:20:38.000]
All right, let’s move on.

[00:20:39.480]
Great.

[00:20:40.800]
There are questions at the end.

[00:20:42.200]
Again.

[00:20:43.560]
Here we go.

[00:20:45.360]
All right.

[00:20:46.520]
Google Analytics Four
is almost entirely new.

[00:20:51.040]
Technology has some similarities.

[00:20:53.680]
The web based tool that records

[00:20:55.600]
anonymously all visits to your
website or mobile app.

[00:21:00.240]
So it is a framework that can track either
internet property,

[00:21:07.760]
it’s code you place on every website
page or into your mobile app.

[00:21:11.720]
Again, iOS or Android special ways.

[00:21:16.240]
You add some code to the SDK and you’re

[00:21:18.800]
good to go and then you adjust
it to track specific behaviours.

[00:21:23.560]
Again, out of the box.

[00:21:25.120]
And we’ll look at this in a moment.
Out of the box.

[00:21:26.840]
It tracks certain things.

[00:21:28.080]
It answers certain questions.

[00:21:30.960]
The key to getting the most out

[00:21:34.120]
of Google Analytics is making sure
that you have adjusted it properly

[00:21:39.400]
to track the things that are
most important to you.

[00:21:41.600]
The ones we mentioned previous are sign
ups and donations,

[00:21:46.200]
where I recommend you start,
but out of the box.

[00:21:50.240]
Putting the code on every page

[00:21:53.840]
will not automatically track
signups and donations.

[00:21:56.440]
There’s a little more work to do in terms
of adjusting the code, testing it,

[00:22:00.840]
and I would say making sure
that it is maintained properly.

[00:22:06.120]
As your website changes,

[00:22:08.240]
you will have to adjust the code
conversion or other tracking will stop.

[00:22:12.880]
If you sort of relaunch a new site

[00:22:14.880]
and don’t make little tweaks to the code,
that’s a super common issue.

[00:22:19.520]
Finally, the last thing I would add

[00:22:20.840]
that was not
in universal analytics or was

[00:22:24.920]
catastrophically bad in universal
analytics was machine learning

[00:22:29.440]
and artificial intelligence
they’re built into the platform.

[00:22:34.040]
I hope you understand why by the end
of this webinar,

[00:22:37.520]
but it is a sort of machine learning
and artificial intelligence tool that was

[00:22:43.320]
not really built into the core
of universal analytics.

[00:22:47.840]
All right, so that’s
Google Analytics four.

[00:22:49.880]
Roughly the same,
almost entirely different.

[00:22:53.880]
Some of the ways it’s different is that

[00:22:57.800]
Google analytics four is based
on events, not page views.

[00:23:03.480]
This is sort of a higher concept here
in terms of how these things work.

[00:23:08.840]
It’s Google Analytics nerdy.

[00:23:10.440]
But basically universal analytics,

[00:23:12.600]
as I mentioned, it was based
around tracking a page view.

[00:23:16.160]
And as it evolved over time, it added
events or did somebody click this?

[00:23:19.880]
Did they scroll to the bottom of the page?

[00:23:22.080]
Did they fill out a form?

[00:23:23.720]
But at the core it said

[00:23:26.840]
Everyone views a page and then
they do things on that page.

[00:23:31.280]
Google analytics four is tracking events.

[00:23:36.320]
It’s just, did somebody open
an app or did they view a page?

[00:23:40.520]
Did they click on something?

[00:23:41.720]
Did they do XY and Z?

[00:23:43.040]
And all events are kind of equal.

[00:23:45.720]
It doesn’t assume a page view has

[00:23:47.520]
happened, because if you’re tracking
a mobile app,

[00:23:52.880]
there’s no really such thing as
a page view, a distinct page view.

[00:23:57.240]
So it’s not fundamental to understand
using Google analytics four that.

[00:24:03.880]
You understand that idea,
but you have to be aware that what it’s

[00:24:08.080]
measuring and what at its core
is measuring is different.

[00:24:11.920]
On the left hand side is
from Google Analytics, a core metric.

[00:24:15.560]
How many page views did you get?

[00:24:17.160]
How many unique page views did you get?

[00:24:22.320]
On the right hand side is kind of what
Google analytics four puts out in front.

[00:24:29.440]
How many events happened
on your app or web page?

[00:24:35.840]
How many users, how many
events happened per user.

[00:24:39.080]
These are the same account over
the same time period, right?

[00:24:42.320]
So 60,000 page views, 355,000 events,

[00:24:51.920]
they’re different,
but this is the exact same.

[00:24:55.280]
This is an organisation
that is tracking in parallel.

[00:24:58.600]
Left hand side is their page views.

[00:25:00.400]
Right hand side is Google analytics four
this avalanche of events comes at you.

[00:25:07.920]
So there we go.

[00:25:10.080]
That’s one of the key differences between
Universal Analytics and Google Analytics.

[00:25:17.320]
Four.

[00:25:18.640]
Next bit is that it’s far
more powerful and flexible.

[00:25:24.040]
That’s a bit vague, but as I mentioned,
Universal Analytics is tracking websites.

[00:25:30.480]
This is kind of a measurement framework
that evolved from tracking mobile apps.

[00:25:37.760]
So there’s some really interesting

[00:25:40.840]
features that
you used to have to pay a lot of money

[00:25:44.960]
for or just weren’t available
in Universal Analytics.

[00:25:47.920]
One of the really interesting ones that’s

[00:25:50.280]
the screenshot here is different
Attribution models,

[00:25:53.960]
and I’m calling them retroactive,
but what that means is they work.

[00:26:02.520]
You can switch between Attribution models.

[00:26:05.640]
Now, what Attribution is, Google Analytics
was kind of focused on tracking what

[00:26:11.320]
brought the person to the
website during that visit.

[00:26:15.680]
That’s called last click Attribution.

[00:26:17.800]
And Universal Analytics was
built around that.

[00:26:23.240]
There were ways to kind of
ferret out that information.

[00:26:27.800]
But essentially it was saying,

[00:26:31.760]
if we’re going to attribute a donation
to a Facebook ad,

[00:26:36.200]
they had to have clicked the Facebook ad
on the same visit, they make the donation.

[00:26:39.640]
That’s the last click.

[00:26:41.120]
What Google analytics four is promising
is several different Attribution models.

[00:26:46.320]
First click, what brought
them to your website?

[00:26:48.080]
The first time they ever
visited your website?

[00:26:50.840]
Was it Facebook ads?

[00:26:52.320]
Was it organic search?

[00:26:54.680]
Last click?

[00:26:55.880]
And this one data driven,

[00:26:58.000]
which is the default one when you set up
Google analytics four cross channel,

[00:27:02.840]
data driven model, which promises
a number of different things.

[00:27:07.040]
But essentially this idea of,
did they come in through your web app

[00:27:12.840]
first and then come to your
website and donate?

[00:27:15.120]
And what was their first
interaction with your site?

[00:27:18.160]
So it’s a lot richer,
more powerful method.

[00:27:22.000]
It’s advertised as such,

[00:27:24.480]
remains to be seen what is involved
in fully fleshing out each of these

[00:27:30.120]
Attribution models, but it has the ability
to do this kind of Attribution modelling.

[00:27:38.640]
Next thing I mentioned, really quickly,

[00:27:40.160]
machine learning and artificial
intelligence are built in and really

[00:27:44.920]
quickly, what this is doing there is
saying, we know

[00:27:52.520]
there’s a bunch of people who came to your
website because they opted in to be

[00:27:56.760]
tracked fully, they accepted all cookies
in perpetuity and et cetera, et cetera.

[00:28:03.720]
We know how they got to your website.

[00:28:06.520]
We know a lot about their behaviour.

[00:28:08.520]
There’s all these other people who came
to your website that didn’t opt in to be

[00:28:12.080]
tracked or they, for whatever reason,
they were using iOS 14 and there’s big

[00:28:17.680]
gaps in their tracking
and what it’s doing.

[00:28:22.360]
It will use machine learning
and artificial intelligence to fill

[00:28:25.840]
in those gaps of people
who couldn’t be tracked.

[00:28:28.440]
It won’t be tracking any
personal information.

[00:28:31.960]
It’ll just say, hey, we know this audience
behaves this way has these attributes

[00:28:37.120]
because we tracked it and they
agreed to be tracked.

[00:28:39.640]
So all these people who didn’t agree to be

[00:28:41.000]
tracked, we’re going to kind of like use
machine learning and artificial

[00:28:44.440]
intelligence to tell you things about
those people without tracking them.

[00:28:49.400]
Essentially,

[00:28:53.160]
Google has some really interesting
artificial intelligence stuff out there.

[00:28:56.200]
I hope they apply it
in a useful way to this.

[00:28:59.400]
That would be interesting.

[00:29:01.200]
That’s kind of the promise there of this

[00:29:03.320]
machine learning and artificial
intelligence built in.

[00:29:08.840]
That’s one reason why you want to set up

[00:29:12.000]
a Google analytics four account sooner
rather than later to allow this machine

[00:29:15.680]
learning and artificial
intelligence to start learning.

[00:29:18.720]
If you wait until July 1, 2023,

[00:29:22.960]
Google analytics four won’t have as much
information to work from and this cross

[00:29:28.640]
channel data driven model will be far less
useful is the plan so that’s kind of why

[00:29:35.480]
you want to run them in parallel
and start sooner rather than later.

[00:29:39.200]
So the machine learning model has time to

[00:29:42.520]
build a profile of the people who it’s not
really tracking in any meaningful way.

[00:29:50.680]
Finally, there’s BigQuery integration
which is like a really powerful database

[00:29:56.600]
and your data can go
unsampled into BigQuery.

[00:30:02.960]
If people have been using universal

[00:30:05.280]
analytics four a while,
there’s this sampling.

[00:30:06.480]
If you have a really

[00:30:08.360]
popular site, it’s giving you a subset
of representative sample of your data.

[00:30:13.160]
You can get unsampled raw
data put into BigQuery.

[00:30:18.920]
You have to pay for BigQuery

[00:30:22.920]
but that’s essentially a really
professional level,

[00:30:28.040]
powerful analysis tool that the vast
majority of us won’t necessarily need.

[00:30:33.240]
But it’s there all right.

[00:30:37.040]
Another new thing about Google.

[00:30:39.280]
Analytics four really advanced reporting.

[00:30:40.760]
It’s much more flexible.

[00:30:42.200]
Google analytics reports are okay

[00:30:44.520]
pretty quickly hit a wall in terms of what
you can do with the standard reports.

[00:30:48.800]
That’s why I highly recommend
Google Data Studio.

[00:30:52.600]
It just gives you a much better, better
interface to your Google Analytics data.

[00:30:58.840]
So there’s some interesting new reports,

[00:31:03.400]
extremely steep learning curve,
not entirely usable at this point.

[00:31:09.320]
I expect that will change
over the next year.

[00:31:11.360]
But the idea of some of these things,
for instance, the funnel exploration.

[00:31:18.240]
Right now, if you want to set up a funnel,

[00:31:20.080]
universal analytics,
you define it and then wait for people to

[00:31:25.920]
go through that funnel
and then analyse the data.

[00:31:29.760]
You’ve got a flexible

[00:31:31.720]
retroactive funnel tracking report,
tear your hair out,

[00:31:38.760]
getting it to work exactly the way
you want, but it will be worth it.

[00:31:43.000]
I’ve done so far.

[00:31:46.280]
Similarly, path exploration.

[00:31:48.000]
If you’ve ever used universal analytics to
say how do people move through our site?

[00:31:52.840]
It was really hard to get out of there.

[00:31:55.960]
The promise of Google analytics four is

[00:31:59.520]
again, sort of that retroactive past
exploration with good, nice granular data.

[00:32:07.520]
So more advanced reporting,
big caveat, really steep learning curve.

[00:32:12.800]
I would suggest that

[00:32:16.960]
Google Analytics Four is not going to give
you that many AHA insights in the next

[00:32:24.440]
probably before the fall for sure,
unless you have a lot of time to spend

[00:32:30.080]
learning it and you’ve
set it up a while ago.

[00:32:33.560]
That said, I expect big things from it

[00:32:36.320]
just because of the flexibility
of the reporting.

[00:32:38.480]
And once they iron out the kinks

[00:32:39.920]
in the kind of usability
Google Analytics Four,

[00:32:42.800]
I think it’s going to be a much
more powerful and useful tool.

[00:32:47.200]
One of those useful tools that I think is

[00:32:49.640]
applicable almost right away is this idea
of audiences, extremely granular segments

[00:32:54.520]
of your website visitors
that you can create.

[00:32:58.760]
That was certainly something you
could do in universal analytics.

[00:33:01.240]
They weren’t sort of built
into the core of what you were doing.

[00:33:05.440]
Audiences are much more integrated

[00:33:07.960]
into Google analytics four this is one
set up for clients so far,

[00:33:15.840]
and it has advertised sign ups that come
from organic search as a first visit.

[00:33:21.680]
The idea here is it gives you insights

[00:33:24.480]
into what of your SEO is working to
inspire people to sign up.

[00:33:33.720]
If you’re using Google Analytics properly,

[00:33:35.680]
you know which ads work, you know
which emails encourage people to sign up.

[00:33:39.560]
We’re talking about people who Typed

[00:33:41.480]
into Google about your topic,
found your website, were so inspired,

[00:33:45.600]
they signed an action or
joined your email list.

[00:33:48.440]
It’s useful to know about that segment

[00:33:50.680]
because you can then say, okay, which
content inspired that action, right?

[00:33:56.920]
We know which ads do,
we know which email do.

[00:33:59.200]
But

[00:34:03.640]
what content on our website was so
inspiring to people who found us on Google

[00:34:07.960]
that they ended up signing up
either that visit or the next one.

[00:34:12.360]
It’s this little sliver as you
can see in the bottom it’s 00:20.

[00:34:15.240]
9% of all users for that time period.

[00:34:20.560]
But over time, that’s a really useful
segment of your if you’re creating

[00:34:26.320]
original content,
which this client is doing a lot of,

[00:34:29.760]
and they want to know what is inspiring
and what is kind of boring for people.

[00:34:34.720]
So that’s that

[00:34:39.440]
also new in Google Analytics
for Privacy features.

[00:34:44.240]
Maybe it’s obvious,
but I’ll state it again.

[00:34:46.200]
Google Analytics Four is a reaction

[00:34:48.840]
to Privacy becoming more
of an issue on the Internet.

[00:34:52.520]
Thank God.
I think it’s really important.

[00:34:57.840]
But it means that Google Analytics has to
have some serious features built into it.

[00:35:04.920]
For instance,

[00:35:06.200]
one of them is the individual user
data disappears after 14 months.

[00:35:11.120]
Two months by default.

[00:35:12.200]
You have to go in.
When you’re setting up

[00:35:14.000]
Google Analytics Four and do the event
data retention for 14 months,

[00:35:18.000]
that doesn’t mean that you can
only track 14 months back.

[00:35:21.760]
It means that specific user behaviours

[00:35:29.960]
identifiable to a particular user,
not by their first name or anything.

[00:35:36.280]
But Google Analytics will
give them a user ID.

[00:35:41.080]
They stay in the system, but their event
history goes away after 14 months.

[00:35:46.680]
So

[00:35:48.960]
put it this way,
it won’t necessarily affect your really

[00:35:51.680]
key reports, but it will allow people
to kind of be forgotten after 14 months.

[00:35:59.120]
There’s kind of no

[00:36:01.720]
record of their interactions
with your site except in aggregate.

[00:36:05.360]
They’re just one of the million people
that came to your site during that time.

[00:36:10.800]
That might be a little convoluted,

[00:36:13.240]
but essentially certain data
gets flushed after a while.

[00:36:19.280]
More in line with upcoming
Privacy legislation.

[00:36:23.640]
Ip anonymization is on by default,
so that can be used to locate a user

[00:36:33.240]
and could be set to track or not
in Universal Analytics, does it tell you?

[00:36:40.840]
But in Google Analytics Four,
it’s anonymized by default.

[00:36:48.040]
The thing will be you’ll get a city level,

[00:36:51.040]
somebody from Toronto or Detroit visited
your website or

[00:36:56.680]
Paris, but you’re not going to get
that much more detailed IP address data.

[00:37:05.680]
And finally mentioned for using
artificial intelligence to fill

[00:37:11.120]
in the gaps, people who opt
out of being tracked at all.

[00:37:14.800]
Google analytics is just
putting artificial intelligence at work

[00:37:20.400]
to model those people without
actually tracking them.

[00:37:26.440]
Those are the new one last out of the box.

[00:37:30.840]
It records a lot more by default.

[00:37:32.400]
I mentioned this briefly before.

[00:37:34.280]
The idea that Google Analytics,

[00:37:36.440]
when you put
Universal Analytics code on every page,

[00:37:40.200]
it tracks a page view, that’s it,
and then you add events to it.

[00:37:45.280]
As soon as you put Google Analytics four

[00:37:49.760]
tracking code on your site and enable
enhanced measurement,

[00:37:56.280]
which is enabled by default, it does
its best to track these behaviours.

[00:38:02.640]
So page views, which we’re familiar
with when somebody Scrolls to 90%

[00:38:06.960]
of the page, when they click off your
website, when they use your site, search,

[00:38:12.000]
when they engage with a video,
and when they download a file.

[00:38:16.560]
So right away you’re getting more

[00:38:18.600]
behaviours tracked, more events
tracked than just a page view.

[00:38:22.720]
This is maybe a good example of that.

[00:38:25.160]
One caveat is that it’s a best guess
as to when a site search occurs.

[00:38:31.320]
It’s pretty good, but you might have to go

[00:38:32.960]
in and make sure that it’s properly set
up, or similarly a video engagement.

[00:38:37.680]
If you have sort of a nonstandard way

[00:38:39.360]
of embedding videos,
Google analytics fourm may not work

[00:38:44.800]
and you’d have to make
some slight adjustments.

[00:38:46.480]
But essentially that’s the promise there
that in probably 80% of cases,

[00:38:52.320]
these events will be tracked as soon as
you put the tracking code on your page.

[00:38:56.400]
That’s one benefit of
moving to Google Analytics.

[00:39:00.960]
Four.

[00:39:03.920]
All right, what’s missing
in Google Analytics four?

[00:39:09.120]
One of them that I’m not so sad
is going away is bounce rate.

[00:39:13.520]
So the idea of metrics that were built

[00:39:15.640]
around a page view,
those are kind of disappearing.

[00:39:19.880]
You could still configure Google Analytics

[00:39:21.840]
for to give you these, but in the default
reports, they’re not kind of highlighted.

[00:39:27.080]
So you couldn’t log into universal
analytics without seeing these two.

[00:39:31.440]
If we’re set up properly,
these two metrics were front and centre.

[00:39:36.440]
Bounce rate, which I’d argue wasn’t super
useful anyway, and one that was super

[00:39:42.040]
useful, which is your
goal conversion rate.

[00:39:44.360]
How many people who came to your site
ended up converting doing this goal either

[00:39:49.160]
a goal conversion or
an ecommerce conversion.

[00:39:52.000]
This was as mentioned in a previous slide,

[00:39:53.920]
this was like the whole value of Google
Analytics was your conversion rate.

[00:39:58.400]
Did our conversion rate go up?

[00:40:00.160]
What’s our conversion rate for?
Email?

[00:40:01.720]
What’s it for ads.

[00:40:03.200]
That was the whole value
proposition of Google Analytics.

[00:40:06.720]
It’s not

[00:40:08.280]
in Google analytics four by default
there are ways to calculate it,

[00:40:13.680]
but it’s not kind of front and centre, so
it’s a bit of a surprise.

[00:40:19.600]
I’d be extremely surprised if
Google Analytics and there are some hints

[00:40:24.320]
that they will,
will kind of bring a conversion rate back

[00:40:27.480]
because it’s a core feature that people
who are using Google Analytics got used

[00:40:32.680]
to and found value
in and it’s kind of missing.

[00:40:37.400]
So beware conversion rate is going away
as a default metric and bounce rate.

[00:40:46.040]
Bounce rate is being replaced by
engaged visits.

[00:40:50.520]
So instead of saying bounce rate is like

[00:40:52.320]
unengaged visits, who left without doing
anything on your website,

[00:40:55.480]
it’s being replaced by sort of a positive
metric, which is like, oh,

[00:40:59.200]
this many people did things on your
website, essentially stayed for at least

[00:41:02.520]
10 seconds and or clicked a PDF or,
et cetera, et cetera.

[00:41:07.160]
So bounce rate is still there.

[00:41:08.640]
It’s kind of translated
into something else.

[00:41:11.400]
Conversion rate probably coming soon.

[00:41:15.080]
I’d be very surprised if
it doesn’t pop up soon.

[00:41:18.320]
What’s missing in Google Analytics?

[00:41:19.840]
Four, maybe this is not as obvious,
but your favourite reports.

[00:41:24.120]
So all that your kind of reports
that you’ve used for years.

[00:41:28.440]
This one’s mine as
a Google Analytics nerd.

[00:41:30.760]
This is the first one I look at which is
like your conversions by source.

[00:41:36.520]
And this tells me what needs to be fixed

[00:41:39.040]
in your installation, but essentially
your donations and where they came from.

[00:41:44.360]
It’s two clicks in universal analytics.

[00:41:46.960]
If you’ve got your Google Analytics set up
properly and this tells you a tonne

[00:41:50.560]
of information, again, that’s kind of the
value proposition of Google Analytics.

[00:41:53.560]
This does not exist in

[00:41:56.280]
Google analytics four it can be recreated
and with very powerful dashboards.

[00:42:03.000]
Maybe.
Let’s just say that your favourite reports

[00:42:04.880]
are going away and you’ll have new
favourites with a little bit of work.

[00:42:10.040]
Google analytics as mentioned, it’s

[00:42:13.040]
going to have a lot
of really powerful features.

[00:42:15.680]
But if you log in expecting to see

[00:42:18.840]
and generate reports in the same way,
bad news.

[00:42:25.400]
What’s missing right now?

[00:42:26.680]
A migration tool.

[00:42:28.880]
And there’s very little evidence that they

[00:42:30.920]
will ever have a migration tool to say,
oh, you’re using universal analytics.

[00:42:36.400]
Click here.

[00:42:37.600]
And now you’re using Google Analytics
for because they’re almost entirely

[00:42:42.400]
different technologies in terms
of the data they’re collecting.

[00:42:45.960]
There’s no way to do it.

[00:42:47.080]
There’s a few tools like this,

[00:42:48.400]
which is just like a rough translation,
kind of like using Google Translate.

[00:42:51.880]
Like, oh, you have these
goals in universal analytics.

[00:42:54.760]
Hey, let us

[00:42:57.440]
translate that into Google Analytics
four sort of works, but I don’t know.

[00:43:02.920]
You don’t use Google Translate
to speak to native speakers.

[00:43:05.680]
So I’m torturing the metaphor here.

[00:43:09.440]
Point being there’s no
really easy way to migrate.

[00:43:15.360]
It’s essentially a new set up

[00:43:19.400]
and I would suggest you take
those next steps we talked about.

[00:43:23.520]
Put it on every page of your site.

[00:43:24.920]
Track donations, track sign ups.

[00:43:26.600]
You’re kind of 80% of the way there
as an engaging networks user.

[00:43:33.960]
Let’s go.

[00:43:34.680]
Here what’s missing
in Google Analytics Four.

[00:43:37.280]
I sort of hinted at this.

[00:43:38.680]
I’d say usability.

[00:43:40.680]
This tweet life is too short to complain
about Google Analytics four.

[00:43:46.920]
This is one of the top

[00:43:50.040]
users and implementers of Google Analytics
and he has spent the last few months

[00:43:55.720]
complaining about Google Analyst
with good reason.

[00:43:57.560]
It’s entirely new technology
in the way it’s implemented.

[00:44:02.320]
Google analytics has done
an abysmal job of documenting it.

[00:44:05.760]
Really smart people who can’t
explain how it works.

[00:44:09.720]
So he’s kind of figuring out

[00:44:11.160]
and documenting it as our other people
and this other meme that I really liked.

[00:44:16.120]
Again, somebody uses
Google Analytics every day.

[00:44:18.120]
I was just like, Whoa, this is a lot.

[00:44:20.800]
So I hinted at this before.

[00:44:23.520]
Don’t expect big insights from Google
analytics four in the next six months.

[00:44:28.040]
Even if you do a seamless installation,
the usability just isn’t there.

[00:44:35.080]
There’s a lot of like glitches.

[00:44:37.240]
And that said, I expect big things of it.

[00:44:41.200]
It’s going to be good.

[00:44:43.520]
By the time

[00:44:46.680]
in six months from now,
this will be a different situation,

[00:44:49.520]
I am certain, or I’ll be looking
for a different line of work.

[00:44:53.800]
Your numbers will not line up.
Sorry.

[00:44:56.840]
So those are the what’s new?

[00:44:58.960]
What’s missing in Google Analytics?

[00:45:00.760]
I’m going to end with a
little bit of advice.

[00:45:02.600]
I’ve caught three minutes to run through

[00:45:04.880]
my last things to give
us time for questions.

[00:45:11.160]
This was true in Google Analytics.

[00:45:12.920]
Universal analytics

[00:45:14.120]
and in Google analytics four your numbers
Will Not Line Up If you want to use

[00:45:18.040]
Google Analytics, you have to admit
that your numbers will not line up.

[00:45:23.400]
You don’t expect your data to line up

[00:45:25.120]
between different sources,
universal analytics will already be

[00:45:29.280]
tracking differently
from Google Analytics four.

[00:45:31.560]
If you try and say, oh,

[00:45:32.400]
we’ve got to make sure they line up,
you’ve wasted your life trying to do that.

[00:45:36.800]
Similarly with Facebook events different

[00:45:39.560]
attribution models, last click versus
a look back window.

[00:45:44.720]
Or Facebook can track if somebody
has viewed an ad and then donated.

[00:45:51.920]
So they will never line up except this.

[00:45:54.600]
And Google Analytics will be usable.

[00:45:56.480]
It’s unusable if you
expect it to line up 100%.

[00:45:59.320]
Even with your engaging network’s number

[00:46:02.320]
of donations, Google Analytics will
almost always be a little bit off.

[00:46:07.800]
Instead, recognise that your
numbers will never line up.

[00:46:10.760]
You got this many donations
in engaging networks.

[00:46:14.320]
Google analytics said you had this many.

[00:46:16.120]
They want to be relatively close.

[00:46:18.280]
If they line up something’s wrong month
after month, if they line up something’s

[00:46:21.720]
actually wrong, accept that they will
be different and understand two things.

[00:46:26.680]
Instead, the source of the diversions
is it an attribution model issue?

[00:46:30.640]
Is it your consent management?

[00:46:34.000]
Is it other sort of web
tracking challenges?

[00:46:37.200]
You will not be tracking people on iOS 14.

[00:46:43.320]
There will be a tiny fraction of them.

[00:46:44.800]
You will similarly.

[00:46:46.440]
And I haven’t mentioned this a lot,

[00:46:47.840]
but consent management,
accepting cookies, what percentage?

[00:46:54.440]
This is a key metric that you’re going

[00:46:55.920]
to want to know what percentage
of people opt out of being tracked.

[00:46:59.600]
That will be one sort of divergence
that you’ll need to know.

[00:47:03.240]
So understand roughly what those are.

[00:47:05.920]
And then the second bit is understand
when your tracking is actually broken.

[00:47:11.640]
It’s not consent management,
it’s not attribution models, et cetera.

[00:47:15.560]
You’ve left tracking codes off certain

[00:47:18.320]
pages or the wrong ones on certain pages,
that kind of thing.

[00:47:21.680]
So don’t expect your numbers to line up,
but understand why they’re not lining up.

[00:47:25.560]
It’s far more useful.

[00:47:32.440]
Okay, let’s say walk before you run.

[00:47:35.680]
I gave you all these flashy slides about

[00:47:38.000]
what Google analytics four is going to be
able to do and

[00:47:41.680]
teleport you back to funnels with your
big donors, et cetera, et cetera.

[00:47:47.560]
Don’t try those before you’ve done this,
which is focus on conversion tracking,

[00:47:54.560]
which is tracking sign ups and donations
for engaging networks users,

[00:47:58.840]
and then time spent doing UTM tagging,
which I haven’t really touched on.

[00:48:04.000]
But it’s essentially making sure
that your marketing is tracked.

[00:48:07.320]
Your ads, your email, your social.

[00:48:09.880]
Those two are your first objectives.

[00:48:12.000]
Make sure those are sort of well

[00:48:14.440]
implemented and then move on to
some of the other features.

[00:48:21.520]
You can get lost if you say, oh,

[00:48:24.080]
we can do this or this or this
track form interactions.

[00:48:28.920]
Well, if you’re not

[00:48:31.600]
properly tracking your basic conversions
and making decisions with that data first,

[00:48:38.960]
your chances of being really disappointed
in Google Analytics go way up.

[00:48:43.080]
So don’t disappoint yourself.

[00:48:45.120]
Focus on these things before you move

[00:48:47.760]
on to more sophisticated
Google Analytics tracking.

[00:48:52.160]
All right, last thing counterintuitively.

[00:48:57.240]
Do you really need Google Analytics?

[00:49:02.520]
I would argue that not all of you do

[00:49:04.520]
and you will spend a lot of time
and effort and it ends in tears.

[00:49:11.840]
I would say these questions and a couple
of others are really important.

[00:49:15.080]
How often do you currently use
it if you just never use it?

[00:49:19.560]
You got to ask yourself, is this worth
installing a new system?

[00:49:25.040]
How effectively do you
manage cookie consent?

[00:49:27.320]
You can have an amazing
Google Analytics install.

[00:49:30.960]
There’s cookie management technology

[00:49:33.360]
that just essentially doesn’t work
and shuts down.

[00:49:37.920]
Even if people do give consent,
it’s so finicky to set up.

[00:49:44.400]
So many people are struggling with this

[00:49:46.120]
where cookie consent is
just getting better.

[00:49:48.680]
Obviously, there’s some platforms
that work fine and are fantastic.

[00:49:52.000]
There’s some that for all intents
and purposes do not work for cookie

[00:49:55.200]
consent and your tracking
will be entirely useless.

[00:49:59.400]
And the last thing is,

[00:50:00.840]
how much time and energy do you
have to learn a new platform?

[00:50:04.040]
If you’re not using Google Analytics now,

[00:50:06.840]
you got to ask yourself,
there are other alternatives,

[00:50:10.520]
too that I really like so far
for just some simple tracking.

[00:50:15.840]
Unfortunately, they’re paid,
but they’re not going to break the bank.

[00:50:19.320]
Father analytics and Simple Analytics,

[00:50:21.680]
they don’t require consent because
they’re storing their data in the EU.

[00:50:26.720]
There’s no personal information.

[00:50:29.040]
They’re giving you just some basic website
tracking for dozens of dollars a month.

[00:50:37.600]
And you don’t have to worry about
their cookie consent.

[00:50:41.800]
Learning a new platform,
you get what you get.

[00:50:44.400]
And for many of us, that’s good enough.

[00:50:48.240]
So I don’t mean to be
too much of a Downer.

[00:50:50.680]
Google Analytics Four
is going to be amazing.

[00:50:52.720]
It’s also a learning curve.

[00:50:54.160]
It’s an investment in time and energy.

[00:50:59.680]
It’s a bit like getting a gym
membership or going to a therapist.

[00:51:05.080]
Like, you can go once,

[00:51:06.680]
but it takes a bit of investment on your
part to get any benefit out of it.

[00:51:15.560]
Yeah, that’s kind of where we’ll leave it.

[00:51:18.920]
Are you up for
putting in the time to do this?

[00:51:26.760]
That is that.

[00:51:27.760]
And we have
about six minutes on the clock,

[00:51:34.840]
but we can stick around if there are
a lot of curious questions.

[00:51:39.240]
This is what you all came here for.

[00:51:40.560]
The kitten slide.

[00:51:44.080]
The payoff is real.

[00:51:46.840]
Doing some webinars that
covering a lot of this.

[00:51:49.320]
In June, Google Analytics
for Progressives that link.

[00:51:55.240]
If you want help with this
outside of that, let me know.

[00:51:58.680]
I’m at Arrogant Data Habits
and thanks everyone.

[00:52:03.480]
Thanks for sticking through.

[00:52:04.720]
54 minutes of Google Analytics Four.

[00:52:10.560]
Thank you Eric and everyone for attending.

[00:52:12.680]
I know we all learned a tonne, but of
course, as you learn, you have questions.

[00:52:18.040]
So here we are.

[00:52:20.040]
I have been tracking the questions
in the chat as well as the QA and Zoom.

[00:52:25.400]
I will just feed those to you.

[00:52:26.720]
And if there’s questions that are related

[00:52:28.520]
to Engaging networks,
I will just chime in and answer those.

[00:52:31.960]
So the first one, how will
this impact engaging networks?

[00:52:35.160]
Email
these are two questions that I’m merging

[00:52:38.680]
together and what’s the latest news
on the ecommerce data layer for Ga Four?

[00:52:43.800]
If we have both running simultaneously,

[00:52:45.640]
will Engaging Networks be able
to send donation data to Ga Four?

[00:52:49.040]
This is an engaging networks question
that I’ll just take an answer.

[00:52:53.400]
Clearly, it is something
that we’re thinking about.

[00:52:55.640]
Considering we did put together this

[00:52:57.120]
webinar with Eric to give you
the information that we have.

[00:53:01.000]
It is a possibility that we will introduce
a new data layer to work with Ga Four.

[00:53:05.760]
We are still putting that all
together and the plans for that.

[00:53:10.120]
So once we have that information,

[00:53:11.640]
we will share that with you and feel free
to reach out to your account success

[00:53:15.200]
Manager as well for any more
information as plans develop.

[00:53:22.360]
So, yeah, moving on to the next question.

[00:53:24.600]
Are similar changes coming to Google Ads?

[00:53:27.760]
I’ll send that one to Eric.

[00:53:30.640]
Very good question.

[00:53:33.240]
Tiny bit outside my core focus.

[00:53:38.560]
Similar?

[00:53:39.760]
Yeah.

[00:53:41.000]
I mean, I know that Google Analytics Four,
if properly implemented with Google Ads,

[00:53:46.320]
will allow you to do tracking
that you couldn’t do that one.

[00:53:52.440]
Similar changes in terms of I guess
I would put it as they’re facing the same

[00:53:58.440]
headwinds in terms
of cookies just going away.

[00:54:03.280]
And arguably, Google Analytics Four,
maybe that wasn’t entirely clear.

[00:54:10.520]
Do you really need Google Analytics?

[00:54:12.120]
One of these keys is are you running

[00:54:13.640]
Google Ads and are you invested
in them quite heavily?

[00:54:19.040]
That would definitely be a reason why you
would want to use Google analytics four

[00:54:24.320]
there’s a lot of new features for Google
analytics four to work with Google Ads.

[00:54:31.400]
One of those ones I mentioned is

[00:54:32.760]
an audience which was always there
but is now so much more flexible.

[00:54:37.720]
So I’ll say two things.

[00:54:38.920]
I’m not sure of the exact details,

[00:54:42.040]
but I would recommend if you’re using
Google Ads to use Google Analytics

[00:54:48.320]
for sooner rather than later
for a number of reasons.

[00:54:51.760]
It’s a solution to some of these tracking
headwinds or it’s an attempt at solving

[00:54:57.920]
some of these tracking issues,
Privacy and cookie related issues.

[00:55:03.280]
And that will be your best bet
for tracking Ads Google Ads in the future

[00:55:09.600]
because they’ve given a lot
of thought as to how that will work.

[00:55:13.960]
So I have that for an answer.

[00:55:15.320]
Not really sure.
Remains to be seen.

[00:55:17.480]
All right, great.

[00:55:19.440]
We have a question from Anna.

[00:55:21.040]
Can audience segments also
be created retroactively.

[00:55:25.960]
No.

[00:55:33.080]
Yes.

[00:55:33.520]
You set them up and then
they start populating.

[00:55:38.720]
The reason is that it gives you
an indication of how many people would

[00:55:41.680]
fall into that audience if you had set
it up already, but then starts at zero.

[00:55:46.520]
So when you’re setting up those
audiences like, what did I do?

[00:55:49.120]
It’s not working properly.

[00:55:50.160]
There’s nobody in it.

[00:55:51.280]
Because
when you’re setting up an audience,

[00:55:54.360]
it kind of hints that it is
retroactive and then it’s not.

[00:55:57.400]
And you think you’ve made a mistake.

[00:55:58.880]
But no, they start from when you
configure them and go forward.

[00:56:05.960]
Great.

[00:56:07.200]
And a question from William, is exit rate
still included if bounce rate has gone?

[00:56:16.800]
No, not as a rate.

[00:56:18.960]
Again, that information is in there.

[00:56:22.160]
And just like in Universal Lennon, you
could make a customised metric to do so.

[00:56:26.400]
Similarly, you could calculate your
bounce rate with a custom metric.

[00:56:35.800]
It’s not front and centre as
an easily accessible metric.

[00:56:45.720]
And maybe what I’m hinting at here is,
yes, these top level metrics that are

[00:56:49.680]
calculated for you and put out
the forefront of like default reports,

[00:56:53.840]
they’re all possible if you fiddle with
your setup of Google analytics four it’s.

[00:57:01.800]
Just when you go looking for them,

[00:57:04.320]
they’re not going to be
there until you set them up.

[00:57:07.080]
So that’s kind of cool, but
not super helpful in the migration.

[00:57:14.560]
Great.
And question from Ilio and Penny that I

[00:57:17.800]
will put together in one,
because I think you’ve gone through this

[00:57:22.200]
a lot with your presentation, but it can’t
hurt to nail the hammer on the head here.

[00:57:27.600]
So will Google start collecting
data as soon as you install it?

[00:57:31.920]
And when we migrate to Ga Four,

[00:57:33.680]
will any of the old data from UA
be able to be analysed in Ga four?

[00:57:37.960]
Or is the entire world
starting from scratch?

[00:57:43.240]
Your first one is it’ll collect data.

[00:57:47.160]
As soon as you install it?

[00:57:48.600]
Yes.

[00:57:50.080]
The one glitch that I’m finding,

[00:57:51.520]
which is really odd, is that it used
to say you won’t see it for 24 hours.

[00:57:57.080]
When that was never true.

[00:57:58.240]
You saw it within minutes.

[00:57:59.640]
Google Analytics Four.

[00:58:01.120]
You wait a long time,
you wait 24 hours to see the data.

[00:58:03.800]
So that’s one thing.

[00:58:05.280]
You’ll see it in real time reports

[00:58:06.720]
and then there’ll be nothing
in your standard reports.

[00:58:08.720]
What is going on?
Did I do something wrong?

[00:58:10.480]
No, you just have to wait 24 hours.
It’s annoying.

[00:58:13.040]
They might fix that.
They may not.

[00:58:15.560]
So it is collecting data.

[00:58:17.680]
You won’t see it for 24 hours.

[00:58:19.720]
The second question was,
are we starting from scratch?

[00:58:23.480]
Essentially, there will be ways
to take some of your data in.

[00:58:31.560]
It’s not going to be apples to apples.

[00:58:35.200]
And Google Analytics is figuring
out ways to bring things in.

[00:58:43.320]
I’m still, you know.

[00:58:44.840]
Yeah, I got my eye out
for the best way to do that.

[00:58:48.000]
There’s nothing clear yet.

[00:58:51.040]
The recommendation is
you will always have access to your well,

[00:58:55.920]
not always, but your universal
analytics will be there.

[00:58:59.840]
You just won’t necessarily be able to link

[00:59:02.840]
it easily to your Google analytics four,
you could, for instance

[00:59:09.600]
translate some of your key metrics like
page views to have those brought in.

[00:59:16.480]
But no, there’s no kind
of easy way to do this again.

[00:59:20.680]
It’s possible it could be quite
difficult or is quite difficult.

[00:59:28.840]
Great.

[00:59:30.240]
The question from Andrew does Ga four

[00:59:32.960]
still use cookies when adding the script
snippet if it uses cookies,

[00:59:37.520]
we need to Mark the script tag so that our
cookie compliant script will only let it

[00:59:41.160]
run if the correct types of cookies
are accepted by the user.

[00:59:44.760]
Yes.
So it still does use cookies.

[00:59:47.240]
Yeah.

[00:59:48.040]
And so people opt out of cookies,
you are not going to track them.

[00:59:53.680]
So that’s that great.

[00:59:57.520]
And a quick question from Joe,

[00:59:59.240]
which consent management platforms
do you recommend, if any.

[01:00:07.520]
Been most impressed with user Centrics?
I actually don’t know the pricing.

[01:00:11.760]
I haven’t checked.

[01:00:12.360]
It
cookie bought I don’t have a tonne

[01:00:16.640]
of experience with but
people seem to love it.

[01:00:20.720]
And then the one that a lot of you
probably started out using,

[01:00:23.240]
I would never use I’ll leave the name off
but you can imagine there’s kind of three

[01:00:27.360]
top ones and those would be user
centric is pretty impressive.

[01:00:35.680]
Cookie bought I’ve heard very good things

[01:00:37.640]
about so those would be the two
that I would kick the tires on first.

[01:00:44.960]
Great.

[01:00:46.680]
Well, we are at time now and we’ve
answered most of the questions but if

[01:00:51.080]
there are any other questions
feel free to email Eric.

[01:00:56.240]
We shared his email there,

[01:00:57.640]
[email protected] or feel free to reach
out to one of your account success

[01:01:01.600]
managers and we can help
you as best as we can.

[01:01:06.080]
Thank you for joining us.
This has been great.

[01:01:08.200]
Learned a tonne about Google
analytics as always from Eric.

[01:01:12.440]
Yeah.
Thank you.

[01:01:14.280]
All right.
Thanks, everyone.

[01:01:15.880]
Thanks for taking the time.