Using GA 4 to show your contrabution to the bottom line - Measurement Base Camp - Greg Jarboe - May 16, 2023.pptx
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The document discusses the importance of using Google Analytics 4 (GA4) for PR and communications professionals, especially with the impending sunset of Universal Analytics on July 1, 2023. Key topics include understanding events, creating conversions, building PR audiences, and utilizing data-driven attribution for better insights. The document emphasizes the need to adapt to GA4 tools and reports to effectively measure and demonstrate contributions to the bottom line.
Using GA 4 to show your contrabution to the bottom line - Measurement Base Camp - Greg Jarboe - May 16, 2023.pptx
- 1. Using Google Analytics 4 (GA 4) to show your contribution to the bottom line Greg Jarboe President and co-founder, SEO-PR Measurement Base Camp Spring 2023 Tuesday, May 16, 2023
- 2. In today’s economy, you’ll want to know how to use GA4 to show your contribution to the bottom line • Last week, I showed you how to add campaign parameters to URLs so you can measure PR campaigns in UA. • Thankfully, this works in GA4 as well. • This class will cover 6 more important things you need to lean about GA4: • Who needs an editor or analyst’s role? • What does Google mean by “events”? • Where do you create conversions? • When should you build PR audiences? • Why is data-driven attribution better? • How do you analyze life cycle reports?
- 3. Who needs an editor or analyst’s role?
- 4. Don’t wait until July 1, 2023; now is the time for PR and communications professionals to set up GA4 • On July 1, 2023, the current version of Universal Analytics (UA) will sunset. • If you haven’t set up Google Analytics 4 (GA4) yet, then now is the time to do it. • If your company or client has set up GA4, then you need to get access. • There are 5 roles: Administrator, Editor, Marketer, Analyst, and Viewer. • If you are the head of communications or PR in your organization, then insist on having an Editor’s role. • If you work at an outside agency, then ask your clients for an Analyst’s role.
- 5. And the Google Merchandise Store demo account is a great way to look at real business data in GA4 Source: https://analytics.google.com/analytics/web/#/p213025502/reports/intelligenthome
- 6. What does Google mean by “events”?
- 7. In GA4, an ‘event’ allows you to measure a distinct user interaction on your organization’s website • The following types of events are collected automatically: • Automatically collected events are basic interactions with your site and/or app. • Enhanced measurement events are measured only if they are enabled. • The following types of events require some implementation to see them: • Recommended events help you measure additional features and behavior as well as generate more useful reports. • Custom events collect information that’s specific to your business.
- 8. Automatically collected events are triggered by basic interactions with your website and/or app Event Automatically triggered Click* Each time a user clicks a link that leads away from the current domain. File_download* When a user clicks a link leading to a document, text, presentation, video, or audio file. First_visit The first time a user visits a website. Form_start* The first time a user interacts with a form in a session. Form_submit* When the user submits a form. Page_view Each time the page loads or the browser history state is changed by the active site. Scroll* The first time a user reaches the bottom 90% of each page. Session_start When a user engages the website. Video_start* When the video starts playing. Video_progress* When the video progresses past 10%, 25%, 50%, and 75% duration time. Video_complete* When the video ends. *New in GA4
- 9. Click Admin; click Data Streams > Web; then slide the switch On for enhanced measurement events
- 10. Adding recommended events to your website can help you measure additional features and behavior Event Trigger when join_group A user joins a group. login A user logs in. purchase A user completes a purchase. search A user searches your content. select_content A user selects content. share A user shares content. sign_up A user signs up. tutorial_begin A user begins a tutorial. tutorial_complete A user completes a tutorial. Source: https://youtu.be/PEPb3uaVILk
- 11. You can collect additional information for custom events that GA4 doesn’t collect automatically Source: https://youtu.be/QmEOPuJr05w • You can create up to 50 custom events that GA4 doesn’t otherwise collect automatically or recommend. • You can configure a custom event using: • The Google tag (web). • Google Tag Manager (web). • Firebase (apps). • Watch this YouTube video to learn more about custom events in GA4, why they’re useful, and how to configure a newsletter_signup event on your website.
- 12. Where do you create conversions?
- 13. In GA4, communications professionals can show their contribution to their company’s bottom line • A conversion is any user action that’s valuable to your business. • For example, a user purchasing from your site or subscribing to your newsletter. • To measure conversions, you simply mark up to 30 events as conversions. • You must have the Editor (or above) role to manage conversions in GA4. • Marking an event as a conversion affects reports after its creation. • It does not change historic data. • Allow up to 24 hours for it to show up in standard reports.
- 14. Go to Configure > Events. In the Existing events table, select the toggle under Mark as conversion
- 15. You can associate monetary values with some key micro conversions as well as all macro conversions • Ecommerce events already have value and currency parameters. • You can add the same parameters to any other conversion event. • For example, if 10% of the people who sign up for a newsletter go on to become customers, and your average transaction is $500, then you might associate $50 (i.e. 10% of $500) as the monetary value of a newsletter sign-up micro conversion. • Just calculate the Economic Value of a micro conversion based on how often the people who take this important action go on to become customers at a later time.
- 16. How to measure how many people scroll to 90% or more of your blog posts or articles as conversions To set up a scroll conversion, go to Admin and select Events. Under the Mark as conversion column, select the toggle for scroll. Source: https://youtu.be/zFDiN628YEU
- 17. How to set up an event if you wish to measure when someone watches at least 50% of your video • Go to Admin and select Events. • Click Create event and then click Create. • In the Custom event name field, enter the name “half_watched”. • In the Matching conditions section, enter the first matching condition “event_name” equals “video_progress”. • Click Add condition. • Enter the second matching condition “video_percent” equals “50”. • Click Create. Source: https://youtu.be/CZmiQo1o9Ew
- 18. Next, mark the event as a conversion to measure when someone watches at least 50% of your video • Go to Admin and select Conversions. • Click New conversion event. • Enter the name of the new event, “half_watched”. • Click Save.
- 19. How to measure when someone has completed a registration form and lands on a confirmation page • To create an event for when someone lands on a confirmation page after completing a registration form: • Go to Admin and select Events. • Click Create event and then click Create. • In the Custom event name field, enter the name “registered”. • In the Matching conditions section, enter the first matching condition “event_name” equals “page_view”. • Click Add condition. • Enter the second matching condition “page_location” equals “https://www.example.com/confirmation”. • Click Create. Source: https://youtu.be/47mpnwPQ10I
- 20. After creating this conversion event, then measure how many people completed your registration form • Go to Admin and select Conversions. • Click New conversion event. • Enter the name of the new event, “registered”. • Click Save. Source: https://youtu.be/w9HTeFs2lK4
- 21. When should you build PR audiences?
- 22. Audiences in GA4 let you segment your users in the whatever ways are important to your organization • An audience is a group of users who have generated similar behavioral data or who share demographic or other descriptive data. • For example, they were acquired by the same PR campaign. • You can create an audience using a template in GA4. • For example, the Demographics template includes the Age, Gender, Language, and Location dimensions that you can use to define the target audience in which you’re interested.
- 23. You can use the “suggested audiences” that are relevant to your industry to create PR audiences • You can also use suggested audiences. • When you create a GA4 property, you specify the industry category for your business or organization. • GA4 will then display a number of preconfigured suggested audiences that you can use based on the recommended events for those categories. • Depending on your industry, a PR audience could include users who: • Are potential business leads. • Completed a tutorial. • Completed watching a video. • Registered with your business (e.g., by providing an email address). • Viewed specific items.
- 24. You can use “audience triggers” when users cross conversion thresholds to create PR audiences • You can create up to 20 audience- trigger events. • For example, you can trigger events when users reach key milestones, like initiating a certain number of sessions or reading a certain number of articles. • You can also trigger events for crossing conversion thresholds. • For example, if the condition for being in your audience, “high-value customers”, is defined as users whose lifetime value is greater than 100, then each time a user meets that condition and becomes an audience member, it would trigger a conversion event.
- 25. Why is data-driven attribution better?
- 26. Attribution modeling in GA4 provides deeper insights and more actionability than ever before • Users may visit your website several times before making a purchase or completing another valuable action. • Typically, all the credit for the conversion was given to the last click. • But other touchpoints have impact, too. • An attribution model can be a rule or a data-driven algorithm that determines how to assign credit to touchpoints for conversions. • Last month, Google announced that it will be removing 4 attribution models starting in May 2023 Source: Danny Goodwin, Search Engine Land, “Google to sunset 4 attribution models in Ads and Analytics,” April 6, 2023
- 27. Click Advertising, Attribution > Conversion paths to see early, mid, and late touchpoints by channel
- 28. How do you analyze life cycle reports?
- 29. GA4 provides several default reports for common use cases, but you can also customize your reports • In GA4, you will see a number of predefined reports. • Everyone with access to your organization’s GA4 account will see the same set of reports. • This means that the expiration date on vanity metrics is July 1, 2023. • So, you need to fully understand what’s in these reports. • And you should learn how to customize them, if necessary, to show PR’s contribution to your outcomes.
- 30. Acquisition reports provide information about the press releases and PR campaigns that drive traffic • Acquisition reports provide info about where your traffic originates (e.g., google, press release), the channels users arrive at your site (e.g., organic search, referral), and the marketing efforts you use to drive traffic (e.g., spring_sale, earth_day). • You need to manually tag the destination URLs in your press releases, contributed articles, and guest posts with UTM parameters to get this detailed acquisition data.
- 31. Engagement reports show user engagement and engagement time vs bounce rate and time on site • In GA4, user engagement and engagement time have replaced bounce rate and time on site. • If you are publishing articles or blog posts on the site, then engagement reports can help you see which of these pages have the highest average engagement time or event count. • Analyzing your best and worst articles or posts can help you uncover the best and worst topics or types of content going forward.
- 32. GA4 has rolled out built-in functionality that allows you to generate customized landing page reports • You can find the landing page report in the Engagement section of the left navigation in your GA4 dashboard. • The default, automated report includes metrics for sessions, users, new users, average engagement time per session, conversions, and total revenue. • But these fields can be changed and customized to meet your needs. • Creating custom reports is simple: • Click the “customize report” icon (pencil) in the upper right corner. • Click “metrics” and add or remove the ones you want in your report. • Click Report template: Landing page. • Hit “apply” and generate your report.
- 33. Monetization reports let you to show the revenue generated by your press releases and campaigns • GA4’s monetization reports enable you to show the revenue generated by your press releases and PR campaigns. • For example, the campaigns named Nov2022_Holiday_V1 or V2 generated 137 purchases of 714 items for a total of $14,184.30 in revenue. • The Chrome Dino Camp Shirt was the item that generated the most revenue. • You can also show the economic value of micro conversions if you can associate monetary values with some key micro conversions.
- 34. Retention reports show Lifetime value, which is a misnomer because it only measures first 120 days • The Lifetime Value (LTV) chart is a misnomer because it only illustrates the average revenue from new users over their first 120 days. • So, the chart can show you how valuable ecommerce customers are based on the revenue they generate in that time. • But most of you don’t have ecommerce websites. • So, “clarify” what Google means by “lifetime value (LTV),” because 75% of B2B companies take an average of at least 4 months to win a new customer.
- 35. Using GA4 to show your contribution to the bottom line can help you to get a seat at the big table • Last week, you learned: • How to add campaign parameters to URLs so you can measure PR campaigns. • Today, you’ve learned: • Who needs an editor or analyst’s role? • What does Google mean by “events”? • Where do you create conversions? • When should you build PR audiences? • Why is data-driven attribution better? • How do you analyze life cycle reports? • Going forward, you’ll want to learn: • How to use GA4’s Explorations tools. • When to act on Analytics Intelligence.