#DMAWestTechSummit
TRUPOLIS
Travel & Tourism
The Ne xt Ge ne ra ti o n o f Go o g l e Ana l yti c s
GA4 is Coming! Are You Ready?

#DMAWestTechSummit
Key Takeaways
01
UA vs GA4 – What’s the Difference?
02
Avoid Paralysis by Analysis
03
Launch & Configure GA4
04
Analysis & Reporting

#DMAWestTechSummit https://bit.ly/dmawest23

#DMAWestTechSummit
RIP
UA
July 1, 2023

#DMAWestTechSummit
Analytics
Metrics
Your Measurement Primer

#DMAWestTechSummit
Site Side Metrics
Defined
+ Source
Traffic Insights
+ What
Engagement
+ Action
Conversions + Goals

#DMAWestTechSummit
UA is Out
But Why?
Privacy Matters to Everyone

#DMAWestTechSummit

#DMAWestTechSummit
113 Million
iPhone Users

#DMAWestTechSummit
Death
To Cookies

#DMAWestTechSummit
Cookies?
Feed the Publisher

#DMAWestTechSummit

#DMAWestTechSummit
UA is Out
But Why?
Legacy Concept
Launched - October 2012
Session Based Concept
Customizable but Clunky
Depreciates – July 1, 2023

#DMAWestTechSummit
vs

#DMAWestTechSummit

#DMAWestTechSummit
GA4
Breakdown
Understanding Google Analytics 4 (GA4)

#DMAWestTechSummit
GA4
Demo
You Won’t Break It
bit.ly/demoga4

Engagement
Interaction
#DMAWestTechSummit

#DMAWestTechSummit
Events
Not Cookies

#DMAWestTechSummit
UA Data Model
Hit-Based

#DMAWestTechSummit

#DMAWestTechSummit
GA4 Data Model
Event-Based

#DMAWestTechSummit
Everything in GA4
Is an Event

#DMAWestTechSummit

#DMAWestTechSummit
UA Hit Type GA4 Capture

#DMAWestTechSummit
GA4 Data
Retention
GDPR & IP Addresses

#DMAWestTechSummit
UA Data
Retention

#DMAWestTechSummit
Why It
Matters
Lookback will be harder

#DMAWestTechSummit
Automated
Events
What’s Already Enabled?

#DMAWestTechSummit
Enhanced
Measurement
Also, Automatic Events

#DMAWestTechSummit

#DMAWestTechSummit
Recommended
Events
Based on Your Needs
https://bit.ly/ga4-events

#DMAWestTechSummit
Custom
Events
Customized for your Needs
Limited to 30 Conversion Points

#DMAWestTechSummit
Reporting
Interface
User Interface Changes

#DMAWestTechSummit
Measure
Sessions
Don’t Get Confused

#DMAWestTechSummit
vs

#DMAWestTechSummit
Measure
Users
Same But Different than UA

#DMAWestTechSummit
Measure
Users
Total/New/Active

#DMAWestTechSummit
Bounce
Rate
Never Equalled Engagement

#DMAWestTechSummit
Bounce
Rate
Hit Data, Not Engagement

#DMAWestTechSummit
Engagement
Rate
Similar But Different

#DMAWestTechSummit
Pageviews
Attributes
Unique pageviews go away

#DMAWestTechSummit
vs

#DMAWestTechSummit
Getting
Started
You have started, yes?

#DMAWestTechSummit
Analysis
Paralysis
Less is More

#DMAWestTechSummit
Analytics
Hall Pass
Redefine your KPIs

#DMAWestTechSummit
Data
Clean Up
Stop Doing This!

#DMAWestTechSummit
Transition
UA to GA4
Prepare to Launch

#DMAWestTechSummit
RFP Submissions
Hotel Bookings
Reward Sign-ups
Email Subscriptions
Goals & Conversions

#DMAWestTechSummit
Downloads
Campaign Tracking
Video Engagement
Site Search
Actionable Events

#DMAWestTechSummit
GA4 Account
Property
Create a New Property

#DMAWestTechSummit

#DMAWestTechSummit
Deploy
GA4
Create & Deploy Data Stream

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit
Google’s
Sneaky
Don’t Use Their Set Up

#DMAWestTechSummit

#DMAWestTechSummit
GA4
Checklist
https://bit.ly/twosixchecklist

#DMAWestTechSummit
GA4
Interface
You Won’t Break It

#DMAWestTechSummit
GA4
Demo
You Won’t Break It
bit.ly/demoga4

#DMAWestTechSummit

#DMAWestTechSummit
Reports
Explore
Advertising

#DMAWestTechSummit
Look for the Cog

#DMAWestTechSummit

#DMAWestTechSummit
Custom
Events
Create Custom Events inside GA4

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit
Custom
Events
Create Custom Events in GTM

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit
Reports
View
Vastly Different

#DMAWestTechSummit
Universal Analytics GA4

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit
Explore
View
Granular & Customizable

#DMAWestTechSummit
Explore
Free Form
Learn to Explore

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit

#DMAWestTechSummit
https://bit.ly/ga4-explore

#DMAWestTechSummit
GA4
Data Studio
Automated & Shareable

#DMAWestTechSummit
GA4
Resources
Explore & Learn
https://bit.ly/dmawest23

#DMAWestTechSummit
Recap
01
UA vs GA4 – Different Platforms
02
Measure What Matters
03
Configure GA4 For Your Needs
04
Navigation & Reporting

#DMAWestTechSummit
RIP UA
July 1, 2023
In 3-Months the change is happening
whether you are prepared for it or not.
Tip: You’ll have 6-months access.

#DMAWestTechSummit
Thank You
Jason Dodge | BlackTruck Media + Marketing
@dodgejd | @blacktruckmedia.com
blacktruckmedia.com | jason@blacktruckmedia.com