Google Analytics 4 pandamonium — Hugo Loriot // fifty-five
- Part 1 Google Analytics 4 pandamonium — Hugo Loriot // fifty-five
- Part 2Future-proofing their martech stack — Hugo Loriot // fifty-five
Show Notes
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01:55How Google Analytics 4 differs from previous iterationsUnlike Google Analytics 3 and previous versions, Google Analytics 4 is better at tracking a single users identity across multiple devices. Essentially, it's a new data model that has been created by the Google team.
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03:04Why the anxiety around Google Analytics 4 is unfoundedFor cross-device reporting and identity resolution in Google analytics 4, users have to log into your website and your app at least once. So, you wont be able to access that cross-device identity if nobody logs in on your website or app.
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05:05Mapping preregistration information to post login activityIts possible to do this when you export the log-level data into Google BigQuery and the Google cloud ecosystem. And, this was already possible with the previous version of Google Analytics.
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05:37How the foundational elements of Google Analytics have changedWith Google Analytics 4, many of the limitations of the previous versions were removed. Initially, there were limitations on how many data points you could collect without any sampling on how you could export the data to the marketing platform.
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07:41Migration from Universal Analytics to Google Analytics 4Tracking within Google Analytics 4 differs from tracking in Universal Analytics. When making the move, new tags have to be implemented on your website and the KPIs you had in Universal Analytics need to be replicated in Google Analytics 4.
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08:59Why new tags have to be implemented in Google Analytics 4This is due to Google Analytics 4 being an entirely new product. So, as a result of how theyve designed the data model of Google Analytics 4, new tags have to be implemented.
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09:50Choosing to opt out of the migration to Google Analytics 4After July 1, 2023, Universal Analytics will stop collecting new user interaction data. Marketers and publishers who want to keep collecting information about new users will have to migrate tags before July 1, 2023.
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10:56How to ensure the correct implementation of Google Analytics 4The best practice is to implement Google Analytics through a Google tag management system. Without that piece in place, youll have to figure out what KPIs to keep in the new version and focus on those tags first.
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12:45Advice for brands not using tools like Google tag managerNow those brands have an opportunity to implement a tag management system and revamp their KPI framework. They also have an opportunity to ensure that their tracking complies with privacy rules today.
Quotes
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"In order to have cross-device reporting and identity resolution in Google analytics 4, you have to get the users to log into your website and your app at least once." -Hugo Loriot, Partner, fifty-five
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"With Google Analytics 4, they removed most of the product limitations of the standard product to make those features available to the vast majority of brand marketers and publishers." -Hugo Loriot, Partner, fifty-five
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"When you want to move from the old version to the new version, you have to implement new tags on your website and you have to completely replicate the set of KPIs you had in Universal Analytics in G4." -Hugo Loriot, Partner, fifty-five
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"Universal Analytics will keep collecting data until July 1, 2023. After that point, you won't be able to collect any new user interaction with the existing version of Google Analytics." -Hugo Loriot, Partner, fifty-five
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"Privacy-wise, there are things that you cant do today that you could do previously. So, it's good to have a brand new way of setting your Google Analytics tags to comply with those new rules." -Hugo Loriot, Partner, fifty-five
- Part 1 Google Analytics 4 pandamonium — Hugo Loriot // fifty-five
- Part 2Future-proofing their martech stack — Hugo Loriot // fifty-five
Up Next:
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Part 1Google Analytics 4 pandamonium — Hugo Loriot // fifty-five
Hugo Loriot, Partner at fifty-five, discusses changes in analytics and their impact on your martech stack. By the summer of 2023, Universal Analytics will stop collecting new user interaction data. Marketers and publishers who want continued access to new user interaction data need to migrate to Google Analytics 4, but they’ll also be gaining access to a more powerful and less restricted Google Analytics. Today, Hugo talks about Google Analytics 4 pandemonium.
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Part 2Future-proofing their martech stack — Hugo Loriot // fifty-five
Hugo Loriot, Partner at fifty-five, discusses changes in analytics and their impact on your martech stack. For larger companies, there’s likely a team of people responsible for just managing the martech stack. However, less resourced companies are unlikely to have someone dedicated to that endeavor full-time and that can lead to complications, especially in the case of migrations. Today, Hugo talks about future-proofing your martech stack.
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