Getting Your Hotel Ready for the Shift to Google Analytics 4.pptx
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Are you ready for the transition to Google Analytics 4? This new tracking system affects all hotel businesses, so it's important that your hotel is prepared before the July 2023 deadline. In this video, we will show you how to get your hotel ready with Google Analytics 4 and how it will impact your direct bookings and reporting. We'll provide tips and advice on steps you can take now to ensure a successful transition. Learn how to get your hotel ready for Google Analytics 4 today! Learn how the new GA4 tracking will impact your hotel's direct bookings and reporting, and what steps you can take to ensure a smooth transition before the July 2023 deadline.
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Getting Your Hotel Ready for the Shift to Google Analytics 4.pptx
- 1. GETTING YOUR HOTEL READY FOR THE SHIFT TO GOOGLE ANALYTICS 4 Presented by: Lyles Armour
- 2. LYLES ARMOUR Marketing Director | 12 Years I love long walks on the beach… jumping off rooftops, and swimming in tunnels. Other actual true fun facts: • I believe ice cream tastes better slightly melted. • I eat plain potato chips, sometimes with hot sauce! • My kids are my joy… and knee pain, backs starting to hurt… • I love marketing more than my wife. This is a joke, you can smile. • The Dallas Cowboys are my favs, followed by the Denver Nuggets, and then Lebron James. rezStream Better Lodging Simplified 2
- 3. WHAT’S ON TAP FOR TODAY • About rezStream • Getting Your Hotel Ready for the Shift to Google Analytics 4 1. Why Google Analytics 4 (GA4) was created 2. Differences in Universal vs. GA4 3. Out-of-the-box reports GA4 provides 4. Custom reports that you might want to create 5. Things to do before July 2023 • Webinar Special Offer rezStream Better Lodging Simplified rezStream Better Lodging Simplified 3
- 4. ABOUT rezStream Better Lodging Simplified rezStream simplifies day-to-day operations and helps business attract travelers with digital marketing, reservation software, online booking engine, and web site design services Since 2005 we’ve partnered with small to medium-sized independent lodging properties in the US. Our goal is to work WITH our customers to create easier ways for them to manage their businesses and improve their ability to increase revenue. A small company of 24 caring and passionate individuals and hospitality professionals. View ourselves as an extension of your team. 100 years of combined industry experience. Suite of solutions focused on helping independently-owned properties. TEAM | CARE | KNOWLEDGE | PASSION | TRUST 4
- 5. WHY GOOGLE ANALYTICS (GA4) WAS CREATED The History of Google Analytics
- 6. rezStream Better Lodging Simplified POLL QUESTION Who is responsible for keeping your Google Analytics account up to date? 6
- 7. THE HISTORY OF GOOGLE ANALYTICS 1ST GENERATION Urchin from Google (urchin.js) – This is the origin on the utm parameters you see on some URLs. rezStream Better Lodging Simplified Images provided by onward.justia.com 7
- 8. Google Analytics Synchronous Code (ga.js) – Now we’re starting to track e-commerce transactions (reservations). rezStream Better Lodging Simplified Google Analytics Asynchronous Code (ga.js) – Allow pages to load faster, improve data collection and accuracy. Images provided by onward.justia.com THE HISTORY OF GOOGLE ANALYTICS 2ND GENERATION 8
- 9. Analytics Tag (analytics.js) – In-depth information about user behavior. Ability to track the same user across different devices. rezStream Better Lodging Simplified Global Site Tag (gtag.js) – Simplify code usage. Allowing you to combine all forms of Google services under one script (Google Analytics, Google AdWords). Images provided by onward.justia.com THE HISTORY OF GOOGLE ANALYTICS 3RD GENERATION 9
- 10. So, why Google Analytics 4 (GA4) ? 1. To unify reporting of apps and websites. 2. To simplify how events are captured. 3. To enhance privacy controls and cookieless measurements. 4. To help provide predictive guidance without complex models. rezStream Better Lodging Simplified Images provided by onward.justia.com THE HISTORY OF GOOGLE ANALYTICS 4TH GENERATION 10
- 11. rezStream Better Lodging Simplified POLL QUESTION Have you made the switch to GA4? 11
- 12. DIFFERENCE BETWEEN UNIVERSAL ANALYTICS & GA4 [UA GA4] Universal Analytics versus Google Analytics 4 data
- 13. SIMPLER NAVIGATION Universal Google Analytics 4 rezStream Better Lodging Simplified 13
- 14. SESSIONS A session is a group of interactions with your website that take place within a given time frame. rezStream Better Lodging Simplified What it WAS in Universal Analytics What it is NOW in Google Analytics 4 (GA4) Starts when a user views a page on your website. Ends (times out) after 30 minutes of user inactivity. 1 • Multiple pageviews, events, social interactions, and booking transactions. • Ends after a 30-minute period of inactivity or when another qualifying event occurs. 3 = 14
- 15. PAGEVIEWS = SCREENVIEWS (FOR APPS) Page views in Universal Analytics translate to Page Views in Google Analytics 4 (GA4). rezStream Better Lodging Simplified 15
- 16. EVENTS HOW ARE THEY DIFFERENT Universal Analytics events track a Category, Action, and Label and which is its own hit type. Google Analytics 4 events have no notion of a Category, Action, or Label, and track everything as an event! View Google’s Recommended Events here! Everyone gets an event! rezStream Better Lodging Simplified 16
- 17. PARAMETERS What is a Parameter? Parameters are additional pieces of information that share more specifics about the action the user took. By default, you can log up to 25 parameters with each event and GA4 will record: • Language • page_location • page_referrer • page_title • screen_resolution rezStream Better Lodging Simplified 17
- 18. rezStream Better Lodging Simplified 18
- 19. And for those looking for their bounce rate… rezStream Better Lodging Simplified
- 20. ENGAGEMENT RATE / BOUNCE RATE An engaged session Lasts longer than 10 seconds Has a conversion event OR at least 2 pages or screen views. Engagement Rate = # of engaged sessions Total #of sessions In simple terms, if the engagement rate in GA4 is 25%, then the bounce rate is 75%. rezStream Better Lodging Simplified 20
- 21. CONVERSION TRACKING rezStream Better Lodging Simplified In GA4, a conversion is any interaction or occurrence that's valuable to your property. For example, a traveler booking a room, submitting a form, or subscribing to your newsletter are examples of common conversions. 21
- 22. What about my UTM parameters on URLs? Yes. These still work! rezStream Better Lodging Simplified 22
- 23. rezStream Better Lodging Simplified You guessed it, the rezStream booking engine supports GA4! REVENUE TRACKING Just like all the other Google Analytics script changes, your booking engine provider must support GA4 in order for you to track your online reservations to the source. --- 23
- 24. REPORTS [GA4] Understanding Google Analytics Reports
- 25. OUT-OF-THE-BOX REPORTS rezStream Better Lodging Simplified 25
- 26. REPORTS ACQUISITION OVERVIEW The Google Ads campaigns report shows how effective your ads are at driving traffic and conversions. rezStream Better Lodging Simplified 26
- 27. REPORTS ACQUISITION USER Shows how new users find your website for the first time. rezStream Better Lodging Simplified 27
- 28. REPORTS ACQUISITION TRAFFIC Shows where new sessions came from, regardless of if they are new or returning. rezStream Better Lodging Simplified 28
- 29. rezStream Better Lodging Simplified 29
- 30. REPORTS ENGAGEMENT EVENTS Shows how many times each event is triggered. rezStream Better Lodging Simplified 30
- 31. REPORTS ENGAGEMENT LANDING PAGES Shows you the first page a visitor lands on when they visit your website. rezStream Better Lodging Simplified 31
- 32. REPORTS ENGAGEMENT CONVERSIONS Revenue by channel group. *Define & agree on conversion events. rezStream Better Lodging Simplified 32
- 33. REPORTS ENGAGEMENT CONVERSIONS Revenue by unit. rezStream Better Lodging Simplified 33
- 34. rezStream Better Lodging Simplified POLL QUESTION Is anybody else feeling this way? 34
- 35. REPORTS USER DEMOGRAPHICS Shows users by age, location, language, gender, and their interests. rezStream Better Lodging Simplified 35
- 36. REPORTS USER TECH Shows the technology people use such as platform, operating system, and screen resolution. rezStream Better Lodging Simplified 36
- 37. GO BEYOND STANDARD REPORTS rezStream Better Lodging Simplified 37
- 38. HOW TO CREATE A CUSTOMIZED DETAIL REPORT rezStream Better Lodging Simplified 38
- 39. EXPLORE Dynamic custom reports A collection of advanced techniques that go beyond standard reports to help you uncover deeper insights about your customer’s behavior. rezStream Better Lodging Simplified 39
- 40. rezStream Better Lodging Simplified 40 TYPES OF REPORTS WHEN YOU EXPLORE
- 41. EXPLORE PATH EXPLORATION rezStream Better Lodging Simplified 41
- 42. EXPLORE SEGMENT OVERLAP rezStream Better Lodging Simplified 42
- 43. ADVERTISING Helps you better understand the ROI of your media spend across all channels. rezStream Better Lodging Simplified 43
- 44. TYPES OF ADVERTISING REPORTS rezStream Better Lodging Simplified 44
- 45. ADVERTISING ATTRIBUTION MODEL COMPARISON Compare how different attribution models impact the valuation of your marketing channels. rezStream Better Lodging Simplified 45
- 46. ADVERTISING ATTRIBUTION CONVERSION PATHS Using Cross-channel data-based model. rezStream Better Lodging Simplified 46
- 47. ADVERTISING ATTRIBUTION CONVERSION PATHS Using Cross-channel position-based model. rezStream Better Lodging Simplified 47
- 48. On July 1, 2023, Universal Analytics will no longer process your website data. • Universal Analytics reports will be available for a period after July 1, 2023. • New data will only flow into Google Analytics 4. rezStream Better Lodging Simplified 48
- 49. OTHER THINGS TO LOOK OUT FOR… [UA→GA4] UNIVERSAL ANALYTICS VERSUS GOOGLE ANALYTICS 4 DATA rezStream Better Lodging Simplified Data Changes • In Universal Analytics, a new campaign will start a new session regardless of activity. In Google Analytics 4, a new campaign does not begin a new session. This may lead to lower session counts in your Google Analytics 4 property. • Late hits (aren't sent immediately) may also be a factor. In Universal Analytics, hits are processed if they arrive within 4 hours of the close of the preceding day. In Google Analytics 4, events are processed if they arrive up to 72 hours late. Because Google Analytics 4 events are processed across a wider time range, you may see higher session counts in your Google Analytics 4 property. • Logged Google Analytics 4 events are uploaded automatically when iOS apps are backgrounded. This is not the case in Universal Analytics. As a result, iOS-related metrics may be significantly higher in your Google Analytics 4 reports. Data Thresholds 49
- 50. 1. Setup GA4 account alongside Universal account • Ensure revenue tracking is in place. Again, your PMS provider determines if this is possible. • Link your accounts; Google Search Console and Google Ads for additional reporting. • Use the Setup Assistance built-in Google Analytics. 2. Export Universal data while you can • Think about pulling from 2019 due to the crazy years we’ve had to get as close to an apples-to-apples comparison. 3. Review your reports regularly • Consult with your team, review reports, and outline what you need to build to make better decisions. 4. Know what “conversions” mean to your property • A room being booked, gift card purchased, newsletter signup, etc. rezStream Better Lodging Simplified THINGS TO DO BEFORE JULY 1, 2023 50
- 51. CHECK OUT OUR EDUCATION CENTER rezStream Better Lodging Simplified For upcoming and past webinars, industry blogs, and downloadable resource guides. www.rezStream.com/education/ 51
- 52. WEBINAR SPECIAL OFFER DIGITAL MARKETING rezStream Better Lodging Simplified 20% off Elite Level Marketing Plans Work with our team and build a custom robust strategy to capture more guests by incorporating your budget, goals, timeline, tactics, and more. Tactics to select from include: Search Engine Optimization (SEO) Email Marketing Metasearch Pay-Per-Click (PPC) Social Media Blogging Booking Abandonment Remarketing Offer Ends: June 2023 52 Get Started with a Free Marketing Analysis
- 53. THANK YOU Please forward all questions regarding this webinars to: • Sales@rezStream.com • (303) 872-0220 rezStream Better Lodging Simplified Schedule a Demo 53
Editor's Notes
- So today’s topic is Google Analytics 4 … yay reports… data… And, why this can be a dry topic, I’ve tried to sprinkle some moments to hopefully put a smile on your face along the way. So for today, here’s what’s on tap as I guide you through today’s session. [Read slide]
- [Read Slide]
- #1 Why Google Analytics 4 (GA4) was created
- Before the story, let’s take a quick poll… who is responsible for keeping your Google Analytics account up to date? Answers Me, that’s why I am here rezStream’s marketing team I hired an agency, not named rezStream Wait, someone, is supposed to keep it updated
- https://onward.justia.com/history-of-google-analytics/ Aweee… look at the cute baby! Urchin began under the company Quantified Systems which was founded in 1995 in 2005, rebranded to “Urchin from Google”, and became a free service. discontinued the product in 2012.
- https://onward.justia.com/history-of-google-analytics/ Baby boy is growing up... 2007, ga.js. The benefits were new tracking functionality, Track e-commerce transactions in a more readable way and offering more control over tracking services.
- https://onward.justia.com/history-of-google-analytics/ By 2012 the world has truly become data obsessed, and Universal Analytics offered new tracking codes for websites and tools that gave more in-depth information about user behavior in addition to various back-end improvements
- https://onward.justia.com/history-of-google-analytics/ Other than Google changing things just because here are the reason to get excited about GA4.
- Before we move on to the difference between UA and GA4, let’s take another poll. Who is responsible for keeping your Google Analytics account up to date? Answers Yes, just want to see if I missed anything. No, hope it isn’t too late! Not sure, how do I find out? I believe rezStream took care of this for me.
- #2 Differences in Universal vs. GA4
- Example… Say Joe, arrives on your site, in UA it starts counting from that moment. If 30 minutes pass without any kind of interaction from Joe, the session ends. However, every time Joe interacts with an element (like an event, social interaction, or a new page), UA resets the expiration time by adding an additional 30 minutes from the time of that interaction. Now in GA, its one continuous flow and regardless of what Joe does (engages with an event or goes to a new page) it all still counts as the same session. ONLY after 30-mins does this session end, and a new one could start Joe. So, if Joe comes back to your website in 29 mins and clicks back to your specials page (after being distracted with kids), it will count as the same session. Sources: https://support.google.com/analytics/answer/9964640 https://support.google.com/analytics/answer/2731565
- [Read Slide] In GA4 there are Types of events Automatically collected events are events that are collected by default when you set up Google Analytics on your website or app. Enhanced measurement events are events that are collected when you set up Google Analytics on your website or app and enhanced measurement is enabled. Enhanced events include page views, scroll, outbound link click, site search, video engagement, file download and form interactions. You must implement the following types of events in order to see them in Analytics: Recommended events are events that you implement, but that have predefined names and parameters. These events unlock existing and future reporting capabilities. Custom events are events that you define. Make sure you only create custom events when no other events work for your use case. Custom events don't show up in most standard reports so you need to set up custom reports or explorations for meaningful analysis. Sources https://support.google.com/analytics/answer/9322688
- So Events no longer track hit types, but do allow for you to send over parameters! Sources: https://developers.google.com/analytics/devguides/collection/ga4/event-parameters?client_type=gtag https://stuifbergen.com/2022/01/making-sense-of-event-parameters-in-ga4/
- So, Parameters are basically like a “Category, Action, and Label” but not …. https://developers.google.com/analytics/devguides/collection/ga4/event-parameters?client_type=gtag
- Tell your house keepers they won’t fine them under the sheets.
- The HIGHER THE ENGAGEMENT RATE the better your reach is with your target audience. What does it tell us? High engagement rate can lead to increased conversion rates, such as more sign-ups, reservations, or other desired actions (planning guide downloads). Engaged visitors find your content valuable and are interested in what you offer. In other words, how happy does your website make them? Low engagement rates provide opportunities to identify areas for improvement. Are you providing valuable information and meeting expectations? Sources https://support.google.com/analytics/answer/12195621?hl=en https://www.dataflo.io/metricbase/engagement-rate-in-google-analytics-4
- So, anytime you want to record a conversion, simply mark an event that measures the interaction as a conversion. Purchase a gift certificate Downloads an itinerary guide Submits a wedding RFP
- UTMs are for tracking data on traffic coming to your website or landing page from external sources (like your social profiles), directory listings, GMB profile, etc.…
- The reports we’ll be reviewing will show revenue numbers. It is important to note that your WEBSITE and BE/PMS must support GA4 in order for you to have the ability to track revenue.
- #3 Out-of-the-box reports GA4 provides
- Before we jump into the reports, let me remind you of a few things: Reports to monitor traffic, investigate data, and understand your users and their activity. Once Analytics starts to receive data, the data appears in the Realtime report and then in your other reports shortly after. Buckle up everyone, it’s going to be a long ride.
- Source: https://support.google.com/analytics/answer/12930957?hl=en
- Like he’s just going to keep sharing screenshots of reports…? Answers Yup, glad someone said it. Do I have to answer… No, this is great, keep going!
- What about #4 Custom reports? Let’s take a quick look…
- Graphic for creating a Custom Report in GA. Source: https://support.google.com/analytics/answer/10445879
- Go further with customer reports using the build in Workspaces GA4 has built-in to is platform. When you want to explore data in more detail, you can use explorations to: quickly perform ad hoc queries easily configure and switch between techniques sort, refactor, and drill down into the data focus on the most relevant data by using filters and segments create segments and audiences share your explorations with other users of the same Google Analytics property export the exploration data for use in other tools Source: https://support.google.com/analytics/answer/7579450
- Let’s take a look an example… In this example you can see I highlighted a path… Homepage BE Search BE Select BE Confirm BE Thank You In just this example and path alone, this property is seeing a 1402/9161 = 15% conversation rate homepage to BE, Step 1 BE Search 50/1402 = 3.56% conversion rate from, Step 1 BE Search Step 4 BE Thank You While this is a snapshot of just one customer journey it shows you in a clear way what folks are doing on your site and how they are converting. The conversion rate for a BE should be 3%+ (once the enter they should never leave). Hopefully you’re using booking abandonment tools to recapture those folks falling out of the BE and push offers to them down the road. Source: https://hoteltechreport.com/news/we-need-to-talk-about-conversion https://www.hotel-spider.com/en/insights/optimizing_hotel_booking_engine
- Another report, showing you overlap of segments. Source: https://support.google.com/analytics/answer/9304353
- The new section known as the “Advertising” workspace, provides a deeper understanding of the “guest journey”. The Advertising snapshot report allows you to quickly check your business metrics and then dig deeper into the areas you want to explore. Your GA4 account must be linked to Google Ads in order to access these additional reports. Source: https://support.google.com/analytics/answer/10607798
- Use these reports to answer questions like: What roles did referrals, searches, and ads play in conversions? How much time passed between a customer's initial interest and their reservation? What are the most common paths customers take leading up to completing a booking? Source: https://support.google.com/analytics/answer/10607798
- An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. Learn more about the available attribution models.
- The top of the data visualization shows how much conversion credit each segment of the conversion path receives using the selected attribution model. The segments are defined as follows: Early touchpoints: The first 25% of touchpoints in the path rounded to the nearest whole number. This segment is empty if the path has only one touchpoint. Mid touchpoints: The middle 50% of touchpoints in the path. If the path has <3 touchpoints, this segment is empty. Late touchpoints: The last 25% of touchpoints in the path rounded to the nearest whole number. If the path consists of just one touchpoint, this segment gets all the conversion credit. Model Examples Data-driven: Data-driven attribution distributes credit for the conversion based on data for each conversion event. It's different from the other models because it uses your account's data to calculate the actual contribution of each click interaction. Attribution uses machine learning algorithms to evaluate both converting and non-converting paths. The resulting Data-driven model learns how different touchpoints impact conversion outcomes. The model incorporates factors such as time from conversion, device type, number of ad interactions, the order of ad exposure, and the type of creative assets. Paid and organic channels last click: Ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through (or engaged view through for YouTube) before converting. See examples below of how conversion value is allocated: Paid and organic channels first click: Gives all credit for the conversion to the first channel that a customer clicked (or engaged view through for YouTube) before converting. Paid and organic channels linear: Distributes the credit for the conversion equally across all the channels a customer clicked (or engaged view through for YouTube) before converting. Paid and organic channels position-based: Attributes 40% credit to the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. Paid and organic channels time decay: Gives more credit to the touchpoints that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion. Google paid channels last click: Attributes 100% of the conversion value to the last Google Ads channel that the customer clicked through before converting. If there is no Google Ads click in the path, as in Example 6, the attribution model falls back to paid and organic channels last click.
- The top of the data visualization shows how much conversion credit each segment of the conversion path receives using the selected attribution model. The segments are defined as follows: Early touchpoints: The first 25% of touchpoints in the path rounded to the nearest whole number. This segment is empty if the path has only one touchpoint. Mid touchpoints: The middle 50% of touchpoints in the path. If the path has <3 touchpoints, this segment is empty. Late touchpoints: The last 25% of touchpoints in the path rounded to the nearest whole number. If the path consists of just one touchpoint, this segment gets all the conversion credit. Model Examples Data-driven: Data-driven attribution distributes credit for the conversion based on data for each conversion event. It's different from the other models because it uses your account's data to calculate the actual contribution of each click interaction. Attribution uses machine learning algorithms to evaluate both converting and non-converting paths. The resulting Data-driven model learns how different touchpoints impact conversion outcomes. The model incorporates factors such as time from conversion, device type, number of ad interactions, the order of ad exposure, and the type of creative assets. Paid and organic channels last click: Ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through (or engaged view through for YouTube) before converting. See examples below of how conversion value is allocated: Paid and organic channels first click: Gives all credit for the conversion to the first channel that a customer clicked (or engaged view through for YouTube) before converting. Paid and organic channels linear: Distributes the credit for the conversion equally across all the channels a customer clicked (or engaged view through for YouTube) before converting. Paid and organic channels position-based: Attributes 40% credit to the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions. Paid and organic channels time decay: Gives more credit to the touchpoints that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion. Google paid channels last click: Attributes 100% of the conversion value to the last Google Ads channel that the customer clicked through before converting. If there is no Google Ads click in the path, as in Example 6, the attribution model falls back to paid and organic channels last click.
- https://support.google.com/analytics/answer/10089681?hl=en https://support.google.com/analytics/answer/9964640 https://www.optimizesmart.com/understanding-event-parameters-in-google-analytics-4-ga4/
- https://support.google.com/analytics/answer/9383630
- We don’t have a GA4 exclusive offer as we believe it is a small piece of your marketing strategy pie, so today’s offer is about helping you add real value through the utilization of our marketing services.