Ferdie Bester will present a workshop on using Google Analytics 4 (GA4) to track ROI and make better marketing decisions. The presentation will cover GA4's new data model, how to set up event tracking and conversions, and how to measure ROI from different sources and user types. Attendees can learn how to see which marketing channels are driving the most conversions and sales, and which users are most likely to buy. The workshop aims to help users optimize their marketing approach based on insights from GA4 data.

2. Ferdie Bester
● 15 years digital experience
● GA certified
● ClickMaven > Jellyfish > NightJarr

3. Agenda
● ROI tracking model
● How GA4 track ROI
● How to setup conversions (and events)
● How to measure ROI
● Q&A

4. Next workshop
Better marketing decisions with
Google Analytics 4
30 June 2022 | 1pm
Learn how to use data from
Google Analytics 4 to improve
your marketing effectiveness.
Click for more

5. ROI tracking model

7. Interest
Evaluation
Consideration
Sale
Awareness

8. Interest | Engaged user
Evaluation | Download
Consideration | Form submit
Sale | Purchase
Awareness

9. How does GA4 track ROI?

10. Evolution of Google Analytics
`
”On July 1, 2023, Universal Analytics properties
will stop processing new hits”
Completely new data model
Cannot migrate old GA3 data
Start as soon as possible

11. How to setup GA4
https://www.nightjarr.com/guide-to-ga4/

12. Everything is now an event

13. How to setup
conversions

15. 1. Setup events

16. Automatic events
Video views
File downloads
Outbound clicks
Scrolling

17. Automatic events

18. Automatic events

19. Automatic events
Select all

20. Manual events
Complete form

21. Manual event

22. Manual event

23. Manual event
Select all

24. 2. Mark event as conversion

25. 2.1 Reporting identity

26. 2.1 Reporting identity

27. 2.2 Wait 48 hours

28. 2.3 Mark as conversion

29. How to measure ROI

30. Conversions
Which sources are working?

34. Example 1

35. Example 2

36. Example 3 (more detail)

37. How to use/fix?
● What is the goal of each channel?
● Which page used for each channel
● Message alignment between the ad & page

38. Conversions
Who is buying?

43. How to use
● Target the users buying (not who you think should buy)
● Mobile / desktop experience
● Location (currency, shipping)

44. Extra tips

45. 1# Context is everything!

46. 2# Engaged users

47. 2# Engaged users
Better marketing decisions with
Google Analytics 4
30 June 2022 | 1pm
Learn how to use data from
Google Analytics 4 to improve
your marketing effectiveness.
Click for more

48. End

49. Next steps
Troubleshoot Click here to book
Leave us a Google review Click here