This document summarizes an agenda for a discussion on analytics and marketing channels. It includes sections on measuring the buyer model, which channels send engaged and converting users, setting up Google Analytics 4 properties, and using URL tags (UTMs) to track campaign performance in different channels. The goal is to use data insights to make better decisions about channel strategy and identify where to focus or divest resources. An interactive Q&A session will allow for further discussion.

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

3. Agenda
● Buyer model
● Which channels send engaged users
● Which channels produce leads / sales
● Channel reporting, tagging and UTMs
● Q&A: Interactive session and discussion

4. Buyer model

5. Analytics x Marketing
What should be
measured
What can be
measured

8. GA4
`
”On July 1, 2023, Universal Analytics properties
will stop processing new hits”

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

10. How to use this data?

11. Which channels send
users

15. Insight for better decisions
1. Is social media delivering users to us?
2. Is email marketing working for us
3. Has our direct traffic (brand) grown over time

16. Which channels send
engaged users

18. Engagement rate Rating
> 45% Poor
45-60% Average
>60% Good

21. Example 2

22. Insight for better decisions
1. Which channels deliver poor engagement? Message issue?
2. Is social media delivering engaged users?
3. Which pages have great engagement?

23. Which channels produce
leads

28. Example 1

29. Example 2

30. Example 3 (more detail)

31. Insight for better decisions
● What is the goal of each channel?
● Which channels result in soft conversions?
● Which channels result in leads?
● Where should I divest?

32. Channel reporting, tagging and
UTMs

33. I want more detail!

34. More channel detail

35. Campaigns

37. Pass the info
URL UTM
GoogleAds www.standardbank.co.za/insurance.php?utm_source=googleads
Facebook www.standardbank.co.za/insurance.php?utm_source=facebook
Email www.standardbank.co.za/insurance.php?utm_source=email
Outbound www.standardbank.co.za/insurance.php?utm_source=outbound

38. Pass the info
source Campaigns UTM
Facebook spring2022 www.shop.co.za/page.php?utm_source=facebook&utm_
campaign=spring2022
Facebook summer2022 www.shop.co.za/page.php?utm_source=facebook&utm_
campaign=spring2022

39. Campaigns

40. UTM tags for these
● Facebook
● LinkedIn
● Email
● Other stuff

41. Questions?

42. End