Critical changes are coming from Google that will impact your current web analytics set up, reporting, and ultimately your school’s business outcomes. Effective July 1, 2023, Google is sunsetting Google Analytics (aka Universal Analytics). There’s no escaping the fact that GA is going away and will be replaced with GA4 less than 12 months from now. It’s time to get ready! On this presentation we will share with you what you need to know to prepare for a smooth transition for this significant change. Enjoy at your leisure!

1. Google Analytics Migration
to GA4
What you need to know to
prepare

2. Our HEM Presenters today
Alexander Nachaj
Director, Paid Ads & Analytics
Higher Education Marketing
Philippe Taza
CEO
Higher Education Marketing

3. Today’s Presentation
Why Your School Needs GA4
Setting Up Your GA4 Property
Tips for Using the Platform to Measure KPIs

4. Why does your school need GA4?
On July 1, 2023, the
standard Google
Analytics platform
(UA) will no longer
report website traffic.
Source: https://support.google.com/analytics/answer/11583528?hl=en

5. Poll #1
How often do you review your Google Analytics?
DAILY
NEVER Occasionally

6. Poll #2
Does your school have GA4?
(Either created or fully configured?)
NO
YES UNSURE

7. Why does your school need GA4?
All previously
reported data in UA
will eventually
become unavailable.
Source: https://support.google.com/analytics/answer/11583528?hl=en

8. Why does your school need GA4?
All schools will need
to switch to GA4 to
continue tracking
their data.
Source: https://support.google.com/analytics/answer/11583528?hl=en

9. What are the consequences of losing GA?
More difficult to optimize campaigns
and use data to plan for future intakes.
More difficult to update content and
pick topics designed to bring in
visitors.
More difficult to discern which
campaigns, channels contribute to
enrollments.
Loss of demographics and geo-locations
No content performance insights
Lack of channel performance visibility

10. Benefits of Early GA4 Adoption
The moment you create your
GA4, it will start gathering data
from your website.
More data in your hands at the
time that UA is sunset.
More time to become
familiarized with new reports
and features.
Ensuring you don’t lose visibility
into your KPIs at later date.

11. HIGHER-EDUCATION-MARKETING.COM
11
Setting Up Your GA4
Property

12. Creating Your GA4 Account
Log into your account and select Admin
from the bottom left of the screen.
Next, select “Create Property” in the
middle column
Option A) You Have a GA Account

13. Creating Your GA4 Account
Head to analytics.google.com/ and sign
in with a Google account to sign up for
the service.
Option B) No Pre-Existing GA Account

14. Installing Your GA4 Tag - Data Stream Setup
Fill in site details and
create stream.

15. Installing Your GA4 Tag - Block Internal IPs
Find internal IPs and
then block them.

16. Installing Your GA4 Tag - GTM Method
Find your Property ID and Copy

17. Installing Your GA4 Tag - GTM Method
Configure your tag and
triggers in GTM and deploy

18. HIGHER-EDUCATION-MARKETING.COM
18
KPI Reporting Tips for
Using GA4

19. Key Differences - UA Reports Menu

20. Key Differences - GA4 Reports Menu

21. Key Differences - Goals and Events
Configure > Events
Goals have been replaced
with conversion events, that
are set up differently than in
UA.

22. Using GA4 - Setting Conversion Events
Set event name
Set event conditions
Mark as conversion

23. Using GA4 - Real Time Reporting
Reports > Real Time
A top level overview of
visitors currently on site
and a useful tool for
testing your conversion
tracking.

24. Using GA4 - Conversion Event Performance
Reports > Engagements >
Conversions
At a glance list of key actions
prospects are taking on your
site (brochure downloads,
information requests, etc.)

25. Using GA4 - Channel Breakdown + Insights
Advertising > Advertising
Snapshot
At a glance channel
breakdown of conversion,
and tailored insights in the
data from Google.

26. Using GA4 - Understanding Attribution Models
Different attribution
models “award”
conversions differently.
Last Click is the norm,
but other models reveal
different insights into
your conversion
touchpoints.

27. Using GA4 - Attribution Model Comparison
Advertising > Advertising
Snapshot
Attribution modelling
comparison, to better
understand conversion
touchpoints at a glance.

28. Using GA4 - Conversion Path Grouping
Reports > Advertising >
Conversion Paths
Multi-channel path reporting
to demonstrate how multiple
channels work together
holistically to drive inquiries.

29. Using GA4 - Detailed Campaign Paths
Campaign names
appear when linked to
Google Ads
Conversion paths with
multiple touchpoints
Total conversions per
path
Filter by “Campaign”

30. Using GA4 - Explorations
Explore > Explorations
Create new custom reports to
understand different data
points and metrics.

31. Using GA4 - Creating a Basic Exploration
Segment by country
Add dimension names
Define values
Result: Breakdown of
conversions by country

33. Next Steps
Take a moment to fill out our feedback form post-webinar
Request a FREE consultation on migrating your analytics to GA4
Register for upcoming HEM Academy course “Introduction to Google
Analytics 4 for Schools - Starts Sept 15th -
Visit higher-education-marketing.com/academy

34. Free Marketing Consultation
Scott Cross
North America Regional Manager
514-312-3968 x 117
scross@higher-education-marketing.com
Philippe Taza
CEO
514-312-3968 x 104
ptaza@higher-education-marketing.com
Lara Chuang
North America Client Representative
514-312-3968 x 115
lara@higher-education-marketing.com

35. Our Offer to You:
FREE Assessment of
Your School’s
Online Ads
CLAIM YOUR
FREE ASSESSMENT