The countdown is on! July 1, 2023 Google Analytics will be switching to its new system called Google Analytics 4. Some of the transition tasks are straightforward, but others are not. Is your school ready? HEM is here to help. This webinar, Make Google Analytics 4 a Powerful Marketing Tool for Your School, explains what’s going to happen in the change and how your school or agency can be prepared to complete this task yourself. Plus, we will show how you can unleash the power that a smart digital data-collection strategy can have on the insights you gather about your audience and the actions they take on your websites.

1. Make Google Analytics 4
A Powerful Marketing Tool
for Your School

2. 2

3. ➜ Use the Q&A function for questions
➜ Use the chat for comments
➜ The sessions is being recorded. The slides and
recording will be sent to you within 24 hours.
A Little Housekeeping

4. Our HEM Presenter today
Philippe Taza
Founder & CEO
Higher Education Marketing

5. Today’s Presentation
➜ Pros and cons of using Google’s automated “Setup Assistant”
➜ Benefits of setting up conversion events in GA4
➜ Use GA4 to understand your audience and the ROI of your marketing
➜ Attribution models - why do you care?

6. Countdown to July 1, 2023

7. GA4 Setup Assistant

8. ■ Quick and easy setup process initially.
■ Creates a GA4 property, sets time zone and
country, and applies existing user permissions
from UA.
■ Imports Google Ads links without requiring
access to the Ads account.
PROS CONS
■ Limited functionality , covering only the initial steps of
GA4 setup
■ Lacks comprehensive understanding of the setup process,
hindering the big picture view.
■ Goals Migration Tool may not accurately capture data due
to incorrect event rules based on Universal Analytics
settings.
■ Importing conversions and audiences from Universal
Analytics to GA4 through the Setup Assistant can be
convoluted and lacks transparency.
■ GA4 configuration settings beyond the initial setup, such
as Enhanced Measurement, referral exclusions, internal
traffic and data retention time, are not covered by the
Setup Assistant.
■ Requires additional testing to ensure accurate data
collection and comparison between GA4 and Universal
Analytics.
GA4 Setup Assistant

9. GA4 Setup Assistant

10. What happens if you don’t migrate to GA4?
If this option is enabled and a new GA4 property is not created
before July 1st, Google will automatically generate a new
property with basic configuration. However, not all existing
settings and configurations will be transferred.

11. GA4 Setup Assistant

12. GA4 Setup Assistant

13. To complete the migration process,
you will need to manually review and
configure each of the following
settings
GA4 Setup Assistant

14. GA4 Setup Assistant

15. GA4 Setup Assistant

16. GA4 Setup Assistant

17. Your progress will be marked as you
complete the settings
GA4 Setup Assistant

18. UA Goals VS GA4 Conversion Events
Configure ⟶ Events
Goals have been replaced
with conversion events, that
are set up differently than in
UA.

19. Set GA “Conversion Events” to Fit Your KPIs
. Set event name
Set event conditions
Mark as conversion

20. Types of Conversions that can be
Tracked in GA4
URL destination (TY page)
Call to Action Clicks
“Mailto” or “Callto” Clicks
File Downloads

21. Poll #1
Did you complete your
GA4 setup?
UNSURE
YES NO

22. HIGHER-EDUCATION-MARKETING.COM
Benefits of setting up Conversion
Events in GA4

23. How Digital Marketing Attracts New Students
Email
Social
Media
Referrals
Facebook
Ads
Google
Ads
Organic
Search CALLS-TO-ACTION
Examples
➜ Online Application form
➜ Ask a question form
➜ Contact us form
➜ PPC inquiry form
➜ Online payment gateway
➜ Live chat events
➜ Program brochure download

24. Acquisition Reports - Reading Common Channels
▪ Paid Search → users who clicked one of your Google Ads
▪ Organic Search → visitors who found your pages by
searching in Google
▪ Direct → bookmarked or typed url
▪ Paid Social → users who clicked an ad on Facebook,
Instagram, TikTok, etc.
▪ Organic Social → users who came from your social media
accounts
▪ Referral → users who clicked a link from another website
▪ Email → users who clicked from one of your email
campaigns
▪ Cross Network → users engaged with an ad across multiple
networks IE: Performance Max Campaigns

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

26. GA4 Benefit - Verify a Conversion Event
Reports ⟶ Real Time
Trigger the event on your
website and then check the
Conversions by Event
name card in the Real Time
report. You should see the
event name with at least
one conversion next to the
name in the card.

27. GA4 Benefit - Compare Audiences

28. GA4 Benefit - Insights & Recommendations
GA4-Generated Insights
& Recommendations
When conversion
events have been set
up, GA4 generates and
suggests valuable
insights

29. GA4 Benefit - ‘Suggested for you’ cards
Google Analytics suggests
cards that are popular
across reports to help you
get the most out of GA4.
The section also includes
cards that you've viewed
frequently.

30. HIGHER-EDUCATION-MARKETING.COM
Use GA4 to understand your
audience and the ROI of your
marketing

31. Demographics Report - Overview

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

33. Acquisition Report - Traffic Report Details

34. Technology Report - Details
Learn more about the
technology your visitors
use:
● browser
● device
● operating system

35. Engagement Report - Landing Pages

36. Poll #2
How often do you log in and review
your Google Analytics data?
Daily
Yearly Quarterly Monthly Never
Weekly

37. HIGHER-EDUCATION-MARKETING.COM
Attribution models - why do you care?

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

39. Understanding Touchpoints
Reports ⟶ Advertising ⟶ Conversion
Paths
The Conversion paths report has two
sections: the data visualization and
the data table. The data visualization
helps you quickly see which channels
initiate, assist, and close
conversions. The data table shows
you the paths users take to complete
conversions.
https://support.google.com/analytics/answer/10595568?hl=en#zippy=%2Cin-this-article

40. Understanding Touchpoints

41. Marketing
Lessons
from Hockey

42. Understanding Touchpoints

43. Using GA4 - Conversion Path Grouping
Reports ⟶ Advertising ⟶
Conversion Paths
Multi-channel path reporting
to demonstrate how multiple
channels work together to
drive conversions.

44. Advertising - Conversion Paths

45. Advertising - Conversion Paths
Your can select
which conversion
event you want to
see the conversion
path

46. Advertising - Conversion Paths

47. Recap
➜ Don’t rely exclusively on the GA4 setup assistant
➜ Monitor your insights and recommendations regularly
➜ Setup conversion events for your website CTAs
➜ Spend time studying which channels initiate, assist and close conversions
➜ Spend time studying common conversion paths

48. Schedule a Free Google Analytics Assessment
REQUEST A FREE ASSESSMENT
➜ Check Conversion Events
➜ Identify Traffic Trends
➜ Review Audience
Demographics
➜ Review key Reports

49. 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