Delivered to the DMA West Tech Summit '23 attendees, the presentation is intended to show the big differences between universal analytics (UA) and GA4. What marketers need to be aware of when making the transition, how to create custom events in GA4 and GTM. This presentation also covers reporting at a high level, with lists to resources for further learning.

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TRUPOLIS
Travel & Tourism
The Ne xt Ge ne ra ti o n o f Go o g l e Ana l yti c s
GA4 is Coming! Are You Ready?

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Key Takeaways
01
UA vs GA4 – What’s the Difference?
02
Avoid Paralysis by Analysis
03
Launch & Configure GA4
04
Analysis & Reporting

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RIP
UA
July 1, 2023

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Analytics
Metrics
Your Measurement Primer

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Site Side Metrics
Defined
+ Source
Traffic Insights
+ What
Engagement
+ Action
Conversions + Goals

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UA is Out
But Why?
Privacy Matters to Everyone

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113 Million
iPhone Users

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Death
To Cookies

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Cookies?
Feed the Publisher

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UA is Out
But Why?
Legacy Concept
Launched - October 2012
Session Based Concept
Customizable but Clunky
Depreciates – July 1, 2023

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vs

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GA4
Breakdown
Understanding Google Analytics 4 (GA4)

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GA4
Demo
You Won’t Break It
bit.ly/demoga4

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Interaction
#DMAWestTechSummit

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Events
Not Cookies

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UA Data Model
Hit-Based

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GA4 Data Model
Event-Based

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Everything in GA4
Is an Event

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UA Hit Type GA4 Capture

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GA4 Data
Retention
GDPR & IP Addresses

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UA Data
Retention

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Why It
Matters
Lookback will be harder

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Automated
Events
What’s Already Enabled?

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Enhanced
Measurement
Also, Automatic Events

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Recommended
Events
Based on Your Needs
https://bit.ly/ga4-events

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Custom
Events
Customized for your Needs
Limited to 30 Conversion Points

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Reporting
Interface
User Interface Changes

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Measure
Sessions
Don’t Get Confused

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vs

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Measure
Users
Same But Different than UA

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Measure
Users
Total/New/Active

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Bounce
Rate
Never Equalled Engagement

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Bounce
Rate
Hit Data, Not Engagement

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Engagement
Rate
Similar But Different

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Pageviews
Attributes
Unique pageviews go away

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vs

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Getting
Started
You have started, yes?

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Analysis
Paralysis
Less is More

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Analytics
Hall Pass
Redefine your KPIs

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Data
Clean Up
Stop Doing This!

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Transition
UA to GA4
Prepare to Launch

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RFP Submissions
Hotel Bookings
Reward Sign-ups
Email Subscriptions
Goals & Conversions

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Downloads
Campaign Tracking
Video Engagement
Site Search
Actionable Events

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GA4 Account
Property
Create a New Property

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Deploy
GA4
Create & Deploy Data Stream

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Google’s
Sneaky
Don’t Use Their Set Up

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GA4
Checklist
https://bit.ly/twosixchecklist

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GA4
Interface
You Won’t Break It

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GA4
Demo
You Won’t Break It
bit.ly/demoga4

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Reports
Explore
Advertising

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Look for the Cog

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Custom
Events
Create Custom Events inside GA4

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Custom
Events
Create Custom Events in GTM

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Reports
View
Vastly Different

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Universal Analytics GA4

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Explore
View
Granular & Customizable

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Explore
Free Form
Learn to Explore

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https://bit.ly/ga4-explore

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GA4
Data Studio
Automated & Shareable

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GA4
Resources
Explore & Learn
https://bit.ly/dmawest23

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Recap
01
UA vs GA4 – Different Platforms
02
Measure What Matters
03
Configure GA4 For Your Needs
04
Navigation & Reporting

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RIP UA
July 1, 2023
In 3-Months the change is happening
whether you are prepared for it or not.
Tip: You’ll have 6-months access.

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Thank You
Jason Dodge | BlackTruck Media + Marketing
@dodgejd | @blacktruckmedia.com
blacktruckmedia.com | jason@blacktruckmedia.com