Google Analytics 4 for better ROI / Think Measurement - Ready. Set. Grow.
Summary
TLDRفي هذا النص المكتوب، يناقش Sarah Radin، مدير منصة قياسات عالمية، التطورات الهامة في Google Analytics. لقد أعلنت عن إنهاء الدعم لإصدارات القياسية و360 للتحليلات الشاملة، مع التركيز على Google Analytics 4، النسخة الجديدة التي تعتمد الذكاء الاصطناعي وتدعم الخصوصية والقدرة على التعامل مع البيانات الغير محدودة والتغييرات في الكوكيز. تتضمن الميزات الرئيسية للنسخة الجديدة تكامل مع YouTube وتحويلات المشاهدات المتورطة وتحليل ال归因 المعتمد على البيانات وقدرة التصدير للتحويلات. كما تحدث عن الميزات المتوقعة مثل تخصيص القنوات والتحليل ال異常 والقدرة على التنبؤ بالبيانات. وأشارت إلى نجاح بعض العملاء مثل شركة Bayer في زيادة التحويلات القيمة العالية وتقليل تكلفة العميل الواحد. وأطلقت على الجمهور الدعوة لبدء الانتقال إلى Google Analytics 4 للاستفادة من هذه الميزات الرائعة.
Takeaways
- 🌞 Google Analytics 4 (GA4) هي النسخة الحديثة التي تحل النسخة السابقة من Universal Analytics، التي تم إنهائها في النصف الأول من هذا العام.
- 📅 سيتم إنهاء Universal Analytics 360 في الأسبوع الأول من يوليو 2024، مما يشير إلى الحاجة إلى الانتقال إلى GA4 بسرعة.
- 🛠 GA4 هي منصة تحليل تعتمد على الذكاء الاصطناعي وتتضمن الخصوصية والقدرة على تحليل قنوات متعددة وأجهزة متعددة.
- 🔧 GA4 توفر للتسويقيين المرونة والسعة اللازمة لاستخراج القيمة الأكبر من حملات التسويق من خلال ميزات مثل التكامل مع YouTube وتحويلات المشاهدات الملتزمة.
- 📈 GA4 يتضمن ميزات توقعية مثل تحليل الانحراف وإنشاء جمهور توقعي لتحديد العملاء المحتملين للشراء أو المغادرة.
- 📊 تم إطلاق تقارير القناة المخصصة في Explore وتقرير القناة القياسي للتجارة الإلكترونية، مع توقعات لالمزيد من التصورات الرسومية وطرق إنشاء التقارير في المستقبل.
- 🔄 GA4 يدعم استيراد الأبعاد الشخصية والمخصصة في وقت استعلام الاستعلام، مما يسمح بدمج بياناتك الشخصية الأولى في تحليلك.
- 📈 تم إضافة ميزات جديدة في مجال ال归因ية، بما في ذلك إضافة مصدر المرور لتصدير البيانات وإضافة معلمات إضافية لتحسين التحليل.
- 🤖 GA4 يتضمن القدرة على استخدام الذكاء الاصطناعي لتسهيل الحصول على إدراك من البيانات وسرعة التحرك لزيادة العائد ال最大化 في حملات التسويق.
- 📈 GA4 يوفر القدرة على تحليل السلوك الشخصي على مدار حياة العميل واكتشاف الانحرافات في البيانات.
- 💡 GA4 يوفر إدراكًا قويًا وسهل الاستخدام لجميع المستخدمين، مما يوفر فرصة لتحقيق الأهداف التسويقية وتحسين العائد على الاستثمار.
Q & A
ما هي النسخة القياسية للتحليلات الشاملة التي سيتم خذعها في النصف الأول من هذا العام؟
-النسخة القياسية للتحليلات الشاملة هي النسخة السابقة من Google Analytics التي تم خذعها في النصف الأول من هذا العام.
لماذا ينبغي على الشركات الانتقال إلى Google Analytics 4؟
-Google Analytics 4 هو منصة التحليل الحديثة التي تدعم الخصوصية وتعمل عبر القنوات والأجهزة، وتضمنت ميزات مثل التكامل مع YouTube وتحويلات المشاهدات المتعلقة بالبيانات والتصدير الفعال للإعلانات في Google Ads.
ما هي الميزة الرئيسية للنموذج المعتمد على الأحداث في Google Analytics 4؟
-النموذج المعتمد على الأحداث يساعد التسويقيين على متابعة كل خطوة في رحلت المستخدم والحصول على فهم أفضل لما يدفع الأحداث الرئيسية على خصائص الرقمية.
ما هي الميزات الجديدة التي تم إطلاقها في Google Analytics 4؟
-تم إطلاق ميزات جديدة مثل تقارير القناة المخصصة ودمج القناة المخصصة كبعد رئيسي في التقارير، وإضافة مصادر المرور إلى التصدير، ومجموعة قنوات مخصصة.
كيف يمكن لGoogle Analytics 4 المساعدة في توقع التوقعات المستقبلية؟
-Google Analytics 4 يوفر القدرة على توقع احتمالات الشراء أو الخروج من الخدمة، مما يتيح للشركات إنشاء جمهورية توقعية يمكن استخدامها في منصات الإعلام.
ما هي التغييرات التي ستحدث في Universal Analytics 360 في عام 2024؟
-في عام 2024، سيتم خذع بعض التقارير في Universal Analytics 360 على مستوى العالم، ولن تتمكن الشركات من تصدير التحويلات أو الجمهور من Universal Analytics 360 إلى Google Ads أو Google Marketing Platform.
ماذا تعني Google Analytics 4 بـ 'التحليل المقدم للخصوصية'؟
-التحليل المقدم للخصوصية في Google Analytics 4 يعني أن المنصة تم تصميمها لدعم الخصوصية وللتعامل مع التغييرات في الكوكيز وتصميم النماذج، مما يوفر مزيد من الأمان والدعم لبيانات المستخدمين.
ما هي الخطوات القادمة لGoogle Analytics 4؟
-Google Analytics 4 تخطط لتقديم قدرة على ربط الخصائص الفرعية والملكية الشاملة، وتقديم نوع تصدير أسرع وأكثر إكمالًا إلى BigQuery.
لماذا ينبغي على الشركات البدء في الانتقال إلى Google Analytics 4 في الأسابيع القادمة؟
-بدء الانتقال إلى Google Analytics 4 في الأسابيع القادمة سيسمح للشركات بإنشاء سجل بيانات شامل واستغلال ميزات Google Analytics 4 مثل القنوات المخصصة والمؤشرات التنبؤية.
ماذا يمكن أن يفعل Google Analytics 4 باستخدام الذكاء الاصطناعي؟
-Google Analytics 4 يمكنها استخدام الذكاء الاصطناعي لتقديم ال洞悉 الأساسية للبيانات، وتحديد الانحرافات، وإنشاء الجمهورية التنبؤية، مما يساعدك على التعرف على ال洞悉 القيمة الجديدة.
Outlines
🚀 Google Analytics 4: The Future of Digital Measurement
Sarah Radin introduces Google Analytics 4 as the successor to Universal Analytics, highlighting its AI-driven, cross-channel, privacy-forward capabilities tailored for enterprise needs. The transition is necessary due to the outdated infrastructure of Universal Analytics, which can't handle the high volume of data and new demands of a cookieless environment. Google Analytics 4 offers enhanced features, including integrations with YouTube, engaged view conversions, data-driven attribution, and predictive metrics to help marketers optimize campaigns. The platform also supports exporting Analytics conversions and auto-bidding in Google's media platforms. Eleanor discusses the event-based model of Google Analytics 4, emphasizing its importance in tracking user journeys and optimizing digital properties for sales, leads, or content engagement.
🛠️ Enhancing Analytics with AI and New Features
Eleanor outlines the top initiatives for Google Analytics 4, starting with the introduction of Custom Funnel Reports in Explore and standard funnel reports for eCommerce. She mentions the upcoming integration of large language models to create audiences and events based on business objectives. Features like user and custom dimension at import query time are on the horizon to incorporate first-party data into analysis. Eleanor also discusses the importance of attribution, detailing new features like traffic source export in BigQuery and custom channel groupings. The potential of AI in Google Analytics is highlighted, with plans for chat interfaces, anomaly analysis, and predictive data to identify new audiences and trends. The discussion includes a success story of Bayer, a global company that significantly increased high-value conversions and reduced cost per acquisition using Google Analytics 4.
🌐 Transitioning to Google Analytics 4 and Upcoming Enhancements
The script addresses the transition from Universal Analytics 360 and the importance of migrating to Google Analytics 4. It warns that not all features from the old platform will be supported moving forward, and certain advertising capabilities will be discontinued from early March, especially for traffic in the European Economic Area. The script urges users to finalize their migration to take advantage of new features like custom funnels and predictive metrics. It also previews upcoming enhancements, such as linking sub-properties and rollup properties to Campaign Manager 360 and Searchlight 360, and a faster, more complete export to BigQuery. The support ecosystem and readiness to assist with the migration are emphasized, encouraging advertisers to make the switch to Google Analytics 4.
Mindmap
Keywords
💡Google Analytics
💡Universal Analytics
💡Analytics 360
💡AI-first
💡Cross-channel cross-device
💡Privacy-forward
💡Event-based model
💡Custom Funnel Reports
💡Attribution
💡Predictive analytics
💡Migration
Highlights
Sarah Radin introduces the sunset of the standard version of Universal Analytics and the upcoming sunset of Universal Analytics 360 in July 2024.
The reason for sunsetting Universal Analytics is its outdated infrastructure unable to support high data volumes and cookieless capabilities.
Introduction of Google Analytics 4 as an AI-first, cross-channel, cross-device, privacy-forward analytics platform for enterprise needs.
Google Analytics 4 offers flexibility and scale with features like integrations with YouTube and data-driven attribution.
New features include the ability to auto-bid in Google Marketing Platform media and predictive metrics for user behavior prediction.
Eleanor discusses the event-based model of Google Analytics 4 for better tracking of the user journey.
Launch of Custom Funnel Reports in Explore and standard funnel reports for eCommerce.
Upcoming features include large language models for smarter setup defaults and user/custom dimension at import query time.
New attribution features such as traffic source export to BigQuery and custom channel groupings.
Opportunities with AI in Google Analytics 4, including chat interfaces and anomaly analysis for new opportunities.
Bayer's success story using Google Analytics 4 to grow high-value conversions by 108% and lower CPA by 42%.
Google Analytics 4's capabilities to predict customer needs and detect anomalies for better marketing strategies.
AI-based insights in Google Analytics 4 to surface data changes and analyze user behavior over time.
Migration to Google Analytics 4 is encouraged due to the sunset of Universal Analytics 360 and to utilize new features.
Upcoming roadmap includes linking sub-properties, rollup properties to Campaign Manager 360, and improved BigQuery export.
Support and resources are available to help with the migration to Google Analytics 4.
Transcripts
Hi everyone.
I’m Sarah Radin
A Global Measurement Platforms lead.
I'm joined today by two lovely colleagues.
What a year it’s been!
Arguably one of the most important ones in the history of Google Analytics.
Why?
One, we sunset the standard version of Universal Analytics
which was our previous version of Google Analytics in the first half of this year.
And we have a busy journey ahead of us as we sunset out our Universal
Analytics 360 offering next year, the week of July 1st, 2024.
So you might be wondering why are we going through all of this hassle?
The truth is Universal Analytics is built on a ten-plus year old infrastructure.
Which is really old for a product
that ultimately is not able to support increasingly high volume of data
that you're sending us, or the cookieless and modelling
capabilities demanded by our changing measurement landscape.
So that's where Google Analytics 4 comes in.
It's our AI-first cross-channel cross-device privacy-forward
analytics platform built for enterprise needs.
And Google Analytics 4 offers marketers
the flexibility and scale needed to extract the most
out of your marketing campaigns.
With features such as integrations with YouTube, engaged view conversions,
data-driven attribution-powered conversion export to Google Ads,
as well as the ability to export Analytics conversions as floodlights
with our new Campaign Manager 360
Google Analytics 4 integration that lights up for the first time ever,
the ability to auto-bid in GMP media platforms.
We're also offering predictive metrics and audiences where you can predict
what your user is likely to purchase, if they're likely to churn,
and then reach them with the right ad campaign.
And we have many more things to talk about.
So let's go a little bit deeper on some of this.
Eleanor, can you walk us through the top
three initiatives your team is working on right now?
So before I get into specific features, I'd like to highlight one of the key
benefits of Google Analytics 4, which is the event-based model.
This helps marketers track each step of the user journey and get a better
understanding of what drives key events on your digital properties.
So whether that's sales, leads, or deep engagement with your content.
This helps you get a better idea of how and where to optimise the user journey.
From acquisition to conversion to get the results you want.
So the first area I'll talk about is reporting.
We've recently launched Custom Funnel Reports in Explore,
as well as standard funnel reports for eCommerce.
Expect more visualisations and ways to create these reports in the future.
Think about large language models or LLMs and smarter defaults in your setup
to create audiences and events you need,
based on business objectives that you've selected for your property.
We've also got some highly requested features coming soon.
Notably, user and custom dimension at import query time to incorporate your first-party data
into your analysis.
Another big piece of ROI is attribution.
So, I'd like to call out a few new features
we've launched and are building out in that area,
especially if you're deep into the data.
So if you love the flexibility and power of BigQuery to do your analysis
and plan allocations, we add a traffic source to the export.
And, we're looking at adding other parameters to help add depth to your analysis.
Another highly requested feature, custom channel groupings,
launched earlier this year.
And if you want to see custom channel groupings as a primary dimension of your reports,
soon you'll be able to select the primary custom channel
grouping for your analysis.
Last, but definitely not least, there's an incredible amount of opportunity
with AI and Google Analytics.
If you've been in Google Analytics 4 for a while,
you know that machine learning has always been core to the product.
But, like everyone else, we're excited
by the opportunities large language models and generative AI are presenting
to make it even easier to get insights from your data and move quickly
on opportunities to maximise ROI on your marketing campaigns.
Watch out for more chat interfaces, more sophisticated anomaly analysis
to help you find new opportunities and even better predictive data
to identify new audiences and anticipate trends.
I know bidding migration and audience activation is top of mind for many of you right now
and we're seeing great success already with Google Analytics 4 on these use cases.
So, I thought we could talk through one example
I know the three of us have talked a lot about, which is Bayer.
They're a global pharmaceutical and life sciences company
who was able to grow their high value conversions
by a whopping 108%.
They also lowered their CPA by 42%
using Google Analytics 4 goals in Search Ads 360 bidding strategy.
To bring more top prospects to their website.
So, Mathilde,
can you walk us through some of the other marketing use cases
that Google Analytics 4 powers?
Within Google Analytics 4 you can predict customer needs and anticipate
growth opportunities through Google AI.
You can surface AI based insights on your data based on specific data changes.
You can analyse user behavior over the lifetime
and you can also even detect anomalies within your data.
So let's bring these with a concrete example.
So let's say that your marketing team is running a very important campaign
to promote your loyalty program.
But, bad news, you're not seeing any sign-ups.
So, through Google AI-based insight,
Google Analytics surfaces the insight on a dramatic drop in traffic on your website.
Thanks to that insight, your marketing and your analytics teams
are able to further investigate the route and quickly come with a fix.
Or let's take another example,
even better, marketers can predict the probability
that your customer will likely make a purchase within a certain amount of days
or even predict the probability that the user will likely churn.
So all of these predictive analytics capabilities not only allow you
to unlock extremely valuable insights, but you can also leverage this
to build predictive audiences that you can then use into Google media platforms.
So through those exciting new AI capabilities within Google Analytics 4,
you can surface powerful insight to business question that you haven't even asked before.
So the strength of these features that we make them easily accessible
to everyone in Google Analytics.
This means that you do not have to create complex data science models on your end,
you can simply take advantage of Google AI capabilities.
Everything you shared makes it all the more compelling for you all,
our advertisers, to migrate to Google Analytics 4 as soon as possible.
And for all of our Google Analytics 360 users who tuned in,
here are three key points to take away:
One: As we shift resources to focus on building Google Analytics 4
to meet technological and regulatory demands, we can't guarantee
that all of the features and functionalities
you use in Universal Analytics 360 today will continue to work as expected.
So let's talk about what that means in practice.
From early March, certain advertising capabilities in our Universal Analytics 360 platform
will no longer be supported.
So for example, you will not be able to export conversions
or audiences from Universal Analytics 360 to Google Ads or Google Marketing Platform
for traffic in the European Economic Area, or EEA.
Starting in 2024,
some reports will also no longer be available in Universal Analytics globally.
In light of this, we encourage you to finalise your migration
to Google Analytics 4 in the coming weeks.
This will allow you to create a comprehensive data history
and take full advantage of the Google Analytics 4 features
we discussed today, such as custom funnels and predictive metrics.
So if we look at the coming month, we have a promising and robust roadmap.
We plan to provide the ability to link sub-properties and rollup properties
to display and video 360 Campaign Manager 360 and Searchlight 360.
And later this year,
we will introduce a faster and a more complete export type to BigQuery,
that is our cloud data warehouse, so you can receive your Google Analytics 4 data
reliably and consistently on a daily basis.
So as you're thinking about navigating the rest of the migration,
we encourage you to use our support levers like our brilliant partner ecosystem,
in place to help you navigate this complexity and know that we are here and ready to help.
So thank you all for being here with us today.
And thank you for being on this journey with us.
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