Google Analytics 4 for better ROI / Think Measurement - Ready. Set. Grow.

Summary

The video is abnormal, and we are working hard to fix it.
Please replace the link and try again.

Takeaways

• 🗣️ Google sunsetted the standard version of Universal Analytics in the first half of this year and plans to sunset Universal Analytics 360 by July 1st, 2024.
• 🔥 Universal Analytics is being phased out due to its decade-old infrastructure that can't handle the volume of data or meet the requirements of a changing measurement landscape without cookies.
• 📍 Google Analytics 4 is introduced as an AI-first, cross-channel, privacy-forward platform designed to meet enterprise needs, offering enhanced flexibility and scale.
• 📲 Features of Google Analytics 4 include integrations with YouTube, data-driven attribution, and the ability to export analytics conversions, aiding in better marketing campaign optimization.
• 🔧 Google Analytics 4 introduces predictive metrics and audiences, aiming to predict user behavior like purchases or churn, enabling more targeted ad campaigns.
• 📊 Eleanor highlighted the event-based model of Google Analytics 4, which tracks each step of the user journey, offering insights into user behavior and optimizing conversion paths.
• 📝 New reporting tools and customization options in Google Analytics 4 allow for the integration of first-party data and more insightful analysis through BigQuery.
• 💻 AI and machine learning are core to Google Analytics 4, with plans for expansion in chat interfaces, anomaly analysis, and predictive data for trend anticipation and audience identification.
• ✅ Bayer's case study demonstrated the efficacy of Google Analytics 4, showing significant growth in high-value conversions and reduced CPA by utilizing Google Analytics 4's goals in their bidding strategy.
• 🔔 As Google shifts focus to Google Analytics 4, certain features in Universal Analytics 360 will cease, urging users to migrate to take full advantage of new features like custom funnels and predictive metrics.
• 🚀 Google plans to enhance Google Analytics 4 with the ability to link sub-properties and introduce a more comprehensive BigQuery export, ensuring reliable, consistent data.

Q & A

What significant change did Google Analytics undergo in the first half of the year?

Google Analytics sunset the standard version of Universal Analytics.

When is Google Analytics planning to sunset Universal Analytics 360 offering?

Google Analytics plans to sunset the Universal Analytics 360 offering in the week of July 1st, 2024.

Why is Google moving away from Universal Analytics?

Universal Analytics is based on a ten-plus year old infrastructure that cannot support the high volume of data or the cookieless and modeling capabilities demanded by the changing measurement landscape.

What are the key features of Google Analytics 4?

Google Analytics 4 features include AI-first analytics, cross-channel and cross-device privacy-forward analytics, integrations with YouTube, data-driven attribution, predictive metrics, and the ability to export Analytics conversions.

How does Google Analytics 4 help marketers?

Google Analytics 4 offers flexibility and scale for marketers to get the most out of their marketing campaigns, with features like engaged view conversions, conversion export to Google Ads, and predictive audiences.

What is a major benefit of the event-based model in Google Analytics 4?

The event-based model helps marketers track each step of the user journey and get a better understanding of what drives key events on digital properties, optimizing the user journey from acquisition to conversion.

What new features are being introduced in Google Analytics 4 for reporting and attribution?

New features include Custom Funnel Reports, integration of user and custom dimensions at import query time, traffic source export to BigQuery, custom channel groupings, and sophisticated anomaly analysis.

How does Google Analytics 4 utilize AI and machine learning?

Google Analytics 4 uses AI and machine learning for features like smarter insights, predictive data for identifying new audiences, chat interfaces for anomaly analysis, and anticipating trends to maximize ROI.

Can you provide an example of a company that benefited from using Google Analytics 4?

Bayer, a global pharmaceutical and life sciences company, grew their high-value conversions by 108% and lowered their CPA by 42% using Google Analytics 4 goals in Search Ads 360 bidding strategy.

What are the key points for Google Analytics 360 users regarding the migration to Google Analytics 4?

Key points include the focus on building Google Analytics 4 to meet technological and regulatory demands, the discontinuation of certain advertising capabilities in Universal Analytics 360, and the encouragement to migrate soon to take full advantage of Google Analytics 4 features.