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

Summary

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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.

Outlines

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Keywords

💡Google Analytics 4

Google Analytics 4 (GA4) represents the next evolution in Google's analytics offerings, emphasizing AI-first, cross-channel, cross-device, and privacy-forward analytics. It is designed to address the increasing volume of data and the need for cookieless tracking and modeling capabilities that the older Universal Analytics framework could not support. GA4 offers advanced features like YouTube integration, data-driven attribution, and predictive metrics to provide more flexibility and scale for marketers. The script highlights GA4 as a solution for the evolving digital analytics landscape, underlining its enterprise-level capabilities and its role in enhancing marketing strategies.

💡Universal Analytics sunset

The term 'sunset' in the context of Universal Analytics refers to the phasing out or discontinuation of this older version of Google Analytics. Universal Analytics was built on a decade-old infrastructure, which struggled to support the current demands for high-volume data processing and lacked capabilities for a cookieless future. The script mentions the sunsetting of both the standard Universal Analytics and the Universal Analytics 360, emphasizing the urgency for users to migrate to Google Analytics 4 to take advantage of its modern, scalable features.

💡Predictive metrics

Predictive metrics in Google Analytics 4 leverage machine learning to forecast user behavior, such as the likelihood of making a purchase or churning. This feature enables marketers to create more targeted advertising campaigns by predicting and reaching out to users based on their anticipated actions. The video script highlights this as a key advantage of GA4, illustrating how predictive analytics can significantly enhance marketing efficiency and effectiveness.

💡Data-driven attribution

Data-driven attribution is a method used in Google Analytics 4 to assign credit for conversions to different marketing touchpoints along a customer's journey. Instead of relying on simplistic models like last-click attribution, data-driven attribution uses machine learning to more accurately understand how each touchpoint contributes to conversions. This allows marketers to optimize their ad spend and strategies more effectively. The script discusses this as one of GA4's features that empower marketers to maximize their ROI.

💡Event-based model

The event-based model is a fundamental data collection framework in Google Analytics 4, designed to track user interactions across websites and apps as 'events'. This model provides a more granular view of the user journey, from acquisition to conversion, by capturing detailed actions like sales, lead submissions, and content engagement. The script underlines this model's importance in enabling marketers to gain deeper insights into user behavior and optimize the digital experience accordingly.

💡Machine learning

Machine learning in the context of Google Analytics 4 refers to the use of algorithms and statistical models to analyze data and make predictions or decisions without being explicitly programmed to perform the task. It's core to GA4's features, including predictive metrics and anomaly detection. The script points out the excitement around the opportunities machine learning, especially through large language models, presents for gaining insights and improving ROI in marketing campaigns.

💡Custom Funnel Reports

Custom Funnel Reports in Google Analytics 4 allow marketers to visualize and analyze the steps users take towards completing a goal or conversion. By defining and examining these funnels, users can identify drop-off points and opportunities for optimization. The script mentions the recent launch of Custom Funnel Reports as part of GA4's expanded reporting capabilities, highlighting its value in understanding and improving the conversion process.

💡First-party data integration

First-party data integration refers to the ability in Google Analytics 4 to incorporate a company's own collected data (from direct customer interactions) into the analytics platform. This enhances the accuracy and relevance of the analysis by adding depth to the user profiles and behavior patterns. The video script touches on this as an upcoming feature, noting its importance for businesses to leverage their unique data in combination with GA4's analytics.

💡Cookieless tracking

Cookieless tracking is a method of collecting data without relying on cookies, which are small files placed on users' devices to track their online activity. Google Analytics 4 is designed to function in a future where privacy regulations and browser restrictions limit the use of cookies. The script describes GA4 as being capable of supporting cookieless and modeling capabilities, indicating its readiness for a changing digital landscape where user privacy is increasingly prioritized.

💡Migration to GA4

Migration to GA4 refers to the process of moving from Universal Analytics or another analytics platform to Google Analytics 4. Given the sunsetting of Universal Analytics, the script emphasizes the urgency for users to migrate to GA4 to take advantage of its advanced features and ensure continuity in their analytics capabilities. The migration is portrayed as a necessary step to remain competitive and compliant with evolving data privacy and analytics requirements.

Highlights

Sunset of the standard version of Universal Analytics in the first half of this year.

Universal Analytics 360 to be sunset next year, the week of July 1st, 2024.

Introduction of Google Analytics 4 as an AI-first, cross-channel, cross-device, privacy-forward analytics platform.

Google Analytics 4 integration with YouTube, engaged view conversions, and data-driven attribution.

Predictive metrics and audiences in Google Analytics 4 to predict user purchases and churn.

Event-based model of Google Analytics 4 for tracking the user journey.

Launch of Custom Funnel Reports and standard funnel reports for eCommerce in Google Analytics 4.

Integration of user and custom dimensions at import query time in Google Analytics 4.

New features in attribution with traffic source export to BigQuery in Google Analytics 4.

Launch of custom channel groupings in Google Analytics 4.

Enhanced machine learning and generative AI capabilities in Google Analytics 4.

Bayer's growth in high-value conversions by 108% using Google Analytics 4.

AI capabilities in Google Analytics 4 for predicting customer needs and growth opportunities.

Insights on dramatic drops in traffic and user behavior over the lifetime with Google Analytics 4.

Migrating to Google Analytics 4 to take advantage of new features and comply with technological and regulatory demands.

Upcoming ability to link sub-properties and rollup properties in Google Analytics 4.

Introduction of a faster and more complete export type to BigQuery in 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.