{"id":25041,"date":"2022-08-10T01:00:00","date_gmt":"2022-08-10T00:00:00","guid":{"rendered":"https:\/\/keepoptimising.com\/?p=25041"},"modified":"2023-01-20T15:29:47","modified_gmt":"2023-01-20T15:29:47","slug":"google-analytics-4-podcast","status":"publish","type":"post","link":"https:\/\/keepoptimising.com\/google-analytics-4-podcast\/","title":{"rendered":"Q4 Updates: The Only Google Analytics 4 Advice you need with Dan Coleman (episode 111)"},"content":{"rendered":"\n<p>Dan Coleman is a Google Analytics specialist and Ecommerce Wizard<\/p>\n\n\n\n<p>He\u2019s accredited by both the Chartered Institute of Marketing AND the Institute of the Data &amp; Marketing Association! And via his consultancy Coleman Marketing he\u2019s worked with many household names and startups over the last 20 years including Phase 8, Virgin, Hotel Chocolat, and Cath Kidston. Wow that is some broad experience!<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/08\/KO111-Landscape-1024x536.png\" alt=\"Dan Coleman Coleman Marketing\" class=\"wp-image-25044\" srcset=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/08\/KO111-Landscape-1024x536.png 1024w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/08\/KO111-Landscape-300x157.png 300w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/08\/KO111-Landscape-768x402.png 768w, https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/08\/KO111-Landscape.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Listen now for free: <\/h3>\n\n\n\n<div style=\"width: 100%; height: 200px; margin-bottom: 20px; border-radius: 6px; overflow: hidden;\"><iframe style=\"width: 100%; height: 200px;\" frameborder=\"no\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/player.captivate.fm\/episode\/5d1e7498-d64a-417f-aa97-ebd43b189bb4\"><\/iframe><\/div>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"has-text-align-center is-style-default has-extra-large-font-size wp-block-heading\">Subscribe to Keep Optimising on your favourite Podcast App<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/podcasts.apple.com\/gb\/podcast\/keep-optimising\/id1522462412\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Apple-podcasts-badge.png\" alt=\"\" class=\"wp-image-24589\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/open.spotify.com\/show\/4DoXxZMPtPX72KhN8nwTZw\"><img loading=\"lazy\" decoding=\"async\" width=\"132\" height=\"40\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-Spotify_Logo_RGB_Green-40-high.png\" alt=\"\" class=\"wp-image-24590\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0va2VlcC1vcHRpbWlzaW5nLw%3D%3D\"><img loading=\"lazy\" decoding=\"async\" width=\"165\" height=\"42\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/A-google_podcasts_badge-165.png\" alt=\"\" class=\"wp-image-24591\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">5 Steps to Get Set for Success with Google Analytics 4<\/h2>\n\n\n\n<ol><li>Get clear on the events and conversions you want to track<\/li><li>Install GA4 on your website, alongside Universal Analytics (ideally using Google Tag Manager aka GTM)<\/li><li>Tidy up your UTMs \u2013 GA4 uses default channel groupings you CANNOT change \u2013 so you need to comply<\/li><li>Wait 90 days for the attribution window to fill up. Then you can start looking at the data.<\/li><li>Ninja Tip \u2013 start working on your \u201cUser Properties\u201d to super charge your advertising audiences (and track performance of different customer groups further)<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Shifting to GA4<\/h2>\n\n\n\n<p>Dan says the challenge with GA4 is that it\u2019s a major shift and not a gentle evolution. When people first took a look at it, it was lacking in features and difficult to set up which is why majority did not bother with it.&nbsp;<\/p>\n\n\n\n<p>When Google announced they were getting rid of Universal Analytics, they set a hard deadline for it. And since Universal Analytics stopped collecting data since that announcement, there\u2019s been a real incentive to move to GA4.<\/p>\n\n\n\n<p>But the most important thing is GA4 is an attempt to create an analytics package that\u2019s more relevant and appropriate to how we use the web today, which means more accurate data for users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Need to Implement Today<\/h2>\n\n\n\n<p>Put GA4 in place today alongside Universal Analytics and there are several reasons why you should.<\/p>\n\n\n\n<p>For those on the free version, there isn\u2019t a direct comparison between the data you had in Universal Analytics and that data in GA4. If you need year-on-year data, you actually should have implemented GA4 by end of June.<\/p>\n\n\n\n<p>GA4 also uses default channel groupings you can\u2019t modify, so making sure your UTM parameters are a match for what Google is expecting should be done and this can take time.<\/p>\n\n\n\n<p>One other reason is we\u2019re not on last click attribution in GA4. The default attribution model is data-driven attribution, which has a 90-day look back window. You need to get it up and running for at least three months before you see the right flow of data.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Benefits of GA4<\/h2>\n\n\n\n<p>While it\u2019s still not perfect, there are benefits to using GA4 now:<\/p>\n\n\n\n<ul><li>It\u2019s been built to address the challenge of session-based analytics.<\/li><li>There\u2019s a lot more you can do with audience building in GA4.<\/li><li>Provides much more accurate data.<\/li><\/ul>\n\n\n\n<p>Don\u2019t resist moving to GA4 and work closely with your developers. It\u2019s meant to give you a better understanding of your business and how to improve.<\/p>\n\n\n\n<div id=\"socital-60fa927ed9928d7afcf3575b\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Insider Tips <\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Newbie advice: If we\u2019ve inspired someone to take their first step \u2013 what do they need to know to give themselves the best chance of success? <\/h4>\n\n\n\n<p>Dan says make friends with your digital marketing manager and ask them what reports they generate and use.<\/p>\n\n\n\n<p>These will help you understand what the business cares about, and how the metrics and KPIs are measured.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Once you\u2019ve started of course you\u2019ve got to \u2018keep optimising\u2019! What\u2019s your favourite way to improve performance? <\/h4>\n\n\n\n<p>Three things Dan mentions are:<\/p>\n\n\n\n<ul><li>Get a mindset shift \u2013 from a reporting mindset to an analysis one.<\/li><li>Get out of the last click mindset.<\/li><li>Don\u2019t forget about user properties.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">If someone listening wants to learn more about this is there one cheap\/free resource you\u2019d recommend? <\/h4>\n\n\n\n<p>Dan recommends two resources:<\/p>\n\n\n\n<ul><li>His in-depth <a rel=\"noreferrer noopener\" href=\"https:\/\/colemanmarketing.co.uk\/ga4-implementation-guide\" target=\"_blank\">GA4 implementation guide<\/a> <\/li><li><a rel=\"noreferrer noopener\" href=\"https:\/\/skillshop.exceedlms.com\/student\/catalog\/list?category_ids=6431-google-analytics-4\" target=\"_blank\">Google Skill Shop courses on Google Analytics<\/a><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Crystal ball time \u2013 what\u2019s coming up in the next 6-12 months that we should be getting ready for? <\/h4>\n\n\n\n<p>One thing coming up that Dan mentions is the deeper integration between GA4 and Google Ads.<\/p>\n\n\n\n<p>Next is the amount of regulatory items between the US and the EU and how businesses can access and process the data of EU citizens.<\/p>\n\n\n\n<p>Lastly, Dan says users are going to get nudged towards server-side tag containers soon.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interview Links <\/h2>\n\n\n\n<ul><li><a href=\"https:\/\/colemanmarketing.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Check out Coleman Marketing<\/a><\/li><li>Download Dan\u2019s 20 page <a href=\"https:\/\/colemanmarketing.co.uk\/ga4-implementation-guide\" target=\"_blank\" rel=\"noreferrer noopener\">GA4 implementation guide<\/a> \u2013 you don\u2019t even need to give him your email address!<\/li><li>Access <a href=\"https:\/\/support.google.com\/analytics\/answer\/6367342#access&amp;zippy=%2Cin-this-article\" target=\"_blank\" rel=\"noreferrer noopener\">Google\u2019s Sandbox GA4<\/a> account to see what it\u2019s all about<\/li><li>Google <a href=\"https:\/\/skillshop.exceedlms.com\/student\/catalog\/list?category_ids=6431-google-analytics-4\" target=\"_blank\" rel=\"noreferrer noopener\">Skill Shop GA4 Training<\/a> is here<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Dan on Social media: <\/h4>\n\n\n\n<ul><li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/in\/danielmcoleman\/\" target=\"_blank\">LinkedIn<\/a><\/li><li><a rel=\"noreferrer noopener\" href=\"https:\/\/twitter.com\/danielmcoleman\" target=\"_blank\">Twitter<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Sponsored by\u2026<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><a href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"90\" src=\"https:\/\/keepoptimising.com\/wp-content\/uploads\/2022\/06\/Klaviyo_300.jpeg\" alt=\"\" class=\"wp-image-24679\"\/><\/a><\/figure>\n\n\n\n<p><a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">Klaviyo<\/a>\u00a0is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. <\/p>\n\n\n\n<p>The company\u2019s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/www.klaviyo.com\/?utm_source=podcast&amp;utm_medium=referral&amp;utm_campaign=masterplan\" target=\"_blank\">www.klaviyo.com<\/a>.<\/p>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Full transcript to read &amp; download: <\/h2>\n\n\n\n<p><a href=\"https:\/\/www.dropbox.com\/s\/qsa9iyzv19babum\/KO%20111%20Transcript.pdf?dl=0\" target=\"_blank\" rel=\"noreferrer noopener\">Click to access<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dan Coleman is a Google Analytics specialist and Ecommerce Wizard He\u2019s accredited by both the Chartered Institute of Marketing AND the Institute of the Data &amp; Marketing Association! And via his consultancy Coleman Marketing he\u2019s worked with many household names and startups over the last 20 years including Phase 8, Virgin, Hotel Chocolat, and Cath [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":25044,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[60,37,48,34],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Q4 Updates: The Only Google Analytics 4 Advice you need with Dan Coleman (episode 111) - Keep Optimising Marketing Podcast<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/keepoptimising.com\/google-analytics-4-podcast\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Q4 Updates: The Only Google Analytics 4 Advice you need with Dan Coleman (episode 111) - Keep Optimising Marketing Podcast\" \/>\n<meta property=\"og:description\" content=\"Dan Coleman is a Google Analytics specialist and Ecommerce Wizard He\u2019s accredited by both the Chartered Institute of Marketing AND the Institute of the Data &amp; Marketing Association! 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