<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dcc0ef0ac832809d0f12_google-252c-2520optimized.webp" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Round-up: GA4 and more – Getting the Best from your Digital Analytics</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>21 July 2023</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">From GA4 to the sunsetting of Google Optimize, how do you <strong>actually</strong> get the most out of these changes?</p> <p class="gn-reveal">In our latest workshop, 'Google Optimized - Getting the Best from your Digital Analytics', our experts discuss the <strong>latest changes to Google's analytical platforms</strong>, including how to <strong>maximise</strong> their usage to support wider business growth, along with the options, and benefits of, investing further in areas such as <strong>personalisation and performance</strong>.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <ul class="gn-reveal"> <li><a href="https://www.linkedin.com/in/imogen-davies/" target="_blank"><strong>Imogen Davies</strong></a>, <strong></strong>Director of Client Strategy, <a href="https://www.verkeer.co/" target="_blank"><strong>Verkeer</strong></a></li> <li><a href="https://www.linkedin.com/in/jack-olrod/" target="_blank"><strong>Jack Olrod</strong></a>, Senior SEO &amp; Content Manager, <a href="https://next-chapter.agency/" target="_blank"><strong>Next Chapter</strong></a></li> <li><a href="https://www.linkedin.com/in/matt-tilling/" target="_blank"><strong>Matt Tilling</strong></a>, Head of Marketing &amp; Performance, <a href="https://reckless.agency/" target="_blank"><strong>Reckless</strong></a></li> <li><a href="https://www.linkedin.com/in/nathan-j-16b21b18/" target="_blank"><strong>Nathan Jackson</strong></a>, Head of Analytics, <a href="https://www.jaywing.com/" target="_blank"><strong>Jaywing</strong></a></li> </ul> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <p class="gn-reveal"><strong>In this Article:</strong></p> <ul class="gn-reveal"> <li><strong>GA4 migration and the sunsetting of Google Optimize – why they're happening?</strong></li> <li><strong>The major challenges of Google's latest analytical platforms</strong></li> <li><strong>The major benefits of Google's analytical platforms</strong></li> <li><strong>Overlooked opportunities when it comes to getting more from GA4</strong></li> <li><strong>Key considerations before deciding where – and when – to invest in analytics</strong></li> </ul> <p class="gn-reveal"><strong>READ OUR KEY LEARNINGS FROM THE SESSION BELOW, OR WATCH THE FULL WORKSHOP <a href="https://www.thegonetwork.com/resources/playback-google-optimized-getting-the-best-from-your-digital-analytics" target="_blank">HERE</a></strong></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">01</span>GA4 migration and the sunsetting of Google Optimize – why they're happening?</h2> <p class="gn-reveal">Google Analytics 4 is the latest generation of analytical platforms, which allows you to <strong>effectively measure both traffic and customer engagement</strong> on your website or app.</p> <p class="gn-reveal">Leveraging AI and machine learning, GA4 can track the entire customer path across multiple channels to provide <strong>greater insights into user interactions</strong>.</p> <blockquote class="gn-blockquote gn-reveal">"Teams that have a <strong>central measurement plan</strong> in place have found the transition to GA4 much simpler – this is essentially one document that contains all tracking information and acts as a central point of truth. Furthermore, <strong>GA4 is still in development</strong> so having that measurement plan in place to identify what you're currently tracking can help with any forward planning."<cite>Matt Tilling · Head of Marketing &amp; Performance, Reckless</cite></blockquote> <p class="gn-reveal">On the sunsetting of Google Optimize, <strong>Jack</strong> says "Google are travelling towards <strong>a more data driven analytics approach</strong> by supporting more third-party integrations. They're also focused on <strong>greater customer privacy</strong> to coincide with some of the latest privacy laws."</p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/google-and-apple-privacy-updates-what-the-death-of-third-party-data-means-for-digital-advertising" target="_blank"><strong><em>Discover What the 'Death' of Third-Party Data Means for Digital Advertising</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">02</span>The major challenges of Google's latest analytical platforms</h2> <h3 class="gn-reveal">A skill and knowledge gap</h3> <p class="gn-reveal"><strong>Nathan</strong> says, "GA4 is built on a completely different infrastructure to its previous versions, so getting to grips with the <strong>user interface has been quite a challenge</strong> across teams, it can be difficult to locate where particular aspects – such as reports – can be found."</p> <h3 class="gn-reveal">Varied data</h3> <p class="gn-reveal"><strong>Nathan</strong> highlights, "different reporting surfaces use different data, for example <strong>report libraries use aggregated data</strong> whereas explorations are event-based data, meaning they will display dissimilar results."</p> <p class="gn-reveal">He adds, "to tackle this, I would recommend looking at the <a href="https://support.google.com/" target="_blank"><strong>Google help</strong></a> articles, where they have answered a lot of questions from agencies and businesses alike on why their data isn't matching."</p> <p class="gn-reveal">View our <a href="https://www.thegonetwork.com/news/round-up-leveraging-your-consumer-behaviour-data-for-better-business-outcomes" target="_blank"><strong><em>Round-up: Leveraging your Consumer Behaviour Data for Better Business Outcomes</em></strong></a></p> <h3 class="gn-reveal">A functionality gap</h3> <p class="gn-reveal"><strong>Nathan</strong> says, "there are a few measurements or dimensions that are missing from GA4 such as <strong>site speed or transaction ID within report libraries</strong>, which means you would have to look at other tools to measure them."</p> <p class="gn-reveal">He adds, "with Google Optimize soon coming to end, organisations will need a better understanding of what they use Optimize for, to help search and compare other products that is best fitted for them in terms of <strong>price, functionality, and platform features</strong>."</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Imogen Davies, Director of Client Strategy at Verkeer on the benefits of Google's latest platforms." src="https://cdn.prod.website-files.com/6877701b88030d58f11ac053/6a16dcc0fe9d21ff1c74f180_imogen.webp" width="auto" height="auto" loading="auto"></div> <figcaption>Imogen Davies, Director of Client Strategy at Verkeer, on the benefits of Google's latest analytical platforms.</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>The major benefits of Google's analytical platforms</h2> <h3 class="gn-reveal">Value for money</h3> <p class="gn-reveal"><strong>Imogen</strong> says, "the biggest benefit of GA3 and Google Optimize is that they were free, and <strong>although GA4 has no-costs attached</strong> – if you're looking at alternatives to Google Optimize with similar functionalities, the likelihood is you're going to have to pay for it."</p> <p class="gn-reveal">She adds, "previous analytical platforms were very easy to learn, whereas GA4 is a little more complex to understand. Similarly with Google Optimize, <strong>it's a very visual platform</strong>, where you can see changes in real-time and is <strong>accessible</strong> for everyone."</p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/7-ways-to-get-genuine-stakeholder-buy-in-for-your-marketing-strategy" target="_blank"><strong><em>Learn 7 Ways to Get Genuine Stakeholder Buy-In for your Marketing Strategy</em></strong></a></p> <h3 class="gn-reveal">Push your analytics further</h3> <p class="gn-reveal"><strong>Imogen</strong> highlights, "with GA4 and various alternatives to Google Optimize, you can now push yourself a little further to gain a better understanding of your web analytics and <strong>deliver on your customers' needs, which naturally supports your business progression</strong>."</p> <p class="gn-reveal">View our <a href="https://www.thegonetwork.com/news/round-up-5-ways-to-get-more-from-your-marketing-data" target="_blank"><strong><em>Round-up: 5 Ways to Get More from your Marketing Data</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">04</span>Overlooked opportunities when it comes to getting more from GA4</h2> <p class="gn-reveal">Used effectively, GA4 data can help inform your website strategy on aspects that must be improved and how they should be improved <strong>to increase your online performance and maximise conversions</strong> as well as strengthen your wider digital marketing strategy.</p> <p class="gn-reveal">Below our experts discuss some of the <strong>overlooked opportunities</strong> when it comes to getting more from <strong>GA4</strong>:</p> <h3 class="gn-reveal">Enable Google signals</h3> <p class="gn-reveal"><strong>Nathan</strong> highlights the benefits of enabling Google signals on GA4 settings, "Google can use some of the data from Google Signals in the reporting identity to understand what device a user is on much more effectively by using their own logged in data."</p> <p class="gn-reveal">Read: <a href="https://www.thegonetwork.com/news/getting-ahead-how-to-use-market-analysis-to-outdo-your-competitors" target="_blank"><strong><em>Building a Market Research and Analysis Strategy that Boosts your Brand</em></strong></a></p> <h3 class="gn-reveal">Change Data retention settings</h3> <p class="gn-reveal"><strong>Imogen</strong> highlights, "the biggest thing we see people forget to do is change the <a href="https://support.google.com/analytics/answer/7667196?hl=en#:~:text=For%20Google%20Analytics%204%20properties%3A%20In%20the%20PROPERTY%20column%2C%20click,the%20retention%20period%20you%20want." target="_blank"><strong>retention settings</strong></a> for your data. <strong>By default Google will set this to two months</strong> so if you're not active within that timeframe, you lose that data, this can however be changed to 14 months."</p> <h3 class="gn-reveal">Implement third-party products</h3> <p class="gn-reveal"><strong>Jack</strong> says, "in terms of third-party products, there's a lot more available already and they're starting to develop on those, so it's worth going through to see which are already in use and <strong>which can be implemented in the future to give a better a service</strong> and reporting."</p> <h3 class="gn-reveal">Declare custom parameters</h3> <p class="gn-reveal">For those using <strong>Google Tag Manager</strong> in conjunction with GA4, <strong>Matt</strong> highlights, "if you add a custom event within Tag Manager and within that event you have custom parameters (for example, the colour of a button), <strong>Google will not know what that is unless you declare it within GA4</strong>."</p> <p class="gn-reveal">He adds, "failing to declare these means if you want to run a report on them in the future, <strong>you won't be able to pull that data into exploration reports as it doesn't exist</strong> – it'll be in real time and in your dashboards, but for only a limited amount of time."</p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/playback-google-optimized-getting-the-best-from-your-digital-analytics" target="_blank"><strong>WATCH THE FULL WORKSHOP PLAYBACK TO LEARN MORE</strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">05</span>Key considerations before deciding where – and when – to invest in analytics</h2> <p class="gn-reveal"><strong>Matt</strong> says, "on a practical level, you need to ask yourself: <strong>what is the return in investing further in analytics for my business?</strong> I see a lot of clients doing it solely for reporting, which is good, but unless those insights are turned into actions, there is no real return on investment."</p> <aside class="gn-quote gn-reveal"><q>Giving someone that dedicated time to review your analytics and consider what you've got and how far you want to progress with it can be crucial to your business growth.</q><cite>Jack Olrod · Senior SEO &amp; Content Manager, Next Chapter</cite></aside> <p class="gn-reveal"><strong>Jack</strong> adds, "I would reiterate the point of having the time to work solely on your analytics – with GA4 migration, <strong>we've all seen how much work is taken to get it right and how much more it can provide</strong>. Giving someone that dedicated time to review your analytics and consider what you've got and how far you want to progress with it can be <strong>crucial to your business growth</strong>. If that resource isn't available, that's where external support is invaluable, as we can offer that dedicated time and knowledge."</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Key actions to get more from GA4</h4> <ul> <li><strong>Set up a central measurement plan.</strong> Teams that have a central measurement plan in place have found the transition to GA4 much simpler.</li> <li><strong>Change your data retention settings.</strong> By default Google will set this to two months – this can however be changed to 14 months.</li> <li><strong>Enable Google Signals.</strong> Google can use some of the data from Google Signals in the reporting identity to understand what device a user is on much more effectively.</li> <li><strong>Declare custom parameters.</strong> If you add a custom event within Tag Manager and within that event you have custom parameters, Google will not know what that is unless you declare it within GA4.</li> <li><strong>Dedicate resource to analytics.</strong> Giving someone that dedicated time to review your analytics and consider what you've got and how far you want to progress with it can be crucial to your business growth.</li> </ul> </aside> <p class="gn-reveal"><em>If you're investing in a data-driven strategy this year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more.</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>Get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/google-optimized-getting-the-best-from-your-digital-analytics" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Google Optimized - Getting the Best from your Digital Analytics</span> <span class="gn-related__excerpt">Experts cover GA4 migration gaps, personalisation options, and performance strategies to help agency marketers stay ahead after Google&#39;s pla</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-ux-to-supercharge-your-digital-marketing-performance" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in UX to Supercharge your Digital Marketing Performance</span> <span class="gn-related__excerpt">Prove UX investment to stakeholders, benchmark your site or app performance, and get practical optimisation steps from agency experts at The</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-investing-in-organic-growth-maximising-your-channels-in-2023" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: Investing in Organic Growth - Maximising your Channels in 2023</span> <span class="gn-related__excerpt">SEO, social, and content experts share 8 ways to boost organic performance, frame it within wider strategy, and avoid the misconceptions slo</span> </a> </li> <li class="gn-related__item"> <a href="/articles/round-up-4-quick-wins-to-a-modernised-digital-marketing-strategy-for-legacy-businesses" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: 4 &#39;Quick Wins&#39; to a Modernised Digital Marketing Strategy for Legacy Businesses</span> <span class="gn-related__excerpt">Agency experts share 4 quick wins, from winning stakeholder buy-in to iterative web builds, to help legacy brands close the digital performa</span> </a> </li> </ul> </aside>