{"id":4417,"date":"2023-05-08T09:16:34","date_gmt":"2023-05-08T09:16:34","guid":{"rendered":"https:\/\/datarevolt.agency\/?p=4417"},"modified":"2023-05-08T09:16:34","modified_gmt":"2023-05-08T09:16:34","slug":"6-ga4-updates","status":"publish","type":"post","link":"https:\/\/datarevolt.startweb.ro\/ro\/6-ga4-updates\/","title":{"rendered":"6 Google Analytics 4 updates that impact the efficiency of Performance campaigns"},"content":{"rendered":"<p><b>On July 1st, all websites that used Universal Analytics must transition to <\/b><a href=\"https:\/\/datarevolt.startweb.ro\/ro\/analytics\/\"><b>Google Analytics 4<\/b><\/a><b>. We analyzed with our Performance and Data &amp; Analytics teams the main updates that GA4 brings and their impact on setting up and <\/b><a href=\"https:\/\/datarevolt.startweb.ro\/ro\/ppc-services\/\"><b>optimizing PPC campaigns<\/b><\/a><b>.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In a nutshell:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Detailed analysis of user behavior &#8211; engagement, conversion, retention &#8212;&gt; creation of ads\/targeting of specific keywords\/optimized bidding strategies<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improved attribution model &#8212;&gt; better bidding strategies and budget allocation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Machine-learning capabilities &#8212;&gt; forecasting, prediction, planning, strategic thinking, anticipating trends<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tracking on mobile + desktop &#8212;&gt; better estimation of audience and users, insights into user behavior and decisions<\/span><\/li>\n<\/ul>\n<p><b>1.Cross-device tracking<\/b><span style=\"font-weight: 400;\"> &#8212;&gt; a much clearer picture of user behavior, leading to better algorithm delivery optimization<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How can this be translated into campaigns? <\/span><\/i><span style=\"font-weight: 400;\">GA4&#8217;s ability to track user interactions with the brand across multiple devices means a much clearer picture of user behavior, which will impact campaign frequency and help optimize the delivery algorithm.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Until now<\/span><\/i><span style=\"font-weight: 400;\">: Universal Analytics had limited capabilities in identifying cross-platform users, resulting in cases where Google Ads campaigns that used audiences from Universal Analytics would end up targeting the same user multiple times.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>2.App + web reporting<\/b><span style=\"font-weight: 400;\"> \/ all data in one place &#8211; conclusions, analysis, overview &#8211;<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How can this be translated into campaigns?<\/span><\/i><span style=\"font-weight: 400;\"> Unified access to data allows for a more accurate overview and more relevant analysis for the business.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Until now<\/span><\/i><span style=\"font-weight: 400;\">: One business, but multiple data collection tools, hard to track and correlate. Now, the data is in the same place.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>3.User vs. sessions<\/b><span style=\"font-weight: 400;\"> \/ now we can better understand the behavior of the audience, as the focus is on the user, not the session<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How can this be translated into campaigns?<\/span><\/i><span style=\"font-weight: 400;\"> The fact that the focus is on the user greatly increases data quality and accuracy in seeing results.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Until now<\/span><\/i><span style=\"font-weight: 400;\">: It was difficult to track the number of users who completed transactions because everything was reported on the number of sessions.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>4.Data-driven attribution model <\/b><span style=\"font-weight: 400;\">\/ compared to the classic model, the data-driven model attributes conversions based on account data (time to conversion, device type, ad interactions, exposure order), which provides more accuracy and a clearer picture of the results.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How can this be translated into campaigns?<\/span><\/i><span style=\"font-weight: 400;\"> We can see much more clearly which marketing strategy works based on the channels with which a user interacts and thus optimize the settings and budgets invested.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Until now:<\/span><\/i><span style=\"font-weight: 400;\"> UA used Last Non-Direct Click as the default attribution model, meaning that all channels with which the user interacted before conversion did not receive a value assigned for the contribution they had in completing the conversion.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>5.Predictive audiences <\/b><span style=\"font-weight: 400;\">\/ GA4 comes with the option of predicting audiences that fit the business based on certain parameters such as lifetime value, recurrence, and frequency of purchases, preference for certain brands.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How can this be translated into campaigns?<\/span><\/i><span style=\"font-weight: 400;\"> This new feature leads to much more efficient targeting in the prospecting area, discovering new potential customers who can be targeted through campaigns.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Until now<\/span><\/i><span style=\"font-weight: 400;\">: audiences were much more general, not built from such detailed and qualitative parameters<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>6.Audience trigger<\/b><span style=\"font-weight: 400;\"> \/ GA4 allows the identification of valuable users for the business (engaged users) who can be automatically added to an audience by defining the events they perform on the website.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">How can this be translated into campaigns?<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">In campaigns, this audience is measured as conversion, making it much easier to understand the volume of users inclined to make a transaction.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Until now<\/span><\/i><span style=\"font-weight: 400;\">: Universal Analytics measured audiences in a limited way, and users could be kept in an audience for a much shorter period of time than GA4 allows.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><em><strong>If you need help in managing the Google Analytics 4 migration, drop us a line&gt; hello@datarevolt.agency<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>On July 1st, all websites that used Universal Analytics must transition to Google Analytics 4. We analyzed with our Performance and Data &amp; Analytics teams the main updates that GA4 brings and their impact on setting up and optimizing PPC campaigns. In a nutshell: Detailed analysis of user behavior &#8211; engagement, conversion, retention &#8212;&gt; creation [&hellip;]<\/p>","protected":false},"author":1,"featured_media":4421,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-4417","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"_links":{"self":[{"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/posts\/4417","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/comments?post=4417"}],"version-history":[{"count":0,"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/posts\/4417\/revisions"}],"wp:attachment":[{"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/media?parent=4417"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/categories?post=4417"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/datarevolt.startweb.ro\/ro\/wp-json\/wp\/v2\/tags?post=4417"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}