This article is written as part of the CXL Institute scholarship and covers my second-week of studying the Digital Analytics Minidegree. For the next 11 weeks, I will be posting a new article every Sunday where I will be writing about my understanding of the content as well as my thoughts on the content. So if you are interested, feel free to come back on Mondays and read about Digital Analytics.
What is CXL Institute?
For those that are new to CXL Institute, they offer paid training programs including recognized certifications. All the programs are taught by industry leaders and top marketers for those seeking to learn new technical marketing skills and tools highly useful to growth professionals, product managers, UXUI experts, or any other marketing person.
The minidegrees are programs that cover specific areas of online marketing. As of now, CXL provides minidegrees for
- Conversion Optimization
- Customer Acquisition
- Digital Analytics
- Digital Psychology and Persuasion
- Growth Marketing
In my first week training review was about two lessons of Google Analytics 4 course they are, Introduction to GA4 and Setup Core Implementation. This week post review containing the next five lessons (3 to 7) of GA4 course.
Lesson #3: Setup Admin Overview
Lesson #4: Setup Events and Conversions
Lesson #5: Setup Other Components BigQuery, E-Commerce, Privacy, and More
Lesson #6: Reporting Standard Reports
Lesson #7: Reporting Analysis Module (Funnels, Pathing, and More)
My second week lessons and thoughts on ‘Digital Analytics’
Setup Admin Overview
The Topics covered under the admin setup overview lesson:
- Key differences in GA4 admins settings compared to Universal (GA3)
- Learn how the new IP filters work (used to exclude internal traffic)
- Avoid surprises by being aware of the new default data retention settings.
Some CMS and website builder platforms do not yet provide native support for Google Analytics 4. These CMS/website builder platforms will not accept the “G-” ID; instead, they require you to enter a “UA-” ID. However, you can still use Google Analytics 4 with these platforms by pasting the global site tag (gtag.js) snippet manually into your website builder’s/CMS’s custom HTML field. Here I have used “UA-” ID.
The first step is to set up an Analytics account, unless you already have one. You need edit permission to add properties to a Google Analytics account. If you have already having an account, you automatically have Edit permission.
Setup Events and Conversions
Google Analytics 4 property measurement is event-based, with the principle that any interaction can be captured as an event. As such, Universal Analytics property hit types translate to events in a Google Analytics 4 property.
GA4 Setup Assistant to create a Google Analytics 4 property that collects data alongside your existing Universal Analytics property. If you use a website builder/CMS (e.g. Wix, etc) or your website is tagged with analytics.js (instead of gtag.js), the GA4 Setup Assistant wizard could not reuse your existing tagging. So, you’ll need to add the Analytics tag yourself to begin seeing data in your new Google Analytics 4 property.
- Add your tag to a website builder or CMS-hosted website
- Add your tag directly to your web pages
- Add your tag using Google Tag Manager
Set up data collection for an app
To start collecting basic app-usage data, add the Firebase SDK to your app (iOS or Android). With the SDK in place, a number of events are collected automatically. You also have the option to collect any recommended events that are relevant to your business. Use the log Event method to define and collect up to 500 different events, with no limit on total volume.
Confirm data is being collected in Analytics. Once you’ve implemented the SDK for your app (iOS | Android) or added the Analytics tag to your website, Analytics starts sending data to your property within minutes (usually 10-15 minutes), you can be seeing the event data in Real time report tab.
To confirm that your property is receiving data, check the Real time report. Once you have set up your measurement code correctly, the Users right now card should refresh about every 15 seconds with a new count of users. It takes 24-48 hours for Analytics to process the data for the other reports. To validate your configuration for mobile devices during development, you can use DebugView.
Differences between Google Analytics 4 and Universal Analytics properties:
- Google Analytics 4 properties don’t have a “UA-” tracking ID. Instead, they have a “G-” ID.
- Google Analytics 4 properties don’t have views.
- Google Analytics 4 properties don’t have goals. To track conversions, you mark an event type as a conversion.
Setup Other Components BigQuery, E-Commerce, Privacy, and More
GA4 includes a free integration with Google BigQuery for the first time ever. I strongly believe this is the biggest update to Google Analytics ever. Previously, this integration was only available for Google Analytics 360 (enterprise version). The BigQuery integration allows you to get your raw event data directly into a data warehouse, which opens up the ability to do predictive analytics, machine learning models and near-endless customization. It includes a new streaming export within seconds, which is significantly faster than the current export for GA360 that is updated every 10-15 minutes. You also have the option to choose where you want to store your data to comply with your data governance frameworks.
Google Analytics 4 now has funnels available for everyone. Previously, Google Analytics had very rigid funnels in the standard version, with only GA360 providing meaningful funnels. GA4 properties now provide that funnel feature previously available in GA360 to all users. You can build custom funnels on the fly that are retroactive, segmentable and allow you to create audiences for deeper exploration or activation.
Overall I have completed up to 7 lessons from Google Analytics 4 course. Implementation GA4 training from ‘Charles Farina‘ helped me to setup my GA account perfectly with the creation of new events. I could see real time traffic events data in GA4 now. Implementing and leant all the above lessons to my online guider blog successfully. Thanks to Charles and CXL team for making a great training videos. In the next week post I will be covering the Google Analytics 4 reporting lessons.