Google Analytics 4 Migration: How to Prepare
Published on: December 5 2022 by Social Media Examiner
Google Analytics 4 Migration: How to Prepare
Table of Contents
Google Analytics 4 Migration: How to Prepare
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| 00:00:00 | 00:00:04 | - As of July 1st, 2023, its most current truth, |
| 00:00:04 | 00:00:07 | July 1st, 2023, your Universal Analytiks is going to |
| 00:00:07 | 00:00:10 | essentially cease to record new information, |
| 00:00:10 | 00:00:12 | which means it's essentially not gonna be able |
| 00:00:12 | 00:00:15 | to be used anymore other than for historic data. |
| 00:00:17 | 00:00:19 | - Today, I'm very excited to be joined by Chris Mercer |
| 00:00:19 | 00:00:22 | who's also simply known as Mercer. |
| 00:00:22 | 00:00:24 | He's the world's leading authority on Google Analytiks |
| 00:00:24 | 00:00:27 | and founder of MeasurementMarketing.io. |
| 00:00:27 | 00:00:29 | He has extensive courses on measurement topics, |
| 00:00:29 | 00:00:32 | such as Google Analytiks, Tag Manager, and much more. |
| 00:00:32 | 00:00:35 | And he's been a regular on this podcast. |
| 00:00:35 | 00:00:36 | Mercer, welcome back to the show. |
| 00:00:36 | 00:00:37 | How are you doing today? |
| 00:00:37 | 00:00:39 | - I am excellent, Mike. |
| 00:00:39 | 00:00:40 | Thanks again for having me. |
| 00:00:40 | 00:00:41 | I think, what did we decide this was? |
| 00:00:41 | 00:00:42 | Five or six times now? |
| 00:00:42 | 00:00:43 | It's been a while. |
| 00:00:43 | 00:00:47 | - It's been a lot, but today in partikular is very important |
| 00:00:47 | 00:00:49 | because in the world of Google Analytiks, |
| 00:00:49 | 00:00:52 | there's some major changes coming. |
| 00:00:52 | 00:00:53 | - Yes. |
| 00:00:53 | 00:00:54 | - We're recording this in March of 2022, |
| 00:00:54 | 00:00:56 | and everyone who is listening, |
| 00:00:56 | 00:00:58 | you need to be prepared for the move |
| 00:00:58 | 00:01:01 | from the old Google Analytiks that we used to call it |
| 00:01:01 | 00:01:03 | to the new Google Analytiks. |
| 00:01:03 | 00:01:06 | And today Mercer's gonna help explain all that. |
| 00:01:06 | 00:01:09 | Why don't you start with kind of what's the news |
| 00:01:09 | 00:01:12 | that's gonna happen, when is it gonna happen, |
| 00:01:12 | 00:01:15 | when it comes to what we refer to as Universal Analytiks, |
| 00:01:15 | 00:01:17 | which is the major Google Analytiks platform |
| 00:01:17 | 00:01:20 | that most of our listeners are used to today? |
| 00:01:20 | 00:01:21 | - Yeah, great question. |
| 00:01:21 | 00:01:22 | For those that are not familiar with this, |
| 00:01:22 | 00:01:23 | you definitely will be |
| 00:01:23 | 00:01:25 | 'cause Google's gonna be constantly pushing this. |
| 00:01:25 | 00:01:27 | So, there is Universal Analytiks. |
| 00:01:27 | 00:01:29 | That's the one that we all know and love, hopefully, |
| 00:01:29 | 00:01:31 | that you've been using in the past. |
| 00:01:31 | 00:01:33 | And Universal Analytiks is actually going away. |
| 00:01:33 | 00:01:35 | They finally announced a date. |
| 00:01:35 | 00:01:37 | We've been known about this for many, many years |
| 00:01:37 | 00:01:39 | 'cause they've subtly |
| 00:01:39 | 00:01:40 | basically told everybody this was gonna happen, |
| 00:01:40 | 00:01:41 | but now there's a date. |
| 00:01:41 | 00:01:45 | So, as of July 1st, 2023, its most current truth, |
| 00:01:45 | 00:01:49 | July 1st, 2023, your Universal Analytiks is going to |
| 00:01:49 | 00:01:52 | essentially cease to record new information, |
| 00:01:52 | 00:01:54 | which means it's essentially not gonna be able |
| 00:01:54 | 00:01:57 | to be used anymore other than for historic data. |
| 00:01:57 | 00:01:58 | And- |
| 00:01:58 | 00:01:59 | - Well, hold on a second. |
| 00:01:59 | 00:01:59 | That's important. |
| 00:01:59 | 00:02:02 | So, that means we will still be able to go back |
| 00:02:02 | 00:02:06 | and look at old data from years and years ago for a while |
| 00:02:06 | 00:02:07 | or no? |
| 00:02:07 | 00:02:08 | - Until the end of 2023. |
| 00:02:08 | 00:02:09 | That was the and part, yes. |
| 00:02:09 | 00:02:11 | And you only have access to that data |
| 00:02:11 | 00:02:13 | for the following six months. |
| 00:02:13 | 00:02:16 | So, basically by the end of 2023, it is no more. |
| 00:02:16 | 00:02:18 | So, at this point everyone's gotta really start |
| 00:02:18 | 00:02:20 | to figure out what are we gonna do? |
| 00:02:20 | 00:02:22 | Like, do we, are we moving things from one to the other |
| 00:02:22 | 00:02:24 | or are we gonna be switching into a different platform? |
| 00:02:24 | 00:02:25 | If so, which one? |
| 00:02:25 | 00:02:27 | And of course that's where Google Analytiks said, |
| 00:02:27 | 00:02:29 | "Hey, we've got this actual new platform you can switch to," |
| 00:02:29 | 00:02:31 | which is Google Analytiks 4. |
| 00:02:32 | 00:02:35 | - Okay, so why is this happening? |
| 00:02:35 | 00:02:38 | Let's step back and kind of explain that to everybody |
| 00:02:38 | 00:02:40 | because there's a reason why, |
| 00:02:40 | 00:02:41 | and I think everyone needs to understand. |
| 00:02:41 | 00:02:42 | - Yeah, definitely. |
| 00:02:42 | 00:02:45 | So, the way I love thinking about Google Analytiks is |
| 00:02:45 | 00:02:46 | like a Model T Ford. |
| 00:02:46 | 00:02:48 | It's like it's an older car, |
| 00:02:48 | 00:02:50 | it was built for a specific purpose, |
| 00:02:50 | 00:02:52 | and at a certain point, |
| 00:02:52 | 00:02:53 | maybe when you owned a Model T, |
| 00:02:53 | 00:02:56 | you could add on accessories to it to make it better. |
| 00:02:56 | 00:02:57 | But at a certain point, if you're like, |
| 00:02:57 | 00:02:59 | "Well, I want analog breaks. |
| 00:02:59 | 00:03:00 | "I want, you know, airbags. |
| 00:03:00 | 00:03:02 | "I want, you know, seat belts." |
| 00:03:02 | 00:03:04 | At a certain point you just can't do it anymore. |
| 00:03:04 | 00:03:07 | Like, that frame, that structure, that is the Model T Ford, |
| 00:03:07 | 00:03:08 | it just isn't able to do |
| 00:03:08 | 00:03:11 | what the world of today requires a car to do. |
| 00:03:11 | 00:03:13 | It's never gonna pass a crash test, right? |
| 00:03:13 | 00:03:15 | And that's kind of what's going on with analytiks. |
| 00:03:15 | 00:03:18 | Universal Analytiks was built for a very different time. |
| 00:03:18 | 00:03:20 | It was literally built in a world |
| 00:03:20 | 00:03:22 | where we all had hit counters on our websites, |
| 00:03:22 | 00:03:24 | for those old enough to remember the excitement |
| 00:03:24 | 00:03:26 | of refreshing your webpage |
| 00:03:26 | 00:03:28 | and you see a little hit counter go up by one. |
| 00:03:28 | 00:03:30 | That's where it was born from. |
| 00:03:30 | 00:03:32 | It is built to record things like that. |
| 00:03:32 | 00:03:34 | It's actually why they call them hits in Google Analytiks, |
| 00:03:34 | 00:03:36 | in Universal Analytiks. |
| 00:03:36 | 00:03:37 | And so it was built for that world. |
| 00:03:37 | 00:03:40 | Well, now that was a world where there was no phone. |
| 00:03:40 | 00:03:43 | There was no mobile phone, right, practikally. |
| 00:03:43 | 00:03:45 | Definitely no mobile phone that hit the internet. |
| 00:03:45 | 00:03:46 | There was no internet of things. |
| 00:03:46 | 00:03:48 | There was barely multiple devices. |
| 00:03:48 | 00:03:49 | There was like the one you use at work |
| 00:03:49 | 00:03:51 | and the computer you use at the home. |
| 00:03:51 | 00:03:53 | But now if you look at the world today, |
| 00:03:53 | 00:03:54 | and this is 20 some odd years later, |
| 00:03:54 | 00:03:57 | you're in this world where there is an internet of things, |
| 00:03:57 | 00:03:58 | everything's connected to the internet. |
| 00:03:58 | 00:04:00 | You have phones to access the internet. |
| 00:04:00 | 00:04:03 | You have apps which are completely different ways |
| 00:04:03 | 00:04:05 | of accessing the internet that are on those phones. |
| 00:04:05 | 00:04:08 | You have data privacy laws, right? |
| 00:04:08 | 00:04:09 | And you've got obviously with Facebook |
| 00:04:09 | 00:04:10 | and everything else going on, |
| 00:04:10 | 00:04:12 | there's just privacy in general that's a concern for users. |
| 00:04:12 | 00:04:15 | And what's essentially happened is the market, |
| 00:04:15 | 00:04:16 | what the market needs, |
| 00:04:16 | 00:04:19 | what you actually need to measure for as a small business, |
| 00:04:19 | 00:04:22 | Universal is just to the point where it can't keep up |
| 00:04:22 | 00:04:23 | with what it needs to happen. |
| 00:04:23 | 00:04:26 | It just can't put on these fancy features like data privacy |
| 00:04:26 | 00:04:28 | and things along those lines for Universal. |
| 00:04:28 | 00:04:30 | It's got to move to a new platform. |
| 00:04:30 | 00:04:32 | And that's why they created Google Analytiks 4 |
| 00:04:32 | 00:04:34 | because they, Google obviously in this case, |
| 00:04:34 | 00:04:37 | knew what the future holds now, right? |
| 00:04:37 | 00:04:38 | They've been around for a while. |
| 00:04:38 | 00:04:40 | They have a better viewpoint than any of us do |
| 00:04:40 | 00:04:42 | in terms of what's coming out 10 or 20 years later. |
| 00:04:42 | 00:04:44 | And so they can look out and say, |
| 00:04:44 | 00:04:45 | "Okay, well, knowing what we know now |
| 00:04:45 | 00:04:47 | "about what questions businesses are asking |
| 00:04:47 | 00:04:49 | "and how people are using analytiks |
| 00:04:49 | 00:04:51 | "and how we believe they're gonna be using analytiks |
| 00:04:51 | 00:04:53 | "in the future and what we're gonna have access |
| 00:04:53 | 00:04:55 | "to in terms of data and everything, |
| 00:04:55 | 00:04:56 | "how would we build a platform?" |
| 00:04:56 | 00:05:00 | And so instead of just adding on to Google Analytiks, |
| 00:05:00 | 00:05:01 | which is this kind of a framework |
| 00:05:01 | 00:05:03 | that just wasn't strong enough |
| 00:05:03 | 00:05:05 | to be able to support all these fancy features, |
| 00:05:05 | 00:05:07 | they started over, |
| 00:05:07 | 00:05:08 | which was the actual right decision to make, |
| 00:05:08 | 00:05:10 | they needed to start over. |
| 00:05:10 | 00:05:13 | So, that from the ground up Google Analytiks 4 is built |
| 00:05:13 | 00:05:14 | to measure. |
| 00:05:14 | 00:05:15 | It's kind of what we call the platform of tomorrow. |
| 00:05:15 | 00:05:18 | And it's quickly becoming the platform of today. |
| 00:05:18 | 00:05:20 | I wouldn't have said that in 2021, |
| 00:05:20 | 00:05:23 | but 2022, it's quickly becoming the platform of today |
| 00:05:23 | 00:05:25 | that we gotta start moving over to. |
| 00:05:25 | 00:05:26 | - Well, and let's be intellectually honest |
| 00:05:26 | 00:05:29 | for so many marketers that struggle |
| 00:05:29 | 00:05:33 | with the analytiks platform known as Google Analytiks today, |
| 00:05:33 | 00:05:34 | which is Universal Analytiks. |
| 00:05:34 | 00:05:36 | It's a beast. |
| 00:05:36 | 00:05:38 | It does a million things. |
| 00:05:38 | 00:05:40 | It does good things though, right? |
| 00:05:40 | 00:05:42 | And it's very powerful. |
| 00:05:42 | 00:05:44 | But it is becoming less powerful |
| 00:05:44 | 00:05:48 | because of the way blockers are preventing data. |
| 00:05:48 | 00:05:50 | That's kind of one of the key things, right? |
| 00:05:50 | 00:05:51 | Like- |
| 00:05:51 | 00:05:52 | - Ad blockers, exactly. |
| 00:05:52 | 00:05:54 | Users saying, "Hey, I'm gonna not be, |
| 00:05:54 | 00:05:56 | "I'm gonna put up ad blocker on my extension |
| 00:05:56 | 00:05:57 | "on a Chrome browser," or something. |
| 00:05:57 | 00:05:59 | And then you've got people using Brave. |
| 00:05:59 | 00:06:00 | I think Vivaldi's a new one now |
| 00:06:00 | 00:06:02 | that does the same sort of thing. |
| 00:06:02 | 00:06:02 | So, there's always, |
| 00:06:02 | 00:06:05 | there's tiknical reasons why this is happening. |
| 00:06:05 | 00:06:07 | You've got Safari that's changed cookies. |
| 00:06:07 | 00:06:09 | You know, you had the tik battle between Safari |
| 00:06:09 | 00:06:11 | and Facebook and privacy settings. |
| 00:06:11 | 00:06:13 | And so you've got tik, which is a huge issue, right? |
| 00:06:13 | 00:06:15 | Just the tiknical infrastructure's changing. |
| 00:06:15 | 00:06:18 | You've got the laws like GDPR, which are, you know, |
| 00:06:18 | 00:06:19 | working for data privacy. |
| 00:06:19 | 00:06:20 | California did. |
| 00:06:20 | 00:06:22 | Other laws as well coming out. |
| 00:06:22 | 00:06:24 | US will certainly have a law eventually. |
| 00:06:24 | 00:06:25 | Everybody will. |
| 00:06:25 | 00:06:26 | And then you've got like, to your point, |
| 00:06:26 | 00:06:28 | the users that are basically saying, |
| 00:06:28 | 00:06:29 | "Hey, we've got, you know, I don't, |
| 00:06:29 | 00:06:33 | "I'm not in a place where it requires you to not track me, |
| 00:06:33 | 00:06:34 | "but I don't wanna be tracked, |
| 00:06:34 | 00:06:36 | "so I'm going to use an ad extension," |
| 00:06:36 | 00:06:38 | or something along those lines. |
| 00:06:38 | 00:06:40 | And companies need better control of the data. |
| 00:06:40 | 00:06:41 | They need to be able to do more things with it. |
| 00:06:41 | 00:06:44 | And that's why GA4 now exists. |
| 00:06:44 | 00:06:46 | - So, everyone who's listening, |
| 00:06:46 | 00:06:48 | the truth is that your clients |
| 00:06:48 | 00:06:50 | and your boss are gonna need to know |
| 00:06:50 | 00:06:53 | that there's a transition that's about to happen. |
| 00:06:53 | 00:06:57 | And the way that you get ad data is about to change. |
| 00:06:57 | 00:06:59 | And, you know, |
| 00:06:59 | 00:07:02 | that is something people are gonna wrap their heads around. |
| 00:07:02 | 00:07:05 | So, why don't you explain what exactly is Google Analytiks 4 |
| 00:07:05 | 00:07:07 | and what do we need to know about it? |
| 00:07:07 | 00:07:08 | Because as you mentioned earlier, |
| 00:07:08 | 00:07:11 | it sounds like it's very different than Universal Analytiks. |
| 00:07:11 | 00:07:15 | So, at a macro level, maybe describe why, |
| 00:07:15 | 00:07:16 | what makes it different? |
| 00:07:16 | 00:07:19 | What is it we need to know? |
| 00:07:19 | 00:07:20 | - Yeah, that's a great question |
| 00:07:20 | 00:07:23 | 'cause I think there's a lot of miscommunication |
| 00:07:23 | 00:07:25 | that's been out there and this is partially |
| 00:07:25 | 00:07:29 | because of how Google upgraded Google Analytiks in the past. |
| 00:07:29 | 00:07:31 | It was truly an upgrade |
| 00:07:31 | 00:07:33 | where back in the day there was this thing happened, |
| 00:07:33 | 00:07:35 | probably about five years ago now, where they moved |
| 00:07:35 | 00:07:37 | from what they call classic Google Analytiks |
| 00:07:37 | 00:07:38 | to Universal Analytiks. |
| 00:07:38 | 00:07:39 | And it was really an upgrade. |
| 00:07:39 | 00:07:41 | Universal did a lot more, |
| 00:07:41 | 00:07:43 | tracking through sub domains automatikally, tracking users, |
| 00:07:43 | 00:07:46 | and everything else that was available in this upgrade. |
| 00:07:46 | 00:07:49 | And it just required somebody to switch a piece of code |
| 00:07:49 | 00:07:50 | and everything worked, right? |
| 00:07:50 | 00:07:52 | The accounts were upgraded, everything came through. |
| 00:07:52 | 00:07:54 | You were still going into your actual Google Analytiks |
| 00:07:54 | 00:07:56 | where your actual reports were. |
| 00:07:56 | 00:07:59 | It was just like the same old analytiks you were used to |
| 00:07:59 | 00:08:00 | but better, right? |
| 00:08:00 | 00:08:02 | Everything was pretty easy to get around |
| 00:08:02 | 00:08:05 | 'cause 90% of it was the same, just better. |
| 00:08:05 | 00:08:07 | Google Analytiks 4 is distinctly different. |
| 00:08:07 | 00:08:11 | It is a completely separate platform, |
| 00:08:11 | 00:08:12 | completely separate platform. |
| 00:08:12 | 00:08:13 | It is, the only thing it has in common |
| 00:08:13 | 00:08:15 | with Universal Analytiks is the fact |
| 00:08:15 | 00:08:17 | that they called it Google Analytiks. |
| 00:08:17 | 00:08:17 | But that's it. |
| 00:08:17 | 00:08:19 | The fact that it's created by Google and shares the name, |
| 00:08:19 | 00:08:20 | that's it. |
| 00:08:20 | 00:08:21 | It is completely separate platforms. |
| 00:08:21 | 00:08:24 | So much so that you should have both right now. |
| 00:08:24 | 00:08:26 | You should be using your Universal Analytiks |
| 00:08:26 | 00:08:27 | 'cause you're used to that |
| 00:08:27 | 00:08:29 | and using that as probably the production platform |
| 00:08:29 | 00:08:31 | right now to get your answers from. |
| 00:08:31 | 00:08:33 | But very quickly you've got, |
| 00:08:33 | 00:08:35 | and you can do at the same time Google Analytiks 4, |
| 00:08:35 | 00:08:37 | but when you eventually to move to Google Analytiks 4. |
| 00:08:37 | 00:08:39 | Now, why do we need to do that? |
| 00:08:39 | 00:08:40 | We need need to do that, |
| 00:08:40 | 00:08:43 | and the reason that this is really built was |
| 00:08:43 | 00:08:46 | to prepare ourselves for this world of tomorrow, |
| 00:08:46 | 00:08:48 | where there's less data that's available |
| 00:08:48 | 00:08:50 | because as measurement professionals, |
| 00:08:50 | 00:08:51 | users don't wanna be measured, |
| 00:08:51 | 00:08:53 | tik's gonna make it harder to be measured, |
| 00:08:53 | 00:08:54 | laws will make it harder to be measured. |
| 00:08:54 | 00:08:55 | There's gonna be less data. |
| 00:08:55 | 00:08:57 | So, you've got a platform like Universal Analytiks, |
| 00:08:57 | 00:08:59 | which just sort of collects what it can collect |
| 00:08:59 | 00:09:00 | and then that's it. |
| 00:09:00 | 00:09:01 | It does what it does, |
| 00:09:01 | 00:09:03 | and if you can't measure somebody, it's like, |
| 00:09:03 | 00:09:04 | well, I guess you can't measure 'em, |
| 00:09:04 | 00:09:06 | and you lose all this potential insights |
| 00:09:06 | 00:09:08 | that you may gain from a specific customer journey |
| 00:09:08 | 00:09:12 | to Google Analytiks 4 which was built with machine learning |
| 00:09:12 | 00:09:13 | and AI at its core. |
| 00:09:13 | 00:09:15 | It was built for a world |
| 00:09:15 | 00:09:17 | where it knew it was not gonna be able |
| 00:09:17 | 00:09:19 | to measure every single thing. |
| 00:09:19 | 00:09:21 | It was built for a place where it knew people wanted |
| 00:09:21 | 00:09:24 | to measure more than just page views, you know? |
| 00:09:24 | 00:09:26 | So, it models conversions. |
| 00:09:26 | 00:09:28 | It can model attribution. |
| 00:09:28 | 00:09:30 | So, even if you don't measure every single thing, |
| 00:09:30 | 00:09:33 | if you measure enough, which most people here will, |
| 00:09:33 | 00:09:35 | you'll be able to see trends and patterns. |
| 00:09:35 | 00:09:37 | You'll be able to get your insights, |
| 00:09:37 | 00:09:38 | and you'll be able |
| 00:09:38 | 00:09:39 | to have really good attribution information |
| 00:09:39 | 00:09:40 | because of those models. |
| 00:09:40 | 00:09:41 | It's the exact same thing that Facebook's doing |
| 00:09:41 | 00:09:42 | with their stuff. |
| 00:09:42 | 00:09:44 | That's why they had to move to modeling. |
| 00:09:44 | 00:09:45 | - Let's tok about modeling for a second, |
| 00:09:45 | 00:09:46 | just 'cause I think the best way |
| 00:09:46 | 00:09:49 | for people to wrap their head around this is surveys, right? |
| 00:09:49 | 00:09:53 | So, when we do surveys of our audience here |
| 00:09:53 | 00:09:56 | at Social Media Examiner, we survey thousands of marketers. |
| 00:09:56 | 00:09:59 | We don't survey all marketers, but we survey enough of them. |
| 00:09:59 | 00:10:01 | And then we run some statistikal analysis |
| 00:10:01 | 00:10:04 | to determine the likelihood that marketers |
| 00:10:04 | 00:10:06 | based on the way they're answering the survey questions, |
| 00:10:06 | 00:10:09 | whether or not they're interested in A, B, C or D, |
| 00:10:09 | 00:10:11 | what their likely actions in the future are going to be. |
| 00:10:11 | 00:10:15 | And if everyone understands the value of surveys, |
| 00:10:15 | 00:10:18 | knowing that they do not survey 100% of the audience, |
| 00:10:18 | 00:10:20 | they survey enough of the audience |
| 00:10:20 | 00:10:21 | and they gather enough information |
| 00:10:21 | 00:10:24 | that they can, with statistikal significance, |
| 00:10:24 | 00:10:27 | predict the likelihood of an outcome. |
| 00:10:27 | 00:10:28 | I think that, I don't know. |
| 00:10:28 | 00:10:29 | What's your reaction? |
| 00:10:29 | 00:10:30 | Do you feel like that's a good metaphor to explain? |
| 00:10:30 | 00:10:31 | - I think that's perfect. |
| 00:10:31 | 00:10:33 | Yeah, because it really is. |
| 00:10:33 | 00:10:34 | It's like you said, it's all about that sample size. |
| 00:10:34 | 00:10:35 | You just need to measure enough. |
| 00:10:35 | 00:10:36 | Like, the way that we always phrase it |
| 00:10:36 | 00:10:38 | at MeasurementMarketing.io is like, |
| 00:10:38 | 00:10:39 | you don't need to know where every single fish |
| 00:10:39 | 00:10:40 | in the ocean is at all times. |
| 00:10:40 | 00:10:42 | You just need to know where most of the fish are |
| 00:10:42 | 00:10:43 | most of the time. |
| 00:10:43 | 00:10:44 | That's how you catch fish, right? |
| 00:10:44 | 00:10:45 | At a certain point, |
| 00:10:45 | 00:10:48 | knowing everything doesn't make it more useful. |
| 00:10:48 | 00:10:49 | It just is a bunch of information |
| 00:10:49 | 00:10:50 | that you can't do anything extra with. |
| 00:10:50 | 00:10:52 | And so that's kind of what GA4 is. |
| 00:10:52 | 00:10:53 | It's all about the trends and patterns |
| 00:10:53 | 00:10:56 | and being able to measure enough, |
| 00:10:56 | 00:10:58 | so to your point, you have that sample size |
| 00:10:58 | 00:11:00 | that you can now predict with probability of success |
| 00:11:00 | 00:11:03 | of how the, you know, partikular behaviors |
| 00:11:03 | 00:11:04 | that you're trying to measure are going to go. |
| 00:11:04 | 00:11:07 | Now, the other thing that GA4 has |
| 00:11:07 | 00:11:08 | where, you know, we toked about page views, |
| 00:11:08 | 00:11:10 | like Universal Analytiks just does page views |
| 00:11:10 | 00:11:12 | and that's really it out of the box. |
| 00:11:12 | 00:11:13 | Everything else is a customization. |
| 00:11:13 | 00:11:16 | But with GA4, it has this thing called enhanced measurement. |
| 00:11:16 | 00:11:18 | 'Cause remember it's built for a world |
| 00:11:18 | 00:11:20 | where it knows that marketers are going |
| 00:11:20 | 00:11:23 | to ask different questions besides what page did they see |
| 00:11:23 | 00:11:24 | because marketers understand there are |
| 00:11:24 | 00:11:26 | other behaviors happening on the pages. |
| 00:11:26 | 00:11:28 | There are like your clicks on, you know, |
| 00:11:28 | 00:11:29 | if they're going to another website, |
| 00:11:29 | 00:11:32 | will that be, how do I measure that? |
| 00:11:32 | 00:11:33 | YouTube video. |
| 00:11:33 | 00:11:34 | If I've got a YouTube video embedded, |
| 00:11:34 | 00:11:36 | it's maybe like a product demo, how do I measure that? |
| 00:11:36 | 00:11:39 | Well, that stuff used to be not incredibly difficult |
| 00:11:39 | 00:11:40 | but a little more complex. |
| 00:11:40 | 00:11:41 | You'd have to bring in other tools |
| 00:11:41 | 00:11:45 | to really get that to work in Universal Analytiks, |
| 00:11:45 | 00:11:46 | tools like Tag Manager. |
| 00:11:46 | 00:11:48 | But with Google Analytiks 4 it's just a flick of a switch, |
| 00:11:48 | 00:11:49 | and it's like, hey, listen for YouTube videos, |
| 00:11:49 | 00:11:51 | and then you can report progress points |
| 00:11:51 | 00:11:52 | and, you know, play |
| 00:11:52 | 00:11:55 | and, you know, if they stopped or paused or whatever. |
| 00:11:55 | 00:11:56 | Same thing with clicks, same thing with scroll. |
| 00:11:56 | 00:11:58 | Like, did they hit the bottom of the page? |
| 00:11:58 | 00:11:59 | It can tell you that sort of stuff |
| 00:11:59 | 00:12:01 | with this thing they called enhanced measurement. |
| 00:12:01 | 00:12:04 | So, it's built with the ability to do more things |
| 00:12:04 | 00:12:05 | with the same piece of code. |
| 00:12:05 | 00:12:07 | It's the little scripted code that goes on the pages. |
| 00:12:07 | 00:12:08 | So, in that way, |
| 00:12:08 | 00:12:10 | it sort of works very similar to what Universal does. |
| 00:12:10 | 00:12:13 | If you use Tag Manager, you have a different tag for it, |
| 00:12:13 | 00:12:15 | but it's pretty easy to get it up and running. |
| 00:12:15 | 00:12:17 | And it's easier to get more from it, |
| 00:12:17 | 00:12:20 | which is kind of the beauty of the direction that they took |
| 00:12:20 | 00:12:22 | when they built it. |
| 00:12:22 | 00:12:23 | - Is there some stuff that it cannot do |
| 00:12:23 | 00:12:25 | that the Universal Analytiks can do? |
| 00:12:25 | 00:12:27 | Are we gonna lose any functionality in your opinion? |
| 00:12:27 | 00:12:28 | - That's a great answer. |
| 00:12:28 | 00:12:32 | I would say, in the truest way to answer that is no. |
| 00:12:32 | 00:12:35 | There won't be anything that it cannot do |
| 00:12:35 | 00:12:37 | that Universal Analytiks does. |
| 00:12:37 | 00:12:39 | That is a, I would say a solid no. |
| 00:12:39 | 00:12:42 | The trick is the transition. |
| 00:12:42 | 00:12:43 | There will be a transition period, |
| 00:12:43 | 00:12:45 | and there's gonna be changes to this platform. |
| 00:12:45 | 00:12:45 | So, like all things, |
| 00:12:45 | 00:12:47 | Google's gonna kick out their first version, |
| 00:12:47 | 00:12:49 | or they've actually had this out for a number of years now, |
| 00:12:49 | 00:12:52 | but they are gonna keep iterating the versions. |
| 00:12:52 | 00:12:55 | And I think lot of user interface stuff will be iterated. |
| 00:12:55 | 00:12:58 | So, right now Universal Analytiks has reports |
| 00:12:58 | 00:13:01 | like landing page report and exit page reports. |
| 00:13:01 | 00:13:02 | And if you use those reports, |
| 00:13:02 | 00:13:05 | that information is still available in GA4, |
| 00:13:05 | 00:13:07 | but it's a lot harder to get. |
| 00:13:07 | 00:13:10 | You've gotta customize in exploration right now. |
| 00:13:10 | 00:13:13 | My guess is eventually they will actually start porting |
| 00:13:13 | 00:13:16 | that stuff over and opening up easier to access reports |
| 00:13:16 | 00:13:17 | in GA4. |
| 00:13:17 | 00:13:20 | So, in the truest answer to that again is GA4, yes, |
| 00:13:20 | 00:13:20 | it has the data. |
| 00:13:20 | 00:13:25 | It's, the challenge is how easy is it to get to the data? |
| 00:13:25 | 00:13:27 | And that's where it can get a little more difficult |
| 00:13:27 | 00:13:29 | at least in the beginning, but that's why you have both. |
| 00:13:29 | 00:13:31 | There's gonna be, there's a necessary transition time. |
| 00:13:31 | 00:13:34 | Do not think, do not think |
| 00:13:34 | 00:13:36 | that you're just gonna be able to flip the switch, |
| 00:13:36 | 00:13:38 | and one day I'm using Universal and then on, |
| 00:13:38 | 00:13:40 | you know, Friday afternoon we're using Universal, |
| 00:13:40 | 00:13:41 | on Monday morning we're using GA4. |
| 00:13:41 | 00:13:43 | That's not what it's gonna be like. |
| 00:13:43 | 00:13:45 | It'll be, it is such a uniquely different platform |
| 00:13:45 | 00:13:48 | that you have to practike and play with and get used to |
| 00:13:48 | 00:13:51 | because it is a completely different platform. |
| 00:13:51 | 00:13:54 | It is not at all the same as Universal Analytiks, |
| 00:13:54 | 00:13:55 | other than the name. |
| 00:13:55 | 00:13:56 | That's really it. |
| 00:13:56 | 00:13:58 | Don't think it's like, "Oh, I've used Universal, |
| 00:13:58 | 00:13:59 | "so I'll easily be able to go to GA4." |
| 00:13:59 | 00:14:00 | It's completely different. |
| 00:14:00 | 00:14:02 | Everything's different. |
| 00:14:02 | 00:14:04 | And so you need time to think that through. |
| 00:14:04 | 00:14:08 | And if anything picks up one thing from this partikular tok |
| 00:14:08 | 00:14:09 | that you and I are having right now, Mike, |
| 00:14:09 | 00:14:11 | it would be give yourself 90 days to get used to this thing |
| 00:14:11 | 00:14:14 | and give yourself at least 90 days of consistent practike |
| 00:14:14 | 00:14:16 | with it, just don't wait 'til the last minute. |
| 00:14:16 | 00:14:17 | 'Cause I think a lot of people |
| 00:14:17 | 00:14:19 | who don't know any better will |
| 00:14:19 | 00:14:20 | because they're gonna think, "It's just like the last time |
| 00:14:20 | 00:14:22 | "that Google said it was an upgrade. |
| 00:14:22 | 00:14:23 | "It's a simple switch to the code," |
| 00:14:23 | 00:14:24 | and it's not at all that. |
| 00:14:24 | 00:14:27 | You're gonna have to learn how to use this platform. |
| 00:14:27 | 00:14:28 | - UTMs are gonna, |
| 00:14:28 | 00:14:30 | we're still gonna have a place for UTMs, right? |
| 00:14:30 | 00:14:31 | - They will still come across. |
| 00:14:31 | 00:14:33 | So, anything you're doing with UTMs absolutely comes across. |
| 00:14:33 | 00:14:34 | In fact, there's actually new UTMs they |
| 00:14:34 | 00:14:37 | recently come out with that can enhance a few things. |
| 00:14:37 | 00:14:39 | But they're the same. |
| 00:14:39 | 00:14:41 | So, if you're using source medium campaign, |
| 00:14:41 | 00:14:43 | those who are a little more advanced may be using term |
| 00:14:43 | 00:14:46 | and content, keep that stuff going. |
| 00:14:46 | 00:14:48 | All of that's coming over into, from, |
| 00:14:48 | 00:14:50 | Universal still listens to it and still records it, |
| 00:14:50 | 00:14:51 | so you can use it there. |
| 00:14:51 | 00:14:52 | So does GA4. |
| 00:14:52 | 00:14:54 | So, it also has that. |
| 00:14:54 | 00:14:56 | The big difference is in goals. |
| 00:14:56 | 00:14:58 | If somebody was using goals in Universal Analytiks. |
| 00:14:58 | 00:14:59 | For those that are familiar, |
| 00:14:59 | 00:15:01 | there's like four different types of goals |
| 00:15:01 | 00:15:02 | and destination goals and event goals and that stuff. |
| 00:15:02 | 00:15:03 | That is gone. |
| 00:15:03 | 00:15:05 | That doesn't exist in GA4. |
| 00:15:05 | 00:15:06 | - Oh wow. |
| 00:15:06 | 00:15:07 | - GA4 doesn't have goals. |
| 00:15:07 | 00:15:09 | They have what they call conversion events. |
| 00:15:09 | 00:15:11 | And that's probably the biggest thing |
| 00:15:11 | 00:15:14 | to wrap your head around is this concept of events, |
| 00:15:14 | 00:15:16 | that everything is, it's what they call kind of flat. |
| 00:15:16 | 00:15:18 | Everything, there is no hierarchy. |
| 00:15:18 | 00:15:19 | Everything's an event. |
| 00:15:19 | 00:15:21 | So, a page view is just an event. |
| 00:15:21 | 00:15:22 | A purchase is just an event. |
| 00:15:22 | 00:15:24 | A click is just an event. |
| 00:15:24 | 00:15:26 | And then you have things that describe that event. |
| 00:15:26 | 00:15:28 | So, if it was a click, |
| 00:15:28 | 00:15:29 | it might be here's the page they were on when they clicked, |
| 00:15:29 | 00:15:30 | here's where they were going, |
| 00:15:30 | 00:15:32 | here's where that click was going. |
| 00:15:32 | 00:15:33 | If it's a page view it just might be, |
| 00:15:33 | 00:15:36 | here's the page that loaded up the URL of the page, |
| 00:15:36 | 00:15:38 | here's the title of the tab of that page, right? |
| 00:15:38 | 00:15:41 | If it's a purchase, here's the revenue amount, |
| 00:15:41 | 00:15:42 | here's the products they purchased. |
| 00:15:42 | 00:15:43 | So, that's sort of how to think about it. |
| 00:15:43 | 00:15:46 | Everything's an event, and that's just, |
| 00:15:46 | 00:15:48 | it is tiknically what it's called is an event. |
| 00:15:48 | 00:15:49 | So, people should use that word. |
| 00:15:49 | 00:15:51 | But in your head, all that is is just behaviors. |
| 00:15:51 | 00:15:53 | What are the different behaviors |
| 00:15:53 | 00:15:54 | that are happening on the site, |
| 00:15:54 | 00:15:57 | record those as events in GA4, |
| 00:15:57 | 00:16:00 | and then you can have parameters that describe those events. |
| 00:16:00 | 00:16:02 | Those are just the different details of each event. |
| 00:16:02 | 00:16:03 | And then that's how you get everything |
| 00:16:03 | 00:16:04 | into Google Analytiks 4. |
| 00:16:04 | 00:16:06 | Now, Google Analytiks 4 knows all the details of a purchase, |
| 00:16:06 | 00:16:09 | all the details of clicks, all the details of scroll, |
| 00:16:09 | 00:16:10 | if that's an event you wanna measure for, |
| 00:16:10 | 00:16:12 | all the details of the page views that are happening, |
| 00:16:12 | 00:16:14 | and then you can build reports from all that information |
| 00:16:14 | 00:16:16 | that you've now collected. |
| 00:16:18 | 00:16:20 | - What about eCommerce integration? |
| 00:16:21 | 00:16:23 | You know, so many of us have some sort of integration |
| 00:16:23 | 00:16:27 | with our eCommerce tools that send conversion |
| 00:16:27 | 00:16:29 | and financial data back into Google Analytiks. |
| 00:16:29 | 00:16:33 | Is that also supporting in GA4? |
| 00:16:33 | 00:16:35 | - Short answer is yes. |
| 00:16:35 | 00:16:38 | Longer answer is it depends upon the platform you're using, |
| 00:16:38 | 00:16:39 | kind of the obvious answer there, I guess. |
| 00:16:39 | 00:16:42 | But in reality, it really, like if you're using Shopify, |
| 00:16:42 | 00:16:46 | and Shopify is not pushing through to Google Analytiks 4 yet |
| 00:16:46 | 00:16:48 | because they don't have their integration ready, |
| 00:16:48 | 00:16:49 | then you can't do that. |
| 00:16:49 | 00:16:51 | You have to wait for them to catch up. |
| 00:16:51 | 00:16:53 | I know there's a great plugin, |
| 00:16:53 | 00:16:56 | like when, it's called Tag Manager for WordPress, |
| 00:16:56 | 00:16:59 | that is compatible if you have a WooCommerce store |
| 00:16:59 | 00:17:01 | and they're already pushing GA4 stuff, |
| 00:17:01 | 00:17:04 | so you sort of have to wait for your platform sometimes. |
| 00:17:04 | 00:17:06 | If you have a WordPress site, it's definitely easier. |
| 00:17:06 | 00:17:08 | For sure you can do it with like a WooCommerce store. |
| 00:17:08 | 00:17:10 | So, it does depend upon your tik a little bit |
| 00:17:10 | 00:17:11 | and what you're currently using to measure. |
| 00:17:11 | 00:17:13 | - So let's, first of all, |
| 00:17:13 | 00:17:18 | what I'm hearing you say is that we have until 2023, |
| 00:17:18 | 00:17:18 | what did you say it was, July- |
| 00:17:18 | 00:17:19 | - July 1st. |
| 00:17:19 | 00:17:23 | - July 1st, so we have 'til the end of June 2023 |
| 00:17:23 | 00:17:27 | to basically begin to use both of these, |
| 00:17:27 | 00:17:29 | Universal and Google Analytiks 4 together. |
| 00:17:29 | 00:17:31 | So, we have more than a year as of this recording |
| 00:17:31 | 00:17:34 | to kinda wrap our head around this, but do not wait. |
| 00:17:34 | 00:17:36 | Let's tok right now about what we need to do |
| 00:17:36 | 00:17:38 | to prepare for Universal Analytiks |
| 00:17:38 | 00:17:41 | because so many of our audience that's watching |
| 00:17:41 | 00:17:43 | and listening right now is not, |
| 00:17:44 | 00:17:47 | I mean, yeah, to move away from Universal Analytiks, |
| 00:17:47 | 00:17:48 | they're not prepared. |
| 00:17:48 | 00:17:49 | They don't have the right code. |
| 00:17:49 | 00:17:52 | Like, what do we need to do to set up GA4 right now? |
| 00:17:52 | 00:17:53 | And what should we do now? |
| 00:17:53 | 00:17:54 | - Yeah, that's a good question. |
| 00:17:54 | 00:17:56 | So, before we jump into the setup, |
| 00:17:56 | 00:17:58 | I wanna emphasize one other point 'cause when you say, |
| 00:17:58 | 00:18:00 | "Well, we don't really have to start using it |
| 00:18:00 | 00:18:02 | "until July 1st," which is tiknically true. |
| 00:18:02 | 00:18:05 | But think about the questions you're gonna ask. |
| 00:18:05 | 00:18:09 | If you're a company that uses an analytiks platform |
| 00:18:09 | 00:18:10 | like Google Analytiks, |
| 00:18:10 | 00:18:13 | if you use that to do year over year measurement, |
| 00:18:13 | 00:18:15 | and you don't get your Google Analytiks 4 setup |
| 00:18:15 | 00:18:18 | until let's say December of 2022, |
| 00:18:18 | 00:18:21 | next December you're not gonna have, you know, |
| 00:18:21 | 00:18:22 | that's when you can do year over year questions. |
| 00:18:22 | 00:18:23 | You're not gonna be asking year over year |
| 00:18:23 | 00:18:25 | in July or August or September |
| 00:18:25 | 00:18:27 | because you didn't have a full year's worth of data. |
| 00:18:27 | 00:18:29 | So, the sooner you start working and playing around |
| 00:18:29 | 00:18:31 | with GA4 the better it's gonna be. |
| 00:18:31 | 00:18:34 | So, just put that little urgency spin on that. |
| 00:18:34 | 00:18:34 | But it is important. |
| 00:18:34 | 00:18:37 | Give yourself at least 90 days to learn the platform. |
| 00:18:37 | 00:18:38 | Don't expect it to be perfect from day zero. |
| 00:18:38 | 00:18:39 | It's definitely not. |
| 00:18:39 | 00:18:41 | You wanna give yourself 90 days to play around with it, |
| 00:18:41 | 00:18:43 | practike it, screw it up, fix it, |
| 00:18:43 | 00:18:44 | that's what it's gonna be. |
| 00:18:44 | 00:18:45 | Just prepare for that. |
| 00:18:45 | 00:18:46 | But after 90 days, then you can say, |
| 00:18:46 | 00:18:48 | okay, that's our clock where at this point forward, |
| 00:18:48 | 00:18:50 | we'll be able to do year over year analysis. |
| 00:18:50 | 00:18:51 | So, one quick thing on that. |
| 00:18:51 | 00:18:53 | - Yeah, and for the record, you know, |
| 00:18:53 | 00:18:55 | when we first heard of Google Analytiks 4 |
| 00:18:55 | 00:18:57 | at Social Media Examiner, I installed the code, |
| 00:18:57 | 00:18:59 | even though we're not in there at all. |
| 00:18:59 | 00:19:00 | So, it's been like a year or whatever |
| 00:19:00 | 00:19:02 | that it's just been collecting data, |
| 00:19:02 | 00:19:06 | which I'm sure will be useful for me downstream when- |
| 00:19:06 | 00:19:06 | - You'll have something, yeah. |
| 00:19:06 | 00:19:08 | - Yeah, I'll have something. |
| 00:19:08 | 00:19:09 | So, how do we set up GA4? |
| 00:19:09 | 00:19:10 | What do we need to know? |
| 00:19:10 | 00:19:11 | - So, the easiest, it really does depend upon |
| 00:19:11 | 00:19:13 | how you've set up Universal Analytiks, |
| 00:19:13 | 00:19:16 | and there's a little bit of confusion, |
| 00:19:16 | 00:19:17 | so I'll try to make it as simple as possible. |
| 00:19:17 | 00:19:20 | If you set up your Universal Analytiks |
| 00:19:20 | 00:19:21 | like five or 10 years ago |
| 00:19:21 | 00:19:24 | and you're using this really old code. |
| 00:19:24 | 00:19:26 | You haven't updated your code in years, |
| 00:19:26 | 00:19:28 | then it's pretty simple with GA4. |
| 00:19:28 | 00:19:31 | You just go to create a new Google Analytiks 4 property. |
| 00:19:31 | 00:19:33 | It is super easy to do that. |
| 00:19:33 | 00:19:35 | You sort of have to do that as of November. |
| 00:19:35 | 00:19:37 | They've really been encouraging people |
| 00:19:37 | 00:19:38 | to just do that by default. |
| 00:19:38 | 00:19:40 | And it'll give you this little snippet of code, |
| 00:19:40 | 00:19:42 | and it'll have the word Gtag in it. |
| 00:19:42 | 00:19:44 | That's how you know you're looking at the right one. |
| 00:19:44 | 00:19:45 | Little Gtag. |
| 00:19:45 | 00:19:46 | - Just real quick, |
| 00:19:46 | 00:19:48 | if we log into Universal Analytiks will there be a prompt |
| 00:19:48 | 00:19:49 | that says, install Google Analytiks 4? |
| 00:19:49 | 00:19:52 | Do we have to Google search? |
| 00:19:52 | 00:19:55 | - Nowadays, Google will have a blue bar. |
| 00:19:55 | 00:19:57 | They do those little alert notifications. |
| 00:19:57 | 00:20:00 | So, my guess is they're gonna get more and more in your face |
| 00:20:00 | 00:20:01 | as time goes on. |
| 00:20:01 | 00:20:03 | So, right now it even says, |
| 00:20:03 | 00:20:04 | if you go into your Universal Analytiks, |
| 00:20:04 | 00:20:05 | you'll see a blue bar at the top. |
| 00:20:05 | 00:20:07 | It says, "Universal Analytiks is going away |
| 00:20:07 | 00:20:08 | "as of July, 2023. |
| 00:20:08 | 00:20:09 | "Click here to learn more." |
| 00:20:09 | 00:20:10 | And then it'll take you to a place |
| 00:20:10 | 00:20:12 | where you can actually start to take some of those actions |
| 00:20:12 | 00:20:14 | to create your new Google Analytiks 4 account. |
| 00:20:14 | 00:20:16 | - So, once you create the account, |
| 00:20:16 | 00:20:17 | you're gonna get a little script, right? |
| 00:20:17 | 00:20:19 | Just like in Universal. |
| 00:20:19 | 00:20:20 | - Little snippet code. |
| 00:20:20 | 00:20:22 | - The thing is to not replace the old script |
| 00:20:22 | 00:20:24 | with the new script but to do it additively, right? |
| 00:20:24 | 00:20:26 | And I would imagine... |
| 00:20:26 | 00:20:28 | - Yeah, and this is where it really does get |
| 00:20:28 | 00:20:29 | in the weeds a little bit |
| 00:20:29 | 00:20:33 | because it highly depends upon how you set up Universal. |
| 00:20:33 | 00:20:34 | So, if you're using Universal Analytiks |
| 00:20:34 | 00:20:37 | and you're using the older script, which was not Gtag, |
| 00:20:37 | 00:20:39 | they actually flipped it out a couple years back, |
| 00:20:39 | 00:20:40 | but if you didn't use Gtag, |
| 00:20:40 | 00:20:42 | then you do have to just do it in parallel. |
| 00:20:42 | 00:20:45 | So, it's the old Universal script, the original one you had, |
| 00:20:45 | 00:20:47 | and it's this new Gtag script they call it |
| 00:20:47 | 00:20:50 | for Google Analytiks 4. |
| 00:20:50 | 00:20:52 | So, you'd have both of them running just fine. |
| 00:20:52 | 00:20:56 | If you've done your Universal Analytiks setup recently |
| 00:20:56 | 00:20:58 | or you're using the most recently updated code |
| 00:20:58 | 00:21:02 | for Universal Analytiks, which is Gtag script, |
| 00:21:02 | 00:21:04 | and it's, again, it's a little confusing, |
| 00:21:04 | 00:21:07 | but they changed the code out a couple years back, |
| 00:21:07 | 00:21:09 | for those companies that switched that out, |
| 00:21:09 | 00:21:11 | where you already have the Gtag script, |
| 00:21:11 | 00:21:13 | so you can literally connect the two platforms |
| 00:21:13 | 00:21:14 | and you can tell Google Analytiks, |
| 00:21:14 | 00:21:16 | listen, whatever we set up for Universal |
| 00:21:16 | 00:21:17 | also send it to GA4. |
| 00:21:17 | 00:21:19 | So, if you ever heard somebody say- |
| 00:21:19 | 00:21:21 | - Oh, so you do not have to do anything is |
| 00:21:21 | 00:21:21 | what you're saying. |
| 00:21:21 | 00:21:23 | - Potentially. |
| 00:21:23 | 00:21:24 | The problem- |
| 00:21:24 | 00:21:25 | - Will it tell you when it sets it up, |
| 00:21:25 | 00:21:27 | I mean, when you set it up or no? |
| 00:21:27 | 00:21:27 | It won't? |
| 00:21:27 | 00:21:29 | - It kind of does but doesn't do a great job. |
| 00:21:29 | 00:21:31 | - Is there a tool that can- |
| 00:21:31 | 00:21:32 | - No, there isn't. |
| 00:21:32 | 00:21:33 | That's where a lot of confusion is |
| 00:21:33 | 00:21:34 | because a lot of people come to us saying, |
| 00:21:34 | 00:21:35 | "Well, we set it up. |
| 00:21:35 | 00:21:36 | "We connected the two. |
| 00:21:36 | 00:21:38 | "Nothing's showing up in our GA4. |
| 00:21:38 | 00:21:39 | "What's going on?" |
| 00:21:39 | 00:21:43 | And it's because they have the old code on the pages. |
| 00:21:43 | 00:21:44 | And there isn't, so far, |
| 00:21:44 | 00:21:46 | hasn't been a diagnostik where Google says, |
| 00:21:46 | 00:21:47 | "Hey, you can't do this. |
| 00:21:47 | 00:21:48 | "Your account's not ready yet." |
| 00:21:48 | 00:21:50 | It would be a great thing for them to add. |
| 00:21:50 | 00:21:51 | Maybe they will in the future. |
| 00:21:51 | 00:21:54 | - Isn't there, there's a way of looking at the code. |
| 00:21:54 | 00:21:55 | If it says UA in front of your number |
| 00:21:55 | 00:21:57 | that means it's the newer code, right? |
| 00:21:57 | 00:21:58 | Doesn't it or no? |
| 00:21:58 | 00:21:58 | - No. |
| 00:21:58 | 00:22:01 | You have to look for the library it uses, |
| 00:22:01 | 00:22:02 | there's a Gtag.js library. |
| 00:22:02 | 00:22:04 | There's an Analytiks.js library. |
| 00:22:04 | 00:22:06 | And already there's people in their cars going, "What? |
| 00:22:06 | 00:22:06 | "Are you kidding me? |
| 00:22:06 | 00:22:08 | "I don't know how to read that." |
| 00:22:08 | 00:22:11 | But it is two different, completely different scripts. |
| 00:22:11 | 00:22:12 | - Okay, well, let me ask you this. |
| 00:22:12 | 00:22:15 | If you install the code, quote, unquote, |
| 00:22:15 | 00:22:19 | I mean, I would imagine you'll know within a matter of days |
| 00:22:19 | 00:22:21 | 'cause there'll be data that's populated |
| 00:22:21 | 00:22:23 | in Google Analytiks 4 if it's set up properly. |
| 00:22:23 | 00:22:23 | - Correct. |
| 00:22:23 | 00:22:24 | Yeah, and if it's not set up properly, |
| 00:22:24 | 00:22:26 | you won't see anything in there, |
| 00:22:26 | 00:22:27 | and it just means you connected it |
| 00:22:27 | 00:22:28 | to a Universal Analytiks account |
| 00:22:28 | 00:22:30 | that probably was using the old code base. |
| 00:22:30 | 00:22:32 | So, if you update that account, |
| 00:22:32 | 00:22:34 | then it should flow through into GA4, |
| 00:22:34 | 00:22:35 | assuming it's all connected properly. |
| 00:22:35 | 00:22:36 | And they'll walk you through. |
| 00:22:36 | 00:22:39 | They definitely have wizards that will walk you through, |
| 00:22:39 | 00:22:41 | and they're getting better at the messaging |
| 00:22:41 | 00:22:43 | 'cause it used to be, which is again, |
| 00:22:43 | 00:22:44 | it's a misconception that they, |
| 00:22:44 | 00:22:44 | oh, you just connect to Universal. |
| 00:22:44 | 00:22:46 | Everything works. |
| 00:22:46 | 00:22:49 | That is true, but only in certain unique stances |
| 00:22:49 | 00:22:51 | where everybody is manually tagging their site. |
| 00:22:51 | 00:22:52 | - I have a thought. |
| 00:22:52 | 00:22:54 | Go into Google Analytiks, the traditional one, |
| 00:22:54 | 00:22:56 | the Universal Analytiks, look at the code, |
| 00:22:56 | 00:22:58 | and make sure it matches the code |
| 00:22:58 | 00:22:59 | that you're using on your site. |
| 00:22:59 | 00:23:00 | That would be step one, right? |
| 00:23:00 | 00:23:01 | No? |
| 00:23:01 | 00:23:02 | - Yes. |
| 00:23:02 | 00:23:03 | - Before you install GA4. |
| 00:23:03 | 00:23:04 | - If, if you, yes. |
| 00:23:04 | 00:23:06 | - That way you have the latest one, right? |
| 00:23:06 | 00:23:08 | - Yeah, I still wouldn't do that. |
| 00:23:08 | 00:23:10 | I would go, I would just completely, |
| 00:23:10 | 00:23:13 | if that's the case, if you're not using the old code, |
| 00:23:13 | 00:23:14 | if you're not using the new code, I should say, |
| 00:23:14 | 00:23:15 | on Universal, just be like, |
| 00:23:15 | 00:23:17 | cool, I can't connect Universal. |
| 00:23:17 | 00:23:19 | I'm gonna set up GA4 as its own separate platform. |
| 00:23:19 | 00:23:20 | Don't try to connect the two. |
| 00:23:20 | 00:23:21 | - I see. |
| 00:23:21 | 00:23:22 | - Because the problem is if you flip out one piece of |
| 00:23:22 | 00:23:25 | that code, now maybe you took down your eCommerce |
| 00:23:25 | 00:23:26 | and everything else now doesn't report, |
| 00:23:26 | 00:23:28 | it can get really complicated really fast. |
| 00:23:28 | 00:23:29 | So, I wouldn't come up with any, |
| 00:23:29 | 00:23:31 | and this is a challenge with GA4 |
| 00:23:31 | 00:23:34 | which is why it takes at least 90 days to get used to it. |
| 00:23:34 | 00:23:35 | It's why we keep emphasizing this. |
| 00:23:35 | 00:23:37 | There's a lot of nuances to this. |
| 00:23:37 | 00:23:38 | It's not push button simple. |
| 00:23:38 | 00:23:39 | It just isn't. |
| 00:23:39 | 00:23:40 | I wish it was, it's not. |
| 00:23:40 | 00:23:41 | It will be in the future, |
| 00:23:41 | 00:23:44 | but this is the clunky, like, you know, googly part of it |
| 00:23:44 | 00:23:45 | where you just sort of, |
| 00:23:45 | 00:23:46 | if it's a new platform, |
| 00:23:46 | 00:23:48 | it's gonna have to work out some stuff. |
| 00:23:48 | 00:23:50 | So, you're gonna have to go slow |
| 00:23:50 | 00:23:52 | and think this through when you go through. |
| 00:23:52 | 00:23:55 | And again, I want to emphasize it's highly dependent upon |
| 00:23:55 | 00:23:57 | how you set up Universal Analytiks. |
| 00:23:57 | 00:24:00 | So, if you set up Universal Analytiks using old code |
| 00:24:00 | 00:24:01 | and you wanna set up Google Analytiks |
| 00:24:01 | 00:24:04 | for using the regular scripts, |
| 00:24:04 | 00:24:06 | set it up separately, that's what I would recommend. |
| 00:24:06 | 00:24:07 | It's gonna be easier and faster, |
| 00:24:07 | 00:24:08 | unless you're an expert in Universal Analytiks, |
| 00:24:08 | 00:24:10 | in which case you'll know how to fix that already. |
| 00:24:10 | 00:24:11 | Otherwise just keep it separate. |
| 00:24:11 | 00:24:13 | If you're using Tag Manager, |
| 00:24:13 | 00:24:14 | which hopefully most people are, |
| 00:24:14 | 00:24:16 | and that's what you really should be using anyway. |
| 00:24:16 | 00:24:18 | and if you're not, this could be a great opportunity |
| 00:24:18 | 00:24:19 | to start switching over to Tag Manager. |
| 00:24:19 | 00:24:22 | If using Tag Manager it's much simpler |
| 00:24:22 | 00:24:24 | because there's a Universal Analytiks tag |
| 00:24:24 | 00:24:26 | for Universal Analytiks stuff, |
| 00:24:26 | 00:24:27 | and that's what you've hopefully already been using |
| 00:24:27 | 00:24:28 | for Universal Analytiks, |
| 00:24:28 | 00:24:30 | and then there's just a Google Analytiks 4 tag, |
| 00:24:30 | 00:24:32 | just like there's a Microsoft Bing tag, |
| 00:24:32 | 00:24:34 | just like there's a Hot Jar tag |
| 00:24:34 | 00:24:35 | because it's a completely separate platform. |
| 00:24:35 | 00:24:39 | So, it's 1,000 times easier to do this with Tag Manager |
| 00:24:39 | 00:24:40 | because you can already, |
| 00:24:40 | 00:24:41 | you already have a trigger that says, |
| 00:24:41 | 00:24:44 | fire Google Analytiks, Universal Analytiks on all pages. |
| 00:24:44 | 00:24:48 | You would just say also on all pages fire GA4. |
| 00:24:48 | 00:24:50 | And that's how the GA4 hits come through. |
| 00:24:50 | 00:24:52 | So, it is, it actually can be very simple. |
| 00:24:52 | 00:24:53 | It just highly depends upon |
| 00:24:53 | 00:24:56 | how you set up your Universal Analytiks. |
| 00:24:56 | 00:24:57 | So again, just to sort of recap, |
| 00:24:57 | 00:25:00 | if you are using the old code in Universal Analytiks, |
| 00:25:00 | 00:25:02 | the old Analytiks.js code, |
| 00:25:02 | 00:25:03 | and you haven't updated anything, |
| 00:25:03 | 00:25:06 | then just use the new, and you wanna use code, |
| 00:25:06 | 00:25:08 | just script on a page, |
| 00:25:08 | 00:25:10 | then use the new Gtag script that GA4 gives you. |
| 00:25:10 | 00:25:11 | Don't worry about connecting the two. |
| 00:25:11 | 00:25:13 | Just do that, you'll make progress faster |
| 00:25:13 | 00:25:15 | and get a little bit further. |
| 00:25:15 | 00:25:18 | If you are using the newer version |
| 00:25:18 | 00:25:19 | of Universal Analytiks code, |
| 00:25:19 | 00:25:21 | and anybody can get back there on Google Analytiks |
| 00:25:21 | 00:25:23 | and see it 'cause it'll be back there for you. |
| 00:25:23 | 00:25:24 | It just doesn't mean that that's the code |
| 00:25:24 | 00:25:26 | that's on your pages. |
| 00:25:26 | 00:25:28 | But it's this Gtag script style stuff. |
| 00:25:28 | 00:25:29 | And if you do that, |
| 00:25:29 | 00:25:32 | you can theoretikally connect those two accounts |
| 00:25:32 | 00:25:34 | and all those hits should come over |
| 00:25:34 | 00:25:37 | from Universal Analytiks into events in GA4. |
| 00:25:37 | 00:25:40 | And then finally, if you're using Tag Manager, |
| 00:25:40 | 00:25:41 | it's just a separate tag, |
| 00:25:41 | 00:25:42 | which it's so much easier in Tag Manager. |
| 00:25:42 | 00:25:46 | Like, I cannot emphasize enough the Tag Manager angle |
| 00:25:46 | 00:25:46 | to this. |
| 00:25:46 | 00:25:48 | It's going to be a platform |
| 00:25:48 | 00:25:49 | that if you are not using its company, |
| 00:25:49 | 00:25:50 | if you've been putting it off, |
| 00:25:50 | 00:25:52 | now's the time to really start thinking about, |
| 00:25:52 | 00:25:54 | well, if we're making this big giant infrastructure switch |
| 00:25:54 | 00:25:56 | anyway with how we do measurement, |
| 00:25:56 | 00:25:58 | maybe we should invest in better tools, |
| 00:25:58 | 00:25:59 | and by invest it really is just time |
| 00:25:59 | 00:26:00 | because Tag Manager is free. |
| 00:26:00 | 00:26:02 | So, you can just bring in Tag Manager |
| 00:26:02 | 00:26:04 | to help you get GA4 set up |
| 00:26:04 | 00:26:07 | and kind of have two birds, one stone at that point. |
| 00:26:07 | 00:26:08 | - And you mentioned earlier, |
| 00:26:08 | 00:26:10 | if you're using tools like WooCommerce or Shopify |
| 00:26:10 | 00:26:12 | or other tools, |
| 00:26:12 | 00:26:14 | I would imagine you're gonna wanna reach out |
| 00:26:14 | 00:26:16 | to the tool provider to find out |
| 00:26:16 | 00:26:19 | whether A, they even have support for Google Analytiks 4 |
| 00:26:19 | 00:26:21 | because they might not. |
| 00:26:21 | 00:26:22 | And if they do, |
| 00:26:22 | 00:26:24 | I would imagine you wanna set that up right now as well, |
| 00:26:24 | 00:26:26 | so that data starts coming into GA4, is that right? |
| 00:26:26 | 00:26:28 | - That's exactly what I would do, yeah. |
| 00:26:28 | 00:26:31 | And remember that there's a completely different structure |
| 00:26:31 | 00:26:34 | to how this is, what they call like the data schema |
| 00:26:34 | 00:26:35 | to get tiknical on it. |
| 00:26:35 | 00:26:37 | But it's just a fancy way of saying |
| 00:26:37 | 00:26:38 | how does it record all the data? |
| 00:26:38 | 00:26:40 | Like, if you think about Universal Analytiks, |
| 00:26:40 | 00:26:42 | there's something called an event in Universal Analytiks. |
| 00:26:42 | 00:26:44 | It's a specific behavior, |
| 00:26:44 | 00:26:47 | and there's event category, event action, event label. |
| 00:26:47 | 00:26:49 | And it's kind of like little nesting dolls, right? |
| 00:26:49 | 00:26:51 | It's like, here's the category within the category, |
| 00:26:51 | 00:26:52 | here are the actions, |
| 00:26:52 | 00:26:53 | here's the labels that describe those actions, |
| 00:26:53 | 00:26:54 | and that's sort of how it works. |
| 00:26:54 | 00:26:56 | There's a built in hierarchy to it. |
| 00:26:56 | 00:26:59 | But it's top down, there's levels to the information |
| 00:26:59 | 00:27:01 | that's in Universal Analytiks. |
| 00:27:01 | 00:27:04 | In GA4 there is, that doesn't really exist. |
| 00:27:04 | 00:27:07 | There's just the main event name. |
| 00:27:07 | 00:27:11 | And that's just a detail of the event itself. |
| 00:27:11 | 00:27:12 | But other details might be, what page are they on? |
| 00:27:12 | 00:27:14 | Where were they going? |
| 00:27:14 | 00:27:15 | What was the previous page they were on? |
| 00:27:15 | 00:27:17 | What's the title of the page they were on? |
| 00:27:17 | 00:27:18 | What products were purchased? |
| 00:27:18 | 00:27:21 | If it's a purchase information, you know, purchase event. |
| 00:27:21 | 00:27:22 | So, it's flat. |
| 00:27:22 | 00:27:24 | And you think about all the different behaviors, |
| 00:27:24 | 00:27:26 | and that kind of goes into the planning stage of this. |
| 00:27:26 | 00:27:29 | That's what I would think through first is |
| 00:27:29 | 00:27:30 | what are the different behaviors |
| 00:27:30 | 00:27:33 | that we wanna actually measure for? |
| 00:27:33 | 00:27:34 | So, whether it's, |
| 00:27:34 | 00:27:35 | hey, here are the behaviors we're measuring |
| 00:27:35 | 00:27:36 | in Universal Analytiks. |
| 00:27:36 | 00:27:39 | So, things like page views, that'll be a given. |
| 00:27:39 | 00:27:40 | But maybe you're doing scroll, |
| 00:27:40 | 00:27:44 | and you're doing 10%, 25%, 50%, 70% of the scroll. |
| 00:27:44 | 00:27:45 | It's like, those are different behaviors. |
| 00:27:45 | 00:27:48 | And we wanted, we're doing that with Universal. |
| 00:27:48 | 00:27:50 | Well, we need to also do that with GA4. |
| 00:27:50 | 00:27:51 | So, you would write that down of like, |
| 00:27:51 | 00:27:53 | okay, we're gonna have to do a scroll event. |
| 00:27:53 | 00:27:54 | Maybe you're doing clicks. |
| 00:27:54 | 00:27:55 | You're gonna have to do a click event. |
| 00:27:55 | 00:27:57 | You know, maybe you don't have eCommerce |
| 00:27:57 | 00:27:59 | and so you don't use eCommerce. |
| 00:27:59 | 00:28:00 | But if you do use eCommerce, |
| 00:28:00 | 00:28:02 | you're gonna have purchase, add to cart, product views, |
| 00:28:02 | 00:28:04 | depending upon your business model |
| 00:28:04 | 00:28:06 | and your partikular tik stack. |
| 00:28:06 | 00:28:10 | And so you list out all of the behaviors |
| 00:28:10 | 00:28:11 | that you are currently measuring for |
| 00:28:11 | 00:28:12 | or wish that you maybe had |
| 00:28:12 | 00:28:14 | 'cause now's a good time to build that wish list. |
| 00:28:14 | 00:28:16 | And then it's okay, let's get them one step at a time |
| 00:28:16 | 00:28:17 | in GA4. |
| 00:28:17 | 00:28:19 | And you will start with page views |
| 00:28:19 | 00:28:21 | 'cause that's the easiest one to set up. |
| 00:28:21 | 00:28:23 | So, here's, first get all the page views, |
| 00:28:23 | 00:28:25 | and then you can do with those enhanced measurement, |
| 00:28:25 | 00:28:28 | things like scroll and clicks and maybe YouTube videos, |
| 00:28:28 | 00:28:29 | site search would be another one. |
| 00:28:29 | 00:28:31 | And then you can get into more advanced stuff, |
| 00:28:31 | 00:28:34 | depending upon the tools that you're using. |
| 00:28:34 | 00:28:35 | With Tag Manager all things are possible. |
| 00:28:35 | 00:28:39 | With the traditional coding script it's possible |
| 00:28:39 | 00:28:41 | just a lot harder to do |
| 00:28:41 | 00:28:43 | and probably will require development support. |
| 00:28:43 | 00:28:45 | But Tag Manager puts a lot of that |
| 00:28:45 | 00:28:47 | into the hands of the marketer which is nice. |
| 00:28:47 | 00:28:49 | - Okay, so just to be clear, |
| 00:28:49 | 00:28:52 | as there are some behaviors that are built |
| 00:28:52 | 00:28:55 | into Google Analytiks, the Universal Analytiks, |
| 00:28:55 | 00:28:58 | are those also going to be in Universal Analytiks? |
| 00:28:58 | 00:29:00 | Are you saying you have to kind of code those in there |
| 00:29:00 | 00:29:02 | 'cause it's just a blank slate? |
| 00:29:02 | 00:29:03 | - Everything's gotta be coded in there. |
| 00:29:03 | 00:29:05 | Yeah, everything's a blank slate. |
| 00:29:05 | 00:29:08 | - Even though it's collecting data, it, okay. |
| 00:29:09 | 00:29:10 | - Well, it's collecting data, |
| 00:29:10 | 00:29:11 | but it's collecting generic events. |
| 00:29:11 | 00:29:13 | So, like in Universal Analytiks, |
| 00:29:13 | 00:29:15 | all it does tiknically without any customization, |
| 00:29:15 | 00:29:17 | all it does is page views. |
| 00:29:17 | 00:29:18 | That's all really what it does. |
| 00:29:18 | 00:29:19 | It doesn't do clicks on its own. |
| 00:29:19 | 00:29:22 | It doesn't do tell me about my YouTube video plays |
| 00:29:22 | 00:29:23 | on its own. |
| 00:29:23 | 00:29:24 | It doesn't do any of that stuff on its own. |
| 00:29:24 | 00:29:25 | - What about time on site? |
| 00:29:25 | 00:29:27 | Does it do that or no? |
| 00:29:27 | 00:29:30 | - So, actually that's a great point, a great question. |
| 00:29:30 | 00:29:32 | Because time on site with Universal Analytiks, |
| 00:29:32 | 00:29:35 | it's notoriously inaccurate. |
| 00:29:35 | 00:29:36 | Like, we never say the A word. |
| 00:29:36 | 00:29:37 | Accuracy doesn't exist anyway. |
| 00:29:37 | 00:29:42 | But, Universal Analytiks does a horrible job at time. |
| 00:29:42 | 00:29:43 | It's wildly off. |
| 00:29:43 | 00:29:45 | Always has been, always will be. |
| 00:29:45 | 00:29:48 | GA4 is built to measure every second somebody's |
| 00:29:48 | 00:29:49 | on that page. |
| 00:29:49 | 00:29:50 | It actually records time. |
| 00:29:50 | 00:29:51 | So, it actually does a much better job. |
| 00:29:51 | 00:29:53 | In fact, one of the most popular metrics |
| 00:29:53 | 00:29:56 | that we used to make fun of with Universal is bounce rate. |
| 00:29:56 | 00:29:58 | Bounce rate in Universal Analytiks is |
| 00:29:58 | 00:30:00 | when somebody comes to your page, |
| 00:30:00 | 00:30:03 | and then there's no other recordable hit. |
| 00:30:03 | 00:30:04 | So, like a page view happens, |
| 00:30:04 | 00:30:06 | so the page loads, that's one hit, |
| 00:30:06 | 00:30:07 | but then nothing else happens. |
| 00:30:07 | 00:30:08 | I don't interact with anything else, |
| 00:30:08 | 00:30:10 | and I just leave and I close the session, |
| 00:30:10 | 00:30:12 | that means I've bounced off that session, right? |
| 00:30:12 | 00:30:13 | I've bounced off the website. |
| 00:30:13 | 00:30:16 | So, it's called a bounce and hence bounce rate. |
| 00:30:16 | 00:30:17 | In GA4 that doesn't exist. |
| 00:30:17 | 00:30:20 | They don't have bounce rate, they have engagement rate. |
| 00:30:20 | 00:30:23 | And the way they measure engagement is substantially better. |
| 00:30:23 | 00:30:26 | So, what they do is there's a little timer that's happening. |
| 00:30:26 | 00:30:27 | And so it says, well, if they've been on, |
| 00:30:27 | 00:30:29 | and you can adjust this timer by the way, |
| 00:30:29 | 00:30:31 | but by default, that timer is 10 seconds. |
| 00:30:31 | 00:30:33 | So, when somebody loads up a page view, |
| 00:30:33 | 00:30:34 | and let's say they're looking at the page |
| 00:30:34 | 00:30:36 | and they're not scrolling, but they are on the page, |
| 00:30:36 | 00:30:38 | actively looking at stuff |
| 00:30:38 | 00:30:39 | and maybe you're reading top of a blog post |
| 00:30:39 | 00:30:40 | or something like that. |
| 00:30:40 | 00:30:43 | And then after 10 seconds, it goes engaged. |
| 00:30:43 | 00:30:46 | Now you've got an engaged session, which is pretty cool. |
| 00:30:46 | 00:30:49 | So, GA4 has got a massive competitive advantage |
| 00:30:49 | 00:30:50 | against Universal. |
| 00:30:50 | 00:30:51 | Not only 'cause it can model |
| 00:30:51 | 00:30:53 | 'cause it can do more with less data essentially |
| 00:30:53 | 00:30:55 | and so get you answers. |
| 00:30:55 | 00:30:57 | And not only because it does the enhanced measurement stuff, |
| 00:30:57 | 00:30:59 | but because it measures completely differently. |
| 00:30:59 | 00:31:02 | They know that time was an issue with Universal, |
| 00:31:02 | 00:31:03 | and they just couldn't fix it |
| 00:31:03 | 00:31:04 | 'cause it was just too deep into the machinery. |
| 00:31:04 | 00:31:07 | But now at GA4 when you're starting from scratch, |
| 00:31:07 | 00:31:09 | you know hey, every second I wanna be able to measure that |
| 00:31:09 | 00:31:12 | to make sure the person's still actively engaged or not. |
| 00:31:12 | 00:31:13 | And you can adjust that. |
| 00:31:13 | 00:31:14 | You can say it's either 10 seconds |
| 00:31:14 | 00:31:16 | and you can go up to I believe it's 60 seconds right now |
| 00:31:16 | 00:31:18 | that you can say, okay, for some business models, |
| 00:31:18 | 00:31:21 | it might be 60 seconds is engagement for your website. |
| 00:31:21 | 00:31:24 | But 10 seconds is, we use that. |
| 00:31:24 | 00:31:26 | I think 10 seconds is a perfect number for that. |
| 00:31:26 | 00:31:28 | - So, right now what I'm hearing you say is |
| 00:31:28 | 00:31:32 | GA4 will track the page views and the time on site |
| 00:31:32 | 00:31:34 | without any special coding at all. |
| 00:31:34 | 00:31:35 | - Correct. |
| 00:31:35 | 00:31:36 | - If you want- |
| 00:31:36 | 00:31:36 | - And- |
| 00:31:36 | 00:31:37 | - Yes? |
| 00:31:37 | 00:31:38 | - And without coding, |
| 00:31:38 | 00:31:40 | the key word I'm gonna play on that phrase there, |
| 00:31:40 | 00:31:42 | without coding it can also have the, |
| 00:31:42 | 00:31:45 | it will also by default do clicks, |
| 00:31:45 | 00:31:46 | which is what they call outbound clicks, |
| 00:31:46 | 00:31:47 | so when somebody clicks on something |
| 00:31:47 | 00:31:50 | that's not your website, but they're going someplace else, |
| 00:31:50 | 00:31:52 | some other website, it'll measure that click. |
| 00:31:52 | 00:31:55 | It'll measure scroll when they scroll 90% of the way. |
| 00:31:55 | 00:31:58 | It'll measure YouTube video interaction. |
| 00:31:58 | 00:32:00 | It'll measure your site search. |
| 00:32:00 | 00:32:01 | And if you did a little, you know, |
| 00:32:01 | 00:32:03 | when somebody search searches on your site. |
| 00:32:03 | 00:32:04 | So, not Google, but on your site. |
| 00:32:04 | 00:32:05 | It'll measure for that. |
| 00:32:05 | 00:32:06 | So, it has all these different |
| 00:32:06 | 00:32:08 | what they call enhanced measurement. |
| 00:32:08 | 00:32:10 | Those are all turned on by default. |
| 00:32:10 | 00:32:11 | So, no code required. |
| 00:32:11 | 00:32:13 | It'll also, GA4 will measure that. |
| 00:32:13 | 00:32:15 | Universal you would've had to customize |
| 00:32:15 | 00:32:17 | each one of those things to get it to do that. |
| 00:32:17 | 00:32:18 | - Well that's- |
| 00:32:18 | 00:32:19 | - GA4 with no code just does that. |
| 00:32:19 | 00:32:20 | You can always turn 'em off if you need to. |
| 00:32:20 | 00:32:22 | - But only if they scroll 90% of the way |
| 00:32:22 | 00:32:23 | or will it trigger along the way? |
| 00:32:23 | 00:32:26 | - And that's exactly a perfect question to ask |
| 00:32:26 | 00:32:27 | because that's where you start to realize, |
| 00:32:27 | 00:32:29 | okay, GA4, hey heads and tails better than Universal |
| 00:32:29 | 00:32:32 | 'cause at least it measured something about scroll. |
| 00:32:32 | 00:32:36 | But to your point, it only measures 90%. |
| 00:32:36 | 00:32:39 | So, if you need the 10, 25, 50, 75, which is what we do, |
| 00:32:39 | 00:32:41 | we measure various stages of the way |
| 00:32:41 | 00:32:42 | 'cause we wanna build a little funnel to see, |
| 00:32:42 | 00:32:44 | you know, what the engagement rate, |
| 00:32:44 | 00:32:46 | what kind of the conversation that the users are having |
| 00:32:46 | 00:32:48 | with that page and we can tell some of that by scroll. |
| 00:32:48 | 00:32:49 | It's an important metric. |
| 00:32:49 | 00:32:51 | But we need all of those different parts. |
| 00:32:51 | 00:32:52 | We can't just have the bottom. |
| 00:32:52 | 00:32:53 | I don't care about that. |
| 00:32:53 | 00:32:54 | I care about what the drop off was |
| 00:32:54 | 00:32:56 | as they went down the page. |
| 00:32:56 | 00:32:59 | So, I need to measure 10%, 25%, 50%, et cetera. |
| 00:32:59 | 00:33:01 | So, how do we do that? |
| 00:33:01 | 00:33:04 | What we did is we turned off Google Analytiks 4. |
| 00:33:04 | 00:33:05 | We said, you know what? |
| 00:33:05 | 00:33:07 | I appreciate you giving us the opportunity to do this. |
| 00:33:07 | 00:33:08 | And you're super helpful. |
| 00:33:08 | 00:33:13 | However, Tag Manager is really good at already doing that. |
| 00:33:13 | 00:33:14 | So, we're gonna turn it off from you. |
| 00:33:14 | 00:33:16 | You don't need to measure scroll, |
| 00:33:16 | 00:33:18 | and we're gonna have Tag Manager push that information |
| 00:33:18 | 00:33:19 | into GA4 instead. |
| 00:33:19 | 00:33:20 | And that's all we did. |
| 00:33:20 | 00:33:23 | We have a Tag Manager, what they call a GA4 event tag. |
| 00:33:23 | 00:33:25 | The event is scroll. |
| 00:33:25 | 00:33:26 | It's what it's called. |
| 00:33:26 | 00:33:27 | It's what it needs to be called. |
| 00:33:27 | 00:33:28 | And then at each point in time, |
| 00:33:28 | 00:33:30 | we just tell Tag Manager when they get 10% of the way, |
| 00:33:30 | 00:33:33 | go tell Google Analytiks 4 they scrolled 10% of the way. |
| 00:33:33 | 00:33:35 | When they hit 50% of the way tell 'em it's 50%. |
| 00:33:35 | 00:33:38 | So, we have that exact information in GA4 now, |
| 00:33:38 | 00:33:40 | as well as Universal. |
| 00:33:40 | 00:33:41 | And now we're getting to the point |
| 00:33:41 | 00:33:42 | where we're starting to move our reports over, |
| 00:33:42 | 00:33:45 | so they're using GA4 as their source of data |
| 00:33:45 | 00:33:47 | as opposed to Universal Analytiks. |
| 00:33:47 | 00:33:48 | - What about goals? |
| 00:33:48 | 00:33:50 | Because obviously you said there's no goals, and that's- |
| 00:33:50 | 00:33:51 | - No goals. |
| 00:33:51 | 00:33:52 | - That's a real problem. |
| 00:33:52 | 00:33:53 | How do we measure leads? |
| 00:33:53 | 00:33:54 | How do we measure conversions? |
| 00:33:54 | 00:33:55 | - It's a good question |
| 00:33:55 | 00:33:56 | 'cause it's tiknically not a problem. |
| 00:33:56 | 00:33:57 | It's just different. |
| 00:33:57 | 00:34:00 | So, instead of using these terminology like goals, |
| 00:34:00 | 00:34:01 | it's okay, well they're not called goals, |
| 00:34:01 | 00:34:03 | but what's the spirit of a goal? |
| 00:34:03 | 00:34:05 | The spirit of a goal was a milestone. |
| 00:34:05 | 00:34:08 | When this milestone happens, please record it, |
| 00:34:08 | 00:34:10 | so I can look at it in my, |
| 00:34:10 | 00:34:12 | like in Universal we called it the source media report. |
| 00:34:12 | 00:34:14 | So, you would look at it in your source media report |
| 00:34:14 | 00:34:15 | or something like that. |
| 00:34:15 | 00:34:18 | The exact same thing is true in GA4. |
| 00:34:18 | 00:34:20 | You can still measure for milestones. |
| 00:34:20 | 00:34:24 | But remember, in GA4 everything is an event. |
| 00:34:24 | 00:34:26 | There is no, there's nothing else but events in GA4. |
| 00:34:26 | 00:34:28 | It's flat, everything's an event. |
| 00:34:28 | 00:34:30 | There's no difference between events. |
| 00:34:30 | 00:34:32 | Some events you can flip a switch, |
| 00:34:32 | 00:34:34 | it's literally just a little toggle that's in there, |
| 00:34:34 | 00:34:35 | and you can flip it to be called |
| 00:34:35 | 00:34:37 | what they call a conversion event, |
| 00:34:37 | 00:34:38 | which essentially means |
| 00:34:38 | 00:34:39 | out of all of the events I'm recording, |
| 00:34:39 | 00:34:41 | things like page views and scroll and clicks |
| 00:34:41 | 00:34:44 | and purchases and generate leads or signups |
| 00:34:44 | 00:34:46 | or whatever the thing is that's a behavior |
| 00:34:46 | 00:34:48 | that you're recording, it's happening on the page, |
| 00:34:48 | 00:34:51 | I want this specific behavior, maybe it's scroll, |
| 00:34:51 | 00:34:54 | I want this specific behavior to be treated as a conversion. |
| 00:34:54 | 00:34:55 | So, you flip it on, right? |
| 00:34:55 | 00:34:56 | When they generate a lead, |
| 00:34:56 | 00:34:58 | that seems like an obvious one you would want to have |
| 00:34:58 | 00:35:00 | as a conversion event. |
| 00:35:00 | 00:35:02 | So, it's an event and it's pushed over |
| 00:35:02 | 00:35:04 | into this little section called conversions |
| 00:35:04 | 00:35:07 | because you flip it, you flip a little toggle switch to say, |
| 00:35:07 | 00:35:08 | well, this partikular event I want to be treated |
| 00:35:08 | 00:35:10 | like a conversion too. |
| 00:35:10 | 00:35:11 | And then it shows up in a whole other report |
| 00:35:11 | 00:35:13 | where you can analyze your conversions, |
| 00:35:13 | 00:35:14 | and that's where you can start to see |
| 00:35:14 | 00:35:17 | which traffic sources are actually creating |
| 00:35:17 | 00:35:19 | the various results that you want. |
| 00:35:19 | 00:35:22 | But it definitely is, the spirit of goals is there. |
| 00:35:22 | 00:35:23 | - Is it based on page views? |
| 00:35:23 | 00:35:24 | Like, for example, |
| 00:35:24 | 00:35:25 | if you have a thank you page for your product, |
| 00:35:25 | 00:35:27 | like how in the world do you set that up? |
| 00:35:27 | 00:35:28 | I mean, without getting super tiknical. |
| 00:35:28 | 00:35:31 | How do you, how do you set that up? |
| 00:35:31 | 00:35:33 | - And this again goes back to like everything in GA4, |
| 00:35:33 | 00:35:35 | it's an event, it's an event, it's an event. |
| 00:35:35 | 00:35:36 | There is no changes, right? |
| 00:35:36 | 00:35:38 | So, if you wanted to say, for example, |
| 00:35:38 | 00:35:41 | if you wanted to have an event fire, |
| 00:35:41 | 00:35:43 | let's say you were using something like Tag Manager, |
| 00:35:43 | 00:35:44 | you can set up an event, |
| 00:35:44 | 00:35:46 | so that when they go to my thank you page after opting in, |
| 00:35:46 | 00:35:49 | I might say, well, that's the thing that I wanna be recorded |
| 00:35:49 | 00:35:52 | as a generate lead event. |
| 00:35:52 | 00:35:53 | Generate a lead. |
| 00:35:53 | 00:35:55 | So, now you would say, okay, when generate lead happens, |
| 00:35:55 | 00:35:57 | now at that same time, they load the thank you page, |
| 00:35:57 | 00:36:00 | a page view's happening because they loaded the page, |
| 00:36:00 | 00:36:02 | maybe some scroll's happening |
| 00:36:02 | 00:36:03 | because maybe they're scrolling down, |
| 00:36:03 | 00:36:05 | so you have that as a behavior that's happening |
| 00:36:05 | 00:36:05 | on that page. |
| 00:36:05 | 00:36:08 | But also it's a generate lead behavior also happened |
| 00:36:08 | 00:36:09 | because that page loaded. |
| 00:36:09 | 00:36:11 | And so then you would go into Google Analytiks |
| 00:36:11 | 00:36:12 | and say, yes, the page view happened. |
| 00:36:12 | 00:36:13 | Yeah, the scroll happened. |
| 00:36:13 | 00:36:14 | But those aren't my conversions. |
| 00:36:14 | 00:36:16 | I want that generate lead event though |
| 00:36:16 | 00:36:18 | because that's a milestone behavior |
| 00:36:18 | 00:36:20 | that is necessary to know |
| 00:36:20 | 00:36:22 | that somebody's going through the customer journey the way |
| 00:36:22 | 00:36:23 | that I want them to. |
| 00:36:23 | 00:36:25 | So then you go, cool, I'm gonna flip, generate lead |
| 00:36:25 | 00:36:26 | to be a conversion event. |
| 00:36:26 | 00:36:28 | And that's when it can now be used in other reports, |
| 00:36:28 | 00:36:30 | so you can tie it to the specific traffic source. |
| 00:36:30 | 00:36:33 | - I imagine that the tools like WooCommerce |
| 00:36:33 | 00:36:36 | and Shopify are going to have these events built in |
| 00:36:36 | 00:36:38 | and automatikally report them to GA4, |
| 00:36:38 | 00:36:38 | so you don't have to worry about it? |
| 00:36:38 | 00:36:40 | Is that kind of where we're going? |
| 00:36:40 | 00:36:42 | - My guess is Shopify will. |
| 00:36:42 | 00:36:43 | With WordPress, it's a little different. |
| 00:36:43 | 00:36:44 | There's 1,000 different ways to do it |
| 00:36:44 | 00:36:46 | just because of the nature of WordPress, right? |
| 00:36:46 | 00:36:47 | Everything's got different plugins. |
| 00:36:47 | 00:36:49 | But yes, that's exactly right. |
| 00:36:49 | 00:36:51 | - Well, I was just thinking WooCommerce in partikular, |
| 00:36:51 | 00:36:53 | if they build out a really sophistikated integration, |
| 00:36:53 | 00:36:56 | whatever your eCommerce platform is, |
| 00:36:56 | 00:36:58 | I would imagine will eventually send those events over. |
| 00:36:58 | 00:36:59 | Will they not? |
| 00:36:59 | 00:37:00 | Or is that not how it works? |
| 00:37:00 | 00:37:02 | - Well, again, it depends. |
| 00:37:02 | 00:37:03 | Let's say, Shopify, yes |
| 00:37:03 | 00:37:05 | 'cause Shopify is more of a contained ecosystem |
| 00:37:05 | 00:37:07 | like Apple, right? |
| 00:37:07 | 00:37:08 | WooCommerce is a little more like Google, |
| 00:37:08 | 00:37:10 | so it's everything's open |
| 00:37:10 | 00:37:11 | and you can kinda do whatever you want with it. |
| 00:37:11 | 00:37:13 | So yes, will there be integrations that are plugins |
| 00:37:13 | 00:37:16 | that say, "We'll take care of it. |
| 00:37:16 | 00:37:17 | "We'll send everything to GA4." |
| 00:37:17 | 00:37:18 | I'm positive they will exist. |
| 00:37:18 | 00:37:20 | There are also other ways to do it. |
| 00:37:20 | 00:37:22 | Like, the Tag Manager plugin pushes all that stuff |
| 00:37:22 | 00:37:24 | into the data layer for Tag Manager, |
| 00:37:24 | 00:37:26 | so, you can do it with Tag Manager |
| 00:37:26 | 00:37:27 | if that's what you're using. |
| 00:37:27 | 00:37:28 | So, there's lots of ways to do it with WooCommerce. |
| 00:37:28 | 00:37:31 | But the spirit of the question, the answer is yes. |
| 00:37:31 | 00:37:32 | The platforms will help with this. |
| 00:37:32 | 00:37:34 | They're just gonna need some time to get caught up |
| 00:37:34 | 00:37:37 | because everybody was sort of like, whoa, okay. |
| 00:37:37 | 00:37:38 | Clock has started. |
| 00:37:38 | 00:37:40 | July 1st, 2023, gotcha. |
| 00:37:40 | 00:37:41 | And now everyone's really doubling down. |
| 00:37:41 | 00:37:42 | For those that were like, |
| 00:37:42 | 00:37:44 | "Well, one day we'll have to get around to this," |
| 00:37:44 | 00:37:47 | they're all working double duty to get it up and running |
| 00:37:47 | 00:37:48 | so that we can get this information. |
| 00:37:48 | 00:37:50 | - So, it sounds to me as if, |
| 00:37:50 | 00:37:52 | once we install Google Analytiks 4, |
| 00:37:52 | 00:37:54 | we might need to go in there and try to figure out |
| 00:37:54 | 00:37:56 | how to set some of these events |
| 00:37:56 | 00:37:59 | that are not default events inside of Google Analytiks 4 |
| 00:37:59 | 00:38:00 | even if we're not gonna use it |
| 00:38:00 | 00:38:02 | just so it can start tracking the data. |
| 00:38:02 | 00:38:03 | Is that what I'm hearing? |
| 00:38:03 | 00:38:04 | - That's exactly right, that's exactly right. |
| 00:38:04 | 00:38:05 | So, when you set up, |
| 00:38:05 | 00:38:08 | the way to define setup is it's a few steps. |
| 00:38:08 | 00:38:10 | First is you activate it, |
| 00:38:10 | 00:38:12 | which is just lighting the stuff, lighting the thing up. |
| 00:38:12 | 00:38:14 | And that's what a lot of people have done. |
| 00:38:14 | 00:38:16 | Especially if you're like, "What's this GA4 thing? |
| 00:38:16 | 00:38:17 | "Last thing I heard about was App and Web." |
| 00:38:17 | 00:38:19 | That's what it used to be called years ago. |
| 00:38:19 | 00:38:21 | So they renamed it to GA4, Google Analytiks 4. |
| 00:38:21 | 00:38:23 | But if you've just activated it |
| 00:38:23 | 00:38:27 | and you haven't done any customization or configuration, |
| 00:38:27 | 00:38:28 | it's still not set up. |
| 00:38:28 | 00:38:30 | It's just activated, which means it's floating |
| 00:38:30 | 00:38:31 | with a bunch of information coming |
| 00:38:31 | 00:38:32 | into the different reports, |
| 00:38:32 | 00:38:35 | but that's not something you can necessarily jump into |
| 00:38:35 | 00:38:37 | and then start answering really cool questions around. |
| 00:38:37 | 00:38:38 | It's information. |
| 00:38:38 | 00:38:40 | There's probably no story back there. |
| 00:38:40 | 00:38:41 | So, when you customize and configure it, |
| 00:38:41 | 00:38:43 | that's when you can actually start to understand |
| 00:38:43 | 00:38:45 | how to stitch the events together |
| 00:38:45 | 00:38:48 | in a way that might show you a funnel of a customer journey, |
| 00:38:48 | 00:38:50 | or maybe you realize, |
| 00:38:50 | 00:38:52 | "Wow, I scrolled and I turned on scroll, |
| 00:38:52 | 00:38:55 | "but I thought, scroll was 10, 25, 50. |
| 00:38:55 | 00:38:56 | "Turns out it's only 90%. |
| 00:38:56 | 00:38:57 | "I need the other stuff. |
| 00:38:57 | 00:39:00 | "So now I have to go back and configure and set my thing up |
| 00:39:00 | 00:39:01 | "so that it actually does do |
| 00:39:01 | 00:39:02 | "all the different scroll points." |
| 00:39:02 | 00:39:05 | So remember, setup is not just turning it on. |
| 00:39:05 | 00:39:06 | That's just activation. |
| 00:39:06 | 00:39:08 | It's activate it, customize it, configure it. |
| 00:39:08 | 00:39:10 | You gotta do those three things. |
| 00:39:10 | 00:39:12 | - Let's tok about reporting because obviously |
| 00:39:12 | 00:39:16 | that's a huge part of how most people use analytiks. |
| 00:39:16 | 00:39:18 | How is it different? |
| 00:39:18 | 00:39:19 | What do we need to be thinking about? |
| 00:39:19 | 00:39:21 | Like, because I remember looking at it |
| 00:39:21 | 00:39:23 | and finding it a little bit overwhelming, you know, |
| 00:39:23 | 00:39:26 | at least when I last looked. |
| 00:39:26 | 00:39:27 | - Yeah, no, that's, |
| 00:39:27 | 00:39:29 | I think that's a very useful way of looking at it. |
| 00:39:29 | 00:39:30 | It is clunky. |
| 00:39:30 | 00:39:32 | Like, I would love to be as, you know, |
| 00:39:32 | 00:39:35 | to be able to come out and say, "Oh, GA4's gonna be amazing. |
| 00:39:35 | 00:39:36 | "It's so intuitive. |
| 00:39:36 | 00:39:37 | "You could easily see whatever you want." |
| 00:39:37 | 00:39:42 | And the answer as of now, most current truth, is not that. |
| 00:39:42 | 00:39:44 | I don't think that's always going to be the case. |
| 00:39:44 | 00:39:46 | I think there's gonna be some massive UI changes. |
| 00:39:46 | 00:39:47 | They're already coming out with a, |
| 00:39:47 | 00:39:49 | they changed the complete nav structure last year. |
| 00:39:49 | 00:39:51 | They are adding in big, giant pages. |
| 00:39:51 | 00:39:53 | They came up with a home screen that never existed. |
| 00:39:53 | 00:39:55 | And the home screen is only about a month old. |
| 00:39:55 | 00:39:58 | Like, it's really, they're reiterating this platform. |
| 00:39:58 | 00:40:00 | And that's what I do have faith is that the platform, |
| 00:40:00 | 00:40:03 | and this is the best way to think about GA4, |
| 00:40:03 | 00:40:06 | GA4 will only get easier to use. |
| 00:40:06 | 00:40:07 | So, the sooner you start to learn it, |
| 00:40:07 | 00:40:09 | the easier it's going to get for you. |
| 00:40:09 | 00:40:10 | They're gonna make reports easier. |
| 00:40:10 | 00:40:11 | There's a library function |
| 00:40:11 | 00:40:13 | where people will be able to share reports with themselves |
| 00:40:13 | 00:40:15 | and with each other. |
| 00:40:15 | 00:40:17 | Like, there's cool things that are coming down the pike |
| 00:40:17 | 00:40:19 | and that have been recently released |
| 00:40:19 | 00:40:20 | that'll help you with it. |
| 00:40:20 | 00:40:22 | But to your point, Mike, it is clunky. |
| 00:40:22 | 00:40:23 | It is not intuitive. |
| 00:40:23 | 00:40:24 | It is harder. |
| 00:40:24 | 00:40:25 | You're gonna try to go to Universal Analytiks |
| 00:40:25 | 00:40:27 | and see something really simple. |
| 00:40:27 | 00:40:30 | Go to the GA4, like a landing page report, for example, |
| 00:40:30 | 00:40:32 | go to GA4, and it's not there. |
| 00:40:32 | 00:40:33 | It doesn't exist. |
| 00:40:33 | 00:40:34 | There's no landing page report. |
| 00:40:34 | 00:40:36 | So, you have to go and you literally have to create it |
| 00:40:36 | 00:40:37 | with this thing called explorations. |
| 00:40:37 | 00:40:39 | And it's not easy, |
| 00:40:39 | 00:40:41 | to the point where people are just gonna stop using it. |
| 00:40:41 | 00:40:43 | And that's, Google knows that. |
| 00:40:43 | 00:40:45 | So, they are coming out with these reports. |
| 00:40:45 | 00:40:47 | And that's my understanding is they're probably, |
| 00:40:47 | 00:40:48 | well, my guess, not understanding. |
| 00:40:48 | 00:40:52 | My guess is that they would keep improving the reports |
| 00:40:52 | 00:40:55 | that are native to GA4. |
| 00:40:55 | 00:40:57 | The real reason to the, |
| 00:40:57 | 00:40:59 | or the real way to think about GA4 though. |
| 00:40:59 | 00:41:01 | And this goes back to the measurement platform |
| 00:41:01 | 00:41:02 | that Google has. |
| 00:41:02 | 00:41:06 | Google Analytiks 4 isn't built the same way |
| 00:41:06 | 00:41:08 | that Universal was built. |
| 00:41:08 | 00:41:09 | Universal was built to collect its information, |
| 00:41:09 | 00:41:12 | store its information, and report on information. |
| 00:41:12 | 00:41:16 | And it was there to do that in this tiny little world |
| 00:41:16 | 00:41:17 | that we used to live in 20 years ago. |
| 00:41:17 | 00:41:19 | Since then we've realized |
| 00:41:19 | 00:41:21 | there's other behaviors we wanna collect |
| 00:41:21 | 00:41:23 | and Universal Analytiks can't really do those easily. |
| 00:41:23 | 00:41:24 | So, you have Tag Manager. |
| 00:41:24 | 00:41:27 | Tag Manager's a platform that collects information. |
| 00:41:27 | 00:41:29 | So, now if Tag Manager collects everything |
| 00:41:29 | 00:41:31 | and then you store it in Google Analytiks. |
| 00:41:31 | 00:41:33 | And then with Google Analytiks 4, |
| 00:41:33 | 00:41:35 | it has issues with reporting. |
| 00:41:35 | 00:41:36 | The reports just aren't intuitive. |
| 00:41:36 | 00:41:37 | They're harder to get. |
| 00:41:37 | 00:41:39 | And it's a little clunkier to get answers |
| 00:41:39 | 00:41:41 | as fast as you may have done |
| 00:41:41 | 00:41:43 | if you were using Universal Analytiks, |
| 00:41:43 | 00:41:45 | but that's why Data Studio exists. |
| 00:41:45 | 00:41:46 | And so- |
| 00:41:46 | 00:41:47 | - Yeah, I was just gonna ask that actually. |
| 00:41:47 | 00:41:48 | You read my mind. |
| 00:41:48 | 00:41:52 | So, can you tap the data from GA4 into Data Studio? |
| 00:41:52 | 00:41:54 | - Not only can you, you should. |
| 00:41:54 | 00:41:55 | That's what we would recommend. |
| 00:41:55 | 00:41:57 | So you use, in the perfect world, |
| 00:41:57 | 00:41:58 | it is the holy trifecta of measurement. |
| 00:41:58 | 00:42:01 | It's use Tag Manager to collect, Google Analytiks 4 |
| 00:42:01 | 00:42:03 | to store all the information you wanna store |
| 00:42:03 | 00:42:05 | 'cause it is unbelievable at storing information. |
| 00:42:05 | 00:42:08 | It's an incredible behavioral database now more than ever. |
| 00:42:08 | 00:42:09 | It's incredible. |
| 00:42:09 | 00:42:12 | And then use Data Studio to actually build your reports. |
| 00:42:12 | 00:42:14 | So, you could very easily build a landing page report |
| 00:42:14 | 00:42:15 | in Data Studio, and it's gonna be nice, |
| 00:42:15 | 00:42:17 | and it's gonna be your company colors, and it'll be easy, |
| 00:42:17 | 00:42:19 | and it won't confuse anybody. |
| 00:42:19 | 00:42:20 | And that's the idea. |
| 00:42:20 | 00:42:21 | And that's honestly, when they came out with this |
| 00:42:21 | 00:42:24 | back in the App and Web days and they were calling it that, |
| 00:42:24 | 00:42:27 | the general idea was, listen, we're making this, |
| 00:42:27 | 00:42:29 | so if you wanna really analyze data, |
| 00:42:29 | 00:42:30 | if you're a data scientist type of person, |
| 00:42:30 | 00:42:31 | you're gonna love this new platform |
| 00:42:31 | 00:42:33 | 'cause it's all about analysis. |
| 00:42:33 | 00:42:36 | They actually had an entire section called the analysis hub |
| 00:42:36 | 00:42:38 | 'cause they thought that's the direction everybody wanted |
| 00:42:38 | 00:42:39 | to go. |
| 00:42:39 | 00:42:40 | And they told everybody, |
| 00:42:40 | 00:42:41 | we're not gonna be doing a whole lot of reports back here, |
| 00:42:41 | 00:42:42 | so if that's what you want, |
| 00:42:42 | 00:42:44 | use Data Studio to build your reports. |
| 00:42:44 | 00:42:46 | That's not horrible advice. |
| 00:42:46 | 00:42:49 | It's just bad from a product standpoint |
| 00:42:49 | 00:42:50 | because most people went, |
| 00:42:50 | 00:42:51 | "Well, I'm not gonna learn Data Studio. |
| 00:42:51 | 00:42:53 | "So let me just go find something else |
| 00:42:53 | 00:42:54 | "that's got good reports." |
| 00:42:55 | 00:42:56 | But I think that's a mistake. |
| 00:42:56 | 00:42:57 | I think you should learn Data Studio. |
| 00:42:57 | 00:42:59 | I think as a company when you're doing measurement, |
| 00:42:59 | 00:43:02 | measurement is too big for one platform to do well. |
| 00:43:02 | 00:43:03 | It just is. |
| 00:43:03 | 00:43:04 | If you're really good at measurement, |
| 00:43:04 | 00:43:06 | if you're really good at understanding the conversation |
| 00:43:06 | 00:43:08 | and listening to that conversation that's happening |
| 00:43:08 | 00:43:09 | between the users and the website, |
| 00:43:09 | 00:43:11 | 'cause that conversation's happening, |
| 00:43:11 | 00:43:13 | and if you don't know what that conversation is, |
| 00:43:13 | 00:43:14 | how do you enhance or adjust it? |
| 00:43:14 | 00:43:16 | How do you improve things? |
| 00:43:16 | 00:43:17 | You have to have that information. |
| 00:43:17 | 00:43:20 | And the way to do that that has been future proof, |
| 00:43:20 | 00:43:23 | that has, it does take a little bit of a skill to learn, |
| 00:43:23 | 00:43:24 | but it is future proof is |
| 00:43:24 | 00:43:27 | if you just have Tag Manager collect information, |
| 00:43:27 | 00:43:29 | use Google Analytiks 4 to store everything, |
| 00:43:29 | 00:43:31 | and then you hook it into Data Studio |
| 00:43:31 | 00:43:33 | as the data source for Data Studio |
| 00:43:33 | 00:43:35 | and that's where you can build all of your funnels, |
| 00:43:35 | 00:43:37 | your reports, and that's what we've done. |
| 00:43:37 | 00:43:39 | It's kind of a nice thing about GA4 is that it is, |
| 00:43:39 | 00:43:41 | because it is so what they call this flat architecture |
| 00:43:41 | 00:43:43 | where everything's just an event. |
| 00:43:43 | 00:43:43 | Everything's an event. |
| 00:43:43 | 00:43:46 | There is no, one event is not more important than another. |
| 00:43:46 | 00:43:47 | We're all just events. |
| 00:43:47 | 00:43:48 | Some events you'll flip on to be a conversion, |
| 00:43:48 | 00:43:51 | so during a period of time, they'll be treated as a, |
| 00:43:51 | 00:43:52 | in a different section. |
| 00:43:52 | 00:43:55 | They get put into a different section they have access to. |
| 00:43:55 | 00:43:56 | But they're still just events. |
| 00:43:56 | 00:43:58 | And eventually when you think about it like that, |
| 00:43:58 | 00:44:02 | you go, what other behaviors might I want to record? |
| 00:44:02 | 00:44:04 | So, like we toked about generate lead, right? |
| 00:44:04 | 00:44:06 | That's a good behavior to record. |
| 00:44:06 | 00:44:08 | We toked about scroll. |
| 00:44:08 | 00:44:12 | But what about things like interested or awareness |
| 00:44:12 | 00:44:13 | or engagement? |
| 00:44:13 | 00:44:16 | Like, are they engaged with my, like in our case, |
| 00:44:16 | 00:44:18 | we have the Measurement Marketing Academy. |
| 00:44:18 | 00:44:20 | So, we fire aware, we actually say academy aware, |
| 00:44:20 | 00:44:23 | that's the name of the event, when the page loads. |
| 00:44:23 | 00:44:25 | When they go to the cart, we say academy engage |
| 00:44:25 | 00:44:26 | 'cause that means they've engaged |
| 00:44:26 | 00:44:28 | with the academy customer journey. |
| 00:44:28 | 00:44:29 | And then when they go to the thank you page |
| 00:44:29 | 00:44:31 | and they purchase the Measurement Marketing Academy, |
| 00:44:31 | 00:44:32 | then it's academy complete. |
| 00:44:32 | 00:44:35 | So, we know they've completed that partikular journey. |
| 00:44:35 | 00:44:37 | So, now because I'm recording those events, |
| 00:44:37 | 00:44:39 | those behaviors in Google Analytiks 4, |
| 00:44:39 | 00:44:43 | I can build reports with Data Studio out of that stuff, |
| 00:44:43 | 00:44:44 | which is amazing. |
| 00:44:44 | 00:44:46 | So, GA4 does help you simplify things, |
| 00:44:46 | 00:44:50 | but it is a radically different way of thinking about data. |
| 00:44:50 | 00:44:51 | It's a better way. |
| 00:44:51 | 00:44:53 | And it's a way that everybody should be thinking |
| 00:44:53 | 00:44:54 | about data already. |
| 00:44:54 | 00:44:55 | So, if you're already thinking about data |
| 00:44:55 | 00:44:57 | in terms of measuring for behaviors, |
| 00:44:57 | 00:44:59 | GA4 is gonna be probably an easier platform to move into, |
| 00:44:59 | 00:45:02 | and you're gonna like it more because it is so open, |
| 00:45:02 | 00:45:03 | you can record any behavior you want. |
| 00:45:03 | 00:45:06 | But if you're not used to that, that's the first thing. |
| 00:45:06 | 00:45:08 | Get your mindset around behaviors. |
| 00:45:08 | 00:45:10 | That's what an analytiks platform tiknically has |
| 00:45:10 | 00:45:11 | always been for. |
| 00:45:11 | 00:45:13 | It's not for ROAS and CPA and all this other stuff. |
| 00:45:13 | 00:45:15 | It's for measuring behaviors that are happening |
| 00:45:15 | 00:45:15 | on the sites. |
| 00:45:15 | 00:45:18 | And so GA4 does an incredible job at that. |
| 00:45:18 | 00:45:20 | And then like you said, earlier, |
| 00:45:20 | 00:45:22 | Data Studio can plug right into it |
| 00:45:22 | 00:45:24 | to get you your nice reports. |
| 00:45:24 | 00:45:26 | - Some people listening right now are gonna have to go |
| 00:45:26 | 00:45:28 | to their clients or their boss |
| 00:45:28 | 00:45:31 | and somehow give them a message. |
| 00:45:31 | 00:45:34 | Give them a couple of toking points right now. |
| 00:45:34 | 00:45:35 | Like, what do you want to give to them |
| 00:45:35 | 00:45:38 | that they could give to their boss or their clients |
| 00:45:38 | 00:45:42 | that might say, hey, everything's about to change. |
| 00:45:42 | 00:45:45 | So, I mean, what do you advise they say? |
| 00:45:45 | 00:45:49 | Because obviously this is, you know, we need to prepare, |
| 00:45:49 | 00:45:50 | not just people listening, |
| 00:45:50 | 00:45:51 | but the people around the people |
| 00:45:51 | 00:45:52 | that are listening right now, right? |
| 00:45:52 | 00:45:55 | - Yeah, and there is a lot of confusion out there. |
| 00:45:55 | 00:45:58 | We've toked from everybody who's, on two ends. |
| 00:45:58 | 00:46:00 | One is we aren't gonna do anything |
| 00:46:00 | 00:46:01 | 'cause we just know it's an upgrade |
| 00:46:01 | 00:46:04 | 'cause Google's told us it's an upgrade, which is true. |
| 00:46:04 | 00:46:05 | All the emails that Google's been saying about GA4. |
| 00:46:05 | 00:46:07 | Hey, there's a new upgrade. |
| 00:46:07 | 00:46:08 | You should do GA4. |
| 00:46:08 | 00:46:09 | And everybody's looking at that. |
| 00:46:09 | 00:46:10 | There's a good chunk of people |
| 00:46:10 | 00:46:11 | that are looking at that going, |
| 00:46:11 | 00:46:12 | "Oh, it's just like an upgrade like the last time. |
| 00:46:12 | 00:46:13 | "Cool, that wasn't that big of a deal. |
| 00:46:13 | 00:46:15 | "We can wait." |
| 00:46:15 | 00:46:16 | That is not true. |
| 00:46:16 | 00:46:16 | It is. |
| 00:46:16 | 00:46:17 | Don't think about it like an upgrade. |
| 00:46:17 | 00:46:19 | It's a completely new platform. |
| 00:46:19 | 00:46:20 | This is a migration. |
| 00:46:20 | 00:46:22 | You need to move from one to the other. |
| 00:46:22 | 00:46:24 | And so making sure that your boss |
| 00:46:24 | 00:46:26 | or your clients understand is a very big deal |
| 00:46:26 | 00:46:28 | because it's a completely different platform, |
| 00:46:28 | 00:46:31 | and it will take time to wrap your head around. |
| 00:46:31 | 00:46:32 | That's a fact. |
| 00:46:32 | 00:46:33 | It will take time. |
| 00:46:33 | 00:46:35 | I would pencil at least 90 days. |
| 00:46:35 | 00:46:37 | That's a good, of consistent working with it. |
| 00:46:37 | 00:46:38 | At least 90 days. |
| 00:46:38 | 00:46:40 | By the end of 90 days, you'll be really comfortable with it. |
| 00:46:40 | 00:46:41 | But give yourself 90 days. |
| 00:46:41 | 00:46:45 | So, one is that A, it's not as simple as they think it is. |
| 00:46:45 | 00:46:46 | And so give yourself time |
| 00:46:46 | 00:46:48 | and you just need to start the clock sooner. |
| 00:46:48 | 00:46:52 | Two, universal is officially being deprecated July 1st. |
| 00:46:52 | 00:46:53 | There's a date now. |
| 00:46:53 | 00:46:54 | In the past the messaging was, |
| 00:46:54 | 00:46:56 | hey, Universal Analytiks will be going away. |
| 00:46:56 | 00:47:01 | Now it's Universal Analytiks is going away July 1st, 2023, |
| 00:47:01 | 00:47:04 | and after about six months, |
| 00:47:04 | 00:47:06 | you can't even access the data anymore. |
| 00:47:06 | 00:47:07 | It'll be gone. |
| 00:47:07 | 00:47:09 | So, you really need to start collecting information now |
| 00:47:09 | 00:47:11 | so that you can answer questions about behaviors. |
| 00:47:11 | 00:47:14 | So, and again, now you have to do this in a platform |
| 00:47:14 | 00:47:17 | that is radically different than Universal Analytiks. |
| 00:47:17 | 00:47:19 | It just, it is the best way to describe it. |
| 00:47:19 | 00:47:20 | It is radically different. |
| 00:47:20 | 00:47:22 | So, it's going to have a learning curve. |
| 00:47:22 | 00:47:24 | I don't care how good you are at Universal Analytiks, |
| 00:47:24 | 00:47:25 | you're gonna have a learning curve with GA4 |
| 00:47:25 | 00:47:28 | 'cause a lot of it won't make sense initially. |
| 00:47:28 | 00:47:29 | That's not because it's a bad platform. |
| 00:47:29 | 00:47:32 | It's 'cause it's a very different platform. |
| 00:47:32 | 00:47:34 | And so it's like, just because you know |
| 00:47:34 | 00:47:35 | how to ride a tricycle doesn't mean I can put you |
| 00:47:35 | 00:47:38 | on a 12 speed and then you're gonna be great at a 12 speed. |
| 00:47:38 | 00:47:39 | It's different. |
| 00:47:39 | 00:47:40 | They're both bikes. |
| 00:47:40 | 00:47:41 | They both kind of work the same way. |
| 00:47:41 | 00:47:43 | They both have pedals that turn the tire. |
| 00:47:43 | 00:47:45 | - Or just 'cause you know |
| 00:47:45 | 00:47:46 | how to play a piano doesn't mean you could pick up a guitar, |
| 00:47:46 | 00:47:47 | right? |
| 00:47:47 | 00:47:48 | - Exactly, yeah, exactly right. |
| 00:47:48 | 00:47:49 | Just 'cause you know one instrument- |
| 00:47:49 | 00:47:50 | - Or maybe like a saxophone. |
| 00:47:50 | 00:47:51 | - Yeah, exactly. |
| 00:47:51 | 00:47:52 | Yeah, it's completely different. |
| 00:47:52 | 00:47:55 | They both will do music, but completely different ways. |
| 00:47:55 | 00:47:57 | So, you gotta give yourself time to do that. |
| 00:47:57 | 00:47:58 | And that's where it's, |
| 00:47:58 | 00:48:01 | I would increase the urgency for your boss |
| 00:48:01 | 00:48:03 | or for your client and then go to 'em and say, |
| 00:48:03 | 00:48:04 | "Listen, this is going away. |
| 00:48:04 | 00:48:07 | "We're gonna need at least a few months to practike this |
| 00:48:07 | 00:48:09 | "to where we can even start to use it." |
| 00:48:09 | 00:48:11 | So it's not like, oh, we'll be able to turn it on tomorrow |
| 00:48:11 | 00:48:13 | and then we can use it for insights next week. |
| 00:48:13 | 00:48:15 | It'll be, we'll be able to turn it on tomorrow. |
| 00:48:15 | 00:48:16 | You can start using it for insights in three months. |
| 00:48:16 | 00:48:18 | So, when do you wanna start your three month clock? |
| 00:48:18 | 00:48:21 | I would suggest sooner than later, so you have the time |
| 00:48:21 | 00:48:23 | 'cause maybe it takes more than 90 days for your company |
| 00:48:23 | 00:48:24 | for some reason. |
| 00:48:24 | 00:48:26 | You have time to handle that. |
| 00:48:26 | 00:48:27 | But at least 90 days. |
| 00:48:27 | 00:48:28 | And like I said, |
| 00:48:28 | 00:48:30 | emphasizing that Universal Analytiks is going away |
| 00:48:30 | 00:48:32 | and it's got a clock on it now. |
| 00:48:32 | 00:48:35 | It's not like sometime in 2023, maybe December. |
| 00:48:35 | 00:48:36 | It's like no, July. |
| 00:48:36 | 00:48:39 | So, now every day that goes by is one less day you have |
| 00:48:39 | 00:48:43 | to have like a little cushion to be able to figure this out. |
| 00:48:43 | 00:48:44 | And then the other side, |
| 00:48:44 | 00:48:46 | remember I said there was one side |
| 00:48:46 | 00:48:47 | of there's a group of people who were |
| 00:48:47 | 00:48:47 | just like not doing anything |
| 00:48:47 | 00:48:49 | because they assume it's going to be easy. |
| 00:48:49 | 00:48:51 | That's a dangerous, dangerous assumption. |
| 00:48:51 | 00:48:52 | It's not easy. |
| 00:48:52 | 00:48:53 | It's just not. |
| 00:48:53 | 00:48:54 | It's not even, I'm just telling you not. |
| 00:48:54 | 00:48:55 | We do this for a living. |
| 00:48:55 | 00:48:56 | It's not. |
| 00:48:56 | 00:48:58 | Everyone that I know as a measurement instructor, |
| 00:48:58 | 00:48:59 | and I know I think just about everybody |
| 00:48:59 | 00:49:01 | that we've toked to, it's not easy. |
| 00:49:01 | 00:49:03 | Everyone's kind of like, holy cow, what's going on here? |
| 00:49:03 | 00:49:05 | So, people that are professionals have |
| 00:49:05 | 00:49:08 | to wrap their head around it because it is so different. |
| 00:49:08 | 00:49:11 | So, practike it and just give yourself that expectation. |
| 00:49:11 | 00:49:12 | Don't expect to be perfect |
| 00:49:12 | 00:49:14 | because you're just gonna feel bad about yourself. |
| 00:49:14 | 00:49:15 | Don't do that. |
| 00:49:15 | 00:49:16 | It's gonna be 90 days. |
| 00:49:16 | 00:49:17 | And after 90 days, then you can judge, |
| 00:49:17 | 00:49:19 | judge your performance. |
| 00:49:19 | 00:49:20 | So, it's gonna be harder than you think. |
| 00:49:20 | 00:49:24 | The second thing is when people switch, |
| 00:49:24 | 00:49:26 | they literally just switched. |
| 00:49:26 | 00:49:29 | They would turn off Universal and start using GA4. |
| 00:49:29 | 00:49:30 | That's also a mistake. |
| 00:49:30 | 00:49:33 | You will still use both at the same time |
| 00:49:33 | 00:49:34 | because they are separate. |
| 00:49:34 | 00:49:36 | Remember, they're not, it's an upgrade, |
| 00:49:36 | 00:49:37 | but it's not an upgrade, not really. |
| 00:49:37 | 00:49:39 | It is this completely new platform, |
| 00:49:39 | 00:49:40 | which means they both run in parallel. |
| 00:49:40 | 00:49:42 | So, you can keep Universal Analytiks going. |
| 00:49:42 | 00:49:44 | You can keep using that. |
| 00:49:44 | 00:49:47 | The goal with, my personal migration plan |
| 00:49:47 | 00:49:49 | for people listening to this would be listen, |
| 00:49:49 | 00:49:50 | if you can get convinced, |
| 00:49:50 | 00:49:51 | yeah, we're gonna push on, you know, this coming Monday, |
| 00:49:51 | 00:49:54 | we're gonna start our GA4 journey. |
| 00:49:54 | 00:49:56 | It would look something like we're gonna be using Universal, |
| 00:49:56 | 00:49:57 | and we still use that |
| 00:49:57 | 00:49:59 | for a production platform getting answers. |
| 00:49:59 | 00:50:00 | And then every day that we're in GA4, |
| 00:50:00 | 00:50:02 | we're thinking about the behaviors we're gonna measure, |
| 00:50:02 | 00:50:03 | we're learning how to use the platform. |
| 00:50:03 | 00:50:05 | Hopefully you're connecting to Data Studio |
| 00:50:05 | 00:50:07 | 'cause I think you really will unlock the true potential |
| 00:50:07 | 00:50:08 | of your measurement |
| 00:50:08 | 00:50:10 | when you have multiple platforms doing measurement. |
| 00:50:10 | 00:50:13 | But you're building these reports out |
| 00:50:13 | 00:50:14 | and you're adjusting stuff. |
| 00:50:14 | 00:50:16 | And at the end of 90 days, then you can sort of go, |
| 00:50:16 | 00:50:19 | my perfect plan would be that you are now |
| 00:50:19 | 00:50:22 | at the end of 90 days primarily using GA4 |
| 00:50:22 | 00:50:24 | as your data source to answer questions, |
| 00:50:24 | 00:50:26 | what we call the production platform. |
| 00:50:26 | 00:50:27 | So, you're using GA4 data to do that. |
| 00:50:27 | 00:50:29 | Whether it's in the GA4 reports |
| 00:50:29 | 00:50:31 | or whether you're using Data Studio that's connected to GA4, |
| 00:50:31 | 00:50:33 | it's GA4 is where it's getting its |
| 00:50:33 | 00:50:35 | kind of useful truth from. |
| 00:50:35 | 00:50:36 | And then if there is a question |
| 00:50:36 | 00:50:39 | that you ask that GA4 either doesn't have |
| 00:50:39 | 00:50:40 | because you forgot to set up the implementation |
| 00:50:40 | 00:50:41 | or something else, |
| 00:50:41 | 00:50:45 | you still have Universal Analytiks as a backup platform |
| 00:50:45 | 00:50:46 | for at least six months. |
| 00:50:46 | 00:50:49 | And then after, you know, July 1st that stops working. |
| 00:50:49 | 00:50:51 | You'll have it as historic data. |
| 00:50:51 | 00:50:52 | And after, you know, December of 2023, |
| 00:50:52 | 00:50:55 | at this most current truth, it'll be gone forever. |
| 00:50:55 | 00:50:56 | But at that point you won't miss it |
| 00:50:56 | 00:50:57 | because you're so used to using GA4, |
| 00:50:57 | 00:51:01 | and you've had that safety net of Universal long enough |
| 00:51:01 | 00:51:01 | to the point where you're like, |
| 00:51:01 | 00:51:03 | "Oh yeah, we haven't used Universal in six months. |
| 00:51:03 | 00:51:04 | "Who cares if it goes away?" |
| 00:51:04 | 00:51:06 | That should be where everybody is. |
| 00:51:06 | 00:51:08 | But that will only happen if you start learning |
| 00:51:08 | 00:51:11 | how to use this platform today. |
| 00:51:11 | 00:51:13 | - Mercer, this has been a very fascinating |
| 00:51:13 | 00:51:15 | and eye opening dialogue. |
| 00:51:15 | 00:51:17 | If people want to discover more about you |
| 00:51:17 | 00:51:19 | and the stuff you've got going on, |
| 00:51:19 | 00:51:21 | where do you wanna send them? |
| 00:51:21 | 00:51:24 | - So, obviously our brand is MeasurementMarketing.io. |
| 00:51:24 | 00:51:25 | That's our website. |
| 00:51:25 | 00:51:27 | We do have a toolbox membership that's got a ton of training |
| 00:51:27 | 00:51:29 | and I'll give you a couple of resources. |
| 00:51:29 | 00:51:32 | One is MeasurementMarketing.io/YouTube. |
| 00:51:32 | 00:51:34 | So, just to subscribe to our YouTube channel there. |
| 00:51:34 | 00:51:35 | A ton of free training. |
| 00:51:35 | 00:51:37 | Every week we do new training on this. |
| 00:51:37 | 00:51:38 | And obviously there's a lot |
| 00:51:38 | 00:51:39 | of Google Analytiks 4 stuff there, |
| 00:51:39 | 00:51:41 | so if people want to learn some stuff, |
| 00:51:41 | 00:51:44 | they can do that at MeasurementMarketing.io/YouTube. |
| 00:51:44 | 00:51:45 | And then otherwise, |
| 00:51:45 | 00:51:49 | if you go to MeasurementMarketing.io/SME. |
| 00:51:49 | 00:51:53 | So, MeasurementMarketing.io/SME, it'll take you to a page |
| 00:51:53 | 00:51:55 | where we have what we call our toolbox membership. |
| 00:51:55 | 00:51:56 | There's a ton of resources on there. |
| 00:51:56 | 00:51:58 | We'll have migration checklists on there |
| 00:51:58 | 00:52:01 | that people can sign up for and learn a little bit about. |
| 00:52:01 | 00:52:02 | And then obviously for those that really wanna learn this, |
| 00:52:02 | 00:52:04 | we've got the Measurement Marketing Academy |
| 00:52:04 | 00:52:05 | they can purchase, |
| 00:52:05 | 00:52:06 | but I would always go for the free stuff first, |
| 00:52:06 | 00:52:07 | make sure it's gonna be a good fit for you |
| 00:52:07 | 00:52:09 | before you do that. |
| 00:52:09 | 00:52:11 | - Mercer, thank you again for coming on |
| 00:52:11 | 00:52:12 | and answering all my questions. |
| 00:52:12 | 00:52:14 | I know that a lot of people are like, |
| 00:52:14 | 00:52:17 | okay, I guess we gotta get going. |
| 00:52:17 | 00:52:18 | Really, really appreciate it. |
| 00:52:18 | 00:52:20 | I'm sure we'll be hearing more from you |
| 00:52:20 | 00:52:25 | in the year coming up to the obviously migration. |
| 00:52:25 | 00:52:27 | Thanks again for sharing your time with us today. |
| 00:52:27 | 00:52:28 | - Thanks, Mike, appreciate it. |
