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Google Analytics 4 Migration: How to Prepare

Published on: December 5 2022 by Social Media Examiner

Google Analytics 4 Migration: How to Prepare

Google Analytics 4 Migration: How to Prepare

startTime durationTime text
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.

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