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Google Analytics 4 Transition and Google Ads Linking

Published on: December 7 2022 by Paid Media Pros

Google Analytics 4 Transition and Google Ads Linking

The above is a brief introduction to Google Analytics 4 Transition and Google Ads Linking.

Let's move on to the first section of Google Analytics 4 Transition and Google Ads Linking!

Google Analytics 4 Transition and Google Ads Linking

startTime durationTime text
00:00:00 00:00:04 if you have a google analytiks account
00:00:02 00:00:06 odds are you've been getting lots of
00:00:04 00:00:08 emails warning you about the summer of
00:00:06 00:00:11 2023 and what's going to happen to that
00:00:08 00:00:13 analytiks account we are no different we
00:00:11 00:00:15 are also getting those emails and it can
00:00:13 00:00:18 be a little bit confusing to figure out
00:00:15 00:00:20 what exactly is going on so we wanted to
00:00:18 00:00:22 help simplify things a little bit
00:00:20 00:00:24 because we do think it's important for
00:00:22 00:00:26 anybody running paid media campaigns to
00:00:24 00:00:28 have some sort of analytiks platform out
00:00:26 00:00:30 there tracking what's happening on your
00:00:28 00:00:32 website and google analytiks has always
00:00:30 00:00:34 been a good solution for that because
00:00:32 00:00:36 it's free and it has a number of robust
00:00:34 00:00:39 tools available so in this video we're
00:00:36 00:00:41 going to give an overview as to what is
00:00:39 00:00:43 even going on tok about some of the
00:00:41 00:00:45 differences between universal analytiks
00:00:43 00:00:48 and ga4 and then show you how to create
00:00:45 00:00:51 a ga4 profile for your site that already
00:00:48 00:00:53 has a universal analytiks account set up
00:00:51 00:00:56 the entire reason for this video is
00:00:53 00:00:57 because of this artikle that google
00:00:56 00:00:59 published and sent out a number of
00:00:57 00:01:01 emails about and it's that universal
00:00:59 00:01:04 analytiks will be going away google
00:01:01 00:01:06 analytiks is launching their new
00:01:04 00:01:08 generation which as i'm sure you've
00:01:06 00:01:10 guessed is called google analytiks 4 or
00:01:08 00:01:14 ga4 and as you can see here in this
00:01:10 00:01:16 first paragraph july 1 of 2023 is going
00:01:14 00:01:19 to be the day that universal analytiks
00:01:16 00:01:21 properties will stop processing new hits
00:01:19 00:01:23 so if you rely on google analytiks
00:01:21 00:01:25 specifically a universal analytiks
00:01:23 00:01:28 profile now is the time to start getting
00:01:25 00:01:30 your ga4 profile set up because in a
00:01:28 00:01:32 little less than a year based on the
00:01:30 00:01:33 recording of this video universal
00:01:32 00:01:35 analytiks properties will be going away
00:01:33 00:01:37 and they won't track anymore so we can
00:01:35 00:01:40 scroll down just a little bit more to
00:01:37 00:01:43 get a little bit more insight up until
00:01:40 00:01:45 july 1st of 2023 you can continue to use
00:01:43 00:01:48 and collect data in universal analytiks
00:01:45 00:01:50 on that july 1st date you'll be able to
00:01:48 00:01:52 access your previously processed data in
00:01:50 00:01:54 your google analytiks universal
00:01:52 00:01:56 analytiks property for at least six
00:01:54 00:01:58 months so you'll be able to get the data
00:01:56 00:02:01 for six months after that july first
00:01:58 00:02:03 date or effectively as of december 31st
00:02:01 00:02:05 of 2023 google suggests that during that
00:02:03 00:02:07 time period you export all of your
00:02:05 00:02:09 historical reports because they will be
00:02:07 00:02:11 going away so over the next few months
00:02:09 00:02:14 up until the shift from universal
00:02:11 00:02:17 analytiks to ga4 google will continue to
00:02:14 00:02:18 update us on different details of this
00:02:17 00:02:20 transition just to make sure that we
00:02:18 00:02:22 know what's going on if we scroll down a
00:02:20 00:02:24 little bit in this artikle the next
00:02:22 00:02:26 steps are basically for you to check and
00:02:24 00:02:28 see if your google analytiks property is
00:02:26 00:02:31 impacted my guess is that if you made
00:02:28 00:02:33 your property more than three months ago
00:02:31 00:02:34 it probably is and then it suggests that
00:02:33 00:02:37 you start to complete the steps to make
00:02:34 00:02:39 the switch to ga4 before i get there
00:02:37 00:02:42 because we are going to create a profile
00:02:39 00:02:43 for an existing universal analytiks
00:02:42 00:02:45 account today i want to tok about some
00:02:43 00:02:47 of the differences between universal
00:02:45 00:02:49 analytiks and ga4 as you can tell i'm
00:02:47 00:02:51 using mostly google documentation for
00:02:49 00:02:53 this because honestly it's the best
00:02:51 00:02:55 source of information out there so this
00:02:53 00:02:57 is a pretty high level view of what the
00:02:55 00:03:00 difference between universal analytiks
00:02:57 00:03:02 and ga4 is going to be so ga4 is a new
00:03:00 00:03:04 property type designed for what google
00:03:02 00:03:06 calls the future of measurement it will
00:03:04 00:03:08 be able to track data from both websites
00:03:06 00:03:10 and app behavior whereas in the past you
00:03:08 00:03:13 needed to have universal analytiks and
00:03:10 00:03:16 then google firebase to track your app
00:03:13 00:03:18 performance this will all be in one ga4
00:03:16 00:03:20 is based on events rather than session
00:03:18 00:03:22 data and we'll tok about that here in
00:03:20 00:03:24 just a little bit it already includes
00:03:22 00:03:25 privacy controls such as cookie list
00:03:24 00:03:27 measurement and behavioral and
00:03:25 00:03:29 conversion modeling its predictive
00:03:27 00:03:31 capabilities offer guidance without
00:03:29 00:03:33 complex models or so it says and it
00:03:31 00:03:35 allows you to directly integrate to
00:03:33 00:03:37 media platforms and help drive actions
00:03:35 00:03:39 on your website or app my guess is that
00:03:37 00:03:41 one's not necessarily a huge new thing
00:03:39 00:03:43 because we could use universal analytiks
00:03:41 00:03:45 with google ads and some other tools so
00:03:43 00:03:47 that one might not be as robust but
00:03:45 00:03:49 still and then just like the other
00:03:47 00:03:50 artikle the remainder of this one is
00:03:49 00:03:53 going to be focusing on how to make the
00:03:50 00:03:55 change to ga4 but instead i want to tok
00:03:53 00:03:57 a little bit more about this second
00:03:55 00:03:59 piece here because i think this is going
00:03:57 00:04:02 to be one of the bigger things that
00:03:59 00:04:04 impacts advertisers and it's one of the
00:04:02 00:04:05 bigger mind shifts that we have to make
00:04:04 00:04:08 so let's look a little bit more into
00:04:05 00:04:10 this events verse session based data
00:04:08 00:04:12 changeover again in these help artikles
00:04:10 00:04:13 there are a number of different stages
00:04:12 00:04:16 to tok to you about how to migrate from
00:04:13 00:04:18 ua to ga4 and in this artikle there are
00:04:16 00:04:20 a number of different stats that it's
00:04:18 00:04:22 toking about and i'm really only going
00:04:20 00:04:23 to tok about these top two up here
00:04:22 00:04:25 because i think that's going to be the
00:04:23 00:04:26 most important when it comes down to it
00:04:25 00:04:28 this is going to be the biggest
00:04:26 00:04:31 difference between the two platforms in
00:04:28 00:04:33 universal analytiks the hit types are
00:04:31 00:04:35 considered page hits event hits
00:04:33 00:04:39 e-commerce hits and social interaction
00:04:35 00:04:41 hits in ga4 everything is event-based
00:04:39 00:04:43 every interaction is captured as an
00:04:41 00:04:46 event so all of the property hit types
00:04:43 00:04:48 from ua are going to be considered
00:04:46 00:04:51 events in ga4 so as you can see down
00:04:48 00:04:53 here a page view is an event an event is
00:04:51 00:04:55 an event social hits are an event user
00:04:53 00:04:59 timing is an event everything is based
00:04:55 00:05:00 on events rather than specific hit types
00:04:59 00:05:04 so let's learn a little bit more about
00:05:00 00:05:05 events in ga4 in universal analytiks
00:05:04 00:05:08 there was something specific called an
00:05:05 00:05:10 event and it had a category an action
00:05:08 00:05:12 and a label and its own hit type so if
00:05:10 00:05:14 we hop into a universal analytiks
00:05:12 00:05:16 account really quick
00:05:14 00:05:18 here you can see an event report this is
00:05:16 00:05:20 just the overview tab within the event
00:05:18 00:05:22 section in the behavior section and you
00:05:20 00:05:24 can see here that the top events are
00:05:22 00:05:26 based on event category event action and
00:05:24 00:05:30 event label these designations are going
00:05:26 00:05:32 to be going away in ga4 so we will not
00:05:30 00:05:34 be able to create different event
00:05:32 00:05:35 categories actions and labels like we
00:05:34 00:05:37 used to in the past and again i think
00:05:35 00:05:39 this is one of the bigger mind shifts
00:05:37 00:05:41 that we'll need to make to ensure that
00:05:39 00:05:43 we're tracking and understanding our
00:05:41 00:05:46 on-site performance that much better in
00:05:43 00:05:48 ga4 every hit is going to be an event
00:05:46 00:05:50 there is no distinction between these
00:05:48 00:05:52 different types so when somebody views
00:05:50 00:05:54 one of the pages of your website the
00:05:52 00:05:55 event is going to be page view rather
00:05:54 00:05:58 than a specific hit type like i
00:05:55 00:06:01 mentioned there's no notion of category
00:05:58 00:06:03 action and label in ga4 so all the
00:06:01 00:06:06 categorization we've done before will
00:06:03 00:06:08 need to be thought out and changed
00:06:06 00:06:10 moving forward i know this is a little
00:06:08 00:06:12 bit of a heady topic so i highly
00:06:10 00:06:14 encourage you to head to
00:06:12 00:06:17 support.google.com and read up more on
00:06:14 00:06:19 this migration from ua to ga4 you can
00:06:17 00:06:21 see here that there's a ton of different
00:06:19 00:06:23 setup stages and setup artikles that you
00:06:21 00:06:25 can look at to make sure that everything
00:06:23 00:06:27 is in place and ideally we're going to
00:06:25 00:06:29 be putting together more videos about
00:06:27 00:06:31 ga4 in the future to help you ensure
00:06:29 00:06:33 that you're taking full advantage of the
00:06:31 00:06:36 platform now let's tok about how to
00:06:33 00:06:37 actually make the shift from ua to ga4
00:06:36 00:06:39 and in this video as i mentioned in the
00:06:37 00:06:42 intro the only thing we're going to do
00:06:39 00:06:44 is set up a ga4 profile for an existing
00:06:42 00:06:46 universal analytiks account and then i'm
00:06:44 00:06:47 going to show you how to link it to your
00:06:46 00:06:49 google ads account in one of the
00:06:47 00:06:51 previous artikles we looked at there was
00:06:49 00:06:53 a link that took you to this page that
00:06:51 00:06:55 says make the switch to google analytiks
00:06:53 00:06:56 for and there are all sorts of these
00:06:55 00:06:58 different steps that you can go through
00:06:56 00:07:00 to make sure everything is set up
00:06:58 00:07:01 properly i definitely encourage you to
00:07:00 00:07:03 go through each of these make sure that
00:07:01 00:07:05 everything is set up and tracking
00:07:03 00:07:06 accurately but for the most part we're
00:07:05 00:07:08 really only going to be spending our
00:07:06 00:07:10 time in this video just up here that's
00:07:08 00:07:12 pretty much it so with that let's hop
00:07:10 00:07:14 into the google analytiks account that
00:07:12 00:07:15 we're going to upgrade today and get
00:07:14 00:07:17 started
00:07:15 00:07:19 as you can see there is a light blue
00:07:17 00:07:21 banner up at the top that is warning you
00:07:19 00:07:23 of all the same impending changes that
00:07:21 00:07:24 i've been toking about throughout this
00:07:23 00:07:26 entire video and if you want to you can
00:07:24 00:07:28 click this to learn more it will take
00:07:26 00:07:29 you to a number of the help artikles
00:07:28 00:07:31 that you've already seen in this video
00:07:29 00:07:32 but if you're a little bit lost and
00:07:31 00:07:34 couldn't find them on your own this is a
00:07:32 00:07:36 great shortcut to get there you can
00:07:34 00:07:38 click the let's go button and it will
00:07:36 00:07:40 start you down the process but just for
00:07:38 00:07:42 those of you who might not have this
00:07:40 00:07:44 banner show up anymore want to make sure
00:07:42 00:07:46 you know how to get there organically
00:07:44 00:07:49 rather than relying on this prompt so to
00:07:46 00:07:51 create your ga4 profile we're actually
00:07:49 00:07:53 going to use the ga4 setup assistant so
00:07:51 00:07:55 let's head down here into the admin
00:07:53 00:07:57 section for this account and then in
00:07:55 00:08:00 this middle property column we're going
00:07:57 00:08:02 to click ga4 setup assistant as you can
00:08:00 00:08:04 see here my account is not connected to
00:08:02 00:08:06 ga4 which is what we're doing here if
00:08:04 00:08:07 you have a universal analytiks account
00:08:06 00:08:09 you're just trying to create a ga4
00:08:07 00:08:11 property you can do that here and that's
00:08:09 00:08:13 what we're going to do in just a minute
00:08:11 00:08:15 but if you already set up a ga4 property
00:08:13 00:08:17 and you just need to link them into your
00:08:15 00:08:19 account you can connect different
00:08:17 00:08:21 properties this way but only if that
00:08:19 00:08:22 button shows up for you so for this
00:08:21 00:08:24 account let's go ahead and click get
00:08:22 00:08:26 started on creating our ga4 property we
00:08:24 00:08:27 get a prompt that tells us what this
00:08:26 00:08:29 setup assistant is going to do it's
00:08:27 00:08:32 going to create the ga4 property copy
00:08:29 00:08:34 basic settings from the existing ua
00:08:32 00:08:36 property it will turn on enhanced
00:08:34 00:08:38 measurement and then in the optional
00:08:36 00:08:40 setup down here below we can enable data
00:08:38 00:08:42 collection using existing global site
00:08:40 00:08:44 tags i definitely want to do that so i'm
00:08:42 00:08:46 going to click create property and now
00:08:44 00:08:48 we've successfully connected our ga4
00:08:46 00:08:50 property extremely easy you can see down
00:08:48 00:08:51 here that if for whatever reason you
00:08:50 00:08:53 want to disconnect this you can
00:08:51 00:08:56 disconnect it at any time but let's go
00:08:53 00:08:58 ahead and go to our ga4 property and get
00:08:56 00:09:00 started now that we're in our ga4
00:08:58 00:09:02 account we're still in the setup
00:09:00 00:09:05 assistant but we're in the new property
00:09:02 00:09:06 so if you get stuck on the process and
00:09:05 00:09:08 you have to come back to it this is a
00:09:06 00:09:09 great place to get started because it
00:09:08 00:09:12 walks you through all the different
00:09:09 00:09:13 stages that you want to get set up so
00:09:12 00:09:15 here you can see data collection you
00:09:13 00:09:17 want to collect website and app data
00:09:15 00:09:19 using different events added through
00:09:17 00:09:21 your global site tag so we can get
00:09:19 00:09:22 started on this if we want to you can
00:09:21 00:09:23 see each of these has an arrow that
00:09:22 00:09:24 points off to the right we're not going
00:09:23 00:09:26 to do that right now but we're going to
00:09:24 00:09:27 keep moving down there are a ton of
00:09:26 00:09:29 different things you can do from here
00:09:27 00:09:31 and it's helpful to have this checklist
00:09:29 00:09:33 so you can turn on your google signals
00:09:31 00:09:35 you can set up conversions define
00:09:33 00:09:37 audiences and manage all of the users
00:09:35 00:09:39 that you have for your account and again
00:09:37 00:09:41 you might notike that a lot of these are
00:09:39 00:09:43 going to tie back into the specific
00:09:41 00:09:46 stages that we have here again activate
00:09:43 00:09:47 google signals add users all that good
00:09:46 00:09:49 stuff there's a bunch of different
00:09:47 00:09:52 pieces in here that will line up with
00:09:49 00:09:53 the setup assistant in ga4 to make sure
00:09:52 00:09:55 that you're going through all the stages
00:09:53 00:09:56 but the last thing i want to tok about
00:09:55 00:09:58 for this video is going to be in this
00:09:56 00:10:00 google ad section down here and we're
00:09:58 00:10:02 only going to tok about how to link to
00:10:00 00:10:05 a google ads account just because you
00:10:02 00:10:07 created a ga4 property off of an
00:10:05 00:10:09 existing universal analytiks account
00:10:07 00:10:11 that does not mean that the new ga4
00:10:09 00:10:13 property is connected to the same google
00:10:11 00:10:15 ads account that the universal analytiks
00:10:13 00:10:16 account was connected to in fact it's
00:10:15 00:10:18 quite the opposite it will not be
00:10:16 00:10:20 connected until you do it so here's how
00:10:18 00:10:22 you do that you click the arrow here and
00:10:20 00:10:24 then you have a few options you can
00:10:22 00:10:26 import it from google analytiks which
00:10:24 00:10:28 again makes it super easy you can manage
00:10:26 00:10:29 your google ads links manually or you
00:10:28 00:10:31 can mark this as complete if you've
00:10:29 00:10:33 already done it so you can go to import
00:10:31 00:10:36 from universal analytiks you'll see here
00:10:33 00:10:38 the account id already matches up i
00:10:36 00:10:39 could go through and do this but i don't
00:10:38 00:10:41 want to do it just yet because i'm going
00:10:39 00:10:43 to assume that some of you might have
00:10:41 00:10:44 not done this and i want to show you the
00:10:43 00:10:46 organic way to do it but if you're in
00:10:44 00:10:48 the setup assistant this is by far the
00:10:46 00:10:50 easiest you can pull it over from your
00:10:48 00:10:52 universal analytiks property let's go
00:10:50 00:10:54 ahead and x out of this and then i'm
00:10:52 00:10:56 even going to come away from the setup
00:10:54 00:10:58 assistant and go down to google ads
00:10:56 00:11:00 links just like with universal analytiks
00:10:58 00:11:02 this is pretty simple we just come up
00:11:00 00:11:03 into link again we'll need to make sure
00:11:02 00:11:06 that we're logged in with the proper
00:11:03 00:11:07 credentials that has access to this ga4
00:11:06 00:11:08 property as well as the google ads
00:11:07 00:11:11 account that we want to link click the
00:11:08 00:11:12 link button we need to choose the google
00:11:11 00:11:13 ads account sorry a lot of this is
00:11:12 00:11:14 blurred out you don't need to see all
00:11:13 00:11:16 this i'm just going to type up into the
00:11:14 00:11:18 window up here find the ad account that
00:11:16 00:11:19 we want to use and then click confirm
00:11:18 00:11:22 next we'll go through the different
00:11:19 00:11:24 configuration settings we want to enable
00:11:22 00:11:26 personalized advertising where audience
00:11:24 00:11:28 lists and remarketing events and
00:11:26 00:11:30 parameters can be published and linked
00:11:28 00:11:31 to google ads accounts this is
00:11:30 00:11:33 definitely something we want to do and
00:11:31 00:11:36 then you can enable auto tagging which
00:11:33 00:11:38 basically means that it will append any
00:11:36 00:11:40 of the google click id information so
00:11:38 00:11:42 you'll track the different campaign ad
00:11:40 00:11:44 group all that good stuff if you don't
00:11:42 00:11:46 want to do that you can come down here
00:11:44 00:11:48 and turn that off but for almost every
00:11:46 00:11:49 account i would suggest leaving it on so
00:11:48 00:11:51 i'll just click next and the last thing
00:11:49 00:11:52 we get to do is review and submit
00:11:51 00:11:54 everything looks good to me so i'm just
00:11:52 00:11:55 going to click submit so now the link
00:11:54 00:11:57 has been created we can see that that's
00:11:55 00:12:00 confirmed and then we do get a what's
00:11:57 00:12:02 next step here so it may take up to 24
00:12:00 00:12:04 hours for google ads to link and begin
00:12:02 00:12:06 displaying data so just keep that in
00:12:04 00:12:09 mind it does prompt you to start
00:12:06 00:12:12 creating and importing conversions into
00:12:09 00:12:13 google ads from ga4 as well as create
00:12:12 00:12:16 remarketing audiences in google
00:12:13 00:12:18 analytiks to then pass into google ads
00:12:16 00:12:20 those will be topics of future videos
00:12:18 00:12:22 but for now you have your ga4 profile
00:12:20 00:12:24 created and you have your account linked
00:12:22 00:12:26 to your google ads account so you're on
00:12:24 00:12:29 your way to making sure that you are
00:12:26 00:12:31 ready for that july 1st 2023 deadline
00:12:29 00:12:33 i'm not going to lie this is a very big
00:12:31 00:12:36 shift the change from universal
00:12:33 00:12:38 analytiks to ga4 this is going to have a
00:12:36 00:12:41 really big impact on how we measure and
00:12:38 00:12:43 optimize different ppc campaigns as well
00:12:41 00:12:45 as all sorts of different aspects of
00:12:43 00:12:48 digital business this has been a very
00:12:45 00:12:50 high level overview of just the very
00:12:48 00:12:53 first steps to get started to make sure
00:12:50 00:12:55 that you're covered for that july 2023
00:12:53 00:12:58 deadline so please don't assume that
00:12:55 00:12:59 after this video you're done there is
00:12:58 00:13:01 quite a lot of work ahead and there's
00:12:59 00:13:04 also a big learning curve on the
00:13:01 00:13:06 differences between universal analytiks
00:13:04 00:13:08 and ga4 this is something that everybody
00:13:06 00:13:10 is in the same boat so we all need to be
00:13:08 00:13:12 prepared and learn as much as we can
00:13:10 00:13:14 about ga4 to make sure that we're using
00:13:12 00:13:16 it to the best of our ability but just
00:13:14 00:13:18 like any other change in digital
00:13:16 00:13:20 advertising the companies that pay the
00:13:18 00:13:22 most attention and that really learn how
00:13:20 00:13:23 to use these tools to the best of their
00:13:22 00:13:26 abilities are going to be the ones that
00:13:23 00:13:28 come out on top in the long run fighting
00:13:26 00:13:30 this change putting it off is not going
00:13:28 00:13:32 to do anybody any good so i encourage
00:13:30 00:13:34 you to get started get your hands dirty
00:13:32 00:13:36 and start to figure out how you can use
00:13:34 00:13:38 ga4 to improve all of your digital
00:13:36 00:13:40 campaigns if you have any other
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