GA4: Key Differences from UA3
GA4: Key Differences from UA3 Unless you are new to the marketing industry, you will be all too well aware of the transition to Google Analytics 4, which took place on July 1 and spelled the end for Universal Analytics. Because of this new dawn, it’s important Google Ad specialists learn the key differences between Universal Analytics and Google Analytics 4 and its implications for data analysis in the future. Indeed, one of the biggest challenges experts will face will be when they compare a current period of data captured with Google Analytics 4, and historical data captured with Universal Analytics. There are several key differences between the two sets of data. So, what are these key differences and how can you get around this problem? Key Differences Between GA4 and UA3 Universal Analytics was based on sessions and page views. Google Analytics 4 is based on events and parameters. Now, both methods can collect data, but the result in a report will look very different. Here’s how… User Counts One of the key differences between UA3 and GA4 is how user counts can look very different to one another. In the reports snapshot, GA4 rounds the number to neat figures such as 11k, 20k, or 100k for example. UA, however, presents you with the exact number, be it 11,860 or 20,112. So, in comparing user count using both Google Analytics 4 and Universal Analytics, it’s clear that in GA4 the amount of users is always going to be a significant percentage lower. Sessions GA4 has several key differences with counting sessions, which are actually more accurate than Universal Analytics. While both platforms have a default session timeout setting of 30 minutes, Universal Analytics always restarts the session at midnight and generates a completely new one. Google Analytics 4 does not restart at midnight and does not generate a new session, making your reports even more accurate. So, since you’ve been using GA4, you have in fact been reporting an exact session count, something which was never previously achievable with UA. Sessions Another key difference between UA and GA4 is the way conversions are calculated. UA will only count one conversion per session for each goal. So for instance, it never counts if a user clicks on the “click to call ” multiple times. In contrast, GA4 will count a conversion every time, even if that same conversion event is recorded many times during a single session. While some Google Ads experts say that by counting every conversion as an event inflates the actual number of conversions because of the user clicking on the CTA multiple times, others argue all marketers care about is actual conversions, not how many attempts it takes for a user to finally convert. Key Differences Between GA4 and UA3 for Web Performance GA4 is providing users with a new way to think about how they define success for their business. GA4 encourages users to think about sessions that actually result in meaningful engagement on their website. In doing so, GA4 has created ‘Engaged Sessions,’ which counts sessions in which the users actually engaged with something. In GA4, bounce rate has now been reconfigured as a stand-alone insight, while GA4 also has no category, action or label for events. Simply put, everything is an event in Google Analytics 4.
GA4 Custom Funnel Launches New Type of Reporting
Google Analytics 4 – Launches New Custom Funnel Reports GA4 custom funnel reports have landed, helping you identify steps in your sales funnel that need drastic improvement. So, how do GA4 custom funnels work? And how can you get the best out of this latest piece of equipment? How Do GA4 Custom Funnels Work? GA4 custom funnel reports are created using funnel explorations. To create a custom funnel report in Google Analytics 4, you must first build a funnel exploration and store it as a report. Google Analytics then uses the funnel exploration as a template for creating the report. The report is saved in the report library, within a specific property. From the library, you can then simply add the funnel report to the left navigation tab for simple access. To create a funnel report and add it to the navigation tab, you must have editor or administrator access. How to Use GA4 Custom Funnels to Your Benefit? While you may understand how GA4 custom funnels work in principle, it’s more important to know how to use them to your advantage when presenting your findings to a client. Creating and adding GA4 custom funnel reports – Creating a custom funnel report starts by opening and creating a funnel exploration, saving the exploration as a report, and providing a name and description for the new report – as I noted above. You can then add the report to your navigation by accessing the report library, editing the desired group, and attaching the funnel report to your chosen topic. Analysing the GA4 custom funnel – Your analysis of the funnel should include inspecting things such as abandonment rates, completion rates, funnel steps, and open-and-closed funnels. It’s also important to lean on the graph function to further analyse your data using tables and bar charts Limitations and restrictions of the GA4 custom funnel – While the custom funnel is a wonderful tool, it also has its limitations and restrictions – as various PPC experts have discovered of late. There are specific limits when constructing custom funnel reports, such as the maximum number of custom reports per property – which is 200, and certain unsupported tools for funnel explorations. Once a funnel exploration is saved as a report, any changes made to the exploration do not register on the report, meaning any positive alterations you make may not appear on your final findings. Why is the Launch of the GA4 Custom Funnel Important? The crux of whether the launch of the GA4 custom funnel will be deemed a success will be the speed in which users get to grips with the reporting tool. That said, understanding the paths customers take while interacting with your products will allow you to make great strides by using data to inform your decisions. Another reason why the launch of the custom funnel is so important is because of the power it will give to users who will soon be able to analyse everything from audience behaviour to drop-off points to not only improve the customer experience, but also identify room for improvement which will ultimately lead to increased conversion rates and improved ROI.
The New iOS14 Update and What it Means For Your Facebook Ads
The New iOS14 Update and What it Means For Your Facebook Ads From tracking indicators to a very public war between two of the world’s biggest businesses, the iOS14 update has sparked not only a very real conversation about advertising and its handling of people’s privacy, but it has also massively disrupted one of Facebook’s most used functions – Facebook Ads – and, it’s safe to say, they are pushing back extremely hard. Whether it is Apple’s decision to notify its users of exactly what an app is going to track whilst they are using it, or its choice to then ask permission if they would like to opt-in or out, the iOS14 update is sure to cause some significant changes. So, with this in mind, we thought it best to see what the iOS14 update entails and what it means for Facebook Ads in a bit more detail, covering these points: Why is the iOS14 Update Such a Problem for Facebook Ads? What Will be Impacted and Why? How to Prepare for the iOS14 Update 1. Why is the iOS14 Update Such a Problem for Facebook Ads? The newest iteration of Apple’s iOS14 update includes two prompts; one makes you aware that your “data may be used to track you across apps and websites,” and the other asks for permission to opt-in for tracking or ATT. Facebook Ads, User-Generated Data and iOS14 Facebook massively relies on user-generated information to fuel its celebrated Facebook Ads function, using it to build reports, track purchases, create remarketing campaigns, market products and perform other similar functions. While Facebook maintains that the option to not share this data is already available, let’s be honest, it is hardly public knowledge and is rather hidden from the user. What this boils down to is that, due to the iOS14 update, Facebook users can now opt-out when given the option to share their data which, as shown by Facebook’s apparent anger, most people would readily choose to do. Without user data, Facebook’s ad targeting mechanisms are hugely interrupted. Without data, the ability to create hyper-targeted, extremely personalised ads may be weakened meaning more wasted budget and poorly written ad copy. It is clear that Facebook is concerned about the iOS14 update, but what is exactly going to be impacted? 2. What Will be Impacted and Why? If iOS14 users decide to opt-out of Facebook’s tracking option, Facebook will not be able to track user behaviour, diminishing its profiling ability and thus, the impactfulness of their ad campaigns. But that’s not all. Reporting will be less accurate; targeting options will be diminished, and the ability to remarket will be impacted greatly. Furthermore, 28-day attribution will no longer be supported and 7-day view click-through will also be removed. 7-day click attribution will remain unaffected by the iOS14 update. Facebook has responded to these implications by heavily criticising the iOS14 update, accusing it of having a “negative effect” on “small businesses looking to advertise on their platform.” So, if you advertise on Facebook and are a big business or a SME, what should you do to prepare for the iOS14 update? 3. How to Prepare for the iOS14 Update? There are a number of ways in which you can prepare for the iOS14 Update: Exclude Apple devices from campaigns with clear campaign objectives such as sales and conversions. Run some “Website Visits” or “Brand Awareness” campaigns. This may help drive people to your website or social media and, in doing so, generate sales. Prompt consumers to provide you with their details early on in the conversion process, be it their first name, last name, telephone number or email address. These are just some of the ways you can prepare for the iOS14 update, although the best way to prepare so far is to keep as updated as possible and backfill user insights as and when you can. We hope we have been able to help you understand and prepare for this iOS14 update. It is very important to understand the impact the update will have on your future Facebook ad campaigns and how you can maximise the user generated data you already have. Now, how does a free PPC Ads Audit sound? At PPC Geeks, we help you get the absolute most out of your PPC campaigns, boosting your brand awareness and driving sales in the process, regardless of the IOS14 update. For more details contact our friendly, helpful team today!
Data-Driven Attribution Will Soon be the Default Attribution Model for all New Google Ads Conversion Actions
Data-Driven Attribution Will Soon be the Default Attribution Model for all New Google Ads Conversion Actions In a conscious decision to move away from the last-click model, Data-Driven attribution will soon be the default attribution model for all new Google Ads conversion actions. As we have discussed recently, Google is moving towards a more privacy-focused search experience for its users and this fits-in with that goal. With this in mind, we thought we’d delve deeper into how this new model works and what benefits it may have. How a Data-Driven Attribution Model Works “Data-driven attribution uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion,” said Google, who added: “[in doing so], we respect user privacy.” Data-driven attribution looks at all the interactions, from clicks to video engagements, on all your ads served on multiple Google platforms including Google Shopping, YouTube and Google Display ads respectively. By comparing the journeys of customers who have converted compared to those who have not, the model identifies patterns among their interactions that can be analyzed and used in the future. Furthermore, because of this Data-Driven attribution model, you can make informed decisions based on the metrics that count. The Benefits of a Data-Driven Attribution Model There are a number of reported benefits for advertisers to consider, from learning which keywords, ads and campaigns play the largest role in helping you reach your objectives, to being able to optimise your bidding strategies based on your detailed account performance data. Another benefit is that the model is now available for Search, Shopping, Display and YouTube ads. This change, which adapts to customers’ real-world journeys to making a conversion, means that Google will be supporting more conversion types such as in-app and offline conversions. Can You Opt Out of the Data-Driven Attribution Model? The short answer is… yes. For marketers that choose not to select the Data-Driven attribution option, the usual options will still be available. These are: Last-Click First-Click Linear Time Decay Position Based However, shortly, when you create a new conversion action, it will automatically default to a Data-Driven attribution model. This is certainly something to be aware of when setting up your next Google campaign. Other Features and Updates Along with this transition, Google Ads has ushered in several privacy-centric features and updates, many of which will have a significant impact on the marketing sector. The two main updates are: Enhanced Conversions – Enhanced conversions are now available to all eligible marketers and are both more robust and flexible. Engaged-view Conversions for Display Ads – Engaged-view conversions now allow you to measure conversions that take place after someone views your ad for 10 seconds or more, does not click on it straight away but does then convert within a number of days. These features and updates will be implemented alongside the changes made to the new DDA model.
Attribution Models that are Being Deprecated
Attribution Models That Are Being Deprecated Google announced in early April that they planned to deprecate several attribution models. This included time decay, position-based, linear and first-click. Google Analytics 4 will also make Data Driven Attribution model the default analytics setting. If you are currently relying on these attribution models, then it is time to look to the future. What is Data Driven Attribution? Google’s Data Driven Attribution model is a custom-built attribution tool based on AI and machine learning. Data Driven Attribution models take into consideration both converting and non-converting journeys. Which help you build upon your understanding of each individual customer touchpoint. Including why a user converted and why they didn’t. While some attribution models are being deprecated, data driven attribution is a valuable way of acquiring quality information about your customers. So much so that Google is making it the default setting. Why Are Attribution Models Being Deprecated? According to Google, Data Driven Attribution models assign value to each customer touchpoint. In doing so, Google noted that time decay, position-based, linear and first-click don’t provide the ‘flexibility needed to adapt to ever evolving customer journeys. Today, ‘less than 3% of Google Ads web conversions are attributed using first click, linear, time decay, or position-based models.’ So for this reason, starting in June 2023, they deprecated these attribution models across Google Ads and Google Analytics 4. In September 2023, Google will also switch any remaining conversion actions still relying on these models to Data Driven Attribution – excluding the 4 deprecated models listed above. How to Keep Your Attribution Accurate Post Deprecation While Google is removing well-known attribution models, it’s important to remember that Data Driven Attribution allows for deeper understanding of customer insights. Keeping your insights as accurate as possible has less to do with the data model and more with how you apply your findings.