The new Google Analytics 4 will become the new standard in digital analytics with Universal Google Analytics sunsetting July 2023. GA4 can automatically alert you to significant trends in your data, provide insights from your data, and even help you anticipate future actions your customers may take with predictive analytics. By the end of this presentation, attendees will create better integrations with their current marketing platforms for a more complete cross-channel analytics view of a customer journey. The presentation will cover technical GA4 skills to utilize for data import audiences, funnel explorations, events and conversions, and consent mode.

1. KEYNOTE
Benjamin Kepner
CHIEF EXECUTIVE OFFICER
GLOBAL SOCIAL MEDIA MARKETING
Google Analytics 4 :
The Next Generation of
Digital Analytics
DENVER, CO ~ MAY 8 - 9, 2023
DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains

2. Google Analytics 4 : The Next
Generation of Digital Analytics
Benjamin Kepner, CEO, Global Social Media Marketing
2

3. 1. Cookieless World
2. GA4 Migration Process
3. Data Streams
4. Events, Conversions, + Audiences
5. Tags, Triggers, + Variables
6. Funnel Explorations
7. Identity Spaces
8. Modeling
9. Life cycle reports
BENJAMIN KEPNER
3
GA4 Agenda

4. Working Towards a Cookieless World
4
GA4
2022
Android announces
Privacy Sandbox on
Android initiative
2020
Chrome announces plans to
phase out 3P cookies (now
planned for Q3’24)
2021
Apple enforces
restrictions on
ATT framework
Apple announces
restrictions for
IDFA
Now (2023)
Ecosystem is
collaborating on privacy
preserving alternatives

5. 5
Future Digital Advertising Cookieless World
Measurement Company Description
Cohort
Fledge Google In-browser API that enables advertisers to remarke to known audiences
Topics Google In-browser API that enables advertisers to find audiences based on viewing behaviors
Publisher Data Sharing
DMP lite Any Open Market bidding empowered by Seller-Defined Audiences and custom deals
Encrypted Signals Google Enables publishers to send encrypted targeting data to Open Bidding Buyers
Publisher Provided IDs Google Enables publishers to broadcast user IDs to advertisers
Publisher Provided Signals Google Google's version of Seller-Defined Audiences
Seller-Define Audiences Any Standard enabling publishers and other sell-side entities to send data to buyers
Private ID Matching
Clean Rooms Any Systems that enable buyers and sellers to match data without it leaving their control
Ecosystem IDs
Hashed IDs Any Securely transmitting unique IDs about a user based on matching to the email
Probabilistic IDs Any IDs that use browser and other data to roughly identify users
Aggregated Reporting
Attribution Reporting API Google In-browser API that enables advertisers to measure attribution events

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UA To GA4 Migration Process

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Set up GA4 For Data Streams:
1. Open your google analytics account.
2. Create a g4 property.
3. Create a data stream - ios, android, wordweb, enable
enhanced measurement.
4. Enable data collection.
Data Streams

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Events, Conversions, and Audiences
● Google tag manager: build first-party framework as part of a privacy-centric
measurement strategy. Server-side tagging is also available to move third-party
tags into a secure cloud server for more control and increased site performance.
● Google tag: single, reusable tag that powers measurement and informs other
privacy-safe solutions.
● Events: collect and send pieces of information that more fully specify the action
the user took or add further context to the event or user (value of purchase, the
title of the page a user visited, or the geographic location of the user).
● Conversion events: Conversions are user activities that contribute to the success
of your business you mark an event type as a conversion.
● Audiences: Segment users in ways that are important to you business. Segment
by dimensions, metrics, and events to include any of subset of users.

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4 Types of Events
1. Automatically Collected Events: Triggered by basic
interactions with your site or app such as: first_visit,
page_view, and scroll.
2. Enhanced Measurement Events: Events and additional
parameters sent to GA4 such as: page_view (sent with
page_location and page_referrer parameters). Lets you
automatically collect more events like pageviews, scrolls,
file downloads, and video videos.
3. Recommended Events: Additional Events Google
Recommends to measure user behavior such as:
ad_impression, login, and purchase.
4. Custom Events: Events with names and parameters that
you define such as: donate (a custom event for when
someone donates to an organization).

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Pageview Event Tag

11. 11
Pageview Trigger

12. 12
View Item List Event Tag

13. 13
View Item List Trigger

14. 14
View Item Event Tag

15. 15
View Item Trigger

16. 16
Add To Cart GTM Event Tag

17. 17
Add To Cart Trigger

18. 18
View Cart Event Tag

19. 19
View Cart Trigger

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Begin Checkout Event Tag

21. 21
Begin Checkout Trigger

22. 22
Purchase Event Tag

23. 23
Purchase Trigger

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Variables

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● Create segments and audiences from specific data points for analysis or
remarketing.
● Enables users to define specific time constraints where specific action is
completed.
● Identify where users are dropping-off in specific form or
purchase/checkout flows and create a retargeting audience.
● Identify the group of users who have completed specific form or
purchase/checkout flows and create a suppression audience to enhance
efficient ad spend.
● Visualizes A/B testing flow optimization due to possible user confusion.
● Improve your site or app and reduce inefficient or abandoned customer
journeys.
Funnel Form Explorations

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Funnel Exploration: Abandoned Cart

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Identity Spaces = Identity Identification
● User-id – Can create persistent ids for signed-in user, you can use this data to accurately measure
user journeys across devices. To enable the User-ID feature, you must consistently assign IDs to
your users and include the IDs along with the data you send to Analytics.
● Device id - Analytics automatically uses device id as an identity space. On websites, the device id
comes from the user’s browser on apps, the device ID compes from app-instance iD. You don’t
need any further setup in Analytics to use device ID.
● Automatically generated and assigned app-instance ID - Analytics automatically generates and
assigns an app-instance ID to each instance of your app. The ID is used to compute user metrics
throughout Analytics. Learn more about how to access the ID via getAppInstanceId. Reset the
ID via resetAnalyticsData.
● Google signals - Gives more holistic demographic and interest data of data from users who sign in
to Google.
● Geography dimensions - Geography dimensions (e.g., City, Region) are approximated based on
the IP address of the traffic.

28. Audiences - set of users you define
based on different attributes that are
important. If your business creates
ID for signed-in users. GA4 can use
this data for building audiences.
Define your audiences based on IDs
sent to analytics to created
audience based on signed-in users.
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GA4 Audiences
For Predictive
Modeling

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4
Modeling Will Enable Three Things
1. Behavioral Modeling w/ Consent Mode Integration: Machine learning is
used to model behavior of users who decline cookies by referencing data on
users who accept them.
2. Conversion Modeling w/ Consent Mode Integration: Uses machine
learning to measure the impact of marketing efforts when a subset of
conversions can’t connect to ad interaction to help you uconvers steps
users take through your site or app like conversions, purchase revenue, days
to conversion, and touchpoints to conversion.
3. Data-driven Attribution: Helps a business gain insight on what ads,
keywords, and campaigns cause the biggest impact in customer base.

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Create Custom Audiences

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User Lifetime Report
● Provides a detailed breakdown of users and their
corresponding expected lifetime value.
● Provides unique behavior insight about when users last
purchased and which active campaigns are more than likely
going to lead to less churn and higher purchase probability.
● Can help determine which source/medium/campaign leads
to the highest user lifetime value thus leading to more
efficient spend.
● Helps make more informed spend decisions when it comes
to current active campaigns and acquiring the most valuable
users.

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Acquisition Reports
● Best for looking at conversions
● In GA4, UTM Campaign Data and referral
info can be found in the Traffic Acquisition
Report.
● The Traffic acquisition report is similar, but
focuses on Sessions rather than Users.
● Overview provides a snapshot of users,
sessions, and data from Google Ads and
Google Search.
3 Reports: Acquisition overview, User acquisition,
Traffic Acquisition

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Engagement Reports
5 Reports: Engagement Overview, Events, Conversions, Pages and Screens, and Landing Page
● Engagement and pages and screens → all pages default report google analytics
● Bounce Rate Metric not automatically included in reports. It must be included
manually based off of the percentage of sessions that were not engaged sessions.
● Engaged sessions - spends 10 seconds, viewed two or more pages, converted =
engaged; non-engaged if does not meet criteria.
● Pages and screens is somewhat comparable to the All Pages report from the days
of Universal Analytics. It includes information about how your visitors are
interacting with the most popular pages on your site. You can customize this report
to replicate a version of the Landing Pages report from UA.

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Monetization Reports
● Monetization reports - only
relevant for businesses that have
monetized their website/app
● Ecommerce purchases - relevant
only for Ecomm stores.
● In-app purchases - apps with
purchase functionality.
● Publisher ads - websites that
have monetized their traffic by
selling ad inventory.
4 Reports: Monetization Overview, Ecommerce Purchases, In-app purchases, Publisher ads

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User Report
● Demographic: Shows User behavior based on dimensions like
Country, Region, City, Language, Age, and Gender.
● Data thresholds: Analytics data thresholds to see demographic
and interest data. Google may withhold data to prevent anyone
from inferring the identity of individuals based on their
demographics and interests.
● Tech: Reports on dimensions like browser, device type, device
category, device model, screen resolution, platform, operating
system and more.

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Sources
1. Get started with Explorations: https://support.google.com/analytics/answer/7579450?hl=en#zippy=%2Cin-this-article
2. How to Use GA4 Explorations | Free-Form Exploratio: https://www.youtube.com/watch?v=TixOck2oCXg
3. Custom reports in Google Analytics 4: https://www.youtube.com/watch?v=sO5QFU88Vbo
4. Activate Google Signals - https://support.google.com/analytics/answer/9445345#zippy=%2Cin-this-article; use data from
users who are signed into Google.
5. GA4 Set up Analytics for a website and/or app:
https://support.google.com/analytics/answer/9304153?hl=en&ref_topic=9303319
6. GA4 Traffic acquisition report: https://support.google.com/analytics/answer/10999979?hl=en
7. Confirm correct collection of data: https://support.google.com/analytics/answer/9333790
8. Funnel Analysis Report: https://www.optimizesmart.com/how-to-use-the-funnel-analysis-report-in-google-analytics-4-ga4/
9. Goal Conversion migration guide: https://support.google.com/analytics/topic/11053232
10. GA4:https://support.google.com/analytics/answer/11161109?hl=en#:~:text=Behavioral%20modeling%20for%20conse
nt%20mode%20uses%20machine%20learning%20to%20model,while%20respecting%20your%20users'%20privacy.
11. Consent mode modeling: https://support.google.com/google-
ads/answer/10548233?hl=en#:~:text=Modeled%20conversions%20through%20Consent%20Mode,full%20view%20of%2
0your%20results.
12. About GA4 conversions: https://support.google.com/analytics/answer/9267568?visit_id=637989581205998458-
1210923802&rd=1#youtube-evc&zippy=%2Cin-this-article

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Sources
1. User Id: https://measureschool.com/user-id-in-google-analytics-4/
2. Device id: https://www.techtarget.com/searchcio/definition/device-ID-device-identification
3. GA4 Demo Account: https://support.google.com/analytics/answer/6367342?hl=en#zippy=%2Cin-this-article
4. GA4 Ecommerce purchases report: https://support.google.com/analytics/answer/9786881?hl=en
5. GA4 Recommended events: https://support.google.com/analytics/answer/9267735#online-sales
6. GA4 reporting identity: https://support.google.com/analytics/answer/10976610?hl=en
7. User ID tracking GA4 + Google Tag Manager: https://www.youtube.com/watch?v=cpZMDkZ2mGA
8. GA4 Measure activity across platforms with User-ID: https://support.google.com/analytics/answer/9268042?hl=en
9. GA4 Data Import Templates:
https://docs.google.com/spreadsheets/d/1eN08UvD9PIA73jfc0Tn7QpWbdjlaDB35txT8UjwKbMI/edit#gid=0
10. Import Google Analytics conversions into Google Ads: https://support.google.com/google-ads/answer/2375435
11. The data layer:
https://support.google.com/tagmanager/answer/6164391?hl=en#:~:text=Data%20layer%20variables%20enable%20Tag,key
%20could%20have%20different%20values
12. Marketing analytics and AI solutions: https://www.google.com/url?q=https://cloud.google.com/solutions/marketing-
analytics
13. GA4 Predictive audiences: https://support.google.com/analytics/answer/9805833?hl=en
14. Data-driven attribution: https://support.google.com/google-
ads/answer/6394265?hl=en#:~:text=Data%2Ddriven%20attribution%20gives%20credit,impact%2

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Sources
1. GA4 Life cycle collection: https://support.google.com/analytics/answer/12924233?hl=en
2. Data controls in Google Analytics 4: https://support.google.com/analytics/answer/13126616
3. GA4 Home page features: https://searchengineland.com/4-new-ga4-home-page-features-395838
4. Check if a web page uses Analytics: https://support.google.com/analytics/answer/1032399?hl=en#zippy=%2Cin-this-article
5. GA4 Behavioral modeling for consent mode: https://support.google.com/analytics/answer/11161109?hl=en
6. Create Events in Google Analytics 4 properties: https://www.youtube.com/watch?v=WVqJjLbd8mc&feature=emb_logo
7. Make the switch to Google Analytics 4: https://support.google.com/analytics/answer/10759417#zippy=%2Ccustom-events-
ecommerce-data-import-and-more
8. How To Setup Ecommerce Tracking For GA4: https://www.youtube.com/watch?v=ClSLdoNKZMI
9. Recommended Events: https://support.google.com/analytics/answer/9267735#online-sales
10. Automatic events: https://support.google.com/analytics/answer/9234069
11. 8 Google Analytics 4 Features: https://www.cmswire.com/analytics/8-google-analytics-4-features-that-leave-universal-analytics-
in-the-dust/
12. Server-side tagging: https://developers.google.com/tag-platform/tag-manager/server-side#create_a_new_tag_manager_server-
side_container
13. Simplifying measurement with the Google tag: https://blog.google/products/ads-commerce/simplify-measurement-with-google-tag/
14. GA4 Audience triggers: https://support.google.com/analytics/answer/9934109

39. ● benjamin.kepner@globalsocialmediamarketing.com
● https://www.linkedin.com/in/benjaminkepner/
● https://www.globalsocialmediamarketing.com/
Thanks! Let’s Connect!
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