Google Analytics Academy serisinde bu hafta; https://www.notion.so/Kaynak-D-k-manlar-4f92b5b37e6a4280a238591ed8066f1a Google Analytics üzerinde topladığımız veriler neden yanıltıcı olabiliyor? Nelere dikkat etmeliyiz? üzerine sohbet ettik. GA4.0 'ın "The next generation of Google Analytics" olarak anılmasının sebepleri neler? GA4.0 ile hayatımızda neler değişecek? Neden önemli? Mevcut hesabı nasıl upgrade edebiliriz? Hangi şirketler önceliklendirmeli? GA4.0 ile birlikte daha çok duyacağımız "engagement rate", "automatic events", "server side" terimleri

1. GA4 | Chances & Differences Guide

2. GA4 “The next generation of Google Analytics” olarak anılmasının sebebi nedir?
● Today's purchasing habits are
not channel-oriented, but
journey-oriented.
● Much of the existing Google
Analytics infrastructure and
logic is based on Urchin, an
analytics platform that Google
acquired in 2005.
● Many organizations base their
business decisions on 15 years
of technology.
Mobile is a game changer.
These attempts at bringing web and app data together.
utm (urchin tracking module)

3. GA4 nedir? Google’ın yeni Analytics çözümü mü?
● Google Analytics 4 Properties
is essentially Google Analytics
for Firebase with the addition
of web tracking (which wasn’t
an option for Firebase in the
past)
a new data model

4. Things to know before moving from Universal Analytics to GA4
● Universal Session Scope while
GA4 is Event and User Scope
● We will be talking about Event
measurement instead of Hit.
Effect:
● GA4's underlying data model will
have huge impacts on reporting.
● The way we ask questions will
change
Scope

5. Things to know before moving from Universal Analytics to GA4
● App > Google Analytics For
Firebase for apps
● Web > Google Analytics for
websites
● With Google signals activated,
your Cross Platform reporting
improves the accuracy of User
reporting
Unification
Effect:
● For spreadsheet-based reporting,
this of course, is great news as
you can save 50% of your
formulas and automatically pull
all the data together without
having to repeat any steps

6. ● Bounce rate (UA) and
Engagement Rate (GA4) is not
comparable.
Metrics
Things to know before moving from Universal Analytics to GA4

7. Bounce Rate alternatives GA 4.0. Engagement Rate

8. ● Engagement Time is different
from Session Duration.
Session Duration & Engagement Time
Effect:
ET is more descriptive of actual
behavior, and the fact that it is
handled automatically makes it
more accurate and a better
comparison across properties
“Engagement Time” is different from “Average Session Duration”.
Session Duration = (the timestamp on the last hit of your session) – (the timestamp on
the first hit of your session)
Engagement Time = SUM(all instances of the “engagement_time_msec” parameters
across all your events)
Things to know before moving from Universal Analytics to GA4

9. Average Pages per Sessions ● Google Analytics 4 doesn’t track
this metric as a default
Recommendation
Pull screen view and session data from GA4
Things to know before moving from Universal Analytics to GA4

10. ● You no longer have to jump
through hoops to anonymize IP
addresses. That’s because IP
anonymization is enabled by
default in all GA4 properties.
● An IP address considered as
personal data.
IP anonymization
Effect:
By default of GA4, you comply
with EU legislation
Things to know before moving from Universal Analytics to GA4

11. ● you can easily find out how many
times the “session_start” event
was triggered on a particular
page
Landing page reports
Things to know before moving from Universal Analytics to GA4

12. ● Unlike Universal Analytics,
Google Analytics 4 doesn’t
measure site speed
Site speed
Recommendation
integrate Lighthouse with Google Analytics 4, so you can
keep monitoring and optimizing your site and page
speed.
Things to know before moving from Universal Analytics to GA4

13. ● GA4 already connects natively
with BigQuery.
● Native connector’s schema is
completely different from
Google’s Universal Analytics
schema
● New data model stores the data
in a neater format.
The BigQuery schema
Things to know before moving from Universal Analytics to GA4
Effect:
Start sending data as soon as we
can, since there is no historical
data backfill for data that has
already been collected in your
GA4 property.

14. ● Export data for free to the
BigQuery sandbox. It doesn’t
require you to have an attached
billing account. Just keep in mind
that it’s subject to some
limitations.
The BigQuery Sandbox Usage
Things to know before moving from Universal Analytics to GA4
Limits
● 10 GB of active storage and 1 TB of processed query data per month.
● Default expiration time set to 60 days.

15. Data retention ● Google Analytics 4, your data
will expire after 14 months.
Effect:
It might be to start migrating
your GA4 data to BigQuery now
so you don't lose the opportunity
to use historical data.
Things to know before moving from Universal Analytics to GA4

16. ● Real time reports include more
data
● Batching API call update >
single API call ( Instead of
sending a separate API request
for every single event, GA4 waits
a little bit and sends several
events together in a single API
call )
Real Time
Things to know before moving from Universal Analytics to GA4

17. ● GA4 now support Content
Grouping
Content Grouping
Things to know before moving from Universal Analytics to GA4

18. ● Easily answer how long it took
your users to do almost anything
Elapsed Time Feature
Things to know before moving from Universal Analytics to GA4

19. ● On GA4, views were replaced
with data streams.
● A data stream can be one of the
following: a Web data stream
(Web for websites), an Android
data stream (for Android apps), or
an iOS data stream (for iOS apps)
Views
Things to know before moving from Universal Analytics to GA4

20. ● Goals were also removed on GA4
● Mark an event type as a
conversion
● To configure conversions in GA4,
we have three options;
1. use an existing event
2. create a new event (based on an
existing event)
3. use google tag manager
Goals
Things to know before moving from Universal Analytics to GA4

21. Does the Google Analytics GA4 upgrade contain goals?

22. How to upgrade to GA4 (Google Analytics 4)
● Google Analytics 4, Universal
Analytics'in bir yükseltmesi
değildir.
● Hem web hem de uygulama
platformlarından analitik
verilerinin toplanmasında
esneklik sağlamak üzere
tasarlanmış, olaya dayalı bir
veri modeli kullanan
tamamen yeni bir Google
Analytics sürümüdür

23. GA4 or Universal Analytics
● This results in far simpler
implementation, and less
effort required to align with
the data mode
● Events are always formatted
the same way: just an event
name and then up to 25
custom parameters
associated with them
● Batching API call update >
single API call ( Instead of
sending a separate API
request for every single
event, GA4 waits a little bit
and sends several events
together in a single API call )

24. Ga4 ile ga360 arasındaki ilişki

25. ga4 bounce rate
The new version of Google Analytics has
replaced the concept of a “Bounce” with
something called an “Engaged Session”.
For a session to qualify as Engaged, the
user must be do at least one of the
following during their session:
● Actively engaged with your website
or app in the foreground for at least
10 seconds
● Fire a conversion event
● Fire 2 or more screen or page views
● Engagement Rate = (engaged sessions) / (sessions)
● Engaged Sessions per User = (engaged sessions) / (users)
● Engagement Time = sum(engagement time)

26. ga4 hit limits
● No dedicated Ecommerce reports
● No dedicated content/screenview reports
● No cost data from ads
● Limited amount of Custom Event parameters can be
viewed in the interface (unlike Universal Analytics, you
cannot see all of the data you are collecting out of the box.
But, you have BigQuery!)
● Strict character limits on Event Names and Event
parameters
● As noted earlier, marketing channels are associated with
conversion events, not sessions (at least currently)
● This results in far simpler
implementation, and less
effort required to align with
the data mode
● Events are always formatted
the same way: just an event
name and then up to 25
custom parameters
associated with them
● 14 months(BigQuery can be
used for data warehousing)

27. Measurement Protocol TBD
● This results in far simpler
implementation, and less
effort required to align with
the data mode
● Events are always formatted
the same way: just an event
name and then up to 25
custom parameters
associated with them
The Universal Analytics Measurement
Protocol enables tracking of offline activity
and conversions. It also is a critical
component to tracking applications where
there is no Firebase SDK support.
In the background, Google Analytics 4
Properties uses "v2" of the Measurement
Protocol — but it is not officially supported yet
for the purposes mentioned above. We are
looking forward to a solution here as it will be
a key component of truly enabling
cross-platform analytics for customers with
various types of applications, who really need
Google Analytics 4 Properties the most.

28. ga4 bigquery
● Google Analytics 4 includes
a native integration with
BigQuery
● You can do your data
analysis on entirely raw,
unsampled data

29. ga4 automatic events

30. Filters/Views
Currently, there are no separate views or ability to filter data from Google Analytics 4 Properties properties. This poses a few
challenges currently, such as:
● Cannot exclude internal traffic
● Separation of production data vs. data from development environments is tricky if you have both
a website and apps (create separate streams for dev vs. prod, which means separate properties
for web but you would likely have dev and prod streams for your app in the same Google
Analytics 4 property)
● Dual tracking, or sending data from one application to multiple properties, is not easy to do on
the app side because Firebase doesn’t support it, but it can be done on the web side
On a positive note, Google Analytics 4 Properties by nature enables "rollup" reporting without requiring 360