Google Analytics

Lecture: Universal Analytics vs GA4

What is Google Analytics 4 (GA4)?

• Free web-based analytics tool by Google

• Provides detailed information about website traffic

• Tracks visitors, traffic sources, and user behavior

• Measures website conversions and marketing campaign effectiveness

Evolution of Google Analytics

• 2005: Google acquired Urchin Analytics (origin of UTM parameters)

• 2013: Universal Analytics (UA) platform rolled out

• 2022: Google announced UA will be deprecated by July 2023

• GA4 was previously known as App+Web property during beta

Key Differences Between Universal Analytics and GA4

• GA4 tracks users across devices and platforms

  • Example: Same user visiting on phone and later on computer

• Several measurement and analytics differences

• Two critical changes:

  1. Bounce Rate → Engagement Rate

  2. Time Spent on Site/Dwell Time → Engagement Time

Understanding Engagement Rate

• Replaces Bounce Rate for websites, apps, blogs, news outlets

• Inverse of Bounce Rate (opposite of what you're used to)

  • Example: 47% bounce rate = 53% engagement rate

• Visitor considered "engaged" when they:

  • Engage with site for at least 10 seconds

  • Attempt a conversion event

  • View two or more pages

• Metrics gathered: Engagement Rate, Engaged Sessions per Use, Engagement Time

Recommended Action

• New users: Start directly with GA4

• Existing Universal Analytics users: Learn, adopt, and migrate to GA4

Lecture: Connect Google Analytics to Your Site

Setting Up a New Google Analytics Account

1. Sign in to Google Analytics

2. Navigate to Admin section

3. Create a new account

   • Give your account a name

   • Configure account data sharing settings

4. Create a property under your account

   • One property per website or YouTube channel

   • All properties can exist under one account

Configuring Your Property

1. Set property name (website name)

2. Choose reporting time zone

3. Select currency

4. Choose GA4 property (not Universal Analytics)

5. Provide business details

   • Business size

   • Analytics usage intentions

     • Measure customer engagement

     • Increase conversions

     • Measure lead generation

6. Accept terms of service

Setting Up Data Collection

1. Choose data stream (Web, Android app, or iOS app)

2. For websites:

   • Enter website URL

   • Choose https (recommended)

   • Include www if site uses it

   • Name your website

   • Enable enhanced measurement (recommended)

Adding Google Analytics Code to WordPress

1. Method 1: Direct Code Implementation

   • Copy measurement ID/tracking code

   • Add to header section of HTML

2. Method 2: WordPress Plugin (Recommended)

   • Install plugin (Site Kit by Google or similar)

   • Activate plugin

   • Connect to Google account

   • Configure permissions

   • Select Analytics property

   • Complete setup

Accessing Analytics Data

• Go to Reports section

• Select your account and property

• View analytics dashboard

• Data will appear once traffic flows to your site

Lecture: Global Site Tag vs Tag Manager

What Google Analytics Provides

• Free web analytics service

• Tracks and reports website traffic

• Shows visitor numbers, page visits, time on site, traffic sources

• Helps improve website design and content

Two Methods to Add Measurement ID

1. Global Site Tag (gtag.js)

   • Small JavaScript code snippet

   • Collects data about website traffic and user behavior

   • Doesn't collect personally identifiable information

   • Works primarily with Google products

2. Google Tag Manager

   • Tag management system

   • Configure and deploy tags from web-based interface

   • Manage tags from centralized location

   • Works with both Google and non-Google tools (Facebook, LinkedIn, etc.)

   • More universal solution

Important Note

• Use either Global Site Tag OR Google Tag Manager

• Do not implement both simultaneously (redundant functionality)

Choosing Between the Two Methods

• Choose Google Tag Manager if:

  • You want to set up/modify triggers and events in a web interface

  • You don't want to hard-code scripts into your pages

  • You need integration with non-Google tools

• Choose Global Site Tag if:

  • You have JavaScript experience

  • You prefer installing tags directly onto pages

  • You don't need a tag management system

Lecture: Why to Set the Right Goals and KPIs

Importance of SEO Goals and KPIs

• Provide clear objectives to guide efforts

• Offer measurable indicators to gauge progress

• Enable focused strategy and resource allocation

• Allow for performance evaluation

6 Steps to Set Effective SEO Goals and KPIs

Step 1: Align SEO Goals with Business Objectives

• SEO goals should support broader business objectives

• Example: If business goal is 20% increase in online sales:

  • Boost organic traffic to product pages by 30%

  • Improve search rankings for top 10 product keywords

  • Increase organic search conversion rate by 10%

• Always ask: "How does this SEO goal help my business grow?"

Step 2: Make Goals Specific and Measurable

• Avoid vague goals like "improve SEO"

• Set clear, quantifiable targets

• Examples:

  • Grow organic search traffic by 25% in next 6 months

  • Achieve featured snippets for 5 new target keywords this quarter

  • Reduce bounce rate on landing pages by 15% by Q3

• Specificity enables clear progress tracking

Step 3: Choose Relevant KPIs

• Select appropriate metrics to track progress

• Essential SEO KPIs include:

  • Keyword rankings

  • Organic traffic growth

  • Click-through rates (CTR)

  • Bounce rates and time on page

  • Conversion rates from organic search

• Match KPIs to specific goals (e.g., engagement goals → time on page, bounce rate)

Step 4: Set a Realistic Timeframe

• Recognize SEO takes time to show results

• Significant changes typically take 3-6 months or more

• Break long-term goals into shorter milestones

• Balance patience with accountability

Step 5: Monitor and Report Regularly

• Check KPIs consistently

• Set up monthly SEO reports covering:

  • Progress toward each goal

  • Changes in key metrics

  • Insights and recommendations

• Use free tools: Google Analytics and Google Search Console

Step 6: Adjust and Optimize

• Be ready to modify strategy based on results

• Adapt to changes in SEO landscape

• Example: If long-form content performs better, shift strategy accordingly

• Continuously test and refine approach

Comprehensive Example

• Business Objective: Increase online revenue by 30% this year

• SEO Goals:

  1. Increase organic traffic to online store by 50% in 12 months

  2. Improve average ranking of top 20 product keywords from position 15 to 5 by Q4

  3. Boost conversion rate from organic search from 2% to 3% by year-end

• KPIs to Track:

  • Monthly organic traffic to product pages

  • Ranking position changes for top 20 product keywords

  • Conversion rate from organic search

  • Revenue from organic search traffic