GA4 migration: A step-by-step guide — Brenton Thomas // Twibi

Show Notes

• 02:39
  Concerns and observations on Google Analytics 4 (GA4) migration

  Based on Brentons experience with multiple client migrations, hes found that GA4 lacks certain desired features from the previous version. While he speculates about the motives behind Google's migration push, his theories remain inconclusive.
• 03:28
  Speculation on GA4 as a revenue strategy

  Universal Analytics doesnt earn revenue for Google, but GA4s shortcomings could drive users to Googles higher-tier, paid product, Google Analytics 360. Though unconfirmed by Google, this perspective offers a plausible motive for the migration push.
• 04:47
  The GA4 migration process

  The first step involves setting up the base pixel for page view tracking, followed by adding specific event or conversion tags for tracking purposes. GA4 provides selectable configurations in Google Tag Manager, simplifying the migration process.
• 06:02
  Differences in tracking between the Universal Analytics and GA4

  Despite using the same triggers and conversions, the tracking results in GA4 vastly differ from the original. The variations stem from GA4's different attribution model, differences in session timing definitions, and several other factors.
• 09:07
  Tips for implementing GA4 with Google Tag Manager

  When implementing GA4 through Google Tag Manager, it is crucial to include a parameter for value to accurately monitor revenue. For purchase conversions, it is essential to specify the currency, such as USD, to effectively track revenue value.
• 10:22
  Possibility of extension for GA4 migration deadline

  While it is expected that users will be required to switch over to GA4 for their tracking and analytics needs by July 1st, Google could end up granting an extension period. This is due to GA4's shortcomings and the significant features that are currently missing from it.
• 11:37
  Whats missing from GA4

  Unlike the previous GA, GA4 makes it more difficult to isolate your own position and track website performance. The conversion section under real-time tracking has been moved and users now have to bounce between the real-time tracker and debug tool for the whole picture.
• 13:05
  The attribution model of GA4

  GA4 tends to give more credit to paid search than the previous version. This shift in attribution likely aligns with Google's interest in showcasing better performance for paid ad campaigns in order to justify increased advertising budgets.
• 14:21
  Overview of Twibi and its offerings

  Twibi was established during the pandemic and has been in business for approximately two years. The agency helps clients with their Google, Facebook, and LinkedIn ads, SEO, link generation, content, etc, to help them boost their rankings.