Episode 483

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Published on:

18th Apr 2023

How to Switch to Google Analytics 4 Before The July 1 Deadline With Chris Mercer

In this episode of Perpetual Traffic, Chris Mercer from Measurement Marketing joins Ralph and Kasim to discuss the significance of measurement in digital marketing. The hosts stress the importance of setting up reports that provide insights into what's working and what's not, and they discuss Google Analytics 4's Story Lytic Framework, which allows marketers to define engagement and tell a story through data. They also emphasize the need to understand the platform and use custom parameters to enhance Google's opinion of traffic sources, and they suggest that capturing specific events can improve marketing strategies.

In This Episode, You'll Learn:

  • 00:00 - Welcome Chris Mercer to Perpetual Traffic
  • 00:02:12 Lack of interest in technical tasks and the importance of measurement
  • 00:06:49 Emphasis on the importance of measurement and overemphasizing it
  • 00:10:47 GA4 and its impressive total of unlimited features
  • 00:20:17 Frustrations of using analytics reports and understanding general trends and patterns
  • 00:27:16 The importance of a proper measurement strategy for Universal Analytics
  • 00:30:33 Using Google Analytics 4's Story Lytic Framework to define engagement and tell a story through data
  • 00:39:47 Challenges with efficacy of top-of-funnel campaigns in Google Analytics 4
  • 00:46:20 The importance of rebuilding in Google Analytics 4 instead of migrating data from Universal Analytics
  • 00:50:14 Using a measurement strategy to control marketing tools and tell a story
  • 00:53:45 Free resources available to improve measurement strategy and connect with experts

Tools Mentioned:

LINKS AND RESOURCES:

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Mentioned in this episode:

New Ecommerce Strategies Webinar

AdCritter for Agencies

Tier 11 Data Suite

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

About your host

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Kasim Aslam