Everything begins with the acquisition of users of our site. In this article, I will describe how to analyze user acquisition in Google Analytics 4, how to prepare for it, and which reports to pay attention to.

What to ensure before analyzing acquisitions from GA4?
Tagging marketing campaigns
Reports for analysis in Google Analytics 4
User acquisition report
Traffic acquisition report
Summary

What to ensure before analyzing acquisitions from GA4?

Before you start analyzing acquisitions from Google Analytics 4, you must first ensure the data quality. The well-known acronym GIGO (Garbage In, Garbage Out) means that if poor data is used for analysis, the conclusions and recommendations from this analysis will also be inaccurate. It is worth referring to materials dedicated to auditing Google Analytics 4 to ensure that data is correctly collected and processed.

Our GA360 clients usually have a department or dedicated person responsible for data analysis, drawing conclusions, and formulating recommendations. It is worth noting that proper preparation and analysis of data are key to effectively utilizing Google Analytics 4 in the process of acquiring users.

Check the tips below to ensure your data is correct. If you are confident that the data is accurate, the next step in preparing for GA4 analysis is to ensure proper tagging of all elements within the marketing mix.

Tagging marketing campaigns

The foundation is tagging marketing campaigns. For this purpose, we use basic parameters.

In Universal Analytics, we are familiar with five parameters:

• {utm_medium}
• {utm_source}
• {utm_campaign}
• {utm_content}
• {utm_term}

In the case of GA4, four additional parameters are added:

• {utm_id}
• {utm_source_platform}
• {utm_creative_format}
• {utm_marketing_tactic}

Marketing parameters should be collected and defined within the tagging scheme. When performing online activities, all elements that drive traffic to your site should be properly tagged. Links leading to your resources must contain the parameters used in the tagging scheme, which clearly specify their values.

This is crucial for accurate data analysis. Through this, you will know what each campaign means.

It’s worth using tools that can help with this. We created such a tool for Universal Analytics, but it can be easily extended to include the four additional parameters used in GA4. Despite the availability of these parameters, they are not always utilized. The five basic parameters I mentioned are sufficient to manage the entire Marketing Mix.

Reports for analysis in Google Analytics 4

In Google Analytics 4, in the context of user acquisition, we have two distinctions and two reports.

• The first concerns user acquisition, i.e., where the user first arrived on our site.
• The second concerns session acquisition, i.e., what source the next visit comes from. These distinctions are found in two different reports.

The reports worth starting the analysis from are found in the acquisition section. By entering the reports section, we find the acquisition subsection, which includes both traffic acquisition and user acquisition.

User acquisition report

User acquisition encompasses all channels, which can be modified in the context of UTM parameters. By default, this is the default channel grouping imposed by GA4.

Custom channel grouping is also available, but I won’t elaborate on this. If you need a different breakdown of channels, you can always ask the person responsible for implementing GA4 in your company.

In the user acquisition report, dimensions such as first user, new user medium, new user source, first source medium, and others are available.

The primary dimension is the first source medium, which shows where users were acquired for the first time or after clearing cookies. In web analytics, a new user is someone who arrives at the site from a new device and isn’t remembered as a returning user.

Customizing the report for analysis can be simplified with two useful tricks.

• Firstly, you can collapse the sidebar to see more columns. Continuous horizontal scrolling can be bothersome.
• Additionally, it is worth reducing the browser window. On a Mac, this can be done by selecting Command and Minus, and on Windows – Control and Minus. This way, the entire table will show our source medium through the lens of the most important metrics.

During data analysis, metrics regarding user acquisition and their engagement are particularly important. The “new users” metric informs us about the number of new visitors, while the engagement rate shows whether the user stayed on our website. The engagement metric is crucial because it tells us not only if the user arrived on our site but also if they spent time there. Bringing in empty users, those who enter and immediately leave the site is pointless.

A crucial metric to pay attention to is the engagement rate. It informs about the percentage of users who stayed on the site. When talking about user acquisition, it’s unlikely that someone who didn’t stay will return later.

Another important aspect is conversions, which are linked to conversion analysis. Conversions are now called key events. We can choose key events we wish to analyze. Although this report doesn’t have substantial analytical power because it merely shows what’s happening on our site, if more advanced analysis or data segmentation is needed, it’s worth using the comparison options.

To choose a comparison, the appropriate option is in the top right corner of the report. For example, we can compare mobile traffic with overall traffic. After selecting “apply,” these segments will be overlaid on the report, allowing for more detailed analysis.

While we have a basic comparison, additionally, in user acquisition, we can select an additional dimension. For instance, we can see from which parts of the country or region users were acquired and what devices they are using. If that’s not enough, in the more advanced use of reports, we can select the option in the top right (though in this case, it’s unavailable) to transfer the report and further edit it in explorations. This topic will be covered in a separate article in the future.

Traffic acquisition report

The second report in the acquisition section concerns traffic acquisition. To view it, go to reports and select traffic acquisition.

Analyzing traffic acquisition will look similar. By default, this is channel grouping which we can modify by choosing dimensions related to session acquisition. It’s worth noting that if a user first arrives from Google Organic and then comes from Facebook, the initial attribution will be to that traffic source. Each subsequent session will be separately attributed to different sources. This way, elements are broken down.

The functionalities that can be used here include comparison, filtering, and adding additional dimensions. Basic functionalities allow you to get an overview of this section. A deeper analysis can be conducted in the explorations section.

However, it’s worth noting that the most valuable insights can be drawn using BigQuery. If you haven’t yet connected your GA4 to BigQuery, it’s worth doing so as soon as possible to start accumulating data there. Then, you can ask individuals with the appropriate competencies to analyze it.

Summary

At the e-commerce or marketing manager level, there is rarely the need to delve into advanced configurations, analyses, and segmentations. The reports section, user acquisition, or session acquisition should be sufficient. For more advanced analyses, it’s best to use BigQuery, for which the appropriate skills will be necessary.

Alternatives for an in-house web analyst vary. This entry aims to help better understand what’s happening in your marketing mix and how you are acquiring users.

I encourage following the “GA4 for Managers” series, where we present the skills necessary for every manager working in e-commerce and marketing and how to effectively use Google Analytics 4.

The post Acquisition analysis in Google Analytics 4 first appeared on Conversion.

If you’re on this blog, you’re surely aware of what Google Analytics’ free version is and how it works – both in the older version 3 (the so-called Universal Analytics) and in its newer variety – version 4 (which is soon to replace its predecessor completely). Therefore, let me give you a detailed discussion of the specifics of the popular “three” and instead of focusing on the principles of its operation – I will immediately start by introducing you to what it is and how the so-called paid variation of the popular tool, the New Google Analytics 360, works.

From the rest of the article you will learn what New GA 360 is, how its free version differs from the paid one, how to implement it, and – how much you will have to pay for all this. You are cordially invited!

Google Analytics 4 360 version. What is it?
What are the key differences between Google Analytics 4 and the 360 version?
New Google Analytics 360 – how much does it cost and what does the final price depend on?
Is GA 360 best option for you?
How to prepare for the purchase and implementation of New Google Analytics 360?
What if you already have 360, but in a previous version – Universal Analytics?
Summary

Google Analytics 4 360 version. What is it?

New Google Analytics 360 is an advanced analytics tool designed to offer even more value to the tool’s users than the standard version of Google Analytics 4. New Google Analytics 360 will allow you to flexibly manage your account structure, access levels, or use custom reporting to more accurately interpret and utilize data across your sites. The structure of New GA 360 allows you to take advantage of BigQuery on a wider scale, thanks to greater limits on data export, or the number of “audience lists” to create (which is especially important for creating and targeting marketing messages for remarketing).

What are the key differences between Google Analytics 4 and the 360 version?

To use an automotive metaphor: if we can compare an ordinary GA to a civilian passenger car – GA 360 is its tuned – bigger, faster, more powerful and definitely more functional version. So to put it simply – this kind of solution allows you to take web analytics to a whole new and much higher level.

It differs from its traditional counterpart, for example:

• Access to historical data – as the 360 version provides insight up to 4 years back.
• The ability to perform real-time data analysis.
• Full flexibility related to account structure management (including accesses).
• Lack of limits for exporting data to BigQuery.
• SLA, or Service Level Agreement, which guarantees the uptime and reliability of this tool.
• The option to use dozens of custom dimensions and reports that facilitate personalization and other marketing activities.

New Google Analytics 360 is also a platform that allows integration of all key tools from Google – such an option is also provided by GA 4 – including: Display & Video 360, Search Ads 360, Optimize 360, Tag Manager 360, and Data Studio.

Google Analytics 4 and New Google Analytics 360

New Google Analytics 360 – how much does it cost and what does the final price depend on?

Several factors affect the final cost of implementing and using the 360 version.
The first and most important is the number of events generated per month. It, in turn, is influenced by the number of accounts that are part of the group and are to be licensed, as well as the level of sophistication of the GA4 configuration on each account. Another factor relates to the region in which the company acquiring a particular license is located.
The necessity of the expenses to be incurred for BigQuery operations should also be taken into account during this investment. You can find the details and price list directly on Google’s website just at this address.

As you can see – the final cost impact of using GA 360 depends on several factors. If you want to know the exact price for your company then contact us!

Is GA 360 best option for you?

There is no denying it – this kind of solution is not intended for everyone. If you run a small e-business that generates minimal website traffic. On top of that, you don’t pay special attention to the data or perform in-depth analysis – probably GA 360 will not be a good solution for you.
However, if your ambition is to grow your business extensively, you realize that accessing and then properly analyzing data can improve your results, plus you want to keep growing – Analytics 360 is for you!

How to prepare for the purchase and implement New Google Analytics 360?

The process looks different, depending on what stage you are currently at. In case you are a brand new customer and this will be your first contact with Google Analytics version 360 – follow the instructions below.

• Plan your migration to Google Analytics 4 – taking into account both the higher limits and the additional functionality that the 360 version will provide you.
• Carefully map all data streams that will generate events after a full migration to GA4.
• Check the current number of generated “hits” – coming from all data streams, and then convert them to events (using a factor of 1 – 2 for this).

Example: if you generate 14 million hits from (web) data streams and estimate that the application can generate an additional 6 million or so hits – there will be a total of 20,000,000 hits. Let’s assume that the conversion factor (UA hits -> GA events 4) is 1.3. After conversion, we get 26 million events per month that can be generated by your setup after full migration to Google Analytics 4.

Ask for a quote from a company that is a licensed partner for the purchase and implementation of New Google Analytics 360. You can do it directly here – and get expert service from Conversion.

What if you already have 360, but in a previous version – Universal Analytics?

At this place I must point out that there is currently a so-called transition period. Namely, only until the end of 2022 is it possible to renew 360 for both the “older” Universal Analytics and its newer version, GA 4. In 2023, all customers will be required to have only a contract for GA 360.

So, if you have an older GA and want to “switch” to its newer version – here are simple instructions:

• Plan the migration of your existing tool to Google Analytics 4 – taking into account the higher limits and additional functionality that the 360 version offers you.
• Map out in detail all data streams that will generate events after full migration to GA 4.
• Turn on and test GA 360 in beta version. This is very important to avoid possible errors and potential loss of valuable data.
• Use the built-in Bill Preview feature used to estimate the monthly number of events based on the data available in the current GA 360 configuration.
• Contact the company and ask for a quotation – choose a brand that is a licensed partner for the purchase and implementation of New Google Analytics 360.

Summary

Google Analytics 4 version 360 is an advanced tool aimed primarily at companies and individuals who want to “extract” far more from their data than before. If you base your business mainly on online activity and want to collect, aggregate and process information in a way that will allow you to maximize your financial results – you should definitely consider replacing classic Google Analytics with its paid and definitely more developed 360 version.

At Conversion, as web analytics specialists, we will be happy to help you through the entire process. We will check what the implementation of GA 360 will look like in your case, enable a smooth purchase, and then be responsible for the preparation and final implementation.
If you want to start your adventure with GA 360 or have additional questions – please contact us. We will be happy to provide you with all the necessary information. I invite you – on behalf of myself and the whole team!

The post Google Analytics 4 vs. New Google Analytics 360. Is it worth switching to the paid version of GA4? first appeared on Conversion.