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We’ll show you how to set up powerful attribution and funnel reports in GA4, whilst comparing its capabilities against compelling alternatives such as Clarity, Mixpanel, and Matomo. Find out which options best suit your specific business type, whether it's eCommerce, B2B, or B2C.
Agenda:
"Thanks team! These sessions build confidence and make me feel less overwhelmed. Appreciate (it)." ~ J. Boshoff, Tracker
Hey Ferdie, the session today was fantastic, just the right content to instil "hope" :) by not getting too deep or complicated. Also, highlights the potential that GA4 offers, everyone is scratching the surface. Thanks for the invite." ~ R. Judd, MiWay
"Thanks Ferdie and Team. As always, and as you said, one hour is never enough. Till next month." ~ A. Mills, Southern Sun
"I have thoroughly enjoyed the webinars you have hosted so far, and I keep a keen eye out to register for them each time... these sessions have been so valuable." ~ H. Blaine, Two Three Bird
"The session was incredibly informative and engaging, and I thoroughly enjoyed it. I'm looking forward to applying the insights I've gained." ~ N. Manyathi, Tsogo Sun
Elena Protulis has extensive experience in the Financial Services and FMCG industries, focusing on strategy and digital marketing executions. Her other areas of expertise include Account Based Engagement, digital projects, customer journey mapping and content strategy.
Francois Marais is a Digital Marketing Professional specializing in Google Ads, Analytics, and GTM. Francois's passion for online marketing was ignited during his early career in social media marketing. He has since thrived at Jellyfish Online Marketing, becoming an expert in Google Marketing Platform technologies. Outside of work, he enjoys playing the guitar, exploring intellectual pursuits, and delving into history.
NJ Webinar | From GA4 to greater insights: mastering website analytics and exploring alternatives (2023-07-25 10:03 GMT+2) - Transcript
This editable transcript was computer generated and might contain errors.
Ferdie Bester: All right. Let me share my screen.
Ferdie Bester: Yeah.
Ferdie Bester: Good morning everybody. So couple of things about the session today. Please use Emojis so these little emoji buttons at the bottom. And when presenting on a webinar and everybody's muted, it feels like you're talking in AI in a empty all, it's quite scary. So if you like something that said, give a thumbs up. If you love at a corny joke, click on the law office sign.
Ferdie Bester: Please remind me that we will stop at the end of each. Of the chapters to allow for questions just, type in your question, in the text box, on the right hand side and the level then read them outline. Also in the Me while we presenting We will be answering questions because we want to make this interactive. as possible. We've got a Say, we're gonna do a little bit of a survey at the start, Our licenses, limited to 15, I think, is about 80 people on the call. So first, 50 that can get in will be able to leave And we will record the session and the deck will be sent to you. We usually email it out one or two days off to the session. So just have a look at it on your mailbox.
Ferdie Bester: Angela have I did I cover everything?
Ferdie Bester: So I'll do there, Jenna and introduced the speakers. So Jenna today is Google Analytics for what works and what needs lots of work. So we're gonna talk about that I've spoken to some of the people That's joined some of the things that they've encountered the nj4 are to set up attribution and funnel reports, like I do like, how does the more complicated stuff work? Then, if you really annoyed with J4, We are reviewing some Google Analytics for alternatives as well. We also have, on the call and we're gonna show you a mixpanel That they know no extensively and also Microsoft clarity, and matomo and in last week, we're gonna so there's a lot of marketing analytics tools in the field. And we just came to share some of the ones that we've seen work.
Ferdie Bester: Just a good sense Of what's happening out there? So let's start. So I'll introduce the speaker. So first Elena. So she's got 12 years experience work with her for lost couple of years. She's very strong and content social media and digital strategy. You can read the rest. I think, What's the reason why we ask Elena to present is We wanted to show Google. So we believe Google Analytics full was built by analyst or developers for developers and analyst. And the irony is that it's wasn't built for marketing people. So we've decided more Elena as a marketing person, so she's going to give you Overview on Google Analytics for now to use it and then Francois is the technical guy. so he's got eight plus years experience, he was a jellyfish. So he is very good at Google Analytics 4.
Ferdie Bester: So he's going to then go into the more technical stuff. So we've got time for marketing people, and we've got time for technical people as All right, so let's start with a quick survey. Because these things are always fun. So, what I would like you to do is take out your phone. and please take a snapshot of that QR code, and then, Just give us an answer in terms of what does Google Analytics provide for you? so please scan the QR code and then in the real time we'll get the results back. So if you don't know what these things So campaign matrix is my Facebook working as my Google ads working You can select more than one as well, conversion and autoimatrix Are you Leads inside. Google Analytics.
Ferdie Bester: The third one is using engagement on your website. So what are they clicking where they're going? what do they ate? Offline sales and customer Ltvs. If you connect your CRM system and you upload data from your CRM system into Google Analytics for you get offline sales and your customer life time value or it just sucks you could use To keep us a few moments on that.
00:05:00
Ferdie Bester: we can get 50 people in. So I assume on 35 Here Somebody's crying already. I go a copy. It's not that bad. there's more crying. Okay. Give it a little bit more time.
Ferdie Bester: Chiropract 10 more votes. I'll give it another. 30 seconds.
Ferdie Bester: Okay, it looks like from the results that most people are getting to grips with the basics in terms of campaign, matrix conversion metrics, Using engagement and some of you, already linked your CRM data to Google Analytics for This was quite interesting. We'll see this results with you as Next question, do you use any of the following Google Analytics for Google Data Studio Power BI Do you use any CRM system or do you use Google Bigquery?
Ferdie Bester: You can see who, okay.
Ferdie Bester: Same problem. Somebody is six people crying again.
Ferdie Bester: laughing more crying. God is very polarizing. Okay so Google lets it looks like there's some people on this call that's still not on Google Analytics for that is very interesting.
Ferdie Bester: Okay, 34 votes will give it another 15 seconds.
Ferdie Bester: Okay, So most people are using Google Analytics for about 80% is already on it for people are on Microsoft clarity. That's very interesting. We've got Cool, Girl, at slides, on that Google Data studio off of the people are using that power BI is off of that, that's a Microsoft product, a lot big corporates of Microsoft clients, so that's not surprising. And then off of the people are using CRM and then only six people are using bigquery, which is very interesting. So, Some of the people that's using at Data Studio may be eating quota eras. And if you feed that issue, last question. my organization understands the value of good marketing data and analytics, just give us a score. Strongly agree. Wow, with Okay, we go.
Ferdie Bester: Strongly agree. Who this looks like this is gonna be a quarter polarizing.
Ferdie Bester: good looks like strongly agrees, like Swimming. It's Can actually dominating. That's interesting. Okay, it looks like most of the people here understand to the business. Does understand the value of it. Okay, that's great. Okay, that's the end of This one, let me go back. So I'm going to end it over to No. And I like it away.
Elena Protulis: Thanks for I'm just going to bring up my screen. Give me two seconds.
Elena Protulis: Okay.
Elena Protulis: Great so morning. Everyone. As Ferdie mentioned I come from a marketing Side of things. So Ga4 was quite a challenge to get my head around, going from Universal Analytics to J4. and when you log into Google Analytics, Google throws these red banners and as a non-technical person, you just kind of overwhelmed by all the warning signs and the links to read articles but ultimately it's just one of those things with the analytics has evolved and has gone from UA to Ga4 and I think with anything in any new ticket takes time and I used it for the first time, probably in December on a project and it was the most painful experience, and we had to get
Elena Protulis: And an experienced analytics guide to help pull the reports and it was just painful. So I understand the crying Emojis, but I do think it's gotten a little bit better, so we'll go through that. I just had a look at some user sentiment online and this is what people were saying This month. Is it, as you a ever going to be turned off, Google Labs to prolong their deadlines and make people feel anxious and panicked and then the tools kind of stay. but yeah, it's just interesting to see that, and this was one of the comments. And when the call started was reporting is not the matrix accurate. the interface it's not an easy user experience. You can see the last one on the bottom right hand side. It's terrible. It just shows some useless data with charts and stuff and I think analytics and data is so important and vital to
00:10:00
Elena Protulis: Area of any business. So people rely on a tool like Google Analytics to be able to show the value. Of work being done and how it impacts any ROI. So why did Google change it? So Ga4 collects both website and appdata into one place which Previously wasn't being done. And what's quite nice is it's event based instead of session-based, so it's covering more types of events.
Elena Protulis: It now includes privacy controls such as quickly, La's Cookie Lisa's measurement, which is that what? Google's driving for a cookieless future, which would probably be implemented next year. Something that's also been delayed for ages and behavior and conversion modeling. You've now got integration with media platforms predictive capabilities and you'll see, I'll show in the reports How how it does that? We're probably needs a lot more work, but they starting to do that as well as Google Bigquery integration.
Elena Protulis: So, the benefits are there but The interface is not intuitive and like Ferdie said, it's been created for developers by developers as a marketer. All you want to be able to do is you want to go in there, see how your platforms are performing to be able to show value to the business and it's such ways to time to just sit and try and figure out what to do, how to build these reports and the private privacy settings, limits, marketers, and to have a wider view of the audience. And obviously with gdpr legislation, this is a trend, we need to get used to. So this is why they implementing that.
Elena Protulis: Focus on bigger advertisers to make it work. As is always the case, especially with Google, and there's a lack of historical data. So you can only see back up to 14 months, which I think could be an issue. When you do want to see a longer view historically and ultimately monopoly plowers at play. It's Google. So that's what you dealing with. So, I'm going to hand over quickly to Francois, who's going to talk through some of the technical issues.
Francois Marais: Thanks Yes just quickly touching on some of the technical issues we've seen with Ga4 and that we've heard from clients as well. Some of the main things. So we've had some issues with offline uploads simply not working, they're working. Previously we have used them but then we previously try to upload some offline conversions and they're just simply went working. I started chatting to Google about why that could be and I think they still looking into this issue and they said It wasn't internal issue. So if you issues with offline upload there's one of the things. Yeah. They know when it comes to custom reports I think Elena touched on that limitation on the date range and how far back you can go within Ga4, some plans, really just struggling with that. Because, previously, you relied so much on GA and creating reports within GA
Francois Marais: And looking back at historical data during your person's etc. But now, it's a bit harder to do that. So you have to start looking at things, like, exporting your data to bigquery and visualizing in Luca Studio, etc. So yeah, that's one of the things and then numbers between reports. So, this is quite a simple thing, but something that people have a lot of frustration with is when you move between different reports within Ga4, you do see different numbers for what seems like the exact same metric or dimension, but they slightly different. So a lot of questions are like, okay, when I look at uses in this report, and then when I go to this report and I could use as well, it's different and why is that? And it's not obvious when you look at it, because it might just be a difference between active users and total users, but it's kind of name the same, so you get confused of that. So, yeah, that's obviously not a great thing.
00:15:00
Francois Marais: And then difference between importing between Ga3 and ga4. I mean, obviously, there's a lot of differences there and it's currently just growing pains understanding Ga4 and why it's different to Ga3. And then kind of just wrapping your head around around that special when it comes to your attribution, Ga4s is data driven attribution by default. So Adam, already it's gonna be attribution to different channels and various other things it's gonna attribution slightly differently than GA three. So that's obviously, like I say, growing pains understanding, What's the difference? Why is it different? And how can we, utilize Ga4 data? So yeah, this is just some of the technical things.
Elena Protulis: Cold Text. Okay, so I'm just going to go into some of the basic reports. So just looking at user acquisition versus traffic acquisition, which are two reports you can pull and there's a user acquisition attribution that first traffic source of an event has occurred, which is really valuable and then your traffic acquisition is general uses to the site. So this is just you can see here, on the left hand side, this is how you'll toggle through the different areas of the report reporting. looking a little bit, similar to the UA but a lot more here so you've got user acquisition and it'll show you. Kind of generic overview of which channels are driving that.
Elena Protulis: You can add filters. So when I mentioned that report, I was pulling earlier in the year, you couldn't do this, you can now add filters and a comparison which I think is really valuable. So you can look at adding that those criteria to be able to pull into what, if you're looking at specific channels or specific sources, how you can sit and compare
Elena Protulis: But this is a tool that is being developed. I think Ga4 was released obviously before it was kind of complete from a deaf perspective so they still making updates to it and I think hopefully the end goal it will work well but I think there's a lot of teething issues but something like this is really valuable where you can add comparison and filters and then this is just looking at the basic traffic acquisition which sits similar from a UA perspective in terms of looking at that. And then if we go into engagement, so you've got different engagement reports, you can look at overview events and Francois will talk a lot more into their event side of thing, conversions. And then here you can see page's and screens so you can see the specific page.
Elena Protulis: You getting views users every engagement and then event counts. So events is a big feature of ga4, which comes through in all the reporting. really nice to be able to see that because, obviously, you want to see what users are taking action on your page's, and what, your objectives have been and when driving to your channels, and then, Just to show you on the left hand side here. I'm just going to jump back quickly. But here there's an explore tab and that's really Reports that they've added a little bit kind of complicated to start navigating because there's a lot of different nodes and segments to add but you can build path exploration. And I think this is really valuable is that you want to see the journey, your users gone.
Elena Protulis: So, if you start with a starting point so a certain event and you can start with example a session. So someone visiting the page and you can then measure to see what journeys. They've gone on and where the drop offs are which is really valuable to see and you can build these out and they just call them these tree journeys. And you can keep drilling into them to see those journeys. And to go, if someone starting here and they end up here, Where did we want them to go? And why is there such a big drop off? And maybe there's a UX element that comes into play or a messaging or comes on the site and maybe they're cool to actions not strong enough but this is really nice to play around with but it is a game goes back to what you want to achieve.
Elena Protulis: And what are you looking at driving? Because I think in all these reports, there's a lot of options to add and kind of where I showed you the comparison and filter as well as this it's going. You just need to have a clear view of what exactly you want to measure. Otherwise you'll get lost in a rabbit hole here. Yeah.
00:20:00
Ferdie Bester: Elena just go back. So it's this one of the standard reports. if you click on Explore path,…
Elena Protulis: Yeah. Yes.
Ferdie Bester: exploration this whole load. Okay. Okay,…
Elena Protulis: But then you build it based on…
Ferdie Bester: So under underneath that step plus one,…
Elena Protulis: what you want to look at.
Ferdie Bester: I think you can change it from title screen to events. So, I think the default is event or do you have to? so just go a little bit up, just on the step one, on the right hand side,
Ferdie Bester: That's okay. Never Continue just go.
Elena Protulis: Okay, and then add advertising. So I don't think they fleshed this out. It's quite limited in terms of what you can see here, but where I mentioned some of the changes is it is to integrate your advertising to what's going on here. So here you can see which channels drove the most conversion. I mentioned previously, how they gonna start driving that predictive results, and you can see there's some insights here, which is quite nice. You can see it's A
Elena Protulis: This should hopefully be expanded on and then just relevant touch points. So that's quite basic, I think at this point but I think this is something they will expand on. Another one is conversion parts. So again looking at early touch points, mid-touch points and late touch points, which again is also quite nice to see. So I think just going, there's a lot to work through in terms of what's available and it's just to go. What exactly are you trying to achieve before it just can become this big spaghetti ball of everything and it becomes very overwhelming. yeah. And that's me. So I'm going to stop sharing and I'm going to hand over to Francois.
Elena Protulis: Are there any questions so far?
Ferdie Bester: Jane, just wanted to see the behavioral flow but you've shown that so that's all good.
Francois Marais: Thank you a. Yeah, The question there from Jane was finding the behavior flow. yeah, Thomas,…
Ferdie Bester: Thomas has just raised his hand. so, Only do you want to have a question?
Francois Marais: you wanna go
Speaker 1: Thanks aren't so. Yeah. It's with regards to those behavioral flow reports. We find kind of quite a strange behavior of not being able to collaborate. So if one person creates a report people can view it but they can't edit it. I don't know if that's just us being dumb or that's the general experience. And if there's a way to do a better sort of, you obviously want to standard reports. That can be, collaborated on changing the date range or, even if something as simple as that.
Francois Marais: Yeah, yeah, no. that's a very good point to raise there and you definitely not being dumb. So when you share a report within ga4, the person who views it can only view if they come edited and they actually have to make a copy of it to view it. So that kind of I guess defeats the purpose, the rights because then they're creating a separate report you can't collaborate so collaboration is obviously quite useful and you guys are needing that but I think with J4 it's definitely does not ideal for that.
Speaker 1: Okay, so you just got to work around in terms of your naming convention, just to know that this might be a copy but this person earned it so they can play around with it for their own purpose. You…
Francois Marais: Yeah. Exactly.
Speaker 1: whatever they and
Francois Marais: So it's more like you create the report you shared with somebody if they make a copy, if I'm not mistaken, it's only visible to Whatever report you create obviously, it's only visible to you. Once you share it, then everybody can see it, but they can only copy it. Yeah, so yeah,…
Speaker 1: Anderson.
Francois Marais: So that makes sense. If you use some kind of naming convention, help you to manage that. And then just back to So for me personally, behavior flow reports it's definitely not very easy to understand. And yeah, you can kind of rack your brain a bit on that because you can build this funnel and you understand what you're looking at. When you come the next day, you look at it again and it doesn't make quite sense. And then you have to kind of piece together, how you build it, because they can be small filters and things that you can apply that, can just get confusing. But yeah, if you obviously name things and may like Thomas or some mentioned just name and conventions, can help you to manage that data. But yeah, it's not the easiest thing to use. Yeah.
Francois Marais: Just in terms of advanced reports. Really just looking at some of the slightly more advanced things. I want to go into a lot of detail so I'll just look an overview. So when it comes to events This is obviously where you see your events within Ga4. You have this section where you can find and create new events and you have some that are tracked by default is actually quite a few events that are tracked by default and also just to mention that Ga4 is event based Everything is events and that's where it starts. Obviously, you still have things like your sessions, what happens with that within the session. But it's largely Event-based, it's looking at what happened on the side. So you have Page views is Any click on anything is an event and then you always see, you can set up your custom events which is really most
00:25:00
Francois Marais: People would have to set up some custom events to get greater insights from the website. to understand if somebody clicks on a button which button that they click on, for example, if a better form which what stage of the form that they get to and things like that. So, that would be Obviously from here you can also mark things as a conversion, as you can see this great art portion here, you can change all marked as a conversion and then you can see that in your conversions tab and obviously do someone analysis on that. Yeah. When it comes to setting up events, you really have two options. You can sorry. Just give me one second.
Francois Marais: So joy's of working from home, your dogs always bother you in meetings anyway. So when you set up events,
Francois Marais: You can set them up in Ga4 in the platform. So, really I would say, it's not simple but if you don't want to use Google Tag Manager, which is, I'll touch on next, you can configure events. So if I go to the next slide, you can click Create Event. And then from there, you can use existing events and then to build other events. So, for example, in this example, here you already have a custom event called Lodge, that's the title of this new conversion and then you see the event name the equals purchase. So you already have the purchase event set up. But then you add a parameter to say if the value of that purchase is more than 60, then that is a large purchase so that would then fire a new event. So you've essentially created a new event, you can do the same thing with your page views. So you can say, obviously page views is a default event that is tracked when you implement Ga4 by default and so you can say
Francois Marais: if there was a page view So in the parameters, you'll save the page path was X. Then fire an event and that event could be something simple thank you page. And that could be your conversion if you want to set it up like that. So there's a few options you can play around there. Then, of course, you have Google Tag Manager which is definitely more. Cool. If you want to use this, in most cases you would need somebody that knows how to use Gtm but obviously from here you can set up.
Francois Marais: Pretty much any type that you want on the website. And obviously, the Google tags are readily available because It's a Google product, but you do have a lot of other tags. That's also by there by default. And if you can't find the tag that you need, you can also go to the there's templates that the community have created that you can use the Facebook tag. For example, you can go and get that as a template and then you can use that In Gtm. Yeah, but stopping myself from going to too much detail there.
Francois Marais: You also have your custom reports so in an attached a bit on that. And if I just quickly go over to GA here just looking at Google Merchants Shop. it's a demo account that you can use if you want to play around with ga4 and see what kind of reports you can create, especially if you don't have say Currently in your account. But you want to see what that would look like. You can use the demo account. Yeah, and then you have some default reports that you can create Elena touched on the Exploration. So from here, you can just click on this one and it'll create a default one for you and then you can, start playing around with that in terms of the customer reports.
00:30:00
Francois Marais: It takes some getting used to but it's not too complicated. You have your dimensions and metrics. So that's obviously your two main things and then you have segments that you can then kind of separate what you currently seeing cipride that into smaller segments that you want to analyze. So for example, you have something like your funnel inspiration. You can look at here we're looking at something like session starts or purchase and then that's the metrics. Sorry.
Francois Marais: So yeah, you build your steps and then you have your metrics users, completion rate and you have your dimensions here, mobile traffic, and that's broken down by segments. So yeah. Lots of you can do here as well, but you basically have dimensions metrics. You add those but yeah, you have to play around with it a bit to understand it fully, but yeah, it does take a little bit of time. That. So then just going once they're back. And then of course you can create multiple reports and also within the same report you can create multiple tabs within one report. So that's also quite nice. If you want to have a report that you share with other people, you can have standardized reports. if you want to look at a certain
Francois Marais: Part of your data in a certain way. often you can have standardized reports and share that with other people. Yeah, so that's the customer reports and then just quickly touching on the attribution. So happy to take some questions at the end of this. So I'm going to a lot of detail, but basically, Ga4 is by default data driven attribution. So that's how it attributes your conversions, or certain events to two different things like your channels devices, geographical locations. That's how it uses that you're driven attribution to decide how to assign credit. And again, without going into too much detail, it's dead driven really looks at It's obviously a model that.
Francois Marais: Assigns value based on the probability of certain touch points adding to somebody converting. So, what's the probability that Yeah, it looks at If there's a certain user journey, they came through four touch points. How does each one of those touch points, increase the probability. And then based on that probability, it will assign the credit. So, yeah, I'll stop there but it's the default attribution more.
Francois Marais: Then in terms of ecommerce, obviously, this is also a huge part of why we would use ga4, if you have a Ecommerce website and yeah, I'd say the reports in Ga4 is very useful just as it was in Ga3 and there's some new reports that you can look at but I mean nothing extremely different again, it just takes a lot of getting used to but you have your standard things like viewed to card item purchase. Adam Revenue, which are obviously dig into a lot there as well for you ever.
Ferdie Bester: You can get like I'm talking in the next slide, so you can continue.
Francois Marais: Okay, so again not going too much into it but if you have specific questions on this some very happy to answer. Yeah. And then
Ferdie Bester: So any questions around advanced reports at the moment?
Rory Judd: Yes, a Ferdie, just the question which I've discussed with you. Is this a good time to ask Francois about it in terms of So on web, for all of our data-driven reports, we'll work 100%, for any event that fires but anything, we passing back by measurement protocol using the J client ID isn't getting attributed to the first user source or any source, it's all being attributed to direct. And we can't figure it out. We've got some help from Google but they not sure how to do it. You have any insults runway?
Francois Marais: Yes. Sir. Measurement Protocol Festival? Yeah. I understand if you're struggling with Google getting support from them because it's the person you talk to is not always that technically skilled especially when it comes to vision protocol. There's not a lot of people who buy, by default let's say understand that but if it's not getting attribution to the right channels it's probably just okay. So looking at how that measurement protocol is set up. So the strengths I've had some experience with mission protocol but I'm also not extremely taken advanced with it, but I know you just might just have to look at that call that's being made with that strengths that you've created. And it might just be a lack of having the correct parameter to assign to the right channel. So they forward it just goes to default. So I see a thumbs up from Sheldon there so he's my backup technical. so yeah.
00:35:00
Rory Judd: I,
Francois Marais: Be a case of looking at how that mission protocol has been set up and are there some missing parts of that that's necessary also it's just a little spear the debugging kind of exercise. Let's say so it's hard to say without looking at it.
Ferdie Bester: So Rory, I think the answer is, I'll get you in contact with Sheldon and we can have a look at it if you want. I'm just in terms of this webinars.
Rory Judd: Micaela makes them.
Ferdie Bester: We've got an hours. So this stuff from past experiences, we've realized that a lot of the topics
Ferdie Bester: Just explore reports needs an hour. Frankly. So we've gone through some of the stuff but it needs more time. So what we've decided to do is to host workshops, so we've got two workshops available. The one is Ga4 report. So this is an intermediate level workshop. we basically show you how to set up and use the conversion reports and the campaign reports at Elena Show Jun how to build some custom ones and explore. So we doing that on Thursday. So we've got ten spots available decision or complementary and work is you need X user access to your own account. So Angela's, just share the form link on a. So just click on that if you want to be just for that session and then we have a more advanced station as well is how to build a dashboard workshops almost like how to build a beer workshop.
Ferdie Bester: So, this is a little bit more advanced. So this is where we're going to talk about Google Analytics Force limitations. What can you do? Not and we're gonna help you I look at Dashboard. at the end of the session you should have at least a few graphs and a basic understanding of how to build the stuff if you are interested in big Join that session as well, because of depending on the code of people that join will. We might talk about Bigquery as well, but it adds another level of complexity. so if you're interested, just click on the link and join
Francois Marais: And then I see there's a question. I'll take it now before I go on. Thomas asking about how do you add Google merchants shop properly Thomas? Do you mind just clarifying that question? And I can try and answer.
Speaker 1: So no, I mean obviously being able to access a demo account, can be really helpful because you can see what reports already existing etc. And I just don't know how to add that demo account as a property onto my ga4, Google Analytics Profile.
Francois Marais: Yes, that's actually quite simple. You just have to. I can also try and send a link after but you can just Google Ga4 demo accounts. And then there's an article that explains a few things. But then within the articles, you'll see this links hyperlinks to add this, I think there's two different accounts that you can add. So once you click on those links, it'll then add to your ga like a cat So you just have to find That article you'll see. It's not very obvious, but it's there within that. Awesome.
Francois Marais: Then just looking at so these alternatives, we've experienced in kind of looked at in the past few months and I'll just give a brief overview of what are some of the interesting things about them, and how they could be used, obviously this is not an extensive list. There's a lot of tools out there and
Francois Marais: Yeah, so I'll just touch on these a little bit. First thing is Microsoft clarity. This is quite a new thing for everybody and I think some people have jumped on this and realized the value that this can add, I would actually not say it's an alternative, it's definitely something that can complement your analytics. And if you haven't seen it, this is what it looks like. It's actually very simple set up so you have dashboard where you can, look at some standardized reports. And without having to create any custom reports, then you have recordings and heat maps. So Microsoft clarity is largely set around the recordings on the website, so almost every metric that you look at. you can see here you have live users and distinct users, you can then jump into
00:40:00
Francois Marais: Recordings for that set. So if you want to get live users, you can actually look at them as they currently browsing your website. And it updates in real time. And then, you can look at distinct users. And look at those recordings. So it kind of slices recordings for you in groups, they're recordings for you and in different ways that that's actually very useful and helpful and then just in terms of some other things that I found very interesting.
Francois Marais: There's some I feel like the graphs and things that it gives you is it's a little bit more intuitive or a little bit more like they've already gone and done some of the segmentation for you. For example, here, you have rage clicks, something or dead clicks. Something that I've never seen in Ga4. And you would kind of expect that. Let's export at this point. Have things like this that it's, a bit more already. Kind of, let's say, grouped for you. So in this case, you have rage collection. So what they've done is they've
Francois Marais: Created a kind of rule that says When somebody wrap it to fix on in the same area then that is called the rage Click. So I think that's quite nice. it's kind of already making sense of the data for you a little bit. So instead of you going when somebody wrap it detects in a specific area that is probably somebody who's erect? It's a Wright. So they've already defined that for you. I thought that was very interesting and of course, then you can jump into the recordings of that so you can then see your cool. What way are people having those issues? That's almost.
Speaker 1: Yeah just quick question. Obviously some of these tools do come with a bit of a performance cost. Do you have a sense? they're all upside, or is there a little bit of downside? when you load your website, it's going to take A little bit of a performance it.
Francois Marais: as in terms of your websites performance,
Speaker 1: Yeah, I mean I assume that's where the data is coming from, You've got to inject some sort of JavaScript snippets into the site itself.
Francois Marais: Yeah, that's correct. the setup is fairly simple. I'm not totally sure about how it affects your website or…
Ferdie Bester: You…
Ferdie Bester: we haven't done taste in terms of the speed cost so no.
Speaker 1: Okay.
Ferdie Bester: So the setup is simply but we don't know what the speed cost is at the moment. We do,…
Francois Marais: it's
Ferdie Bester: We do but in terms of the speed of the setup we were like Microsoft is taking this thing. Very seriously. and what's interesting about the interface, it's changing every two weeks. So we think Microsoft is as notice that Google is retreating a little bit from this webinaralytics space and I want to occupy it. So Just in terms of reputation and technology. I think it should be good, but we haven't checked good question.
Francois Marais: Yeah.
Francois Marais: Yeah, yeah, I mean that's definitely always something he was concerned with all these tools, how does it actually affect your website? Then you have dead clicks and that's the finders users clicked or tapped on a page with no effect. So they tried to click on something and nothing happened. And that to me is already, trying to understand user behavior and usually experience on your website. I think mark's of clarity is very good for that as well. that use experience refinement. How do you improve your website? Where ga4, it's a lot harder to actually get that information. It's more geforce obviously. More about How do we attribute to channels and campaigns etc, but clarity, obviously, with recordings help you to understand use a journey and music experience on your website. And then also interestingly, JavaScript errors, something again here at c and ga4, giving you some indications of it might be some technical website issues like JavaScript errors that you have to look into
Francois Marais: You can again view the recordings for that, so that's really. Interesting. And then see what the recordings look like. So when you go to the recording tab, you can literally view any recording and Play and it will play that the session that the person had, and it will have little takes in the timeline of where they interacted or when they clicked on something. And yeah, I think, you can get a lot of value out of just viewing a few recordings. It says, a lot more, you can just understand a lot more. When you look at somebody, actually physically browsing on your website and what they do and where they have issues. very valuable. And then, of course, heat maps. could be a useful thing and
00:45:00
Francois Marais: It's just another thing, Microsoft clarity, and obviously ga4 doesn't have this. So, why not, have this and still again with the recordings, obviously recordings it's a bit better. But heat maps can still give you an understanding of where people are browsing and what they viewing and clicking on and understanding that user experience. And then you also have an area report which I thought was very interesting. So in terms of heat map, it will give you areas of where people are clicking and spending time and highlight those for you and give you a percentage of each as well. So you can straight away, look at it and understand where people spending more time and again that user experience it helps you to very optimize that
Ferdie Bester: Okay Francois. We've got 11 minutes left so I think just show them this one and then skip matoma and go to mixpanel. And if this don't lift, let's go back to Matomo.
Francois Marais: Okay, awesome, cool. So yeah, so why matters of clarity just kind of summarizing so they have heat maps detailed and easy on understand flags, technical website issues inside session recording simultation. So operating engine those. So it has no core measurement module. So I mean, it's not doesn't replace ga4 and then there's limited integrations with third party tools, but I'd say it has a lot of its own things that
Francois Marais: And then I'm gonna just keep a little more. I'll just quickly mention that and Tami is a very close to the A4 and it can definitely replace ga4. I mean, this obviously some things that I can't do, the gx4 can, but it's a strong competitor there and we'll obviously share the deck and you can have a look at the pros and cons in mixpanel. So this is a interesting new platform that we've been working with and chatting to the guys who have created this. I'll just quickly briefly look over how it works. So essentially, it's completely customizable, if you imagine that with mixpanel, you almost bold, your say, ga4 account from scratch. So you build your account, and you have boards. So we can see on the side here, you're boards that's comparable to when you go to GA and you look at the side panel here,
Francois Marais: If I just go to reports, All the things that are really listed there. So you kind of customize, what you want that to look like. And each other's boards is essentially a mini dashboard, you can make it as big as you want to or as long as you want to, and on each dashboard, you can then have, Different things that you want to look at. So you can have channels or pages and look at Page Matrix. And then the page is here that boards, like I say, is completely customizable. And then you can build these following kind of graphs analysis inside.
Francois Marais: The matrix and kind of visualize that the funnels flows and retention analysis. So the funnels and their attention analysis is something that's quite nice to use in this platform that ga4 and says a bit harder to get that information but this is what it could look like. So this could be one of your boards you have. Funnel analysis up there. the one last thing about,
Francois Marais: Funnel. Is that the funnel analysis? You can add more segmentations than with ga4 ga 4. I think you can only add up to four. We supported this one so you can have four segmentations of segmenting, one step of the funnel. So this is the first step. It's been Four times different segments. But the mixpanel, you can create more than four segments. So it's nice to build reports like that and see more Yeah. So then again, just another example of the funnels, like I said, that's something that I think is really useful and then I would say them with mixpanel the flow diagram
Francois Marais: It's a lot more easy to understand, and if I compare this to Ga4, I would say this is a little bit lots of You understand and easy to build. Yeah, so this is a pros and cons, so it's great for apps and Web products. So that's kind of the strong points. then you have a great funnel and flow analysis, completely customizable user segmentation, you can create segments and I believe export that to segments, and you can obviously use that to market and then integrates with your popular crms as well. Then the consorts are limited free plan. It doesn't replace ga4. And then there's an onboarding required and a bit of a steep learning code. So just to kind of summarize all of this that same That.
00:50:00
Francois Marais: It doesn't replace ga4. But at this point, it's good to start experimenting with other platforms to kind of save God yourself, And just to have another place where you can look at your data and store your data and I didn't go through Matoma but matomo the one red thing about the summer for me is that you don't have Any limitations on how much thoughts are? You can store so you can go data. As bad as far back as you want to. So, quickly through those. But again, if there's any questions happen to answer those but later and then I think Yeah.
Ferdie Bester: So if anybody on the call as an app or a very interactive website, where you do lots of tests and you want to major flows and things, I think mixpanel is a very interesting tool So there is a demo that's taking place on the 8th of August by, So just leave your email address In the message box. On the right hand side, all go and sign up on LinkedIn. I think it's going to be quite A Small session. So it'll be quite intimate and you can find out how it works. Thomas. You have a question.
Speaker 1: Yeah, thanks guys. Just on the matomo, is it similar to mixpanel in a sense that it's giving you again, sort of behavior flow analysis, and high level metrics like that? Or is it complementary?
Francois Marais: Yeah, so matomo I would say it's a little bit above mixpanel not that it's better but it is I say more comparable to Ga4 or more like a direct competitor and
Francois Marais: I'm not sure, I haven't created a lot of custom reports in here, so I'm not sure about low reports, but I know you can create funnels, you have heat maps and session recordings as well. So, that's also quite interesting. But I would think of matoma as kind of a ga3 but not that it's old but it's kind of simplistic. As you can see here, it's very simple design. And yeah, one big thing is that the dietary tension, there's no expired, exploration of your data, it's all your data. And apparently, as they say, it's 100% accurate, so, there's no sampling, that's also a big thing, so compared to G8.
Ferdie Bester: And Brennan an interesting thing about matoma,…
Francois Marais: So, yeah.
Ferdie Bester: when we looked at a little bus, it felt a little bit like going back into time. Just like, okay, I really liked you A3. So and we browse matomo, we investigated it felt a little bit like UA 3 we're going back to Year Three but we have to host everything. We have to set up everything else. So we went super excited about it to be frank. But it's a direct comparative to Ga4. And I think mixpanel is complementary to Ga4, and especially on the app site. I think that's quite interesting.
Ferdie Bester: cool front. Do you want to go? So we've got three minutes left. Is there any other questions? So we do have a section on the marketing analytics stacks that people use. In general so we can talk about we can continue after living on that but I just want to make sure that everybody because I know a lot of people need to drop off. I assume. So any other questions?
Speaker 1: Sorry guys. Yeah, one more from my side, Just on iOS tracking in Ga4 specifically, are there any kind of limitations posts iOS For Gathering Data.
Speaker 1: Or is that purely from an AD attribution perspective that they've limited kind of data flow?
Francois Marais: so I don't think there's any serious limitations on tracking your iOS apps and ga4 Obviously, you have to consider. The fact that Your attention on is list but I wouldn't say it's a major thing to worry about.
00:55:00
Ferdie Bester: Okay, let me just share the link to the workshop again. Okay, let me take over Francois. I'll just talk through this last part so…
Francois Marais: Course.
Ferdie Bester: if you need to drop off all good. just if you like the session just in the text box, on the right hand side, just Not a few nice words. Maybe we'll contact you for testimonial. We'd appreciate that. It's a lot of work that goes into these sessions. alright, so let's go marketing and allergic tools. So this is just what we've seen. From all the people that we've spoken to. so there's a lot of pieces of tech out there in terms of marketing analytics and measurement.
Ferdie Bester: So we just wanted to share the ones in South Africa because I think there's a big movement in the International about cdps and really complicated pieces of take. But for our market, I think the key thing is what works. Yeah. Yeah. In South Africa. So for small smaller, marketing teams. We've seen that the combination of these tools or quite heavily relied on. So Google Analytics for that. Small marketing teams are still getting used to it. I don't really like it to be frank but it is the stipe stable staple in terms of marketing and analytics and that's Complemented with clarity. We think clarity is a really interesting product and in ACM rush, if you're doing SEO is a really good reports inside is Heinrich, especially around.
Ferdie Bester: Organic and paid by data and in what's key is because of, for example, Brennan mentioned Apple. So next year, a lot of the data is gonna go away with third party cookies going away. So these are more tech workshop with the last month if you want to find out more about that, but it's going back to first party data. what date did you? And so, if you have a shopify shop, if you have spot, look at the data sits in there. So this is what we've seen small marketing teams, use and, for bigger marketing teams, there's a need to start a presenting the data from Google Analytics in an easier way. So we've seen team starting to look at the studio and in certain circumstances if there's, more data involved, then you might pull in Bigquery because there's the pipe size between Google Analytics for. And look at I Studios, not
Ferdie Bester: This quota errors that you could so your dashboard may run into in the errors, if there's too much data. So then sometimes they may consider bigquery for the bigger businesses or the businesses that really want to go in a data journey. And what I mean by data journey, is they want to start using the data for more marketing so, in in the audiences or starting to do AI and machine learning,
Ferdie Bester: And predictive stuff. So this is the ecosystem that we've seen. So Google Analytics, 4 plays a big role. it's complemented by data. From the CRM systems, like Dynamics and Salesforce. Those two are quite popular, So is your Emma's more and medium to smaller businesses? Then just because of the native link between Google Analytics phone bigquery, you saw from the data as well, in the survey people use Bigquery A lot of companies still uses here because It is a good product, but all Microsoft Shop. So is a big lady and in terms of visualization as it's still very important because it's very difficult to see what's actually going on with the data just in Google Analytics So you need some kind of that dashboard that can
Ferdie Bester: Present the data in a usable manner. So we've seen look at Data Studio Power Again, Microsoft is a big thing and then thermal coming to play as well. So, also represents Tamar in South Africa. So that's sort of what we've seen in the space. Any comments or questions.
Ferdie Bester: Comments or questions.
Ferdie Bester: Thanks Alison. Thanks Lisa. Thanks Pops. Thanks Kobel. IU.
01:00:00
Ferdie Bester: Anybody else? Gillian store. Trapping up Kelvin. How was That okay.
Speaker 2: Yeah, thanks. Dude, learned a lot.
Ferdie Bester: Nice.
Speaker 2: You guys would be joining.
Francois Marais: Yes,…
Ferdie Bester: Thanks Francois. Thanks Elena.
Francois Marais: thanks everybody. Thanks for joining. Good.
Ferdie Bester: Thanks Johannes. Did you find value from this? I know you avoid standards.
Speaker 3: Is Thanks so much in the chat. I said that one thing I really appreciate about these sessions is I actually feel less overwhelm yeah, thanks so much for that, guys. the Greeley builds confidence,
Francois Marais: Awesome.
Ferdie Bester: Thank you. That's a nice compliment. Anybody else want to give my release going. You've got your camera on. You can't hide anymore. I've seen you. It's not your AI Not some trans guy, Angela. I think you can stop the recording.
Speaker 4: Thank you. It was very informative. Thanks so much.
Ferdie Bester: Go. All right. Alison. That was this useful for you.
Francois Marais: Bring people on the spot here.
Ferdie Bester: She wrap up. All right. Thanks Francois.
Francois Marais: No. Thanks.
Ferdie Bester: Thanks Thanks to May.
Speaker 5: Thanks.
Elena Protulis: Thank you guys.
Speaker 6: Thanks everyone. Have an amazing day over.
Ferdie Bester: To learn.
Elena Protulis: Is.
Meeting ended after 01:02:34 👋
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