THE UNSCRIPTED SEO INTERVIEW PODCAST:
Going Deep into Google Analytics 4 (GA4) with Brie E Anderson
Brie E Anderson, Owner at BEAST Analytics
Embark on a journey with Brie E Anderson, the visionary behind BEAST Analytics, where digital marketing is not just a profession but a passion fueled by a relentless pursuit of data-driven excellence. From the tender age of 16, Brie's odyssey began with a simple marketing plan for a band, evolving into a kaleidoscopic career that weaves through the vibrant threads of digital media, analytics, and strategy.
Brie's foundation was laid in the bustling world of band promotion, where the demise of MySpace catalysed an innovative shift towards crafting digital presences for emerging artists. This early venture into the digital realm was the cornerstone of what would become a profound expertise in digital marketing. With creativity and analytics as her dual steeds, Brie navigated the evolving landscape of social media, paid advertising, and, most notably, the intricate world of Google Analytics.
BEAST Analytics stands as a testament to Brie's dedication to demystifying data for her clients, offering bespoke solutions that span GA4 consultancy, tracking plan creation, and the art of making data-driven decisions. Her approach is rooted in a hands-on, visual learning style, allowing her to adapt swiftly and effectively to the ever-changing digital environment.
Beyond the metrics and the strategies lies Brie's unwavering belief in the joy of her craft, a sentiment echoed by Confucius and lived daily in her work. Digital media, social media marketing, music, and sports are not just interests but the fuel that drives her commitment to excellence in digital marketing.
Join Brie in redefining the landscape of GA4 and digital analytics, where each data point is a story waiting to be told, and every strategy is a step towards transformative growth. With BEAST Analytics, embark on a data-driven adventure that transcends the ordinary, led by a true in-depth understanding of digital marketing.
The Unscripted SEO Interview Podcast with Brie E Anderson
Watch the interview
(click on the 'cc' icon to view subtitles)
Listen to the podcast
(60 minutes long)
Unscripted Google Analytics 4 (GA4) Q&As with Mark A Preston and Brie E Anderson
What does your career journey look like, Brie?
My career began at 16 when I penned my first marketing plan for a band, leveraging MySpace. As MySpace's popularity waned, I ventured into website creation using Wix and explored graphic design, though I found my niche in digital marketing. I transitioned to a digital marketing degree and gained experience through internships, freelance work, and corporate roles. My journey through organic and paid social media marketing led me to discover my passion for analytics, particularly with Google Ads and Google Analytics, ultimately focusing on GA4 upon its release.
Why is GA4 often disliked within the SEO community?
The transition to GA4 represented a significant change, imposed without an option. The lack of comprehensive documentation and resources compounded the challenge. SEO professionals, accustomed to the familiarity of the previous system over a decade, found GA4's new beginning daunting, especially given the increasing need for specialization within their roles.
Are there features from Universal Analytics missing in GA4?
GA4 encompasses most features found in Universal Analytics, albeit in different locations. While some elements like site speed metrics might seem absent, GA4 offers more comprehensive analytics capabilities, including the ability to track custom events through Tag Manager.
How straightforward is setting up GA4 for a business to monitor ROI?
The ease of GA4 setup varies by the content management system, with platforms like Shopify offering simpler integration for e-commerce analytics. While GA4 natively tracks basic interactions, more complex event tracking requires a nuanced approach, particularly in the admin settings.
What steps should SEOs take to configure GA4 for e-commerce traffic analysis?
For platforms like Shopify, integration is straightforward. However, accurate e-commerce tracking in GA4 may require customization, especially for item data in the data layer. Ensuring correct formatting and completeness of item information is crucial for reliable analytics.
How basic or detailed is the default GA4 setup?
The automatic migration from Universal Analytics to GA4 can be messy, as it applies settings from a fundamentally different system. Thorough review and adjustment in the admin section of GA4 are essential for accurate data collection and retention.
Why do GA4 metrics differ from those in previous analytics versions?
GA4 introduces a new data model, leading to discrepancies in metrics like user counts. The focus on engaged sessions in GA4, compared to all sessions in Universal Analytics, accounts for differences in reported figures.
What does the bounce rate in GA4 indicate?
In GA4, bounce rate is redefined to complement the engagement rate, effectively providing the inverse percentage of engaged sessions. This new metric offers a clearer insight into user engagement compared to the ambiguous bounce rate of Universal Analytics.
Is it preferable to implement GA4 analytics directly on a website or through Google Tag Manager?
Utilizing Google Tag Manager for GA4 setup is recommended for its flexibility and ease of management, particularly for future adjustments and event tracking without the need for developer intervention.
How can the issue of non-firing tags in Google Tag Manager be resolved?
Addressing tag firing issues in Tag Manager involves checking for any set delays and using browser developer tools to monitor the tag's loading time and behaviour, with potential developer assistance for complex issues.
What are the primary challenges SEOs and business owners face with GA4?
Common challenges include event tracking, locating analytics features, and setting up custom dimensions. Additionally, navigating privacy considerations, such as Google signals and data retention, is essential for compliant data analysis.
What enhancements could Google introduce to GA4 for improved functionality?
Enhancing multi-channel funnel reporting in GA4 to match the depth available in Universal Analytics, particularly for detailed conversion path analysis, is a key area for future development.
How can SEOs better leverage GA4 data for budget justification and ROI improvement?
SEOs can utilize GA4's attribution and multi-touch analysis features to demonstrate the value of organic search in the conversion process, highlighting its role in multi-channel customer journeys.
Do some SEOs struggle with GA4 due to unfamiliarity with the platform?
The challenge for SEOs with GA4 often stems from the need to learn a new platform amidst other responsibilities, underscoring the importance of research and seeking assistance when necessary.
Does having a personal interest in the industry impact an SEO's organic success?
Engaging with industries or topics of personal interest can enhance an SEO's motivation and success, though it's vital to maintain professional boundaries to avoid exploitation.
How can SEOs uncover hidden opportunities within GA4?
GA4 offers tools for analysing site search trends, guiding content creation based on actual user queries. Integration with Search Console and analysing landing page performance can reveal content alignment with user intent. For e-commerce, leveraging Google Merchant Center data within GA4 can identify high-converting pages for potential ad investment.
How can SEOs configure GA4 to track site searches on specific pages?
Utilizing the Explore feature in GA4, SEOs can create custom reports to analyse site searches and their originating pages, providing insights for content optimization and user intent understanding.
What are the best practices for UTM tracking in GA4?
Consistent use of UTMs is crucial in GA4 for accurate source tracking, with attention to case sensitivity and the impact on default channel groupings. Customizing reports based on source/medium can enhance clarity and tracking efficiency.
How can SEOs master GA4 comprehensively?
Immersion in GA4, willingness to experiment, and engaging with the analytics community for support are key strategies for mastering GA4. Utilizing resources like ChatGPT and tutorials from experts can accelerate learning.
What strategies can SEOs employ for year-on-year reporting in GA4?
Leveraging tools like Looker Studio to combine historical data from Universal Analytics with GA4 data can enable year-on-year comparisons, with attention to metric differences between the platforms.
How can SEOs address discrepancies in year-on-year reporting between UA and GA4?
Educating stakeholders on the differences between GA4 and Universal Analytics metrics, and focusing on comparable metrics where possible, can help bridge reporting discrepancies.
How can SEOs customise reports in GA4?
GA4 allows for report customization and navigation adjustments, enabling SEOs to tailor analytics views to their specific needs, enhancing focus on organic search data.
How can SEOs learn GA4 in-depth with your assistance, Brie?
Brie offers GA4 courses tailored for SEOs, alongside fundamental analytics tutorials and regular insights through various online platforms, providing comprehensive GA4 learning resources.
<<< Back to The Unscripted SEO Interview Podcast