March 24, 2023

Prepare Your Franchise for GA4: The Good, The Bad, and How to Get Started

GA4, it’s coming!

Google Analytics is a powerful tool used for years by a multitude of businesses to gain valuable insights into their online presence. But the transition from UA (Universal Analytics) to GA4 (Google Analytics 4) is set for July his year, so now is the time to prepare your franchise for the change.  

In our latest webinar, experts Chris Mercer from and TruPresence's Jeremy LaDuque discussed the importance of measurement mindset, strategy, and implementation.

If you missed the main event, we have summarized the key takeaways from the webinar so you can catch up.

The Measurement Mindset

Before diving into the tools, it is important to have the right mindset. As Mercer explains, "measurement is a department now in organizations." It is not just a project that can be set up and forgotten about. To truly benefit from measurement, it needs to be a focus and a priority.

The key here is to understand the conversation that is happening between your website or app and your users. Just like in a real-life conversation, there are two sides - the better you get at measurement, the more likely you are to clearly hear the user's voice.  

The goal is to listen to this dialogue using measurement and respond with marketing strategies to keep the conversation going in the right direction.

The Strategy Framework

The next step is to implement a strategy framework, consisting of three simple steps:  

  1. planning out the measurement
  1. building out the measurement
  1. using the measurement.  

The key is to focus on two types of questions:  

  1. Results questions - focus on the end goal, such as how many leads were generated or how much revenue was made.
  1. How questions - focus on the steps necessary to reach those end goals.

Once these questions have been identified, it is important to determine what behaviors need to be measured to answer them. This is the secret sauce to successful measurement implementation!

Implementation of GA4

Finally, it is critical to understand the implementation of GA4. Google is making the switch from Universal Analytics to GA4, and this change will have implications for your reporting. The transition needs to be planned out and set up properly to avoid any hiccups in data collection.  

Our webinar experts suggest taking the time to learn GA4 and using it in conjunction with BigQuery for more precise data collection and analysis.

Last Word

Preparing your franchise for GA4 is crucial for successful data collection and analysis.  

With the right mindset, strategy framework, and implementation your franchise will be ready to handle the transition to GA4 and make the most out of this powerful tool for business success.

Clare Kelly

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