How Manufacturing Marketers Can Prep for Google Analytics 4
Kula Partners
We help leading B2B manufacturers craft digital experiences that transform how they engage customers and compete online.
Marketers: If you haven't already, start saying goodbye to Universal Analytics ?? and hello to Google Analytics 4!
Justin Rinaldi , the Marketing Director at Safety Speed Manufacturing , shared the following 5 tips for making it through the inevitable transition unscathed on The Kula Ring:
1. Define your new KPIs.
“The reality is that for anyone reporting on Universal Analytics for a KPI, it’s in all likelihood you’re not gonna be able to report on the Universal Analytic,” says Justin Rinaldi .
Figure out what the GA4 versions of missing metrics are, and add them in.
2. Get ready to reeducate & communicate with the team—a lot.
"It’s just going to be weird, honestly, because it’s a whole reeducation of the relevant numbers and backing up how the numbers have changed. There’s gonna be a lot of communication that needs to be done,” Justin Rinaldi says.
3. Rely more on the data that you own versus third-party analytics.
For example, Justin's focusing on finding ways to more efficiently track the data that comes directly from the contacts themselves, and leveraging that more.
“I think that’s a good starting point,” says Justin Rinaldi .
领英推荐
4. Strengthen the foundation.
Focus on improving all existing touch points. For example. Ensure that all the information which helps someone convert is present on your website.
“Having as much info as possible with the right attributes, the right measurables, is the most important thing for me as we head into GA4," Justin Rinaldi says.
5. Make the switch before the July 1st deadline.
Don't be like the majority, who have not been leveraging GA4, according to this recent poll Justin Rinaldi came across via Barry Schwartz :
To hear more on adapting manufacturing marketing practices amongst a changing digital landscape, listen to the full discussion with Safety Speed Manufacturing 's Justin Rinaldi on The Kula Ring: https://bit.ly/3ZSL5eh
And while you're at it, subscribe to The Kula Ring podcast for new episodes every week: https://bit.ly/3XUKqqU