Google Analytics
for Clients
Patrick Rauland - @BFTrick - Brand Manager @ Paid Memberships Pro
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The Problem With Marketing...
“Half the money I spend on advertising is wasted; the
trouble is I don't know which half”
- John Wanamaker
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The Solution
Google Analytics tries to solve this problem.
It tells you who is using your website, where they came
from, and what they did on your site.
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Agenda
● Purpose for Google Analytics
● What can Google Analytics do?
● Google Analytics 4
● Getting Value from Google Analytics
○ Goals
○ Segments
○ Emailing reports
○ Tracking revenue
● Live demo! 🤞
● Questions
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A Little About You
1. Are you looking to learn anything specific?
2. Do you currently use your client’s Google Analytics?
3. Do you get paid for Google Analytics work?
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What Can
Google Analytics Do?
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What GA Can Do For You
1. Audience
○ Where is my audience located and how do they access my site
(devices)?
2. Behavior
○ How do people engage on my site?
3. Conversions
○ How much revenue/leads does my site generate?
4. Acquisition
○ How do visitors reach my site?
Ultimate goal: maximize your marketing efforts
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What is Coming in GA4?
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GA4
1. Announced October 14, 2020
○ https://blog.google/products/marketingplatform/analytics/n
ew_google_analytics
2. Driven by Privacy
3. Multi-device by default
4. Event driven
○ Replaces old hits & pageviews model
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GA4 Data
1. Event driven
○ Replaces old hits & pageviews model
2. Fundamentally different data models
○ Data can’t be upgraded
3. You can run GA4 in a few ways:
○ New site with GA4
○ New site with both Universal Analytics (old) and GA4
○ Add GA4 to a site with Universal Analytics
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My Recommendation
Run both Universal Analytics (old) and GA4
(new).
● You’ll want to start collecting GA4 data soon.
● You’ll probably need to use UA data in the near
term
Bonus tip:
● Your client should set up their own GA account
● You don’t want to be tied to them forever
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GA4 WordPress Support
● MonsterInsights (3+ million installs)
○ Doesn’t yet support GA4.
○ https://www.wpbeginner.com/beginners-guide/how-to-instal
l-google-analytics-in-wordpress/comment-page-11/#comme
nt-1508037
○ - I’m waiting for MonsterInsights support
● Insert Headers & Footers
● Site Kit by Google (1+ million installs)
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Getting Value from
Google Analytics
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Measure Success (Goals)
1. Many clients have no idea what part of their
business is successful
2. Use Goals to measure success or steps leading to
success
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Measure Success (Ecommerce)
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Use UTM Parameters
● Help you track traffic sources
● Great for
○ Guest posts
○ Emails
○ Affiliates
○ Podcasts
● UTM Builders are helpful
○ https://utmbuilder.net/
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You can charge for the map
Once You Have The Goal...
Who
What (Messaging)
Where Goal
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You Can Also Charge for Automation / Utility
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Deliver Value
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Demo Time
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Services for Clients
● $ Setup
● $ Training
● $$ Setup + Treasure Map
● $$$ Custom dimension setup
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Questions?
Download Paid
Memberships
Pro for free on
WordPress.org
wordpress.org/plugins/
paid-memberships-pro
Email info@paidmembershipspro.com
Twitter @BFTrick