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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 [email protected] Twitter @BFTrick