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How to Use GA4 to Track & Optimise SEO Performance Leigh Buttrey AS Marketing Speakerdeck.com/leighbuttrey /leighbuttrey

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/leighbuttrey | #brightonSEO ● Differences between UA and GA4 in context of SEO ● How to do a quick review of GA4 event tracking functionality ● How to understand GA4's automated event tracking ● Using GA4 for scaling SEO performance Here’s what we’ll cover:

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/leighbuttrey | #brightonSEO Conversion tracking for SEO is SOOO Undervalued!

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Differences between UA and GA4 in context of SEO

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/leighbuttrey | #brightonSEO What are the differences? Universal Analytics Google Analytics 4 Page View Event Event Event Social Event Transaction/Ecommerce Event User Timing Event Exception Event App/Screen View Event

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/leighbuttrey | #brightonSEO ● App Tracking (Firebase) ● Hit Types ● Session Calculations ● Bounce Rate & Engagement ● Cross Device Tracking ● GTM is more important than ever ● Account Structure

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/leighbuttrey | #brightonSEO 1 Page View And <10 Seconds And No Conversion Event 1 Page View And >=10 Seconds Or Conversion Event > 1 Page View Engagement Rate Bounce Rate

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/leighbuttrey | #brightonSEO Event & Conversion tracking

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/leighbuttrey | #brightonSEO Types of User engagement ● Content consumption ● User interactions ● Site search ● User journeys ● Audience engagement ● Engagement rate (which has replaced bounce rate) ● Video engagement ● Downloads ● Page views per session

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/leighbuttrey | #brightonSEO

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How to do a quick review of GA4 event tracking functionality

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/leighbuttrey | #brightonSEO #1 Define your events Engagement examples

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/leighbuttrey | #brightonSEO Conversion (aka Key Events) examples #2 Define your conversions

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/leighbuttrey | #brightonSEO #3 Setup Events in GTM

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/leighbuttrey | #brightonSEO #4 Verify event tracking (GTM) Use the DeBugView in GTM to see the events in real-time

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/leighbuttrey | #brightonSEO #5 Verify event tracking (GA4) Use the DeBugView in GA4 to see the events in real-time

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Making the most out of your GA4 Events / Conversions

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/leighbuttrey | #brightonSEO #1 Customised Reporting Create reports based on top KPIs required for quick viewing

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/leighbuttrey | #brightonSEO #2 Monitor & optimise Dedicate one person in your team to be responsible for the following:

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/leighbuttrey | #brightonSEO Review data regularly (every quarter at minimum)

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/leighbuttrey | #brightonSEO Regularly monitor user permissions and access control

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/leighbuttrey | #brightonSEO Document all changes and customisations

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/leighbuttrey | #brightonSEO Regularly compare your website and CRM to support data collection

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/leighbuttrey | #brightonSEO Backup historical data - Collect what you can from Universal Analytics

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/leighbuttrey | #brightonSEO Double check automated event tracking and possible duplication

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/leighbuttrey | #brightonSEO

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Using GA4 for scaling SEO performance

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/leighbuttrey | #brightonSEO #1 Engagement event tracking Make sure to link Search Console to your GA4

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/leighbuttrey | #brightonSEO

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/leighbuttrey | #brightonSEO #2 Conversion tracking

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/leighbuttrey | #brightonSEO

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/leighbuttrey | #brightonSEO Filter Search Console to exclude your brand terms

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/leighbuttrey | #brightonSEO

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/leighbuttrey | #brightonSEO #3 Content optimisation opportunities In GA4 head over to the advertising report > conversion paths

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/leighbuttrey | #brightonSEO

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/leighbuttrey | #brightonSEO

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/leighbuttrey | #brightonSEO #TopTip Add in the metric “engagement rate” and then filter the report by focusing on all content that contains /blog

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/leighbuttrey | #brightonSEO

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/leighbuttrey | #brightonSEO #4 KPI reporting

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/leighbuttrey | #brightonSEO #5 SEO-influenced revenue reporting

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/leighbuttrey | #brightonSEO

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/leighbuttrey | #brightonSEO Get help with optimising GA4 for conversion tracking success asmarketingagency.com

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/leighbuttrey | #brightonSEO Thankyou! asmarketingagency.com