Category: analytics
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You Ask, I Answer: Google Analytics and Data Privacy?
Jim asks, “We’ve actually gotten pushback internally for using GA because of data privacy. Ever come across this?” Plenty of times. There are situations in which Google Analytics would not meet regulatory requirements. Google Analytics is not HIPAA compliant; the only industry certification for security it possesses is ISO 27001. And while no PII/SPI/PHI is…
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You Ask, I Answer: How to Set Up Tags, Triggers, and Goals in Google Analytics 4?
Tara asks, “It seems pretty quick and simple to set up GA4, but do I need to set up all of the different triggers in the Tag Manager separately? Or can I just set up one Tag with all of the triggers?” Google Analytics 4 relies much more heavily on Google Tag Manager than GA…
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You Ask, I Answer: Source/Medium Governance in Google Analytics?
Jakes asks, “With the switch to GA4 Source/Medium is becoming so much more important, can you recommend any resources that I can share with our advertising stakeholders to upscale them on the best use of of these parameters?” This is a question of power and process. First, you have to have the organizational power to…
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You Ask, I Answer: Views and Segments in Google Analytics 4?
Reid asks, “are you saying that we should use properties in the same way we would use views in UA? And if so, does that mean a separate tag for each property in GTM?” To understand the layout of Google Analytics 4 and where stuff has or has not gone, we have to understand the…
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You Ask, I Answer: When to Switch to Google Analytics 4?
Brian asks, “When should a company really consider shifting over to Google Analytics 4?” Interestingly, reports from Reddit say people setting up new properties are not given an option for GA 3 (aka Universal Analytics, it is available as an ‘advanced’ option) so we’re already seeing Google pushing hard for GA 4 adoption. You should…
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You Ask, I Answer: Interpreting Google Analytics 4 Data?
Ivelina asks, “I can’t find anything in the new GA4. So what if you are not that good at reading raw data?” You’re not alone. Many, many people are having trouble, and it’s because of the change in mindset about how Google Analytics 4 collects data. When you compare the two side by side, GA4…
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You Ask, I Answer: First Impressions of Google Analytics 4?
Tristan asks, “How are you getting on with the new Google Analytics 4 interface and data collection?” Google Analytics 4 represents a sea change in how Google thinks of its marketing platform. Instead of an all-in-one application, it’s now part of a suite of 3 major pieces that every marketer will need to consider. Google…
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You Ask, I Answer: Measuring Brand Trust?
Stephanie asks, “When it comes to building trust, how do we know what success looks like? How can we measure it?” Trust is a tricky thing to measure because it’s such a core of emotion. If you examine emotional theory, especially things like Plutchik’s wheel of emotions, trust is a fundamental survival emotion. How do…
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You Ask, I Answer: Measuring Content Engagement KPIs?
Erika asks, “What KPIs do you use to measure your content engagement, and where do you source the data to track them?” It depends on how we define engagement in content marketing. What constitutes engaging content? Reading it? Sharing it? One of the quirks of modern social media, when you examine shared content, is that…
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You Ask, I Answer: Measuring Content in the Customer Experience?
Stephanie asks, “How can marketers measure if their content is improving the customer experience?” In the buyer’s journey portion of the customer experience, measure by pipeline acceleration; what content is moving people towards conversion? In the owner’s journey, look to your marketing automation data. Can’t see anything? Watch it on YouTube here. Listen to the…
