Ashtyn attended the University of Oklahoma and earned a bachelor’s degree in marketing. She has always been interested in how consumer analytics can drive strategies to improve digital marketing and enjoyed her courses in market research and statistics as an undergrad student. Her love for both analytics and digital marketing led her to the Marketing Intelligence Specialist position here at Forthea. When she is away from work, she enjoys spending time with family, friends, and her cat, Jax. A few of her hobbies include cooking, trying new workout classes, and traveling.
With the release of Google Analytics 4, it is our job as marketers to digest the new platform to continue seamlessly measuring our marketing performance.
GA4 is providing new technologies to better track our audiences’ behaviors and interactions with our content.
We like to think of our measurement strategy as a digital conversation with our customers to eliminate the guesswork of how we need to engage with our audiences.
GA4 can help us build a measurement framework to guide our content strategy to converse with the right audience.
The Measurement Framework
The measurement framework consists of three phases: Planning, Building, and Launching.
During the planning phase, we choose which metrics we need to measure by first listing out all the questions we need to answer from our target audience.
Next, we build the framework using GA4 to create conversions, also known as goals, that we strive for our audience to achieve through specific events while interacting with our content.
Finally, we can launch our framework. This involves the start of our ‘digital conversation’ with our audience. Once the audience begins interacting, GA4 will track events and conversions that help us measure the success of our marketing performance.
Analysis and Interpretation
Once GA4 has collected the data from the framework we have built, we can analyze our audiences’ interactions to improve our marketing performance over time.
Understanding how our audience discovered our content, the actions they took, and the results of those actions gives us the ability to hone our marketing strategy.
GA4 offers various lifecycle and user reports that simplify the data in a way we can easily interpret and utilize.
User and traffic acquisition reports offer excellent metrics for determining where our users come from and how they discovered our website or advertisements.
The engagement reports dive deeper into the actions the users took and how they interacted with our content. These actions are tracked as events in GA4.
Events are then correlated to conversions or goals we have set in our marketing framework. GA4 processes the various user events into conversion reports for us to measure the success of our marketing performance.
The Road to Marketing Success
Although adjusting a marketing strategy for the new GA4 platform can seem daunting, following the measurement framework gives a guided approach to ensure our marketing efforts won’t go unnoticed. GA4 simplifies our audiences’ interactions into digestible data we can use to implement strategy and measure marketing performance with ease.
Contact our team for help with your transition to GA4!