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Why is Google Analytics 4 the most modern data model available for digital marketing analytics? Because rather than simply report what has happened, GA4's new cloud integrations enable more data activation--linking online and offline data across all your streams to provide end-to-end marketing data. This practical book prepares you for the future of digital marketing by demonstrating how GA4 supports these additional cloud integrations.
Author Mark Edmondson, Google Developer Expert for Google Analytics and Google Cloud, provides a concise yet comprehensive overview of GA4 and its cloud integrations. Data, business, and marketing analysts will learn major facets of GA4's powerful new analytics model, with topics including data architecture and strategy, and data ingestion, storage, and modeling. You'll explore common data activation use cases and get guidance on how to implement them.
The Chapter 1 introduces the new Google Analytics 4 (GA4) and explores why it was developed. We’ll see where Google felt its predecessor, Universal Analytics, was lacking and how GA4 means to strengthen those areas with the foundation of a new data model. We’ll also look at how the Google Cloud Platform (GCP) integration with GA4 enhances its functionality and get a first look at the use cases that will help illustrate the new capabilities of GA4 and get you started with your own data projects.
You'll learn
How Google Cloud integrates with GA4
The potential use cases that GA4 integrations can enable
Skills and resources needed to create GA4 integrations
How much GA4 data capture is necessary to enable use cases
The process of designing dataflows from strategy though data storage, modeling, and activation
Who This Book Is For
If you’re reading this book, you’re likely a digital marketer with some digital analytics background. Perhaps you’re working in an agency or within a digital marketing department, such as for an ecommerce brand or a web publisher. You may be looking to justify upgrading to GA4 from Universal Analytics or have already made the switch and are now looking to make use of its advanced features. This book aims to both inspire nontechnical readers with what is possible and give enough practical information that technically minded readers can implement the use cases within the book and use the building blocks to create their own bespoke integrations.
The book aims to educate you on the features of GA4’s integrations beyond the basics that you’ve picked up with your one to two years’ experience in digital marketing. You’re probably comfortable with implementing tags on the website and/or reading basic GA reports. More technical users may be using Google APIs and have some javascript/Python/R/SQL knowledge as well as some cloud experience. This book is not an exhaustive roundup of GA4 features. Instead, this book focuses on what you can do today to extract business value out of your GA4 implementation, using the Google Cloud Platform to facilitate it.
The New Google Analytics 4
Data Architecture and Strategy
Data Ingestion
Data Storage
Data Modeling
Data Activation
Use Case: Predictive Purchases
Use Case: Audience Segmentation
Use Case: Real-Time Forecasting
Next Steps