Your website data gives you an additional way to see how people are engaging with your destination. See how Google Analytics 4 enhances this view.
What is GA4?
GA4 is a service that enables you to measure website engagement. Bringing GA4 data into you ZDOS™ gives you the power to see visitor impact on your destination through measuring and combining website traffic to visitation observation.
GA4 uses machine learning algorithms to give you the most accurate data. It also provides AI-assisted insights into website traffic and trend analysis about website visitors.
Your GA4 website data is in several modules...
GA4 - Website Content Module
Increase your ability to optimize future campaigns by seeing the traffic generation activities and content types that are sticky with your website visitors. This module applies Zartico’s proprietary Machine Learning model to deliver advanced insights.
Questions this module answers:
- How does your website performance compare to the same time last year?
- How does your website traffic compare to the same time last year?
- How have these traffic drivers changed compared to the same time period last year?
- What are the most engaging pages on your website?
- What are your highest-performing pages by acquisition channel?
- What website content is seeing the most traffic?
- What season does each content topic see the most traffic?
- How does your organic traffic compare to the average percentage of organic sessions across all Zartico partners?
- Which states are your website visits coming from? How has that changed YOY?
- What pages are good contenders for on-page optimization to increase organic traffic?
- How does your paid & organic search engagement rate compare to the average across all Zartico partners?
What we bring in from GA4...
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Session Campaign
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Session Source/Medium
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Session Google Ads ad group ID
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Event Name
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City
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Region
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Hostname
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Page path
Metrics:
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Engaged Sessions
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Sessions
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Average Session Duration
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New Users
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User Engagement
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Views
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Event Count
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Event Value
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Session Starts
Where else can you see GA4 data?
Marketing: Planning - Added the KPI, Web Sessions % of Total, using GA4 data
Marketing: Sizmek - KPIs filtered by paid media Sources
Marketing: StackAdapt - KPIs filtered by paid media Sources
Marketing: GCM - KPIs filtered by paid media Sources
Marketing: Social Media - Sessions filtered by Medium for each social channel and Sessions by Content Topic.
Marketing: Paid Search - Benchmark: Percentage Paid Search Sessions
Foundations: Demand Generation - Paid & Organic Search By Content Topic
What changed between UA and GA4?
1. More Accurate Data
GA4 includes improved machine learning algorithms that help identify and exclude spam traffic, bots, and other non-human interactions, resulting in more accurate data.
2. Improved Cross-Device Tracking
GA4 will provide marketers with a more holistic view of how customers interact with their business. Instead of measurement fragmented by device or platform, GA4 offers the ability to view cross-platform data in one place, providing a more representative picture of the entire user journey.
3. Designated Market Areas
GA4 no longer uses Nielsen-defined DMAs as a predefined dimension or metric. If you’re used to using GA’s market data to plan ad campaigns or understand the home markets of your web visitors, this is a great opportunity to supplement this data with the geolocation-based origin market data in the ZDOS™.
4. Bounce Rate
The definition and calculation of bounce rate in GA4 differs from previous versions of Google Analytics, as GA4 focuses on event-based tracking (such as link clicks, page scrolls, video completions, etc.) rather than sessions. The new metric, measured as an Engagement Rate, takes into account how long a user stayed on the page and whether they completed any events, such as scrolling, regardless of whether they enter and exit the site from the same page. Here’s a great resource to compare the differences.
Quick tip: Our updated ZDOS™ module will display Engagement Rate instead of Bounce Rate, to reflect this shift to a more comprehensive metric. Remember: Engagement Rate is the inverse of Bounce Rate, so while marketers worked to reduce bounces, they’ll now be looking for ways to increase engagement.
You can also see your Universal Analytics in a separate module...
Your historical data from Universal Analytics will still be available in your ZDOS™ for a period of time in a new module that includes a comprehensive collection of your UA insights. This can be found at the bottom of your module list called, z - Universal Analytics.
Still curious? Watch this video tour and explanation of GA4's presence in ZDOS!