Advertising Workspace in Google Analytics 4 - Loves Data

The new Advertising Workspace in Google Analytics 4 (GA4) includes reports dedicated to your inbound marketing and advertising activities in ... Courses Blog About Contact FreeAnalyticsCourse July14,2021 DigitalAnalytics BenjaminMangold AdvertisingWorkspaceinGoogleAnalytics4 ThenewAdvertisingWorkspaceinGoogleAnalytics4(GA4)includesreportsdedicatedtoyourinboundmarketingandadvertisingactivitiesintheGA4interface.Itincludesinsightsforyourcampaigns,alongwithanyotherpaidandorganictrafficsources.Thereportsemphasizeattribution,includingtheabilitytocompareattributionmodelsandviewtouchpointsleadingtoconversions. IMPORTANT:TheAdvertisingWorkspace(andotherupdates)arecurrentlyrollingouttoGA4properties,soifyoudon’tseethesereportsnow,theywillbetheresoon.YouwillfindadditionalinsightsintotherelationshipbetweenyourmarketingchannelsanduserjourneysusingtheAdvertisingWorkspaceinyourGoogleAnalytics4property.ThereportsavailableintheworkspacewillhelpyoubetterunderstandyourROI(returnoninvestment)acrosschannels,informhowyouallocate(orexperiment)youradvertisingbudget,andmore.AttributionintheAdvertisingWorkspaceTheAdvertisingWorkspacereportsinGA4focusonattribution.Ifyou’rejustgettingstarted,attributionisabouthowcreditisassignedtothevariousmarketingchannelspeopleengagewith,leadingtoconversions.Andanattributionmodelisarule,acollectionofrules,orinsomecases,analgorithmthatdetermineshowcreditisassignedwhenpeopleengagewithmultiplemarketingchannels.AllofthestandardreportsinGoogleAnalytics(foundunder‘Reports’inthemainnavigation)usethesameattributionmodel.Bydefault,thisisthelast-clickattributionmodel.Thismeansthatwhenyouarelookingatthestandardreports,andthereisaconversionorconversionrate,thenthelastidentifiedchannelusedtoreachyourwebsitereceivesallofthecreditfortheconversion.InGoogleAnalytics4,therearecurrentlysixdefaultattributionmodels.Theseincludethelastclickmodel,thefirstclickmodel,thelinearmodel,thetimedecaymodel,theposition-basedmodel,andtheGoogleAdslast-clickmodel.Ifyou’realsousingUniversalAnalytics,youwillfindsomeslightdifferencesintheattributionmodels–therearetwolast-clickmodels.Thereisthelastnon-directclickmodelandthelastinteractionmodel.Plus,theoptiontocreatecustomizedattributionmodels.WhileI’mnotsureifcustomattributionmodelswillbeheadingtoGA4,Googlehasmentionedthatadata-drivenmodeliscomingsoon.Ifyouwouldliketolearnmore,thenmydedicatedpostcoverseachoftheattributionmodelsinGoogleAnalytics.YouneedtocheckthreethingstogetthemostoutoftheGoogleAnalytics4AdvertisingWorkspacereports.First,youwillneedtoensureyou’veconfiguredconversions(orimplementedecommercetracking).ThenyouwillneedtoensureyourGA4propertyislinkedtoyourGoogleAdsaccount.Andfinally,youwillalsoneedtoensureyou’veappliedcampaigntagstoallofyourinboundmarketing.Herearesomeresourcestohelpyoucheckthesethreecriticalstepsareupandrunning:GoogleAnalytics4conversiontracking(YouTubevideo)ConfigureconversionsinGoogleAnalytics4(blogpost)GoogleAnalytics4ecommercetracking(YouTubevideo)TrackingShopifywithGoogleAnalytics4(YouTubevideo)LinkGoogleAnalytics4toGoogleAds(YouTubevideo)TrackingcampaignsinGoogleAnalytics(YouTubevideo)UsingGoogleAnalyticscampaigntags(blogpost)Onceyou’retrackingconversions(orecommercetransactions)andyou’retrackingcampaigns(includingGoogleAds),thenyouwillbeabletomakeuseofthereportsintheAdvertisingWorkspace.Youwillbeabletoseehowpeopleengagewithyourdifferentmarketingandadvertisingefforts.AdvertisingWorkspaceReportsReportsintheGoogleAnalytics4AdvertisingWorkspaceareslightlydifferentfromtheregularGoogleAnalytics4reports,sotakesomeextratimetofamiliarizeyourselfwiththereports.AndtheworkspaceisavailabletoanybodywhohasaccesstoyourGA4property.Thereportcanhelpyouanswerquestionslike:Whatweretheeffectsofpaidandorganicchannelsonconversions?Howlongdomarketingchannelstaketodriveconversions?Howmanytouchpointswereinthepathtoconversion?Whatthemostcommonuserjourneysthatleadtoconversions?Howmuchrevenuedoparticularconversionpathsgenerate?TheAdvertisingWorkspacereportsletsyouchoosewhichattributionmodel(ormodels)youwanttoapplytothemetrics.Thismeansthatyoucanswitchmodelsandapplymultiplemodelstounderstandandcompareperformance.Andthemodelsyouapplywon’tchangethedatausedforyourreports.TheGoogleAnalytics4AdvertisingWorkspacecurrentlyhasthreereports,butI’mguessingmorereportswillbeaddedinthefuture.Let’slookateachofthereportsthatarecurrentlyavailable.AdvertisingSnapshotTheAdvertisingSnapshotreportincludesautomatedinsightsusingGoogle’smachinelearning,anditalsoletsyoucomparetwoattributionmodelstoseethechangeinconversionsasapercentage.Inmostcases,youwillquicklywanttodivedeeperintothededicatedreportsthatwewilllookatinamoment.Formoredetail,youcanusethefollowingtwooptionstoadjustwhatis(andisn’t)includedinthereport:ConversionEvents:Youcanchooseifyouwantallofyourconversionstobeusedforthereportorselectoneormoreconversionstonarrowthereport’sfocus.Forexample,ifyouhavemultipleconversionsconfiguredinGoogleAnalytics4,youmightonlyfocusonleadsoronlyfocusonpurchases.Filters:Youcanapplyfilterstoincludecertaineventsorusersegments.Forexample,youcanapplyaudiencesyou’vealreadycreatedtonarrowthefocusofthereport. It’simportanttohighlightthattheAdvertisingSnapshotandtheotherAdvertisingWorkspacereportsonlyincludedatafrom14June2021onwards.Thismeansyouwillwanttowaituntilyou’vebuiltupenoughhistoricaldata,sothereportsaremoreuseful.ModelComparisonYoucancompareattributionmodelsusingtheModelComparisonreport.Thereportletsyouselecttwoattributionmodels,whichthenshowyouthenumberofconversionsandrevenueassociatedwithyourmarketingchannelsforeachattributionmodel.Thereportalsoshowsyouthepercentagechangebetweenthemodelstoseeifonemodeloverorunder-reportsconversionsandrevenuecomparedtotheothermodel.Youcanselectthemodelsyouwouldliketouseforthereportabovethetable: Thereportalsoincludesthefollowingcustomizationoptions:ConversionEvents:Thisletsyouchooseifyouwantallofyourconversionstobeusedforthereport,oryoucanselectoneormoreconversions.ReportingTime:Youcanswitchbetween‘ConversionTime’and‘InteractionTime’.Choosing‘ConversionTime’meansthateventswillbeincludedbasedonthelookbackwindowwhilechoosing‘InteractionTime’meansthateventsneedtooccurwithinthedaterangeselectedforthereport.Filters:Youcanapplyfiltersonlytoincludeparticulareventsorusers. ConversionPathsTheConversionPathsreportshowsyouthetouchpointsusersengagewithbeforetheyconvert.Atthetopofthereport,thereisavisualizationthatshowsyoumarketingchannelsbasedontheirpositioninthepathtoconversion.Youwillseechannelsthatcreateinitialawarenessontheleft,andontheright,youwillseechannelsthatcloseconversions.Youcanchangetheattributionmodeltoupdatethevisualizationatthetopofthereport.Selecttheattributionmodelusingthedrop-down. Movingdownthereport,youwillseeavisualizationshowingyouthedifferentconversionpaths.Youwillnoticesomechannelshavemultipletouchpoints.Thisisindicatedbyamultiplier(forexample,“x2”,“x3”,“x4”andsoon).Thistellsyouhowmanytimespeopleengagedwiththeparticularchannel,so“x2”meansthatsomeoneengagedtwicewiththemarketingchannelbeforeconverting.Customizationoptionsforthereportinclude:ConversionEvents:Thisletsyouchooseifyouwantallofyourconversionstobeusedforthereport,oryoucanselectoneormoreconversions.PathLength:Youhavetheoptionofselectingthenumberoftouchpointstoincludeinthereport.Bydefault,allpathlengthsandtouchpointsareincluded.Filters:Youcanapplyfiltersonlytoincludeparticulareventsorusers.Apartfromconversionsandrevenuemetrics,thereportalsoincludesthenumberofdaystoconversion,andthenumberoftouchpointsforeachpath. ConclusionTheAdvertisingWorkspaceinGoogleAnalytics4isyourgo-toplacefordeeperinsightsintotherelationshipsbetweenyourmarketingchannelsandhowthey’redrivingconversions.Fromtheautomatedinsightsinthesnapshottoanalyzingyourpathstoconversion,thereportsbuildontheflexibilityofGA4’sdatamodel.I’msurewewillseeadditionalreportsandfeaturesaddedtotheAdvertisingWorkspaceasGoogleAnalytics4continuestoevolveandmature. NewerPostDeletingaDataStreaminGoogleAnalytics4(GA4)OlderPostGoogleAdsHelp LearnhowtosetupandusethelatestversionofGoogleAnalyticsinthiscomprehensivecourse. ViewCourse   LearnhowtouseGoogleTagManagertoimplementtrackingtagstomeasureyourusers. ViewCourse   LearnhowtobuilddashboardsandreportsinGoogleDataStudioquicklyandconfidently,usingdatafromGoogleAnalyticsandGoogleSheets. ViewCourse   LearnthebestwaystomanageyourGoogleAdscampaignstoachievemaximumimpact. ViewCourse Gettheinsidescoop.Subscribeforupdates.