How to Switch to Google Analytics 4

Last Updated:'s very own Mercer joins Ralph and Kasim on the Perpetual Traffic podcast to discuss the significance of measurement in digital marketing.

This episode covers the importance of setting up reports that provide insights into what's working and what's not, as well as the Storylytics™️ Framework. This framework allows marketers to define engagement and tell a story through measurement.

The need to understand the platform and use custom parameters to enhance Google's opinion of traffic sources is also a topic of discussion.

Plus, discover how capturing specific events can improve your marketing strategies. Improved marketing strategies means improved bottom-line results.

(Link to original podcast episode)

Here's a breakdown of the episode…

00:00 – Welcome Mercer to Perpetual Traffic

00:00 – Welcome Mercer to Perpetual Traffic

00:02:12 Lack of interest in technical tasks and the importance of measurement

00:06:49 Emphasis on the importance of measurement and overemphasizing it

00:10:47 GA4 and its impressive total of unlimited features

00:20:17 Frustrations of using analytics reports and understanding general trends and patterns

00:27:16 The importance of a proper measurement strategy for Universal Analytics

00:30:33 Using Google Analytics 4 with the Storylytics™️ Framework to define engagement and tell a story through data

00:39:47 Challenges with efficacy of top-of-funnel campaigns in Google Analytics 4

00:46:20 The importance of rebuilding in Google Analytics 4 instead of migrating data from Universal Analytics

00:50:14 Using a measurement strategy to control marketing tools and tell a story

00:53:45 Free resources available to improve measurement strategy and connect with experts

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