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GA4 Migration | The 4 Purposes of Marketing Data


Why we humbly suggest you listen to us

Mike has been building analytics programs for over 10 years and I have been in some leadership capacity over digital marketing for the last 15, together we’ve seen a lot of marketing data needs.

More recently we’ve been conducting 1:1 interviews with marketing professionals and collecting a lot of survey data. With all this as the backdrop we’ve gained a deep understanding of the challenges and objectives that marketing teams face when it comes to their data.

As we use this collective experience to guide brands through their UA to GA4 migration we’ve identified a few main purposes for marketing data.

the four main objectives of marketing data

Through this market research and surveys, we have found that marketing teams typically have four main objectives for their marketing data.

These objectives are:

Reporting progress to stakeholders:

This objective involves using marketing data to present progress reports to stakeholders, such as management or investors. This includes proving performance over the past, as well as predictions for the future, and using data to justify budget requests or the hiring of new team members.

Monitoring performance:

This objective is focused on regularly checking and confirming that everything is on track. This is usually done through regular performance metrics, such as key performance indicators (KPIs) or through reports from team members. The goal is to make sure that nothing has gone off track in the past week or so.

Identifying new opportunities:

This objective involves identifying areas where marketing efforts can be scaled, such as increasing budget for a specific campaign, or where tests can be run to learn more about conversion rates or reducing friction. It requires creative thinking and strategic marketing thought to come up with new tactics and opportunities to improve performance.

Investigating specific questions or changes:

This objective involves using marketing data to find the cause of a change, such as a drop in conversion rates or an increase in revenue. It requires a deep dive into the data to identify what could be causing the change, and what steps can be taken to correct it.

Through these objectives, marketing teams are able to track progress, monitor performance, identify new opportunities, and investigate questions and changes in performance, which allows them to make data-driven decisions and optimize their strategies.

Impact of G4 on the four main objectives

In our podcast Mike gave a brief spoiler alert about how G4 will impact each of the four main objectives of marketing teams for their data.

Reporting progress to stakeholders:

G4 may make it more difficult to report progress to stakeholders.

Monitoring performance:

G4 may make it slightly more difficult to monitor performance.

Identifying new opportunities:

G4 may make it slightly easier to identify new opportunities.

Investigating specific questions or changes:

G4 may make it slightly easier to investigate specific questions or changes.

It’s worth noting that these are just predictions and the actual impact of G4 on each of these objectives will depend on how you adapt and use the new tools and features provided by G4.

Stay Tuned...

In future episodes, Mike and I will dive deeper into each of the four main objectives of marketing teams for their data, and provide guidance on how to handle the impact of G4 on each objective.

We will discuss strategies and best practices for reporting progress to stakeholders, monitoring performance, identifying new opportunities, and investigating specific questions or changes in performance.

We will also provide tips and tricks for using G4’s new tools and features to achieve these objectives more effectively.

We plan to also touch on the importance of building a data-driven culture within the company and how to navigate the migration process with examples of how other companies have successfully adapted to G4 and the lessons they’ve learned from it.

We hope that by listening to these future episodes and following the guidance provided, any marketing team will be better prepared to handle the migration to G4 and increase the usefulness of their data.


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GA4 Basic

Transfer All Universal Analytics Tracking to GA4

Anything you are tracking now in Universal Analytics we will make sure you are also tracking in GA4.

Set Up Conversions in GA4

You likely have a list of important conversion actions that inform your core KPI’s, we’ll make sure those are all set up.

Set Up Audiences in GA4

GA4 has a slightly different way of grouping data that relies heavily on proper audience creation, we’ll make sure your audiences are set up in a way that makes sense for your business objectives.

Integrate Big Query to Preserve Data

If you don’t set up the Big Query connection you’ll lose your historical Universal Analytics data, we’ll make sure this integration is done correctly.