From speaking with clients over the past 12 months, one thing is very clear: the retirement of Universal Analytics is unwelcome by nearly everyone. GA4 is not intuitive and is often difficult to use.

Here's a quick summary from Google on the changes which kicked in on 1 July 2024 (you can read the full overview here):

• Starting on 1st July 2024, Google Analytics 4 (GA4) will completely replace Universal Analytics.
• The old system will be shut down, and access to your data will be lost.
• This change may affect things like your ads if they were connected to the old system.

The purpose of this article isn't to delve into the specifics of migrating to GA4 but to show you how to make GA4 easier to use so you can leverage the fantastic data and insights it offers.

These insights can truly make the difference between thriving or failing digital marketing campaigns.

The first step is to acknowledge that GA4 is not an easy system to use and invest in formal training. This training will enable you to access and present key data for your organisation. However, this approach has its limitations, as it benefits only those who (1) receive the training and (2) use GA4 regularly to retain their knowledge.

Another approach is to dive in and start using GA4. The search bar is a helpful feature – for example, see this screenshot:

Finding the metrics you need using this search, alongside using AI services like Google Gemini to ask questions, and YouTube channels like https://www.youtube.com/@LovesData, can be a very effective way to learn – if you have the time.

Another practical solution is to have a custom dashboard built for you, presenting all the data useful to your business. This reduces the learning curve within your organisation, making crucial data easily accessible. Here's an example of how this can be presented:

• Marketing Channels (organic traffic, paid, social, email, etc.): All relevant data, including users, engagement rate, conversions, and conversion rate.
• Campaigns (email, social, etc.): Similar metrics as above.
• Performance of Key Pages and Forms: Including the number of applications, etc.
• We advise setting up these dashboards to compare conversion rates, allowing you to ask key questions such as:
• Which marketing channels (organic, paid, social, email, etc.) are driving the most registrations for our events?
• Which specific event pages have the highest conversion rates, and what elements are contributing to their success?
• If you manage multiple shows, this dashboard can also consolidate data from different shows, enabling easy comparison. This allows you to identify high-performing channels and campaigns and replicate their success across other shows or address underperformance.

Our Head of Search Performance, Jon Monk, talks you through an example dashboards in this quick video. 

Custom Dashboards from £495

These dashboards offer continuous access to data, not just post-show but throughout campaigns, enabling real-time problem-solving.

Custom Dashboards from £495

GA4's complexity can be a barrier, but with the right strategies, you can unlock its potential. Formal training, self-learning, and custom dashboards are effective ways to access and use the valuable data within GA4.

By making GA4 more user-friendly, you can enhance your marketing campaign management and decision-making.

We can help! ASP can set up custom dashboards for you, giving you easy access to the data you need.

Contact us today to streamline your GA4 experience and improve your marketing effectiveness.