The five measurement myths of Google Analytics 4

Topic Description:

As marketers are getting to grips with Google Analytics 4 data, they are seeing differences in data which is causing both confusion and a lack of confidence in onboarding Google Analytics 4. This presentation will debunk five measurement myths in Google Analytics 4, and explains why Google Analytics 4 cannot be compared on an apples vs apples basis vs Universal Analytics. The main takeaway, and how it benefits MeasureSummit attendees, being that the audience becomes aware of measurement differences and nuances in GA4 that are not initially obvious. 

The five areas I intend to cover are: Users metric – explaining how the following will lead to differences in Google Analytics 4 Active users reported on in standard GA4 reports not total users Reporting identities and their impact on user calculation Sessions metric – explaining how the following will lead to differences in Google Analytics 4 New campaign mid session not be treated as a new session in GA4 Late hits processed over a longer time frame in GA4 Session handling over midnight in GA4 Estimated data. GA4 interface estimates user and session counts based on HLL++ algorithm. Debunk the myth that GA4 reports on actuals in interface. 

Conversions – explaining how the following will lead to differences in Google Analytics 4 Removal of goals – multiple conversions in a session now not de-duplicated No unique pageview/event type metrics to de-duplicate Smart goals not supported as conversion type in GA4 Data-driven attribution model and impact on reporting conversions by channel (i.e. fractions of conversions) Querying same data in GA4 interface and BigQuery wont return same results Active users vs total users Data estimation in interface (HLL++) Lack of source/medium data at session level in Google BigQuery export Google Signals impact.

Who is Neil Barnes?

Since 2008, Neil has helped clients leverage data and technology to enhance their marketing performance. He has a proven track record of helping businesses realise the full extent of their measurement, and is passionate about using data to understand customer behaviour and improve marketing performance.

Neil’s expertise in digital analytics, consumer research and data-driven marketing has made him an invaluable asset to his clients and colleagues. His ability to create effective strategies, and leverage data to drive results, has earned him a reputation as a trusted advisor and leader in the industry.

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MeasureSummit 2022 Speakers

Who Else Is Speaking at MeasureSummit 2023?!?

"Google Sheets and BigQuery"

Topic Description:

You'll get a look at how the Query function in Google Sheets is similar to SQL syntax and can help you learn BigQuery.

Plus, a side-by-side comparison of actions with the Query function and BigQuery equivalents.

Ben will also use Connected Sheets to bring data from BigQuery into Sheets.

Who is Ben Collins?

Ben helps individuals and businesses better understand their data and work more efficiently with Google Workspace tools.

Over 50,000 professionals from 1,000+ companies have enrolled in his training courses, including employees from PwC, Netflix, Verizon, Google, Capital One, and other Fortune 500 companies.

Google recognized Ben as a Google Developer Expert for Google Workspace Technology in 2019, one of only a handful worldwide.

Ben works primarily with Google Sheets and Apps Script and has extensive experience with Google Data Studio, Microsoft Excel, SQL, and Tableau. He previously taught data courses and workshops for General Assembly in Washington, D.C.

Connect with Ben on: LinkedIn | Twitter