DMA301m [SP25]

>> Digital Marketing Analytics

Module 3. Introduction to GA4 &

Google Ads

Truong Dinh Hong Thuy

[email protected]
Google Analytics 4 @SkillShop
Google Analytics 4 (GA4) @SkillShop

GA4 Certification
https://skillshop.docebosaas.com/learn

Note: obliged for all students ~ Class Participation 10%

your Gmail
account
Google Analytics 4 (GA4) @SkillShop

GA4 Certification
https://skillshop.docebosaas.com/learn
Google Analytics 4 (GA4) @SkillShop
Google Analytics 4 (GA4) @SkillShop
Google Analytics 4 (GA4) @SkillShop
 Module Contents

1. Introduction to Google Analytics 4 (GA4)

2. Introduction to Google Ads
3. Link Google Ads to Google Analytics
1. Introduction to GA4
Introduction to Google Analytics 4 (GA4)

GA4 gives you a tools, FOC, to understand

customer journey and improve marketing
ROI across devices and platforms.

◇ understand your customers

◇ get smarter insights to improve ROI
◇ connect your insights to results
◇ make your data work for you
◇ get better ROI from your marketing
Introduction to Google Analytics 4 (GA4)
Introduction to Google Analytics 4 (GA4)
Introduction to Google Analytics 4 (GA4)

[Key features] BUILT-IN AUTOMATION

get fast answers to questions about analytics data, predict user behaviors, and
tap into powerful modelling capabilities

◇ predictive capabilities - GA can analyze data and predict future actions people may take, like making a
purchase or churning.
◇ proactive insights - GA can automatically detect and surface actionable insights from data to aware
your about important changes, new trends, and growth opportunities.
◇ privacy-safe modeling - GA provides a more complete picture of the customer journey, enhancing your
understanding of customer behaviors and conversions.
◇ answer your questions in natural language using the search bar to quickly find the metric, report, or
insight you’re looking for.
Introduction to Google Analytics 4 (GA4)

[Key features] REPORTING

see at a glance how customers interact with your sites and apps, and easily
navigate to reports to dive deeper

◇ real-time reporting GA monitors activity on your site or app as it happens.

◇ acquisition reports GA see how users land on your site or app and understand the effectiveness of your
marketing.
◇ engagement reports better understand what content drives engagement and conversions on your site or
app.
◇ monetization reports see how much revenue your site or app generates whether it’s from ecommerce,
subscriptions, or ads
Introduction to Google Analytics 4 (GA4)

[Key features] ADVERTISING WORKSPACE

better understand the ROI of your media spend across all channels, make informed
decisions about budget allocation, and evaluate attribution models

◇ advertising snapshot quickly address everyday advertising needs and unlock deeper insights into
your campaign performance from Google Ads, Display & Video 360, and Search Ads 360.
◇ attribution understand the value of your marketing with cross-platform attribution reporting to
evaluate each touchpoint in your marketing funnel
◇ data-driven attribution: use Google’s machine learning to understand the contribution of each touchpoint in
your marketing funnel
◇ conversion paths report: understand customers’ paths to conversions, and how different attribution models
distribute credit on those paths.
◇ model comparison report: compare how different attribution models impact the valuation of your marketing
channels
Introduction to Google Analytics 4 (GA4)

[Key features] EXPLORATIONS

access, organize, and visualize your data for fit your business needs. Run deeper,
custom analysis of your data without the limitations of pre-defined reports, and
share insights with other users
◇ free-form exploration Conduct ad-hoc analysis by dragging and dropping multiple variables – the different segments, dimensions, and
metrics you use to measure your business – onto a canvas to see instant visualizations of your data.
◇ funnel exploration Visualize the steps users take to complete tasks on your site or app, and see how you can optimize user experience and
identify over-or under-performing audience – with both open and closed funnel options
◇ segment overlap see how different user segments relate to each other
◇ path exploration visualize your users’ paths to conversions as they interact with your web or app
◇ cohort exploration gain insight into the behavior and performance changes of users grouped by common attributes
◇ user exploration select specific groups of users and drill down deeper to understand how those users engage with your site or app
◇ user lifetime explore user behavior and value over their lifetime as a customer
◇ backwards pathing work backwards from a conversion or other key event and analyze the differences, trends, or patterns in the paths
users took to get there.
Introduction to Google Analytics 4 (GA4)

[Key features] DATA COLLECTION & MANAGEMENT

collect, organize, and manage your data easily with a variety of integrated tools

◇ collection APIs analytics supports JavaScript libraries, mobile app SDKs, and an open measurement protocol that
allow you to import interaction data from any internet-connected third-party system.
◇ Tag Management Support analytics is supported by all leading tad management systems and works seamlessly with
Google Tag Manager and Tag Manager 360.
◇ Admin API manage your Analytics configuration programmatically with our admin API
◇ Custom definitions import customized data easily; custom definitions, including custom dimensions and metrics, can
measure a variety of structured or unstructured text or measurements.
◇ data imports securely import your first-party data and use it with your Analytics data for a more complete view of
the customer journey.
◇ Google BigQuery Export an integration with Google BigQuery allows you to seamlessly export your Analytics data to
BigQuery where you can conduct interactive analysis of up to trillions of rows of data, join multiple data sources, do
advanced predictive modeling, and more
Introduction to Google Analytics 4 (GA4)

[Key features] INTEGRATIONS

Analytics is designed to work seamlessly with other Google solutions and partner
products, saving you time and increasing efficiency
◇ Google Ads see ads data together with your web or app performance data in Google Ads reports in GA
◇ Display & Video 360 See and analyze your Display & Video 360 data in Analytics.
◇ Search Ads 360 See and analyze your Search Ads 360 data in Analytics
◇ Google Cloud With a built-in connection to BigQuery, Google Cloud’s enterprise data warehouse, you can easily join
Analytics data with other datasets and unlock BigQuery’s powerful tools for identifying insights
◇ Salesforce Marketing Cloud Integration Data from Analytics is visible in the Marketing Cloud reporting UI for a more
complete understanding of campaign performance
◇ Google Ad Manager Apply your Analytics insights to Google Ad Manager to optimize the user experience on your sites and
apps, and improve monetization
◇ Google AdMob Measure your AdMob app revenue.
◇ Google Play Track Google Play purchase and subscription revenue for your app.
◇ Google Search Console See Search Console data in Analytics and get insight into which Search queries drove users to
your site, and how your organic Search performance translates to on-site action.
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics: Structure

◇ up to a max of 100

◇ up to 2,000 properties
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics

◇ Create a new Analytics account and property

◇ Create a data stream
◇ Enable tagging
◇ Enable data collection
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new Analytics account
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property

1. Go to 2. Create a 3. Property 4. Business

Admin property details details

5. Business 6. Data 7. Setup data

Objectives Collection stream
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property

2
3

1
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property >> Set up data stream

2. Navigate 3. Select
1. Go to 4. Website’s 5. Create
to Data your
Admin URL ‘Stream’
Streams platform
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Create a new GA4 property >> Set up data stream
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Set up data collection for websites: Enable Tagging

https://support.google.com/tagmanager/answer/9442095?hl=en
Introduction to Google Analytics 4 (GA4)

Get started with Google Analytics >>> Set up data collection for websites: Enable Data Collection
Introduction to Google Analytics 4 (GA4)

Setup GA4 Demo Account

Introduction to Google Analytics 4 (GA4)

Setup GA4 Demo Account

Introduction to Google Analytics 4 (GA4)

Setup GA4 Demo Account

Use your Gmail account

Introduction to Google Analytics 4 (GA4)

Setup GA4 Demo Account

Google Analytics 4 >> Reports from Google Analytics
Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4)

Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4) >> Set up timeframe

Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4) >> Reports Snapshot >> ACQUISITION

ACQUISITION >> overview – summarize user interaction with web/app.

>> user acquisition – get insights into how new users find
the web/ app for the first time
>> traffic acquisition – where website/ app visitors come
from, esp. new & returning users (new sessions)
>> user acquisition cohort – a group of users share a
common characteristics that is identified in the report
Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4) >> Reports Snapshot >> ENGAGEMENT

ENGAGEMENT >> overview – summarize acquisition data

>> events – how many times each event is triggered and
how many users trigger each event on web/app
>> pages & screens – pages users visit on web & screens
open on mobile app => where people are going across
>> landing page – how visitors interact with your website:
the first page landed on, when visiting, how many visitors land on each page
Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4) >> Reports Snapshot >> MONETIZATION

MONETIZATION >> overview – summarize revenue data

>> ecommerce purchases – information about the products/
services are sold on the ecommerce store.
>> purchase journey – how many users drop off between each step
in the purchase funnel.
>> checkout journey – number & percentage of users who began
checkout on ecommerce web/ app and completed each of the subsequent steps in the
CO funnel.
Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4) >> Reports Snapshot >> RETENTION
Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4) >> Reports Snapshot >> USERS
Introduction to Google Analytics 4 (GA4)

Reports from Google Analytics (GA4) >> Explorations

Google Analytics 4 >> Dimensions & Metrics
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Dimensions
Metrics
WHO – WHAT –
HOW MANY?
WHERE?
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Time

Date The date when an event was collected, formatted as YYYYMMDD

Date + hour The date and hour when an event was collected, formatted as YYYYMMDDHH
Day The day of the month when an event was collected, as a two-digit number from 01 to 31.
Hour The hour when an event was collected, formatted as a two-digit number from 0 to 23.
Month The month when an event was collected, formatted as a two-digit number from 01 to 12.
Week The week when an event was collected, formatted as a two-digit number from 01 to 53.
Year The year when an event was collected, formatted as a four-digit number

Nth day The number of days since the start of the specific date range.
Nth hour The number of hours since the start of the specific date range.
Nth month The number of months since the start of the specific date range.
Nth week The number of weeks since the start of the specific date range.
Nth year The number of years since the start of the specific date range.
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Attribution

Campaign/ Campaign ID The name and ID of a promotion or marketing campaign that led to a key event.

Default channel group Traffic sources, including direct, organic search, paid social, organic social, email, affiliates,
referral, paid search, video, and display

Medium the method for acquiring users to web/ app; e.g., CPC – users who click to a paid ad; email – users
who click a link in an email mkt campaign; organic – users who click a link from a search engine …

Source the publisher or inventory source from which traffic originated, e.g., ‘google’ refers to those who
return to your web from Google Search
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Attribution

Channel (traffic source): organic search

source: Google, Bing, Yahoo, …
medium: organic
=> source/medium: google/organic

Channel (traffic source): display

source: booking.com, tripadvisor,
Expedia, trivago, …
medium: display, banner, …
=> source/medium: Expedia/display
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Demographics

Age The age of the user by bracket, e.g., ‘45-54’, ‘65+’

Gender The gender of users, i.e., ‘male’ or ‘female’
Interests The interests of the users, e.g., arts & entertainment, games, sports

Event
Event name the name of an event
Key event ‘true’ to mark an event as a key event

Geography
City/ City ID the city from which user activity originates/ an ID associated with that city
Continent/ Continent ID the continent from which user activity originated/ the ID associated with that continent
Country/ Country ID the country from which user activity originated/ the ID associated with that country
Region/ Region ID the region from which user activity originated/ the ID associated with that region
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

E-commerce

Currency the current code based on the ISO 4217 standard of the event

Item affiliation the name or code of the affiliate (i.e., partner or vender) associated with an item

Item brand the brand of an item

Item category the hierarchical category in which you classified an item; e.g., apparel/ men/ shirts…

Item ID the ID that you specify for an item, e.g., SKU_123456

Item name the name of an item

Item promotion ID/ name the ID/ name you specify for a promotion

Order coupon the coupon name or code that you specify for discounted items

Transaction ID an identifier you create for an ecommerce transaction

Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Page/ screen

Content group/ Content ID the content group associated with a page/ screen | the ID that assigned to a content group.

Hostname the subdomain and domain names of a URL that people visited on your web

Landing page the page path and query string associated with the first pageview in a session

Page location the complete URL of the webpage that someone visited on your website

Page path + query string parts of the URL that come after the domain

Page path & screen class page path (web) is the value after the domain; screen class from a mobile app

Page referrer the referring URL, which is the user’s previous URL and can be your website’s domain or
other domains

Page title the page title that you set on your website
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Platform/ device

App store the store from which your mobile app was downloaded and installed

App version the mobile app’s version name (Android) or short bundle version (iOS)

Browser/ browser version the browser/ version of browser from which user activity originated

Device the mobile device from which user activity originated

Device brand/ model the brand name of the mobile device/ the device model name

Device category the type of device from which user activity originated

Language the name of the language of a user’s browser or device

Operating system the operating system used by visitors on your website or application

Operating system version the operating system and version used by visitors on your website or application

Platform the method by which users accessed your website or application, e.g., iOS, Android, Web

Screen resolution the width and height (in pixels) of the screen from which user activity originated
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

User-scoped dimensions

First user campaign [ID] The campaign [ID] by which the user was first acquired
First user default channel group The default channel group by which the user was first acquired
First user manual ad content The ad content that was used to first acquire a user
First user manual campaign ID/ name The ID/ name of the campaign that was used to first acquire a user
First user manual medium/ source The medium/ source that was associated with the start of a session
First user medium/ source The medium/ source by which the user was first acquired
First user source medium/ source The source and medium/ source platform by which the user was first acquired.
platform
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Session-scoped dimensions

Session campaign The campaign that was associated with the start of a session.
Session campaign ID The ID of the campaign that was associated with the start of a session
Session default channel group The default channel group that was associated with the start of a session.
Session manual ad content The ad content that was associated with the start of a session.
Session manual campaign ID/ name The ID/ name of the campaign that was associated with the start of a session.
Session manual medium/ source/ The medium/ the source/ source platform/ term that was associated with the
source platform/ term start of a session
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

User & User lifetime

Audience name The name of an audience that users belong to during the date range selected.
New/ established New and established users who first opened your app or visited your website within the last 07 days
user
Signed with user ID The text ‘yes’ when you collect a user_id, which can help you connect separate sessions to an
individual user

First session date The date, in the format YYYMMDD when a user was first acquired
First visit date The date, in the format YYYYMMDD, when a user as first acquired.
First purchase date The date of the user’s first purchase
Last active date The date of the user’s most recent engagement
Last audience name The name of an audience that users currently belong to.
Last platform The method by which a user most recently accessed your web or app, e.g., Android, iOS, web
Last purchase date The date of the user’s most recent purchase
Introduction to Google Analytics 4 (GA4) >> Dimensions & Metrics

Example to consider

An ecommerce website with two main functions: (1) review products and (2) online shopping
When accessing the website, users can:
(1) request for product reviews, search for available review, share the review article, contribute
the review to earn money
(2) search for products, view items, read reviews, add to shopping cart, order & purchase & pay

dimensions & metrics?

Google Analytics 4 >> Read Information
Introduction to Google Analytics 4 (GA4) >> read information

user activities @Google Merchandise store in the past 30

minutes

access GA4 demo account

1.
2. Click ‘Reports’
3. use Overview reports _ acquisition, engagement,
monetization to define activities during the past 30 minutes
Introduction to Google Analytics 4 (GA4) >> read information

Read information user activities @Google Merchandise store in the past 30 minutes
Introduction to Google Analytics 4 (GA4) >> read information

define USERS
which is the two largest groups of new users by age, for all
events, during the week of 10-17 Jan 2025? their
demographic details?

1.access GA4 demo account

2. Click ‘Reports’
3. use Users _ demographic details
Introduction to Google Analytics 4 (GA4) >> read information

compare USERS
reports on users by ages and genders, compare the US and
Canada, for all events, during 18-25Jan 2025?

1.access GA4 demo account

2. Click ‘Reports’
3. use Users _ demographic details
4. use ’Filter’ & ‘Comparisons’
2. Introduction to Google Ads
Introduction to Google Ads

Basic understanding

Google Ads
a pay-per-click (PPC) advertising platform, where advertisers pay
per click/ impression on an ad.
Introduction to Google Ads

Basic understanding >> Types of Google Ads

[1] Search Ad campaign

text ads that are displayed on Google

Results Pages

benefit: display ads in the place where

most searchers look for information first
– on Google.
Introduction to Google Ads

Basic understanding >> Types of Google Ads

[2] Display Ad campaign

display across a network of websites in various

industries and with an array of audiences that opt in
to Google Display Network.

benefit:
+ get advertisers’ content in front of audiences that
are aligned with their personas.
+ website owners can earn PPC amounts
Introduction to Google Ads

Basic understanding >> Types of Google Ads

[3] Video Ad campaign

the right keywords will

place you in front of a
video, disrupting the user’s
behavior just enough to
grab their attention.
Introduction to Google Ads

Basic understanding >> Types of Google Ads

[4] App Ad campaign

promote your mobile application through an

ad displayed on GSN, YouTube, Google
Play, GDN, …
Introduction to Google Ads

Basic understanding >> Types of Google Ads

[5] Shopping Ad campaign

displayed on SERPs and include

detailed product information such
as price and product imagery
Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads works

Introduction to Google Ads

Basic understanding >> Google Ads Metrics

awareness clicks, impressions

consideration click through rate (CTR)

CPC, CPM, CPV, CPA

conversion conversion rate (CVR), conversion

value per cost, cost
Introduction to Google Ads

Basic understanding >> Google Ads Metrics

3. Link
Google Ads to
Google Analytics
Link Google Ads to Google Analytics

Conditions
- an admin account of
Google Ads
- the editor role for the
Google Analytics
Property
- Google Account must
be the same on both
platform
Link Google Ads to Google Analytics

Reports from Google Analytics (GA4) >> Advertising

Link Google Ads to Google Analytics

Reports from Google Analytics (GA4) >> Advertising

Link Google Ads to Google Analytics

Link data for better insights >> Attribution models @Google Ads
Link Google Ads to Google Analytics

Link data for better insights

Link Google Ads to Google Analytics

Link data for better insights

Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths

Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths

Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths

Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths

Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths

Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths

display all attribution paths up to 20 touchpoints long
Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths

Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths: Conversion paths data table
Link Google Ads to Google Analytics

Link data for better insights >> Attribution paths: Conversion paths data table
Link Google Ads to Google Analytics

Link data for better insights >> Attribution models

DMA301m
Digital Marketing Analytics