In October 2020, Google launched the subsequent technology of Google Analytics, Google Analytics 4 (GA4). GA4 introduces many new options, together with a heavy emphasis on occasions and a totally new integration with Google Optimize.
With Google’s newest announcement that Common Analytics 360 will now not course of knowledge beginning October 1, 2023, there is no such thing as a higher time than now to arrange for the swap. And as you transition, you’ll need to make sure that you combine Google Optimize with GA4 correctly, so you’ll be able to make the most of the detailed reporting that the native integration provides.
The easy native Google Optimize and GA4 integration permits for deeper evaluation inside GA4, permitting you to dig into your take a look at’s efficiency and the way it impacted consumer habits throughout your web site or app.
Whereas we frequently assessment take a look at knowledge inside Google Optimize, profiting from the arrogance calculations Optimize routinely runs, our deeper evaluation typically takes place inside an analytics instrument. The easy native Google Optimize and GA4 integration permits for deeper evaluation inside GA4, permitting you to dig into your take a look at’s efficiency and the way it impacted consumer habits throughout your web site or app. However first, let’s check out what’s completely different in regards to the Google Optimize and GA4 integration, which I’ll element under.
What’s New With the Google Optimize-GA4 Integration
Unsurprisingly, like GA4, the native integration introduces a number of modifications that you need to be conscious of earlier than continuing. Right here’s what you’ll be able to count on when you’ve accomplished the combination.
The native integration is seamless.
Since Google Optimize and GA4 are in the identical ecosystem, connecting the 2 is a breeze. To hitch the 2 platforms, take a look at this text within the Optimize Useful resource Hub that highlights what you’ll want earlier than you start and tips on how to hyperlink the 2 correctly. Past this straightforward setup we advocate configuring two extra Customized Dimensions in GA4, learn on to seek out out what knowledge they need to seize and why!
Google Optimize can use GA4 audiences.
Beforehand solely out there to Common Analytics 360 prospects, now you can use GA4 audiences in your experiments.
There are new limitations to working simultaneous experiments.
With Common Analytics, you’ll be able to run as much as 24 simultaneous experiments per view. Nevertheless, this has been decreased to only ten concurrent experiments when Optimize is linked to GA4. For those who’re trying to run extra experiments than this concurrently then exploring an enterprise degree testing answer past Optimize could also be worthwhile.
Fewer experiment aims can be found.
Historically, a number of various aims have been out there in Common Analytics, together with:
- Pageviews
- Session period
- Bounces
- Transactions
- Income
- AdSense impressions
- AdSense Adverts Clicked
- AdSense income
- Analytics objectives
At the moment, solely 4 aims can be found to be used in GA4:
- Purchases
- Buy income
- Pageviews
- Conversion aims
It’s additionally necessary to think about that it’s essential to outline revenue-based aims in US {dollars}.
Whereas there are a restricted vary of aims out there in Optimize when linked to GA4, deeper evaluation throughout a variety of aims might be executed inside GA4 itself. There’s no restrict to the quantity, or kind, of aims you’ll be able to assessment in GA4 itself, whereas pulling in Optimize Experiment and Variant ID with the intention to assessment these aims for every group inside your experiment.
Variant impressions are dealt with in a different way.
Whenever you activate a Google Optimize experiment, default optimize_personalization_impression and experiment_impression occasions populate within the GA4 stories. However, Common Analytics makes use of a non-interactive occasion to report consumer impressions in an experiment variation.
Expertise durations are shortened.
The period of an experiment has been decreased from 90 days with Common Analytics to only 35 days with GA4. It’s comparatively uncommon that we glance to run experiments longer than 35 days, so the 35 day restrict in Optimize isn’t an enormous drawback for us when it comes to experimentation.
AMP experiments are unavailable.
AMP experiments are attainable with Common Analytics properties, however this characteristic isn’t out there with GA4 properties.
Reporting has modified.
With this integration and the up to date hit-based GA4 knowledge mannequin, you’ll be able to count on a number of variations in reporting:
- With GA4, now you can generate stories on particular person customers throughout many classes, when you can solely report on particular person classes with the Common Analytics integration.
- Actual-time reporting isn’t an possibility for the GA4 integration.
There are not any experiment dimensions in GA4 by default.
In Common Analytics, experiment knowledge routinely populated customized dimensions reminiscent of ‘Experiment ID with Variant’. In GA4 these dimensions aren’t out there or populated by default. Nevertheless, organising new customized dimensions in GA4 so you’ll be able to simply entry experiment knowledge in GA4 stories is comparatively easy.
As famous above, Google Optimize routinely triggers default optimize_personalization_impression and experiment_impression GA4 occasions when customers see an experiment. These occasions have helpful occasion parameters hooked up together with experiment_id and variant_id. You’ll be able to simply expose these parameters in GA4 as customized dimensions by configuring event-scoped customized dimensions within the Customized Definitions portion of GA4. We undoubtedly advocate taking this step with the intention to simply see which customers have considered which variant inside your experiment in GA4 stories.
Latency occasions have elevated.
The Google Optimize-GA4 integration introduces lengthier lag occasions between interactions on the location and when the information is seen in Optimize:
- After launching an experiment, impression counts can take as much as 12 hours to populate, when you can view lively consumer counts inside minutes with Common Analytics properties.
- GA4 audiences can take as many as 30 hours in comparison with only a few hours with Common Analytics.
Remaining experiment outcomes can be found sooner.
With the Google Optimize-GA4 integration, you’ll be able to view the ultimate take a look at outcomes as much as 24 hours after an experiment concludes, down from 72 hours with the Common Analytics integration.
You’ll be able to goal Google Adverts accounts.
Whenever you’ve linked Google Optimize and GA4, you’ll be able to goal your experiences at your Google Adverts accounts, campaigns, advert teams, and key phrases.
You’ll be able to solely export Optimize report knowledge, however Analytics knowledge isn’t out there.
Common Analytics lets you export Optimize stories and Analytics knowledge, however you’re restricted to exporting Optimize stories with GA4.
Combine Google Optimize and GA4 As we speak
We consider there’s extra to come back from the Google Optimize and GA4 integration. As updates proceed to be made to GA4, we count on to see updates to the scope of the combination. We advocate organising a GA4 property quickly to make sure it begins gathering knowledge. This manner, you’ll have some historic knowledge inside GA4 to work with when Common Analytics stops gathering knowledge later in 2023.
For those who’re nervous about switching all of your Google Optimize reporting to GA4, you’ll be able to maintain off till nearer the time Common Analytics retires. Nevertheless, we advocate making the change comparatively quickly so you may get aware of tips on how to report on assessments from GA4. For those who do that you’ll be well-prepared forward of the Common Analytics finish date, so you’ll be able to relaxation simple understanding you’re able to make the most of the whole lot the combination provides.
We advocate organising a GA4 property quickly to make sure it begins gathering knowledge. This manner, you’ll have some historic knowledge inside GA4 to work with when Common Analytics stops gathering knowledge later in 2023.
In case your group would love help integrating Google Optimize and GA4, or in the event you’re inquisitive about studying how you should utilize the instruments to take your experimentation program to the subsequent degree, you’ll want to join with us at the moment. Our consultants will information you in direction of crafting a rare digital expertise that’s certain to please your customers.
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