In this episode of Perpetual Traffic, Chris Mercer from Measurement Marketing joins Ralph and Kasim to discuss the significance of measurement in digital marketing. The hosts stress the importance of setting up reports that provide insights into what’s working and what’s not, and they discuss Google Analytics 4’s Story Lytic Framework, which allows marketers to define engagement and tell a story through data. They also emphasize the need to understand the platform and use custom parameters to enhance Google’s opinion of traffic sources, and they suggest that capturing specific events can improve marketing strategies.
In This Episode, You’ll Learn:
- 00:00 – Welcome Chris Mercer to Perpetual Traffic
- 00:02:12 Lack of interest in technical tasks and the importance of measurement
- 00:06:49 Emphasis on the importance of measurement and overemphasizing it
- 00:10:47 GA4 and its impressive total of unlimited features
- 00:20:17 Frustrations of using analytics reports and understanding general trends and patterns
- 00:27:16 The importance of a proper measurement strategy for Universal Analytics
- 00:30:33 Using Google Analytics 4’s framework to define engagement and tell a story through data
- 00:39:47 Challenges with efficacy of top-of-funnel campaigns in Google Analytics 4
- 00:46:20 The importance of rebuilding in Google Analytics 4 instead of migrating data from Universal Analytics
- 00:50:14 Using a measurement strategy to control marketing tools and tell a story
- 00:53:45 Free resources available to improve measurement strategy and connect with experts
Tools Mentioned:
LINKS AND RESOURCES:
- Tiereleven.com
- Perpetual Traffic Survey
- Perpetual Traffic Website
- Follow Perpetual Traffic on Twitter
- Connect with Kasim on Twitter and Connect with Ralph on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
