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Google Analytics 4 – More Than SEO [Podcast]

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Google Analytics 4 - More Than SEO [Podcast]

In the past few episodes, we’ve discussed the SEO and organic tracking implications of the switch from Universal Analytics to Google Analytics 4, but how does GA 4 help with paid campaigns, affiliate campaigns, Google Ads, campaign tracking with IDs, etc.?

Krista Seiden of KS Digital and former VP at Quantcast joined me on the SEJ Show to discuss the benefits and advantages of GA 4 for paid campaigns plus other opportunities digital marketers will face with the sunsetting of Google Analytics UA.

One of the misconceptions is that this product just isn’t there yet, and I would push back a little bit and say it’s constantly evolving, and a lot of new things have come out. So take the time to know how to use the tool and understand what’s actually there. –Krista Seiden, 4:55

Don’t expect your data to be precisely the same between UA and GA4. So even things like sessions and user accounts will be different because GA4 calculates these things in different ways than Universal Analytics. –Krista Seiden, 44:41

I do not think that this deadline is going to change. I would suggest taking this one seriously. If you don’t start moving now, you’ll probably not be able to pull your year-over data within GA4. The sooner that you get it implemented, the more historical data you will have in GA4 to be able to compare to. –Krista Seiden, 22:09

[00:00] – About Krista & her in-house background at Google Analytics.
[03:23] – Common misconceptions about GA4.
[05:20] – Is there more customization with GA4?
[07:10] – Hesitations with the transfer.
[08:42] – New feature releases with GA4.
[12:57] – Why build reports with GA4 if you can utilize Google Data Studio?
[16:08] – How is GA4 concerning GDPR?
[19:33] – Differences in transition with GA360 and GA4360.
[24:30] – What to expect with GA4.
[26:18] – Can you define direct traffic better with GA4?
[27:22] – Changes that affect PPC.
[30:53] – Differences between goals and conversions.
[34:15] – Reason why the data retention period is only two months by default in GA4.
[35:18] – Recommendations to get started with GA4.
[41:04] – Does Krista recommend a fallback?

Resources mentioned:
https://ksdigital.co/academy/
https://join.measure.chat

It’s nice that we now have this ability to actually customize the UI of GA4. So, for example, we can choose what reports to show or not for people in our organizations. –Krista Seiden, 5:44

GA4 is a heck of a lot more privacy-centric than Universal Analytics. –Krista Seiden, 16:41

I’m sure there’s gonna be a lot of people waiting until the last minute. So do not wait till the last minute. Like we said, if anything, just go ahead and drop that tag on your site now. –Loren Baker, 49:18

For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal

Connect with Krista Seiden:

Krista Seiden is a savvy, experienced analytics leader who has led teams at Adobe and Google. In addition, she has led optimization initiatives for companies such as The Apollo Group and Quantcast. As an analytics and optimization methodology expert, she has become one of the most sought-after consultants in the industry.

Her expertise led her to start KS Digital, an analytics consultancy in 2019, which helps businesses optimize their digital marketing and analytics investments.

In addition to being dedicated and hardworking, she also contributes occasional guest posts to top industry publications such as Google Analytics Blog. When she is not working, she enjoys traveling as much as possible!

Connect with Krista on LinkedIn: https://www.linkedin.com/in/kristaseiden/
Follow her on Twitter: https://twitter.com/kristaseiden
Visit her website: https://www.kristaseiden.com/

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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Executive Director Of WordPress Resigns

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WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as  positive economic force as well as the importance of strong opinions that are “loosely  held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work  there.

Read the official announcement:

Thank you, WordPress

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8% Of Automattic Employees Choose To Resign

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8% Of Automattic Employees Choose To Resign

WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.

Reactions Of Automattic Employees

Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.

One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.

He shared:

“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.

I’m going to spend the next month taking a break, getting married, and visiting family in Australia.

I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”

Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.

She tweeted:

“Today was my last day at Automattic.

I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”

Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.

Mullenweg himself was bittersweet to see those employees go, writing in a blog post:

“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.

However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”

Read the entire announcement on Mullenweg’s blog:

Automattic Alignment

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YouTube Extends Shorts To 3 Minutes, Adds New Features

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YouTube Extends Shorts To 3 Minutes, Adds New Features

YouTube expands Shorts to 3 minutes, adds templates, AI tools, and the option to show fewer Shorts on the homepage.

  • YouTube Shorts will allow 3-minute videos.
  • New features include templates, enhanced remixing, and AI-generated video backgrounds.
  • YouTube is adding a Shorts trends page and comment previews.

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