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Deel 2: Het nieuwe Google Analytics 4

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In een eerdere blog vertelde we over de komst van Google Analytics 4, wat direct de nieuwe standaard is geworden.
We gaan nu wat meer de diepte in als vervolg op dat eerste deel. Zo maken we een serie blogs en geven hierin meer uitleg over de mogelijkheden van GA4, wat dit voor jou als (potentiële) klant betekent en wat volgens ons de voor- en nadelen zijn. 

Heb je de vorige blog nog niet gelezen, doe dat dan eerst voordat je hier verder gaat. 

Analytics 4 biedt uitgebreide voorspellingen, een diepere integratie met Google Ads, metingen verspreid over verschillende apparaten en platformen en preciezere controle over de data en conversies. Omdat GA4 nieuw is bevat deze nog geen historische data. De rapportage-interface zoals we die kennen uit de Universal Analytics is behoorlijk uitgekleed. Hier en daar missen er nog functies die je misschien gewend was te gebruiken in de ‘oude’ Analytics.

Een aantal voorbeelden van functies en rapporten die momenteel (nog) niet beschikbaar zijn in de nieuwe Google Analytics:

  • Dashboards maken
  • Bouncepercentage
  • Rapporten voor zoekopdrachten op je site
  • Rapporten voor sitesnelheid
  • Integratie met Google Search Console
  • Meerdere weergaven per property

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De ‘gedrag’ cijfers zoals we dat kennen vanuit Universal Analytics. Het bouncepercentage, bekeken pagina’s per sessie en de gemiddelde tijd dat iemand op de website heeft gezeten. 

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In de nieuwe vorm ziet dat er anders uit. En ligt de focus op de ‘engagement’. Zo is het bouncepercentage o.a. vervangen door ‘sessies met engagement’: het aantal sessies dat langer dan 10 seconden duurde, waarin een conversie gebeurtenis plaatsvond of waarin minimaal 2 scherm-of paginaweergaven zijn geteld. 

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Sommige functies komen mogelijk te vervallen. Andere functies komen mogelijk in een andere vorm terug of worden vervangen door een andere (nieuwe?) technologie. De komende tijd belooft Google fors in te zetten op doorontwikkeling van GA4. Maar op dit moment mist de nieuwe versie in onze ogen nog een aantal belangrijke functies en rapporten die Universal Analytics wel heeft.

Moet ik wel overstappen? 

Als je dat nog niet hebt gedaan, zeker doen. Máár we adviseren wel om voorlopig GA4 naast je huidige Universal Analytics (UA) te laten draaien. Zoals gezegd is Google Analytics 4 nog volop in ontwikkeling en ontbreken er functies. 

Het belangrijkste voordeel is dat je nu alvast data verzameld waar je later de vruchten van plukt, het ‘hoe eerder – hoe beter-principe’. De doorontwikkeling van Google Analytics vindt alleen plaats in versie 4. Op termijn zal Google Analytics 4 dus steeds beter, completer en aantrekkelijker worden. En zal de Universal Analytics op een gegeven moment vervallen. Een ander voordeel is dat je er zelf ook steeds handiger mee wordt.

Ben je benieuwd hoe het overstappen in z’n werk gaat? We beschrijven hieronder hoe je jouw Google Analytics-properties kunt upgraden naar Google Analytics 4. We gaan er dus vanuit dat je al een Universal Analytics account hebt.

Stappenplan

Uiteraard verschilt het per website/webshop, het CMS (bijv. WordPress) dat je gebruikt of welke codes jouw developers eerder hebben gebruikt waar je deze code precies moet plaatsen. 

Eigenlijk is de eerste stap vrij simpel: je voegt de nieuwe code toe en laat de oude gewoon staan. Op deze manier kun je GA4 en Universal Analytics naast elkaar blijven gebruiken. Dat kan al heel makkelijk door 1 regel code toe te voegen aan je huidige Universal Analytics.

Namelijk na:  

gtag(‘config’, ‘UA-xxxxxxxxx-x’); → Trackingcode in Universal Analytics.

Zet je dan: 

gtag(‘config’, ‘G-xxxxxxxxxx’’); → ‘metings-id’ in GA4

Je standaard Analytics code komt er dan ongeveer zo uit te zien: 

<!– Global site tag (gtag.js) – Google Analytics –>

<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag(‘js’, new Date());
  gtag(‘config’, ‘UA-xxxxxxxxx-x’);
  gtag(‘config’, ‘G-xxxxxxxxxx’);
</script>

Een andere manier is om GA4 via Google Tagmanager te implementeren. Dan haal je het meeste uit GA4. Mede omdat GA4, nog veel meer dan Universal Analytics, met zogenaamde ‘events’ werkt. 

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Events – Wat zijn dat nou eigenlijk?

Events zijn eigenlijk, ‘gebeurtenissen’ op je website. Dan hoe Google dit ziet en doorgeeft aan Analytics. Sommigen zijn vrij standaard. Denk daarbij aan;

  • Een pagina bezoek
    • Maar dan ook welke pagina mensen bezoeken.
  • Hoe lang mensen op jouw site blijven.
  • Maar ook een download, een klik op een knop/button, een formulier verzending of een aankoop (bij E-commerce websites) zijn events (in de ogen van Google).
  • Hoe lang iemand een filmpje op je site bekijkt.
  • En zo nog veel meer.

En je kunt zelf events toevoegen. Dit kun je doen door bijvoorbeeld een stukje code toe te voegen aan een button, de gtag(‘event’, …….) code. Hierin zet je dan wat voor event dit dan is, d.m.v. het meegeven van een ‘actie’ en een ‘categorie’ maar ook een ‘label’ en ‘waarde’ kun je eraan meegeven. Met Universal Analytics kon je hier dan weer doelen mee maken. Dat werkt met GA4 net even wat anders.

Dit zegt Google er over: 

“Gebeurtenissen zijn gebruikersinteracties met content op een webpagina of een scherm die afzonderlijk kunnen worden gemeten. Downloads, klikken op links, formulier inzendingen en videoweergaven zijn allemaal voorbeelden van acties die u als gebeurtenissen kunt analyseren.”

Bron Google

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Een derde manier is om jouw Universal Analytics te koppelen aan de nieuwe GA4. Dit wijst zich vanzelf als je in Analytics de installatie assistent voor GA4 volgt. 

Deel 2: Het nieuwe Google Analytics 4 1Een voorbeeld hoe de installatie assistent eruit ziet in het nieuwe Google Analytics 4. 

Hou er wel rekening mee dat je ook goed moet kijken naar hoe je je ingestelde doelen voor GA4 gereed kunt maken. Hierover volgt meer gedetailleerde informatie in ons volgende blog. Schrijf je onderaan deze pagina in voor de nieuwsbrief om deze direct in je mailbox te ontvangen en volg ons om helemaal bij te blijven.

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Deel 2: Het nieuwe Google Analytics 4 2
Op deze screenshot zie je de verschillende gebeurtenissen in GA4, niet alles heeft nog netjes een naam gekregen zodat goed te herleiden is wat precies welk doel is. Maar het geeft wel perfect aan dat er specifieke klikken gemeten worden, dat er files gedownload zijn. En je kunt zelf aanvinken of je deze mee wilt nemen als conversie. Super handig!

Let wel, het is per website/webshop verschillend wat Google je laat zien. Dat betekent dat bepaalde weergaven en screenshots uit deze blog kunnen verschillen met wat jij bijvoorbeeld te zien krijgt. 

[/fusion_text][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” content_alignment_medium=”” content_alignment_small=”” content_alignment=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” font_size=”” fusion_font_family_text_font=”” fusion_font_variant_text_font=”” line_height=”” letter_spacing=”” text_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]

Nu heb je wat meer inzicht gekregen in de verschillen tussen Universal Analytics en Google Analytics 4. In de volgende post over GA4 gaan we wat dieper in op het verschil in het meten van doelen. 

Direct aan de slag? Neem dan contact met ons op.

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