Unlocking Insights for Impact Navigating Google Analytics 4 (GA4).pdf

In this webinar, members reviewed a demonstration on how to maximize their nonprofit's impact with GA4 and Google Ad Grant. Ben Abbas,
Team Lead and Senior Digital Marketing at Cause Inspired shared insights to uncover crucial website performance data, which channels drive your audience, understand user behavior, and make data-driven decisions that fuel your mission.

1. PRESENTED BY:WWW.CAUSEINSPIREDMEDIA.COM
Unlocking Insights for Impact:
Navigating Google
Analytics 4 (GA4)

2. Welcome!
I'm Ben from
Cause Inspired.
Cause Inspired is a full-service digital marketing agency serving the nonprofit
sector, specializing in managing the Google Ad Grant.
We are a leading solutions provider for nonprofits looking to expand or nurture
their digital reach, With over 500 nonprofits trusting us to manage their
$120,000/year of free ad spend from Google.Team Lead & Senior Digital Marketing Consultant

3. About our TechSoup
Partnership
We work with Techsoup to help Nonprofits:
Develop their donor funnels
Foster donor relationships
Solicit more volunteers
Drive traffic to their events
All using the Google Ad Grant.
Together, we help nonprofits grow and
maintain their digital presence.

4. We're
Trusted
By Many
You might recognize some of the
organizations we work with:

5. Session Structure
How to set up GA4 for your
nonprofit website, ensuring you're
tracking the data that matters
most to your mission.
Gain insights into your website
visitors, including their demographics,
interests, and behavior, to tailor your
outreach and content.
Discover easy ways to move
throughout GA4 and find the
information you're looking for.
1.GA4 Set Up
3. Audience Insights2. Navigation ReviewLearn how to track specific interactions
and actions on your website, such as
donations, volunteer sign-ups, and
content engagement.
4. Key Events
Create customized reports to
monitor your nonprofit's key
performance indicators (KPIs)
effortlessly.
5. Custom Reports
Reviewing your questions live about
GA4 and providing you support in
real time.
6. Questions & Answers

6. Setting Up GA4

7. Your Website Has GTMNo GTM, Yes GA4 Integration No GTM, No GA4 Integration
Installing GA4 via Google Tag Manager
(GTM) is the best installation option.
More freedom with adding tracking customizations.
The ability to add or remove tracking parameters.
You can create custom GA4 events without editing
your website's code or installing more code.
Can easily be turned off or on, or migrated to a new
website or domain.
Install GA4 Using a Measurement ID.
If your website does not support GTM and has a
built-in integration with GA4, then you just need
your measurement ID to plug it in.
Every website is different, and we recommend
speaking with your website provider for more
insights on this installation.
Install GA4 Using a GTAG.
If your website does not have a direct integration or
GTM, you’ll need to install the Gtag directly onsite.
Follow the instructions for your specific website
platform provided by Google here:
https://support.google.com/analytics/answer/108
40722

8. Navigation Review

9. The Reports section is
your best friend.
Acquisition
Behavior
Key Events
Page Views
eCommerce
Demographics
The Explore section is
for reporting.Funnel Exploration
User Lifetime Value
Custom Reports
The Advertising section is
for Key Event attribution.

10. Exploring Acquisition User Acquisition
=
How NEW Users
find your website
for the FIRST time. Traffic Acquisition
=
Where new
Sessions come
from, regardless of
new or returning. This BLUE “+” Sign allows you
to add secondary dimensions.
Add Source/Medium
Add Landing Page
Add City or Country
Add Platform or DeviceUse this tool, to dig deeper on
your data and unlock new
insights. This small arrow, is a drop down menu. You
can look at acquisition by channel grouping
OR change it to source/medium, campaign, or
ad group name.

11. Customize Your Data Further Add Filters to view
specific information
about your acquisition.
Answer questions such as:
What channels are driving traffic to a specific landing page?
How are my ads with UTMs performing?

12. Audience Insights

13. Enable your User Details by accepting the Google Signals data collection terms &
conditions. You can find this notification in Admin > Data Settings > Data Collection.Learn About Your Audience in GA4
Now you can view your User Attributes, with this information you can explore:Demographics:
Location
Gender
Age
Interests
Language
Tech:
Platform
Operating
System
Browser
Screen
Resolution
Retention:
New Users
Return Users
Engagement
Overall
Retention

14. Event Tracking

15. What is an "Event"?a recorded specific interaction or occurrence on your website or app.

16. Engagment Overview & Custom Definitions
How do I know users
are interacting with my
website and are
engaged?
How can I find the details
of my events? I want to
see specifically what
people are doing on site.
You can view and
monitor the
"Engagement
Overview" section.
You must create
custom definitions or
use parameters in real-
time.

17. An important event that you want your website users/visitors to complete:
Purchases
Outbound Link Clicks
File Downloads
Sign Ups
Why should I care about Key Events?
Being able to single out your Key Events in GA4 makes reporting and monitoring easier.
You can also send these Key Events to platforms like Google Ads to improve your performance.

18. Predefined Key Events
Built-in events that are already marked as
Key Events such as purchase.
Mark Event as Key Event
An event that is built in that you mark as a
Key Event in configuration tab.
Custom Key Event
When you take a parameter of an event and
create a Key Event from it. Example: You don't
want all page views to be a Key Event, so you
make a Key Event for one specific page view.

19. 1. first-open (mobile apps)
2. app_store_subscription_convert (mobile apps)
3. app_store_subscription_renew (mobile apps)
4. in_app_purchase (mobile apps)
5. purchase (websites and mobile apps)
A pre-defined Key Event will
always be marked as a Key
Event. You can't turn it on or
off, and you'll be able to view
it in your "monetization"
section typically.

20. In the "Configure" tab you'll see you already have some built in events such as "File
Downloads" that you can toggle on to mark as a Key Event.
Important Notes:
Toggling the Key Event on does not apply to historical data. It will only track from the
moment you've marked it as a Key Event onward.
Marking a Key Event will only start to show Key Event data within 24 hours.

21. Customize the Key Events you're tracking by using your parameters to further define them.
1. Find a standard event already in GA4 that you want to use as the base of your Key Event,
such as "page_view".
2. In the "Admin" section, select "Events" then "Create event".
3. Name your new event, make sure to always_use_underscores (ex. thank _you_page_view)
4. Your first parameter defines the event you want to use:
a.event_name | equals | page_view
5. Now "Add condition" to define the event further:
a. page_view | contains | /thank-you/
6. Click "Create" and then mark it as a Key Event if needed.

22. Tracking Key Events
With Built-In Events Decide what you want to track,
with the event data you have in
mind.
Note the name of the event, and
think about how you want to
customize the information.
Either create a custom
dimension to help define your
event details further or use an
existing one.
Create a new event with the
event name and specific
parameter that defines it.
Mark that event as a Key Event
when it comes through.
Done! Now you can view your
Key Event.

23. Custom Reports

24. Explore Reports
Use
Templates to
get started, or
find a report
style you
trust.

25. First, add the
variables
you’ll want to
use in your
custom
report.
Create Custom Reports
Choose how
you want to
visualize your
custom
report.

26. Now add in the dimension that you want to see at the row
level. For example, perhaps you want a row to show data
for each Traffic Channel.
Now add in the dimension you want to see at each
column. For example, add in “Page Title” so you can see
the pages viewed by each traffic channel.
Finally, add in your value so your data can appear. In our
example, we would want the value of “Users” so we can see
how many users we are seeing on each page, per channel.

27. Questions

28. THANK YOU.
Please feel free to contact us if you are interested
in any of our digital marketing services or the
Google Ad Grant.
Email: [email protected]
Number: (904) 429- 7575 x114