This is old news now but the deadline and timing for switching to GA4 is at that crucial phase with Universal Analytics (UA) coming to an end come July 1st 2023.
GA is the default tool for marketing teams to measure channel performance and inform marketing decisions but what about other departments in the business? In most businesses, Google Analytics is accessed and “used” by other (non-marketing) departments but…
- Is your GA4 setup to support the needs of the whole business?
- Do different departments use common language and terminology?
- Is data understood and providing value to all users?
When your GA is setup by an internal marketing team the wider and broader use cases can sometimes be neglected or are not considered at the time of setup. This is why we recommend using an independent 3rd party such as an agency to support on your GA4 setup and most importantly training, as all users across the business can be catered for and an independent viewpoint can ensure balance is achieved. Also training a non-marketer on how to us GA effectively is hugely different to how you would train a marketer. The needs and background knowledge are different, and the training needs to be adapted accordingly.
Power of GA4 for non-marketers
Google Analytics is a powerful tool that can be used by anyone to understand their website traffic and user behaviour. While it is traditionally used by marketers, there are many ways that non-marketers can use Google Analytics to their advantage.
If you’re a non-marketer and never had training on how to get started and use Google Analytics/ GA4, this can be a little daunting at first. It has a considerable array of metrics and data available. It’s sometimes hard to figure out where to look for the information you need.
Your GA4 data is a great source of data to help you make informed decisions. Finance teams, MDs, CEOs etc… can use GA date to inform decisions about how to allocate resources, new FY budgeting, improve efficiency, and increase profitability etc…
If you haven’t set up GA4 yet, the July 1st 2023 deadline is fast approaching but setting up is only the start. Learning how to use GA4 is the key step and this applies across your whole business. As marketers you may feel comfortable with GA4 but do your non-marketing teams, who currently access UA, know about GA4? Will they be able to use it come July 1st?
Leverage the support of an independent agency or expert to support that education piece. It’s can only be a good thing to have strong capability and alignment in using GA across your whole business.
Here are a few reasons why using an independent 3rd party is a good idea:
- They have the expertise and experience to set up and use GA4 effectively and cater for different user needs across different departments.
- They can help you track, find and report on the right metrics for your whole business and make sense of the data.
- They can train your different teams on how to use Google Analytics in a relevant way.
- Ensure fundamentals are in place such as use of common language / terminology which carries over in conversations between marketers and non-marketers.