Revisit the slides form the talk given by Agata Adamiak at MeasureFest 2023 - the Fringe event which is a part of brightonSEO. Is your team still missing Universal Analytics? In this talk, Agata showed a series of tools you can create to get your team excited about using Google Analytics 4. This is how you inspire regular marketers to find insights in GA4. Agata Adamiak runs Business Ahead, a Google Analytics consultancy specialising in governance and process optimisation. In her 10+ year digital marketing career she’s worked at well-established companies like Brother, Assurant and the Post Office. She now regularly partners with international growing companies to achieve higher profitability from their websites. Her approach is to introduce new ways for regular marketers to find valuable insights in Google Analytics. In her MeasureFest 2023 talk, she shared the exact framework she uses to empower global companies to become data-driven with the help of Google Analytics 4.

1. The tools for an inspiring
GA4 onboarding
experience
Agata Adamiak
BUSINESS AHEAD
@BusinessAheadUK
linkedin.com/in/agataadamiak

2. Want to watch the talk recording?
Go to:
businessahead.co.uk/mf2023/

3. Some people love it…
Some people hate it…
Most marketers and product people are scared of it.

4. Did you even use Universal Analytics effectively?
When’s the last time anyone took action from it?

5. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Why Google Analytics?
Common website problems:
● Diverse code bases,
● Legacy systems,
● Multiple business units,
● Conflicting objectives.

6. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Modernisation projects
without web analytics
data cost money.

7. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Google Analytics saves money by:
● Identifying underperforming marketing campaigns.
● Discovering how to improve website efficiency.

8. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Can your team get excited about GA4?
How can you support them?

9. Today I’ll share my framework that
helps companies become data-driven.
I’ve refined it by working in-house and
as an external consultant to make
Google Analytics user-friendly.

10. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
And it’s NOT about features and
functionality.
It’s about strategy, systems, and
support.

11. Example dashboard by the Looker Studio team
You’re likely familiar with a
data dashboard…

12. Site visits reporting in an Excel Spreadsheet (dummy data)
But many companies report
on performance using Excel.

13. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Can you get your senior
stakeholders excited about
website data?

14. Site visits reporting in an Excel Spreadsheet (dummy data)
Are spreadsheets
the easy option?

15. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Report automation:
● Do invest in the technical
set-up.
● Don’t forget about design.

16. Data reporting is like your
website.
Can the default CMS template
represent your business to your
customers?

17. Does your dashboard provide the
clear next steps for improving your
business objectives?

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The dashboard is the first tool
for onboarding teams to GA4.
GA4 Onboarding Tool #1

19. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Dashboard tip #1
Make different dashboards for
different stakeholder groups.

20. Continue investing in
the same projects or
make changes?
Marketing director:
✓ Top KPIs and trends
✗ Detailed funnel
visualisations

21. Which pages should I
optimise next?
SEO executive:
✓ Landing pages metrics
✓ Integrations with Ahrefs or
the Search Console

22. How should we
prioritise development
projects?
Which new user
research should we
commission next?
Product team:
✓ Funnel visualisations
✓ Error reporting
✓ Detailed click interactions

24. Dashboard tip #2
Use navigation to make
finding insights easy.

27. Dashboard tip #3
Add meaningful context.

30. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
If you think of data as boring,
it will be boring!

31. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Dashboard benefits:
● Personalised,
transparent data.
● The attitude
towards data is
becoming more
positive.

32. The slide deck brings
dashboard data to life.
It lets you use storytelling
to promote taking action.
linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
GA4 Onboarding Tool #2

33. But how can you empower
your team more?
linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO

34. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
GA4 Onboarding Tool #3
Keep a Google Analytics Governance log.
It’s where you store what different data
attributes mean and how to use them.

35. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Can you make
governance inspiring?

36. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO

38. Examples of governance for
analysis:
● Business context,
● Audiences,
● Report architecture.

39. Examples of governance for
data maintenance:
● Schedule and procedures,
● Naming conventions,
● Selected data outputs.

40. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Before you explain the data
you’ve collected, you need
an audit to know what data
should be collected and why.
GA4 Onboarding Tool #4

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Many companies commission
audits but don’t take action.

43. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO

44. Audit tip #1
Make audits stakeholder-friendly
to get buy-in.

45. AIDA:
● Attention
● Interest
● Desire
● Action

46. Attention

47. Interest

48. Desire

49. Action

50. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Audit tip #2
The purpose of a GA audit is
to agree on the next steps
and enable meaningful data.

51. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
GA4 Onboarding Tool #5
Provide your team with
training and support to take action.

52. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
What did you think I meant by “tools for
an inspiring GA4 onboarding experience”?

53. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
AI

54. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Strategic
measurement
plan
Team-centric
data
Systems and
support

55. linkedin.com/in/agataadamiak | @BusinessAheadUK | #brightonSEO
Your website should automate and scale
your marketing, sales and operations.
The right GA4 foundation
will help you achieve all of this.

56. businessahead.co.uk/brighton-ga-plan
agata@businessahead.co.uk
linkedin.com/in/agataadamiak
Exclusive access
for brightonSEO attendees
FOR A LIMITED TIME ONLY

57. Want to watch the talk recording?
Go to:
businessahead.co.uk/mf2023/