Google Analytics 4

At Metric Labs, we specialise in helping businesses harness the full potential of the new Google Analytics (GA4). With the phase-out of standard Universal Analytics properties, transitioning to GA4 is essential for staying current and maximising data insights. Our expert team is dedicated to providing comprehensive solutions and training that help our clients make data-driven decisions, optimise their digital strategies, and achieve their business goals. By leveraging GA4’s advanced capabilities, we enable businesses to gain deeper insights into customer behaviour, improve tracking accuracy, and facilitate more effective marketing campaigns. Our services include everything from initial setup and implementation to custom reporting and ongoing support, ensuring that your analytics are always aligned with your business objectives. Additionally, our tailored training programs are designed to equip your team with the knowledge and skills needed to utilise GA4 effectively, making sure you stay ahead in the competitive digital landscape. At Metric Labs, we are committed to your success, providing you with the tools and expertise needed to unlock the true potential of your data.

Let's have a chat about what Google Analytics 4 can do for your business.

Benefits of Using Google Analytics 4

`1. Unified User Journey

Track users across multiple platforms (web and app) for a complete view of their interactions with your brand. 

2. Event-Based Data Model

Gain more detailed insights into specific user actions with flexible and precise event tracking.

3. Enhanced User-Centric Reporting

Focus on user behaviour rather than sessions, providing a clearer understanding of individual user journeys.

4. Customer-Centric Measurement

Understand how customers interact across different platforms and devices throughout their entire lifecycle. GA4 helps in tracking the entire customer journey and gaining a complete view of customer interactions with your business.

5. Predictive Metrics

Utilise machine learning to predict user actions, such as purchase probability and churn risk, enabling proactive optimisation.

6. Improved Data Accuracy

Benefit from advanced tracking methods ensuring accurate data collection, even in a cookieless environment. GA4 provides customisable and powerful insights, overcoming the limitations of Universal Analytics with more robust, future-proof solutions.

7. Customisable Events and Parameters

Tailor GA4 to your specific business needs with custom events and parameters that align with your goals.

8. Seamless Integration

Connect GA4 with other Google products like Google Ads and BigQuery for comprehensive analysis and reporting. 

9. Automated Insights

Leverage GA4’s machine learning capabilities to uncover valuable insights and trends without manual effort.

10. Scalable for All Business Sizes

Whether you’re a small business or a large enterprise, GA4 offers scalable solutions that grow with your business needs. 

Why Choose Google Analytics 4?

Google Analytics 4 is the latest iteration of Google’s powerful Google Analytics platform. It offers enhanced features and capabilities designed to provide deeper insights into customer behaviour, improve tracking accuracy, and facilitate advanced data analysis. With the phase-out of standard Universal Analytics properties, GA4 provides significant advantages, including more robust data processing and future-proofing your analytics strategy. Here are some key benefits of GA4:

1. Cross-Platform Tracking for Customer Journey

GA4 allows you to track how customers interact across web and app platforms, providing a holistic view of the customer journey. This cross-device tracking ensures that you can follow users as they interact with your brand on different devices, giving you a complete picture of their behaviour and preferences. Learn Google Analytics with Metric Labs to take full advantage of this feature.

4. Advanced Analysis Tools

GA4 offers machine learning-powered insights, predictive metrics, and sophisticated reporting tools to uncover valuable trends and patterns. By tracking both web and app data, you can gain a comprehensive view of user interactions and make more informed decisions. With features like predictive analytics, you can forecast future user behaviour, such as the likelihood of a purchase or churn, and take proactive steps to optimise your marketing strategies.

2. Enhanced Data Collection with Historical Data

With event-based tracking, GA4 captures more granular data, enabling detailed analysis of user actions. Unlike the session-based model of Universal Analytics, GA4’s event-driven data model allows for more flexibility and precision in tracking user interactions. Standard Universal Analytics properties have limitations in data processing and are being phased out in favour of GA4, which offers enhanced capabilities. By setting up and configuring a data stream, you can efficiently feed data from websites and apps into GA4 properties, gaining deeper insights into specific events, such as clicks, scrolls, and video plays, helping you understand how users engage with your content. 

5. Seamless Integration with Analytics Tools

DBT works smoothly with popular analytics and business intelligence tools, enabling us to provide powerful visualisation and reporting capabilities that enhance data-driven strategies.

6. Privacy-Centric

GA4 is designed with privacy in mind, ensuring compliance with data protection regulations while still delivering robust analytics. By leveraging features like cookieless tracking and data anonymisation, GA4 helps you stay compliant with regulations such as GDPR and CCPA, while still gaining valuable insights into user behaviour.

3.Enhanced Integration with Google Ecosystem

GA4 seamlessly integrates with other Google products, such as Google Ads and Google BigQuery. This integration allows for more comprehensive analysis and reporting, enabling you to link your marketing efforts directly to your analytics data and optimise your campaigns based on real-time insights. Activate Google Analytics and start leveraging its full potential by setting it up through Google Tag Manager.

7. Future-Proofing Your Analytics

GA4 is built to adapt to the evolving digital landscape, offering future-proof solutions for your analytics needs. With features designed to handle the complexities of modern data collection and analysis, GA4 ensures that your analytics strategy remains effective and relevant. Stay ahead of the curve by utilising the most up-to-date analytics tools available.

Our GA4 Services

At Metric Labs, we offer a comprehensive suite of services to help you maximise the benefits of Google Analytics 4, starting with setting up and creating properties within your Google Analytics account:

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GA4 Implementation and Setup

Our team will assist you in setting up GA4 from scratch or migrating from Universal Analytics before UA sunset. As Google transitions from standard Universal Analytics properties to GA4, we ensure that your GA4 property is configured correctly, with all essential events and conversions tracked accurately. Our implementation process includes:

  • Audit of Current Analytics Setup: Identifying gaps and opportunities in your current analytics setup.
  • Custom GA4 Configuration: Tailoring GA4 to your specific business needs, including event tracking and conversion goals.
  • Data Migration: Seamlessly transferring historical data from your Universal Analytics property to GA4, ensuring all configurations and data are accurately migrated.
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Data Analysis and Insights

Our data analysts delve into your GA4 data to uncover trends, user behaviours, and opportunities for optimisation. We provide in-depth insights that drive strategic improvements and enhance your digital marketing efforts. Our analysis services include:

  • User Behaviour Analysis: Understanding how users interact with your site and app, identifying pain points and opportunities for improvement across the entire customer journey.
  • Conversion Rate Optimisation: Analysing the conversion funnel to identify drop-off points and optimise the user journey.
  • Predictive Analytics: Leveraging GA4’s machine learning capabilities to forecast future user behaviour and trends.
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Custom Reporting and Dashboards

We create customised reports and dashboards tailored to your specific business needs. These provide clear, actionable insights to help you monitor performance, identify opportunities, and make informed decisions. Our data visualisation services include:

  • Real-Time Dashboards: Providing up-to-the-minute insights into your website and app performance.
  • Custom Reports: Tailored to your KPIs and business objectives, helping you track the metrics that matter most.
  • Automated Reporting: Streamlining your reporting process with automated, scheduled reports delivered directly to your inbox.
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Ongoing Support and Optimisation

We offer continuous support to ensure your GA4 setup remains optimised and aligned with your evolving business goals. Our team is always available to address any questions or issues that may arise. Our support services include:

  • Regular Audits: Conducting periodic audits of your GA4 setup to ensure accuracy and relevance.
  • Training and Education: Providing ongoing training to keep your team up-to-date with the latest GA4 features and best practices.
  • Technical Support: Offering prompt assistance with any technical issues or challenges you may encounter.
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GA4 Training with Metric Labs

In addition to our GA4 services, Metric Labs is proud to offer comprehensive training programs designed to equip your team with the skills and knowledge needed to leverage GA4 effectively. Our training covers:

  • Fundamentals of GA4: Understanding the basics of GA4, including its interface, key features, and benefits.
  • Event and Conversion Tracking: Learning how to set up and track events and conversions to measure user interactions accurately.
  • Custom Reporting: Creating custom reports and dashboards to visualise and analyse data effectively.
  • Advanced Analysis Techniques: Utilising GA4’s advanced analysis tools to gain deeper insights and predictive metrics.

Our training programs are designed to be hands-on and practical, ensuring that your team can immediately apply what they learn to your business. We offer both in-person and virtual training options to accommodate your schedule and preferences. Enrol in our Google data analytics course to get started.

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Why Train with Metric Labs?

Train with Metric Labs because we are not just a training provider — we are a leading data analytics agency deeply rooted in Google Analytics 4 (GA4). Here’s why we stand out:

Pioneers in GA4 Training: We were among the first to adopt and train in Google Analytics 4. Our expertise is backed by hands-on experience and a comprehensive understanding of its capabilities.

Practical Expertise: As a GA4 agency, we integrate these analytics into our client services daily. This practical application ensures our training is grounded in real-world scenarios, delivering actionable insights you can apply immediately.

Proven Track Record: With years of experience in Universal Analytics and now GA4, we’ve helped numerous clients leverage data analytics to drive growth and make informed decisions.

Tailored Solutions: Our training isn’t one-size-fits-all. We tailor our programs to your specific needs, whether you’re starting fresh or looking to deepen your analytics prowess.

Continuous Innovation: Stay ahead of the curve with the latest tools, strategies, and best practices in digital analytics. We’re committed to continuous learning and sharing our insights with you.

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Client testimonials

“Metric Labs helped the Powerhouse implement a fresh installation of Google Analytics 4 that works seamlessly across our various domains.They also built several bespoke dashboards intended for various internal departments, so we could easily share the ongoing stats to stakeholders.

As a team, they were reliable, extremely knowledgeable, and more than happy to find solutions. Very easy to work with and a positive experience, all around.”

Kelly Pickett

Powerhouse

“Metric Labs expertly transitioned our Universal Analytics to GA4, set up custom tracking and events, provided comprehensive training, and built detailed Looker Studio reports. They also secured our historical data in BigQuery, ensuring nothing was lost.

Their knowledgeable, proactive, and responsive team made the process seamless. Working with them was a pleasure, and their dedication was evident throughout. I highly recommend Metric Labs for their outstanding service and expertise.”

Annabelle De Vos

Hoselink

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“It comes down to integrity and the ability to deliver that would define the Metric Labs team.

In this forever evolving digital landscape, Metric Labs is always coming up with clever ways to stay ahead of the curve and get cut-through in this saturated space.

If you are in need of an amazing digital agency, you really don’t need to look any further than Metric Labs.”

Lauren Earl

Manning Cartell

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“We have worked with Metric Labs on building our digital marketing presence. We’ve found the team extremely knowledgeable and easy to work with.

They have helped us to grow our leads by a significant amount and were always in contact about campaign activities.

The team also provided us with invaluable reporting and insight into our campaigns, which allowed us to regularly iterate and improve to consistently meet our objectives.”

Stephanie Lay

Good Capital Group

Happy Clients

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Case Studies

Australian Psychology Society (APS)

Australian Psychology Society are focused on community wellbeing and social justice, advocating to governments, stakeholders and the community about the role psychology can play to help improve lives.

Challenge

Measuring numerous events and custom dimensions within a single GA4 property

Tracking user journeys across multiple web properties

Managing multiple GTM containers across various properties with no data layer setup

Solutions

  • Applying a consistent event naming and tracking scheme following GA4 conventions
  • Usage of multiple custom dimensions to suit both standard and custom reports
  • Leveraging CSS/HTML elements and GTM to track individual events

MAAS (Powerhouse Museum)

MAAS is uniquely placed to show how technology, engineering, science and design impact Australia and the world. WIth venues including the Powerhouse Museum, Sydney Observatory and Museums Discovery Centre. 

Challenge

The current GA set up did not provide a single view of the customer across multiple web properties as different assets were measured across separate GA properties leading to lack of attribution

A myriad of complex conversion events across a legacy website that no single internal team could fully understand

Lack of unified reporting across all assets



Solutions

  • Conducted interviews across multiple teams to better understand everyone’s responsibility and knowledge of the existing web properties
  • Run multiple crawls and web property audits to further enhance our understanding of the properties complexity
  • Document all research, outline all uncovered assets and build a tracking plan based on MAAS’ tracking priorities
  • Implement all relevant conversion tracking under the same GTM container with cross domain tracking across all web properties
  • Build consolidated reporting allowing for cross domain attribution on both campaigns and hostnames

Mosaic Brands

Mosaic brands is the umbrella company that manages the following brands  Millers, Rockmans, Noni B, Rivers, Katies, Autograph, W. Lane, Crossroads and Beme. Collectively the brand manages over 1,100 stores nationally.

Challenge

GA4 migration across 12 brands with each brand having separate websites for Australia, New Zealand and United states

Users were purchasing across multiple domains leading to broken attribution across brands

Lack of centralised reporting across all brands. Management did not have a unified report to quickly glance at performance for the group

Solutions

  • Conducted extensive research to better understand data structures across all domains
  • Employed a GTM UA to GA4 translation template to convert UA parameter into GA4 parameters allowing for consistent parameter translation at scale
  • Configured Cross domain tracking across all different domains enabling accurate attribution for Mosaic Brands
  • Created an overview report for all brands as well as individual brand reports across the group
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Frequently asked questions

What kind of tracking set up should we have?

Generally, we suggest using Google Tag Manager to manage your marketing tags and tracking. It helps to make tracking setups easy and allows for quick changes to be made. From Google Tag Manager, we can send data and conversions to other services like Google Analytics or Google Ads.

What is GA4?

Google Anayltics 4 (GA4) is the latest version of Google’s free analytics service that allows you to measure and analyse the traffic that visits your website or app.

Why is it important to implement GA4?

With Google sunsetting Universal Analytics in July 2023, Google Analytics 4 will be the only analytics platform offered by Google.

If you want to measure your website traffic, improve your SEO and run Google Ads campaigns, Google Analytics still remains the best tool to help do so. 

Who will own the data that is collected?

Google Analytics 4 data can be exported to BigQuery or other data stores, meaning that you can take ownership of the data that is being collected.

Where will the data be stored?

The analytics data will be stored in BigQuery within Google Cloud. If you have other data storage requirements, get in touch and we can see if we can accommodate your needs.

How do I get started with GA4?

Getting started is simple. Just email us at hello@metriclabs.com.au or call us on 02 9160 0711 .

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