On the 1st of July 2023, Google will be replacing its cherished Universal Analytics (UA) with a new, more sophisticated upgrade: Google Analytics 4 (GA4). With a variety of new features and tailored report structures to explore, this new generation of website data analytics will change the way we monitor and track user engagement with our website, blogs and businesses. GA4 has introduced new capabilities for us to engage with our data, sparking debate and difference of opinions among Analytics users all over the world as to how useful this new platform really is.
So, why is GA4 better than UA? The main advantage of Google Analytics 4 is the new, customisable reports that allow you to track and monitor the exact niche of data that you require. Using GA4, you can now create reports that detail every step users take before making a purchase, or explore the different paths users take to get to any valuable information on your website. The in-depth exploration provides new, valuable insights that you may not otherwise have discovered.
It’s this exact focus on user journey that makes GA4 so unique. We understand that not everyone is as thrilled about this upcoming change as we are, so to help you learn more about the main advantages of GA4 compared to UA, our team of SEO experts have written this short guide for you to explore. Simply keep reading to learn more about the main advantages of Google’s new data tool…
If you’re new to Analytics altogether, you may be wondering why there’s such debate among the old Google Analytics and the new one. The truth is that almost everything feels different about GA4, and this definitely is a change for the better. Here’s a quick summary of everything we’ve found to be different so far…
If you’ve already set-up your GA4, you may have noticed some big differences in how your new analytics looks, feels and reports. The main difference, as you may already know, is the layout. Finding the data you’re looking for may feel like it got more complex, but Google have simply condensed reports to make room for new, customisable graphs and charts that showcase only the data you wish to view.
This new layout, found under the ‘Reports’ section, features fewer pre-made reports than Universal Analytics. Here, your graphs and charts are simply split into 6 unique categories:
It’s important to note that these reports cannot be edited, but they can be filtered. This is to place more emphasis on the GA4’s new ‘Explore’ feature, where you can craft and tailor your own graphs, charts and tables.
The biggest, and most valuable, change of GA4 is the new ‘Explore’ feature. If you thought Universal Analytics told you everything you need to know about your data, think again… Using this new, interactive tool you can configure 6 unique Explore reports. This includes:
From learning the step-by-step actions that your users are taking to complete a conversion, to comparing the different and similar demographics, the possibilities of the charts, graphs and tables that you can configure are endless. These valuable insights will provide you with never-known-before information about your users, and more importantly, about your website. From improving a page to ensuring that your conversion steps are simplified, you’ll wonder how you ever lived without these customisable reports.
Long gone are the days where we would track vanity metrics such as bounce rates or page views. Instead, we’re welcoming the new, more in-depth metrics that allow us to really understand our users. But for those who still wished to examine those types of metrics, don’t worry. They haven’t disappeared altogether, we just report them in different ways. For example, bounce rates can be shown through new data such as how far users scroll down a certain page combined with how long they spend on a page, or even through tracking where they click on your website next. These new, valuable insights demonstrate just how detailed these new reports really are.
Not only has how we see our data changed, but also what data is tracked. With GA4, our new data is more accurate. This is because Analytics now tracks data without duplicate users, meaning that only a single user journey, regardless of what device they’re using to access your website or app, is reported, leaving us with precise numbers that we can rely on.
Learn more about the differences between Universal Analytics and GA4 in our blog, Why You Should Implement GA4 Before July 2023.
Universal Analytics tracked data using ‘sessions’, while the new generation of GA4 tracks all user journeys as ‘events’. But what exactly does this mean, and why did it need to change? As previously mentioned, GA4 deduplicates your users, meaning that you won’t be provided with repeat data from the same person. In other words, this data is now distinctive, classing it as a singular person’s event (engagement) on your website, rather than multiple sessions. Data from an individual such as clicks, page scrolls or completing a transaction will not be tracked altogether, providing us analytic experts with an accurate report on how users engage with an app or website.
Setting up your GA4 may seem like a daunting task, but if you’re already using Universal Analytics then it’s quick and simple as long as you have the right permissions.
Once you log into your GA account, click on the ‘Admin’ icon on the left navigation tool. Confirm your account and property, and click on GA4 Setup Assistant. To finish, simply click on the big blue button that says ‘Get Started’. And just like that, you’re all done!
When you come to Wildcat Digital for digital marketing services, you’ll receive a monthly report on the health of your campaign using a mixture of Universal Analytics (until July 2023) and GA4 analytics, as well as a section on how your keywords are performing.
It’s important to us that we’re transparent with you about how things are going and, as part of our service, each month your dedicated Account Manager will take you through your report, as well as what we’ve been doing throughout the month and what we have planned for the following month. This is also your opportunity to bring up any thoughts, ideas or concerns you may have.
Get in touch with us today to learn more about how our digital marketing services work, or visit our website to learn more about SEO, PPC and Paid Social services.
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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