Category Archives: Reporting

Migrating from Universal Google Analytics to Google Analytics 4

Have you seen this message lately?

Are you ignoring it?
Not sure what to do or when to do it?
Let me help…

The Google team will be decommissioning Universal Analytics (Standard Google Analytics) as of 1st July 2023and moving to their next generation measurement solution – Google Analytics 4. The team will no longer be recording new data, although they will be retaining existing data for six months after decommissioning. This is the original Google Analytics set up, which most people who have Google Analytics on their site will probably be using. Google’s guide states that if your property was created after October 14th 2020 you are likely to be using Google Analytics 4.

How do you know what Google Analytics property type you are currently using?

So first of all you need to identify if you are using; Universal Analytics or Google Analytics 4 to see if this change is going to impact your reporting.

You can easily identify if your site is using Universal Analytics or Google Analytics 4?

● Click the “All Accounts” area in the top left of the screen

● You can see “Google Accounts” and “Properties and Apps”.

With “Properties & Apps” you can see your Google Analytics properties. If the property number is prefixed with UA – it is Universal Analytics. If there is no prefix, it is a Google Analytics 4 property.


If you are using a Google Analytics 4 property then all is good, you don’t have anything to worry about.


If you are still using Universal Analytics, read on to find out why it is important to update sooner rather than later.

Why Update to Google Analytics 4 Now.

As of the 1st July 2023 Universal Analytics will no longer be collecting new data, and six months later none of the data inside will be accessible.

By upgrading Google Analytics 4 now, you have enough time to collect a year’s worth of data within GA4 before Universal Analytics becomes obsolete.

Year on Year data is invaluable in helping you to benchmark your website’s performance, taking into consideration seasonal impacts.

I have all the data in Universal Analytics, so I don’t have to move over yet?

Even though you have the data in Universal Analytics now you won’t be able to access it. There is the possible option to export the content from Universal Analytics onto a spreadsheet but this leaves you open to errors between the data.

Not all data maps directly from Universal Analytics to GA4. For example there is no such thing as bounce rate in GA4, as they use engagement metrics.

Can you use Google Analytics 4 and Universal Analytics at the same time?

You can have both properties live on your site at once. Both properties can collect data at the same time.

You don’t have to and shouldn’t start using Google Analytics 4 straight away as there just won’t be all the data that you need inside it.

Having an overlap between the systems allows you to get to grips with GA4 and understand the difference in reporting.

If you would like help setting up Google Analytics 4 on your website find out about the Digital Insight Starter Package. Or get in touch on 07737156710

Happy with your analytics set up? Find out more about setting up digital KPIs.

How I used Google analytics to improve the conversion of my follow-up outreach emails

Have you ever wondered if people are really interested in what you have to say and the emails you’re sending them?

In this article I’m sharing a different way to use Google Analytics to track how people are interacting with your emails, without having to use a stand alone email platform.

This can be really useful if you are outreaching and starting conversations with potential new customers and want to know if they are visiting your website so you can focus on your time and energy on your warmest contacts.

A large proportion of my time as a new business owner is networking, starting conversations with people to understand how I might help them. For me, this usually starts with a phone call followed up with an email, driving people to my site to enable them to find out more about what I do. 

I wanted to know if people were actually interested in what I had to say and if they were interacting with my email and visiting my site. So I decided to use Google analytics to help..

Not many people know you can use this for more than website tracking – so today I’m sharing how to use it to track who’s clicking on your outreach emails, so you can see which of your leads to follow up first and increase your conversion rate from calls to clients. 

Using Google analytics to track off site activity

Google analytics is a very powerful tool, but many SMEs are just not using it as they either don’t have the time or don’t know where to start. 

This article will tell you if a contact has interacted with your email. I find this useful as I can see who of the people I have contacted are most interested in talking to me, I can then be more specific with my follow up calls and increase my conversion rate from calls to enquiries. 

All you need to do is create a specific link in Google analytics, which I’m going to walk you through below step by step.

How to create a Google tracking link

This is really easy to do and Google have taken the hard work out of it by creating a URL builder – Campaign URL Builder — Google Analytics Demos & Tools (ga-dev-tools.appspot.com)

The link created would look something like this… https://greenopal.co.uk?utm_source=call&utm_medium=email&utm_campaign=tony

You can see how it is broken down below, in this instance I am contacting the lovely “Tony” so that is the name that I have added to the campaign. 

When Tony clicks on the email to visit the site I can see within Google Analytics that he has visited. 

Url Source Medium Campaign 
https://greenopal.co.ukCalls Email Tony 

You don’t want to let customers see this link so use a text link in your email to hide it. 

To do this link specific text in your email and hit the link button in your email.

So what now? 

To see if customers have been clicking on your email, go into Google analytics, acquisition, campaigns, all campaigns. 

Activity from your email will be listed there. 

So what?

With this information you can see which contacts have responded to your email and can gauge their interest level and change your communications towards them next time you contact them. 

And better communications = more conversions 🙂

If you would like to understand Google analytics a little more and how it can help you grow your business, get in touch gemma@greenopal.co.uk

Why You Must Run a Website Stats Report.

I am a numbers geek with a creative side which is a strange mix but it works. As a result, I always run weekly website performance numbers. I get a kick to see the numbers going in the right direction and when the numbers aren’t going in the right direction, I love digging into the figures to find out what the problem is.

With all the brilliant insight provided via website reporting tools it would be a waste not to use the free information provided to grow your business.

What is the Value of Running Regular Website Stats for SME’s?

The reason why businesses run any type of report is to organise the businesses’ performance metrics and present them in a manner that is easy to interpret whether in a financial report, customer service performance report or website report.

When the information is presented in an organised manner, it is easier to identify trends and anomalies.

Red Flag
Website stats are the first red flag that something isn’t going quite right in your business. The issue may eventually flow down to your financial figures but you can pick it up a lot quicker by spotting the issue before it impacts your revenue.

Building on Success
As with the red flag warning, your stats can also provide you with information regarding what is working really well and then help you to push that section even harder or allocate business resources accordingly.

Why don’t SME’s Run Web Stat Reports as Often as They
Should?

Website Activity De-prioritised

I would hazard a guess that this is a bigger problem in businesses where web business has grown out of bricks and mortar businesses or traditional sales team structure businesses and the team doesn’t prioritise reporting. For many years websites have always been something that happens in the background but have not really been regarded as important compared with other channels. Now a website can be expected to be your largest sales channel.

Lack of Knowledge within the Business

Lack of experience in the business of setting up and using website analytics may be a problem. If the business is in this position it can seem like a large task to accomplish.

Overwhelmed with Data!

When you look at your website data you may be overwhelmed with data and just not know where to start or know what to do with the information provided. So what data should a business look at when reporting website statistics?

Keep it Simple!

As with most things in life, you need to keep it simple and quick to run. There is no need to run a full analysis all the time. I would keep it to the following 4-6 simple categories
• Total Sessions
• Sessions by marketing channel
• Total Number of Conversions (submit a form, place an order, make a phone call)
• Conversion rate – Conversion rate = (conversions / sessions)100

If your site is only seeing low levels of traffic you could stick to the above information, and you may not even need to run it by marketing channel if you don’t use many channels.

For larger websites, I would recommend adding the conversions and conversion rate for each channel.

Measuring change (growth) is a MUST. If you have an established site that has been running for years, showing year on year growth figures is a must. If it has only been running for a short while then week on week figures will do. You just need to remember when seasonal activity will impact your performance.

Growth = ((this periods number – last periods number)/last periods number)100

When to Run In-depth Reports

When your top line figures start to flag issues or successes this is when you need to dig into more detailed reports.

Go on. Give it a try. You might even like it! To help you on your way I have created a spreadsheet structure to get you going. If you would like a copy of the template please let me know – gemma@greenopal.co.uk

If you have any questions or would like some help setting up your reports, get in touch!