Google Analytics experts are professionals who track, measure, and report user behaviour on organization websites, apps and events, using the web analytics platform-based service, Google Analytics. Some of their most popular key performance indicators and skills to look out for include-
- Certified in Google Analytics
- Hands-on experience with Google Tag Manager, Search Console, Data Studio, and Optimize
- Skilled in A/B testing and optimizing conversion rates
- Experienced in SQL and other database query languages
- Proven track record in either HTML, CSS, or JavaScript type front-end web development technology
What is Google Analytics (+ GA4)?
A quick Wikipedia search says that ‘Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also mobile app traffic and events, currently as a platform inside the Google Marketing Platform brand.’ Its primary competitor is Adobe Analytics.
Google launched the service in November 2005. As of 2019, Google Analytics is the most widely used web analytics service on the web, per a study done by Web Technology Surveys. Google Analytics has undergone many updates since its inception and is currently on its 4th iteration- GA4.
- Sort By Job Type and Level
The first way to delineate how website traffic can be tracked and reported by hiring a digital marketer- GA4 expert is by mapping what to expect from them by job level.
Analyst
This is an entry-level position although there is nothing entry-level about it. One needs robust preparation to nosedive into this role, because that is kind of what it looks like, especially if one does not have prior technical knowledge. So, if you are an employer, always look for a person at this level who, at the bare minimum, has their Google Analytics certification successfully completed. This person is responsible for measuring every small change done in campaigns to test their effectiveness and give the verdict whether the change is right or wrong. So, it is a crucial first step.
Reporter
Depending on the size of your organization or the scope of your operations, it would be wise of you to establish hierarchies in your digital marketing department. Since reporting analytics is a difficult skill to learn, as it requires a solid understanding of data science, visualization and interpretation, you would need a Google Analytics expert reporter. The role focuses on generating data-driven and well-structured Excel reports on a daily, weekly, monthly, quarterly, and annual basis by extracting insights from Google Analytics. They shall distribute the findings to key business stakeholders, by highlighting relevant trends and performance metrics.
Manager
Finally, a digital marketing manager can be considered a true GA4 expert if they understand the account structure of the organisation they are working for and can work with Google Analytics expert analysts to derive actionable, data-driven insights as the team lead. This person will be responsible for determining the need for specific properties and views, aligning website goals in collaboration with campaign managers, while ensuring accurate implementation of tracking mechanisms and defining the reporting framework.
2. Purpose Segmentation
When sorted by the purposes that a Google Analytics web integration is supposed to solve for you, you can sort GA4 experts according to the following.
User Engagement & Behaviour
- Bounce Rate: Indicates the percentage of visitors who leave after viewing only one page, helping assess content relevance and engagement.
- Pages per Session: Google Analytics experts measure the average number of pages viewed during a session, indicating how deeply users explore the site.
- Average Session Duration: Tracks the average time users spend on the website, offering insight into overall engagement.
Traffic Volume & User Identity
- Users: Represents unique visitors to the website, useful for measuring audience size by GA4 experts.
- Sessions: Groups all user interactions within a 30-minute window, helping quantify the volume of visits.
- Percentage of New Sessions: Shows the proportion of sessions from first-time visitors, helping gauge reach to new audiences.
Conversions & Performance Tracking
- Goal Completions: Counts how often users complete defined actions (like form submissions or purchases), crucial for tracking conversions and business objectives.
- Implement GA tracking code: On the website, Google Analytics experts can implement codes to capture user interactions and validate accurate metric tracking.
- Set up goals as required: configure destination-based goals within Google Analytics and event-based goals through Google Tag Manager (GTM), ensuring goal tracking functions correctly.
Content Consumption
- Set up: Run Google Analytics accounts as instructed by the GA4 expert manager, ensuring proper structure and hierarchy.
- Create Views: Within each GA4 property, apply filters based on specific reporting or segmentation needs.
- Page Views: Measures the total number of pages viewed, indicating how much content is being consumed across all sessions.
3. Niche Specialization
GA4 experts with niche specializations can be especially useful if you are looking for master of a specific trade instead of a jack of all.
E-commerce
A Google Analytics Expert- GA4 in a specific niche with focus areas such as e-commerce analytics, mobile analytics, and conversion rate optimization (CRO) provides deep expertise. For example, an e-commerce analytics specialist may concentrate on understanding online shopping behaviour, optimizing product listings, and refining the checkout process to increase conversions. They use Google Analytics to pinpoint where users drop off in the sales funnel, allowing for targeted improvements.
Ads
A Google Ads GA4 expert bridged the gap between ad spend and business outcomes by ensuring that digital advertising efforts are driving traffic. By analysing campaign data, they identify which ads, keywords, and audience segments perform best, allowing for continuous optimization. They maximize conversions and minimize wasted spend by assessing how paid traffic behaves on the site- where users drop off, how they convert, and how they interact with key pages- providing insight into the full customer journey.
Hire a Digital Marketer- GA4 Expert
The 4th iteration and current updated installation of Google Analytics- GA4- is the renamed version for the (App + Web) Property that Google released in 2019 in a Beta form.
One notable feature of GA4 is a natural integration with Google’s BigQuery- a feature previously only available with the enterprise GA 360- integrating GA and its free users into Google’s wider cloud offering.
Hire a digital marketer- GA4 expert- offshore, from Remote Resource®. Our Google Analytics experts are trained for Google Analytics 4 (GA4) through its Skillshop platform.
We vet their resumes thoroughly to not only look for relevant work experience, but also the Google Analytics certification that confirms successful completion of all its four courses.
