Google Analytics 4 – More Than SEO [Podcast]

Over the past few episodes we’ve discussed the SEO and organic tracking implications of moving from Universal Analytics to Google Analytics 4, but how does GA 4 help with paid campaigns, affiliate campaigns, Google Ads, tracking campaigns with IDs etc.?

Krista Seiden of KS Digital and former VP of Quantcast joined me at the SEJ Show to discuss the advantages and benefits of GA 4 for paid campaigns as well as other opportunities digital marketers will face with Google Analytics UA timeout.

One of the misconceptions is that this product just isn’t here yet, and I’d push back a bit and say it’s constantly evolving, and lots of new stuff coming out. So take the time to learn how to use the tool and understand what is actually there. –Krista Seiden, 4:55


Don’t expect your data to be exactly the same between UA and GA4. So even things like sessions and user counts will be different because GA4 calculates those things in different ways than Universal Analytics. –Krista Seiden, 44:41

I don’t think that deadline will change. I would suggest taking this one seriously. If you don’t start moving now, you probably won’t be able to pull your one-year data into GA4. The sooner you implement it, the more historical data you will have in GA4 to compare. –Krista Seiden, 22:09

[00:00] – About Krista and her internal experience at Google Analytics.
[03:23] – Common misconceptions about GA4.
[05:20] – Is there more customization with GA4?
[07:10] – Hesitations with the transfer.
[08:42] – New feature releases with GA4.
[12:57] – Why create reports with GA4 if you can use Google Data Studio?
[16:08] – How does GA4 relate to GDPR?
[19:33] – Transition differences with GA360 and GA4360.
[24:30] – What to expect with GA4.
[26:18] – Can you better define direct traffic with GA4?
[27:22] – Changes that affect PPC.
[30:53] – Differences between goals and conversions.
[34:15] – Reason why the data retention period is only two months by default in GA4.
[35:18] – Recommendations for getting started with GA4.
[41:04] – Does Krista recommend a fallback?

Resources mentioned:

It’s good that we now have this ability to customize the GA4 user interface. So, for example, we can choose which reports to display or not for people in our organizations. –Krista Seiden, 5:44

GA4 is much more privacy-centric than Universal Analytics. –Krista Seiden, 16:41

I’m sure there will be a lot of people waiting until the last minute. So don’t wait until the last minute. Like we said, if anything, go ahead and drop this tag on your site now. –Loren Baker, 49:18

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Connect with Krista Seiden:

Krista Seiden is a savvy and experienced analytics leader who has led teams at Adobe and Google. Additionally, she has led optimization initiatives for companies such as The Apollo Group and Quantcast. As an expert in analysis and optimization methodology, she has become one of the most sought-after consultants in the industry.

Her expertise led her to launch KS Digital, an analytics consultancy in 2019, which helps businesses optimize their digital marketing and analytics investments.

Besides being dedicated and hardworking, she also contributes occasional guest posts to top industry publications such as Google Analytics Blog. When she’s not working, she likes to travel as much as possible!

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