DigitalMarketer Podcast

Episode 396: Marketing Success with Google Analytics 4: Insights from Chris ‘Mercer’ Mercer


As a marketer, you know that data is the lifeblood of your strategy. But with so many metrics to track and tools to navigate, it’s easy to feel like you’re drowning in a sea of numbers. That’s where Google Analytics 4 (GA4) comes in – a powerful platform that promises to revolutionize the way we approach marketing measurement.

In this episode, we sit down with Chris “Mercer” Mercer, the founder of Measurement Marketing and a digital marketing expert, to explore the ins and outs of GA4. 

Throughout the episode, Mercer breaks down the key differences between GA4 and its predecessor, Universal Analytics, and provides practical tips for configuring your account to track the metrics that matter most. 

He also shares his ACT framework for measuring user journeys, which focuses on tracking the number of people asked to take action, those who considered it, and those who ultimately transacted.

So tune in and discover how to harness GA4’s power to supercharge your marketing efforts and achieve better results.


01:38 The initial chaos of the GA4 rollout

04:23 Key differences between GA4 and Universal Analytics

09:29 Simplifying marketing attribution with GA4

17:09 Setting up and customizing GA4 for your unique business needs

18:19 The benefits of spending time on planning and configuration in GA4

23:56 Harnessing strategy over tools for effective marketing

26:44 The essential steps for effective measurement planning

30:54 Incorporating offline methods into your GA4 tracking

34:27 The importance of manual tracking before automation

36:28 Overview of Mercer’s GA4 course at DigitalMarketer

42:59 Where to learn more

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