Google is in the process of launching Google Analytics 4 (or GA4), which is the largest leap in how Google is presenting website traffic in years.  

The old way of presenting data was very siloed. It looked at the Who / What / When / Where / and How of analytics. For example, here is the legacy hierarchy of how they categorized data:

  • Audience = Who are your users?
  • Acquisition = How did they find you?
  • Behavior = Where did they interact with you?
  • Conversion = What were the results?
  • Date Selector = When did they come to your site?

In the classic version of Google Analytics, you had to define the events and engagements. You also had to define your funnel, and you were restricted to the limitations of the technology.  

Ok, ok, what makes this nerd so excited about GA4?

The new way takes a look at the cross-section of Who / What / When / Where / and How and centers it on the WHAT (aka the conversion). The new navigation looks like this:

Life Cycle

GA4 takes the entire funnel and places it into the Life Cycle section. In this section, you see the Who / What / When / Where / and How of the users, but Google expands upon it. You get to see how those steps interact with each other. This allows the new Google Analytics platform to get straight to the point of analytic reporting.

User 

The User section of GA4 allows content creators to get an understanding of user demographics to inform the content creation process. It covers devices and locality to help you understand where your users are from and how they access your site.

Event 

GA4 Events are a new, semi-automated approach to providing deeper insights into how users interact with your site. Although at this time Google has not yet defined what events will be standard, we have seen the following events already pre-configured without the need for Google Tag Manager or custom code:

  • Clicks (Raw click counts)
  • First Visits (How many users are visiting for the first time)
  • Page Views (Raw page views)
  • Scroll (How many people scrolled)
  • Session Starts (How many times users began interacting with your site)

You can also mark events as conversions, allowing you to focus your reporting on the most important actions that users are taking on your site.

Explore 

Here you will find nerdy analysis tools to throw fuel into your marketing and PR efforts. The Explore section provides a level of research analyst depth unmatched by anything in the classic Google Analytics reports. It is a collection of some familiar tools such as Path Analysis and new tools such as Exploration and Funnel Analysis.  

Exploration is quickly becoming one of my most utilized tools, as it takes what I like about Google Analytics and merges it with the power of Google Data Studio. It effectively allows an analyst to build out custom tables on the fly to analyze data. No longer will we be stuck with stock reports and views.

What can GA4 mean for your business?

GA4 is the single largest evolution of Google Analytics. It will allow analysts easier access to the depth of data and allow business owners to quickly focus on the goals of their website with minimal configuration.

If you are interested in upgrading, you can follow the instructions provided by Google. Upgrading will not impact your current reports or data. Your new GA4 property will run in parallel to what you have now, so we recommend setting it up sooner rather than later so you can start collecting data and familiarizing yourself with the new user interface.

At CBC, we use GA4 to increase conversions as it provides us a more complete and integrated picture of how users interact with our clients’ websites. If you need a hand, contact us

Domain authority is a value placed on your website by Google that illustrates how relevant your website is on the internet. Higher domain authority means you’ll rank higher in search results, bringing in more traffic to your website. While many marketers have a firm grasp of how to increase their website’s SEO through strategic content, often overlooked is the search weight public relations tactics can bring. In today’s digital world, nearly everything is tracked by Google!

How PR Can Increase Domain Authority

Most traditional PR tactics will help increase the volume of authoritative links to your website, which is the largest factor that impacts your domain authority score. Don’t overlook the double-benefits PR can bring to your brand!

Public relations tactics that go the extra mile for your business include:


magazine press coverage1. Pitching for Coverage
– Creating great content is not always enough to boost SEO. Try pitching yourgreatest stories to the press before posting them to your blog – you can always re-share them to your site at a later date! And, nothing could be better for your domain authority than a reputable site sharing a link back to your site. Whenever possible, push for coverage to include links back to your site and/or products.

2.Create byline articles to generate a link back to your website. PR is a powerful tool when developing exposure. If you can get great content published by the press, that’ll go much further in increasing your domain authority than a blog post.
typing out a guest blog

3. Guest blogging. When trying to reach more niche audiences or tap into an influencer’s following, guest blogging can prove to be superior in driving both brand awareness and domain authority. Additionally, when you’re working with an industry peer, adding links back to your site is often much easier than doing so through traditional press. It’s a win-win for you both; your brand benefits from an increase in domain authority, and your partner benefits from providing their audience with useful content.

4. Increase your social media presence. Every brand should be on social media for the simple reason that it’s the number one destination users go to when looking for information on your company. But it won’t just help get more eyes on your business and boost conversions, it can increase your domain authority too. Especially on YouTube — Google owns YouTube so video content shared to this channel holds significant SEO weight.

instagram influencer

5. Leverage authoritative figures and influencers to gain more traction. But try to gain exposure on their“shoulder” as organically as possible. Contacting them, cultivating a relationship, and trying to build a good rapport can go further than pursuing short-term arrangements. When influencers and authoritative figures within a niche give your brand attention, they will generally provide a link to your social media profile or your website. This increases your authority, especially if the source is credible within their niche.

6. Publish Press Releases. You control the content, so you should always include links back to your site to give your domain authority an easy lift.  If your press release gains traction, you could find new backlinks on sites that syndicate your press release.

7. Video Interviews. Video by itself is a powerful medium. By getting yourself on a video interview (either by vlog, TV, or YouTube), you increase your exposure that Google may be able to detect. It can be tricky to control what links, if any, publishers will include but it can’t hurt to give them the option and provide them with relevant links.

8. Awards. Apply and earn recognition for your work. Not only does this showcase your fantastic team and achievements, but it usually generates a backlink to boot! If you’re sponsoring an award gala, make sure to negotiate a link to your site as part of your sponsorship package.

presenting on stage

9. Speak at an Event –More often than not, when you present at an event such as a conference, webinar, or fireside chat the organization behind the event will include a link for people to learn more about you and your company. Those materials generally have links to your profile and/or website. If they don’t, ask for it! Remember, you’re helping them create a great experience by presenting. You have the power to influence how you are promoted. These events also have the added benefit of potential online buzz and conversations about your appearance, increasing your public exposure that Google may detect.

 

PR is an incredibly powerful tool to increase your exposure and accomplish your business goals. With a strategic approach, PR and digital marketing can work together to increase your exposure and authority both online and with the greater public.

Need help implementing a public relations or digital strategy for your organization? We can help.

Communications agency hosts top-tier editors and influencers in idyllic locations for immersive experiences with consumer brands

 For 18 years, the nation’s top media have gathered at CerconeBrown Company’s (CBC) House events to discover some of the best brands and products on the market. Today, CBC, the leader in experiential public relations, brand activations, and digital marketing, announced today this year’s schedule of its award-winning House Programs which will be hosted in picturesque settings such as Sonoma and Santa Barbara, CA, Nantucket, MA, and the Hamptons, NY. Each event promises participating brands unparalleled access to leading national press and social media influencers. These press immersions give top-tier editors, writers, and influencers the opportunity to discover some of the hottest brands and must-have products available through hands-on, interactive experiences. From wine tastings to cooking demos, hot air balloon rides to paddle boarding, attendees leave with great content ideas and strong brand relationships.

CBC crafts each House to highlight a different genre of consumer brands, from lifestyle, home décor, wellness, and fitness, to entertainment, technology, wine, and spirits. Participating brands are granted exclusivity in their category, allowing them to execute unique, customized experiences during the program.

The House Programs continue gaining momentum into its 18th year as a result of:

  • The lasting relationships participating brands have built with leading social media influencers and editors including Brit + Co, Chowhound, Cosmopolitan, Elle, Food & Wine, Food Network, Forbes, Health, Liz Adams, Marie Claire, Men’s Health, Men’s Journal, Navy Grace, Outside, PopSugar, Pure Joy Home, com, Wired, Women’s Health, and many more.
  • CBC’s content production team, which captures unique, relevant visual content for brands. The content spans lifestyle video, Instagram-ready photography, how-tos, and more — all shot through an editorial lens – included in a brand’s sponsorship.

Sponsorships for the House Programs are now being filled. If you would like to reserve a spot or are interested in capturing content for your brand, fill out the form below and we will connect with you asap.