A career in data and analytics involves collecting, analysing, and interpreting data to help organisations make better decisions. Data analysts identify patterns in datasets, measure performance, and communicate insights that improve business outcomes.
Read MoreWith Google Universal Analytics now officially retired, businesses are left with a big decision: stick with Google Analytics 4 (GA4) or switch to an alternative like Matomo?
Both platforms offer powerful tracking and insights, but each has its own strengths. At Trackify we work with both tools and help businesses choose what’s best for their needs. In this post, we’ll take a close look at GA4 and Matomo, so you can make an informed decision about which platform aligns with your goals.
Choosing the right analytics tool goes beyond just data tracking. With privacy laws tightening around the world, organisations must consider how their data is handled.
This is about more than just collecting data - it's about how you collect it, where it’s stored, and how you use it to inform business decisions. As a marketing or digital professional, getting this right can give your business a competitive edge, particularly when it comes to trust and transparency with your customers.
GA4 stores your data on Google’s servers. While it’s compliant with many global standards, the data is still processed and stored in Google’s ecosystem, which means it’s subject to US-based data privacy laws.
Matomo, on the other hand, gives you control. You can either host it on your own servers or use a cloud-hosted option (with servers in the EU). This flexibility is a big draw for businesses that need to control their data storage and ensure compliance with local laws.
GA4 works seamlessly with Google’s suite of tools: Ads, Search Console, Looker Studio, etc. If your business uses a lot of Google products, GA4 will integrate without much effort, giving you a unified view of your marketing campaigns.
Matomo offers an integration to Google Ads via their Google Ads Conversion Importer. This allows you to still track the performance of Google Campaigns without using 3rd Party Cookies.
3. Privacy Compliance
GA4 provides features like cookie consent modes and IP anonymisation, which help with privacy compliance. However, because your data is stored by Google, there’s always the concern of how that data is used beyond your control.
Matomo is built with privacy first in mind. It supports cookie-less tracking and IP anonymisation. It's also designed to be fully GDPR-compliant, which is increasingly important for businesses working with European customers.
In New Zealand we’ve seen a few common patterns with businesses transitioning to GA4 or Matomo:
Privacy-conscious organisations (healthcare, education, local government) prefer Matomo for its full control over data and compliance-friendly features.
Digital marketing teams looking for deep integration with Google products and AI-driven insights are sticking with GA4.
Many businesses are running both platforms simultaneously for a while to test the waters and compare data before making a long-term decision.
If you're not sure which platform is the right fit, or if you're ready to make the switch, Trackify is here to help. Whether it’s a smooth GA4 migration, a full Matomo deployment, or running both side-by-side, we’ve got you covered. Let’s chat about which platform is right for your business.
If you’ve logged into Google Analytics recently you will have noticed the following notification:
“Universal Analytics will no longer process new data in standard properties beginning July 1, 2023. Prepare now by setting up and switching over to a Google Analytics 4 property.”
Last week Google announced they will be sunsetting Universal Analytics as of July 2023 (October 2023 for GA360 customers). Universal is the most popular and widely used version of Google Analytics. All Universal Properties will stop collecting/processing hit data from July 2023. This means that all tracking, custom alerts, reporting and dashboards using Universal Analytics will stop updating from July 2023.
Google has not yet announced when universal properties will be deleted but they have noted that historical processed data will be available for at least 6 months. They have also mentioned that they "intend to offer more guidance on data export as we approach the date when Universal Analytics is no longer available."
Google has a newer version of Google Analytics called GA4 and this will be their only reporting platform from July 2023. GA4 has been constantly under development since launch and missing key features which has made it difficult to use as a main reporting tool. However, with this recent announcement we expect that these issues will be addressed soon.
You can read more about the announcement here:
https://blog.google/products/marketingplatform/analytics/prepare-for-future-with-google-analytics-4/
Trackify recommends that businesses begin planning their implementation of GA4 or an alternative analytics tool soon. A new implementation is a great opportunity to re-evaluate and re-think business tracking & reporting.
Google Analytics 4 is the latest and newest version of Google Analytics after Urchin, Classic and Universal.
Universal Analytics uses the concept of Users, Pageviews and Sessions, while GA4 uses the concept of Events.
Trackify have outlined some of the key differences between GA4 and Universal Analytics below.
Google Analytics 4 measurement is event based which means unlike Universal analytics, all interactions are an event:
Pageviews in Universal analytics translate to the page_view event in Google Analytics 4 properties. When you set up GA4, a page_view event is automatically triggered from the gtag.js snippet or the Google Analytics 4 Configuration Tag in GTM.
GA4 session metrics are derived from the ‘session_start’ event which is automatically collected when a user engages in an app or website. The Session duration is calculated based on the time span between the first and last event in the session. This will no doubt lead to discrepancies between universal and GA4 metrics.
Google Analytics 4 events fall into four categories:
Automatically Collected - these are automatically logged from the gtag or gtm configuration
Enhanced Measurement - these are a special set of events that can be enabled or disabled via the GA4 interface. Events include file_download, scroll and video_start.
Recommended Events - these are events with predefined names and parameters that are recommended for different business types. These events require custom code changes.
Custom Event - these are events that you name and implement yourself (similar to Universal analytics). These events also require custom code changes.
Trackify recommend setting up Dual Tracking to run both Universal and Google Analytics 4 at the same time to ensure you preserve historical data and take advantage of the new platform as soon as possible.
Note - because GA4 and Universal Analytics have different measurement concepts (as explained above) it is likely there will be variations between the data.
Google Analytics 4 is Google’s newest version of Google Analytics. (If you haven’t heard about GA4, you can find out more about the features and benefits here).
Trackify recommend setting up Dual Tracking to run both Universal and Google Analytics 4 at the same time to ensure you preserve historical data but get to take advantage of the new platform as soon as possible.
If you are using Google Tag Manager, here are the steps you need to take to set up Google Analytics 4 yourself:
Navigate to the Property Column within your Admin section of your Google Analytics account.
Click the blue ‘Create Property’ Button, select Apps and Web (even if you don’t have any apps) and click Continue:
Give your Property a relevant name, select an Industry Category and ensure your Reporting Time Zone and Currency are correct. Once completed click ‘Create’.
Now you’ve created your Google Analytics 4 property - it’s time to get some data!
Under ‘Set up a data stream to start collecting data’ select ‘Web’
Enter your Website URL and Stream Name and click ‘Create Stream’:
Note that by default, Google Analytics 4 will track Page Views, Scrolls, Outbound Clicks, Site Search, Video Engagement and File Downloads. If you don’t want to track any of these, you can unselect them under ‘Enhanced Measurement’.
Now that you’ve created your stream, make note and copy your measurement ID:
Head over to your Google Tag Manager container for your website and create a new ‘Google Analytics: GA4 Configuration’ Tag:
Paste in your Measurement ID from your Google Analytics 4 property and ensure ‘Send a page view event when this configuration loads’ is ticked. Give your tag a name, set it to Fire on All Pages, save and publish your changes:
Head back over to your new Google Analytics 4 Property and click on ‘Realtime’ in the menu to see your data coming through:
If you’re not seeing any realtime data come through after 5 minutes try using the GTM debugger to troubleshoot or get in touch.
Today Google Analytics launched Google Analytics 4 - Google’s vision for the future of analytics.
Previously in beta and named ‘App+Web’, Google Analytics 4 is now the default for all new properties in Google Analytics. This is the 4th version of Google Analytics after Urchin, Classic and Universal:
Here’s what you get from Google Analytics 4 (GA4):
Improved data controls for better management and control of data collection and retention
Automatically surfaced insights using machine learning
Cross platform reporting across web and mobile apps
Advanced analysis features
No hit limits
Unsampled reports
Big Query Integration
Deeper Google Ads integration
Lifecycle Reporting
Privacy centric design to align with industry changes such as ITP and GDPR
Works with or without cookies
Migration Tools
No ongoing costs - it’s free!
Trackify recommend setting up Dual Tracking to run both Universal and Google Analytics 4 at the same time to ensure you preserve historical data and take advantage of the new platform as soon as possible.
Find out more about Google Analytics 4 here or get in touch.
Google Products such as Data Studio, Google Analytics and Google Tag Manager require a Google Account to gain access.
If you try and add someone without a Google account you will be prompted with this error; ‘Unable to add users. This email doesn’t match a Google Account. Please fix these issues in order to proceed.’
Some businesses allow employees to use personal gmail accounts to get around this. However, personal gmail accounts such as ‘[email protected]’ or ‘[email protected]’ make it difficult to know who actually has access to your data.
Trackify recommend linking work email addresses with a Google account to access these products. This approach makes it easier for admins to monitor who has access to your products.
Step 1 - Go to https://accounts.google.com/signup to create a new Google Account.
When asked to create a username, select ‘Use my current email address instead’:
Step 2 - Enter your first name, last name and work email address. Choose a strong password, confirm password and click next.
Remember this password as that will be the password you use to access the required Google Products.
Step 3 - You will be emailed a verification code to your work email address. Enter this code into the verification box and click Next.
Step 4 - Fill out the required personal information, click ‘Next’ and accept the T&C’s:
Step 5 - Your work email address is now successfully associated to a Google Account. Contact your Google Product administrator to grant you access to Google Products such as Data Studio, Google Analytics & Google Tag Manager.
Please get in touch in you have any further questions.
Did you know you can track your clients data studio report usage via Google Analytics?
Trackify recommend setting this up to see who is and isn’t using all those lovely dashboards you’ve set up!
To add tracking to your reports, follow the following steps:
For this tracking we recommend setting up a new Google Analytics Account so you don’t risk skewing any existing data. Setup a new Google Analytics account here. We recommend excluding your personal IP address if you are responsible for building the dashboards. You can find out how to do this here.
Trackify recommend making the account name something recognisable such as ‘Data Studio Tracking’ and the website URL ‘https://datastudio.google.com’ as below:
Once your account has been created - make a note of your property ID under Property Settings.
Then go over to your Data Studio report in ‘Edit’ Mode and click File > Report Settings
Enter your noted Property ID under ‘Google Analytics Tracking ID’
Click out of settings and this change will be saved.
Test your setup by changing to ‘View’ mode in your Data Studio Report and watching your data filter through into Google Analytics Real Time Reports. If you’ve already excluded your IP address this won’t work but you can still test using Google Tag Assistant.
As you can see above, the report URL is coming through as the page URL and the Report Name & Page Name is the Page Title.
I recommend having a standardised naming format for all of your Data Studio reports such as:
‘Client Name’ - ‘Report Name’
E.g. Auckland Barbers - Adwords Performance Report
This way you can easily create reports and filter by client name etc.
Optional : Create a Data Studio report to see your top used Data Studio reports.
Here’s a free template designed by Trackify for you to use:
https://datastudio.google.com/open/1rvdMhSKFQR6mWZK6NfAVXh8LWQcl5q7m
Happy Tracking!
This year Trackify were fortunate enough to be a co-organiser and sponsor of MeasureCamp Auckland. This was the first MeasureCamp to be held here in New Zealand and it was a huge success.
With over 100 digital analytics enthusiasts from all over New Zealand and some from Australia the session board filled up with no problems. We were lucky enough to have great speakers discussing a broad range of interesting topics from Google Analytics Hacks to People Based Measurement.
A big thank you to our dedicated sponsors and co-organisers for making the first MeasureCamp Auckland one to remember!
Measurecamp Auckland Highlights 2018
MeasureCamp Auckland will return in 2019. If you are interested in becoming a sponsor or organiser please get in touch.
Setting up eCommerce tracking in Google Analytics isn't always straight forward. However, if you're using Shopify to run your online store you're in luck!
Shopify have made it really easy for you to see your Ecommerce Data within Google Analytics but first you'll need to set it up using these 4 steps:
If you don't have Google Analytics set up yet you can get in touch with Trackify to help.
1. Go to the admin settings in your Google Analytics Account by clicking on the cog icon in the bottom left hand corner:
2. Within the settings screen - click 'Ecommerce Settings' under your Main View. Find out about different view types here:
3. Within the Ecommerce Settings ensure Ecommerce is set to 'ON'
4. Also ensure Enhanced Ecommerce is set to 'ON' and click 'SUBMIT'
5. While logged into Google Analytics, make a note or copy your tracking id that is found under admin > property > property settings:
Copy the analytics tracking id from your Google Analytics account as above (admin > property > property settings)
Open your Shopify Admin in a new browser window
Go to Online Store > Preferences
Under preferences, paste the analytics tracking id in the Google Analytics field
Tick 'Use Enhanced Ecommerce'
Click on the save button.
Once you have completed Steps 1 -3 your data will start collecting with Google Analytics. Once you've collected a few weeks of data you'll be able to start answering the following questions:
What is my eCommerce Conversion Rate?
How many views/impressions are my products getting?
What products are being 'added to cart'?
What is my 'Cart-to-Detail' Rate? (The number of products added to a shopping cart per number of product-detail views)
What sources are driving my sales and revenue?
Which cities are driving my sales and revenue?
What device type is driving my sales and revenue?
Are my sales from new or returning visitors?
You can find this data within the eCommerce section of Google Analytics (found under 'Conversions)'.
If you're using Google Data Studio for your Google Analytics reporting, it's likely you've logged in today and seen a system error for any widgets containing the 'Unique Event' metric:
Google Analytics have renamed the 'Unique Events' metric to 'Unique Dimension Combinations'. To add to confusion, they've deprecated the api field and also created a new metric called 'Unique Events' which is calculated differently to the previous Unique Events metric. For more details check out this post https://www.clickinsight.ca/about/blog/unique-dimension-combinations-udc
To resolve this issue and get your reports working again you'll need to refresh your report data source and update the metric in your widget.
Firstly, in edit mode, click on the widget showing the system error and click on the pencil icon next to your data source:
Then click 'Refresh Fields':
Once the fields have been refreshed you will notice that the widget error and metric have updated as below:
At this point you will need to click on 'Invalid Metric' and select 'Unique Dimension Combinations' or 'Unique Events' depending on which metric you want to use:
Once you have selected your new metric your report widget should be working again:
You will need to carry out the above steps for all widgets showing this error.
As of May 15th 2017 you will be able to take advantage of Google Analytic's new cross-device remarketing functionality.
A remarketing audience is a list of cookies or mobile-advertising IDs that represents a group of users you want to re-engage because of their likelihood to convert. You create remarketing audiences based on user behavior on your site or app, and then use those audiences as the basis for remarketing campaigns in your ad accounts like AdWords and DoubleClick Bid Manager.
Currently Google Remarketing does not allow you to target across device and has historically relied on cookies and mobile IDs to identify users for remarketing lists. This is obviously not ideal as it's pretty normal behaviour for users to browse the web across multiple devices. In fact, according to a study, '6 in 10 internet users start shopping on one device but continue or finish on a different one'.
Currently, if a marketer built a remarketing audience in Google Analytics then they would only be able to reach them via browser cookies on a singular device. Obviously this is not ideal and Google has noted that a solution is one of the top requested features. For years marketers have been trying to find a work around for the problem.
Problem Solved
As of May 15th 2017 this problem will be solved. Marketers will be able to reach users across devices similar to Facebook and Twitter. As of May, if someone visits your website on one device, you can now reach them with more relevant ads when they search or browse on another device. By using signed-in user data, ads can be shown to visitors across any device which is linked to their Google account.
"Google will use data from its signed-in users together with your Google Analytics data to build audience lists for cross-device remarketing. In order to support this feature, two things will happen:
First, for users on your site, Google Analytics will collect Google-authenticated identifiers associated with users’ Google Accounts (and therefore, personal information).
Second, Google Analytics will temporarily join these identifiers to your Google Analytics data in order to support your audiences."
Marketers should reconsider their remarketing strategy now that ads are going to be seen across multiple devices.
To take advantage of these changes, ensure you have enabled remarketing in your Google Analytics account and made the relevant changes to your privacy policy:
Real-Time reporting in Google Analytics allows you to monitor activity on your website or app as it happens. The reports are in real-time and great for testing your analytics setup if (like me) you're not great with debugging tools such as Charles.
Recently I've been having difficulty testing attribution in the reports and have spent hours trying to solve why conversions and events have been showing up incorrectly as direct/(none) in the real time data.
If you're reading this then you've done the smart thing and Googled it!
After wasting hours of my life going around in circles trying to solve the issue, I realised that Google Analytics was in fact the problem...
Quote Google:
“Due to a change in the way Universal Analytics sends and stores campaign information for Real-Time reporting, it is possible that, during a single session, a user stops being recognized as coming from a specific campaign and is instead counted as a direct referral. As a result, you’ll see traffic and conversions incorrectly attributed to a Source of (direct). You’ll only see this in Real-Time reports; in standard reports, traffic and conversions will be attributed correctly.
An upcoming version of Real-Time reporting will not have this issue. In the meantime, however, you should be aware and interpret referral counts in Real-Time reporting appropriately. To mitigate this issue, you can either force the sending of campaign information on every hit within a session, or use standard reports (instead of Real-Time) when analyzing or reporting referral counts.””
Hopefully you've read this before pulling your hair out trying to solve a problem that doesn't exist!
99% of clients that come to Trackify for an audit do not have trust in their Google Analytics data. They're not convinced their data is accurate and tend to use the tool less than they could. After carrying out hundreds of audits, Trackify have found that the main reason for inaccurate data is because Google Analytics hasn't been configured and set up correctly from the start.
In this blog post I am going to run through my top 6 basic recommendations for configuring and setting up a new Google Analytics Account.
Before we actually get into the Google Analytics account, it's vital that Google Analytics is implemented correctly on all pages of your website. If it's not implemented correctly, it's likely your metrics will be incorrect. If you have pages that are missing Google Analytics, it's important you get this fixed ASAP to ensure your data and reporting is correct.
On creation of an Account, Google Analytics will set up a 'view' of your data by default called 'All Web Site Data'. You can find this under the admin section within Google Analytics:
I would recommend naming this view': '2. Unfiltered View' by clicking on 'View Settings' as below:
This will be your unfiltered 'raw' view which should not have any filters added to it. This view will act as a backup in case anything you do in your main views messes up the data.
Next I would recommend creating a new view and calling it '1. Main View' by clicking 'Create New View':
This will be your main view where you will set up filters, goals, reports and dashboards.
When setting this new view up, ensure you do the following under 'View Settings':
Name it '1. Main View'
Check your reporting Time Zone is correct
Check your Currency is correct
Check your Website URL is correct
Check you've ticked 'Exclude all hits from known bots and spiders'
This is such an important step that lots of companies tend to overlook. I can't stress enough how important it is to remove internal IP addresses to ensure your data is not skewed. This includes your office, your agencies, your development team and anyone else who may be accessing your website for internal reasons.
Find out how to create an IP Exclusion Filter here.
To get the most out of your Google Analytics Account, it is important to have goals set up in your Main View.
A Goal is a measure of success for your website and they can vary for different business types:
An eCommerce website could define success to be users making a purchase on their site
A Saas website could define success as users signing up for a free trial of their software on their site
A blog website could define success as users spending a certain amount of time on their site
All of these goals are measurable within Google Analytics but it is important to set them up under the 'Goals' section of your Main View as soon as possible:
The Google Analytics interface can be very confusing to newbies without any training. We recommend using a data studio dashboard to bring in all your key metrics into one place.
For more information on goals you can read Google's support page here or get in touch with Trackify for a free consultation.
When I heard that Google was released a visualisation tool as part of its Analytics 360 suite, I wasn't surprised given how important reporting via a dashboard is to enterprise-level organisations. With the beta being released only recently, I was excited to get my hands dirty and have a play with it.
Given it was initially (and as of July 12, still is) only to users in the US, I had to use a VPN (*cough*) to access the beta, allowing me to create 5 custom reports.
After about an hour, I've been very impressed with the tool and whilst there's some bugs, it's to be expected (given it's in beta). Here are some highlights:
1. A lot of data connectors possible (esp. via Google Sheets)
THE CURRENTLY SUPPORTED "OUT OF THE BOX" CONNECTORS ARE (NOT SURPRISINGLY) ALL GOOD PRODUCTS.
Whilst the default data connectors are only Google properties, this increases exponentially with Google Sheets given the vast sources of information you can import via Supermetrics plug-in. Having all sources (e.g. cost data) in a single dashboard will ensure that important calculated metrics such as ROI will be easily calculated.
Once the product is released (also a part of the Google 360 suite, I'll also be interested to see what Attribution 360 data can be added. Especially if it will be used to put data from other sources in context! I'm a big believer in always putting figures and facts in context to assess whether its "performing or not".
2. Connecting sources a breeze!
With other dashboards, I've (almost always) had issues with connected external data sets.
The process of actually connecting data sources couldn't have been easier (disclaimer: I've only connected Google Analytics data). This is in relation to other third-party dashboard solutions where I've found it much more cumbersome to connect data sources. It shouldn't be surprising given the connectors are all under the Google "eco-system".
The business implication here is that it makes creating dashboards much easier for anybody. This is only good news for those that may not have the "technical" skills that may have been needed with other solutions.
3. Ability to customise "look & feel" of dashboards are endless
My personal philosophy with dashboarding and reports is that it (along with being meaningful, of course!) must aesthetically look appealing. It is my experience that reports that look great have more chance to have attention spent on it by your target audience (unless your target audience are finance people / accountant - in which case, just give them tables full of figures!)
Google Data Studio not only made customising the look & feel very easy - but the options that it gives is almost endless. This is fantastic when analysts think about dashboard layout and strategy around meaningful information to report on and how (pie chart, table, line graph etc.) this information will be represented.
Dashboards that are meaningful and look great are gold!
4. In short, Google Data Studio is very promising!
As someone that loves creating reports and dashboards (nerd alert!), I've been very impressed with Google Data Studio.
I'm going to hold off on calling it such things as a "game changer", but only because official pricing for the product has not been released yet! The tool itself is fantastic, but given that it's part of the 360 suite, it will be price geared towards enterprise (i.e. cha ching!!! i.e. not cheap). However, as a beta, it is certainly warranting itself as a tool that will justify a premium.
What do you think? Have you had experience with Google Data Studio? I'd love to hear of your experience and your thoughts!
I've come across this problem a lot with some existing clients. When a website has hashtags in the URL, Google Analytics will not track anything past the hashtag by default.
Read MoreTrackify is a New Zealand based data services company specialising in Google Analytics audits, implementation and custom reporting.
Frank Parker House, Level 2/46 Brown Street, Ponsonby, Auckland 1021
2026 ©Trackify Ltd - Privacy Policy
