Orthotown June 2023 - 45

BY DR. DAVID A. WANK
Short course description
On July 1, Google will turn off Universal Analytics,
its current Google Analytics product, which
means website owners will need to start using
the company's latest product, Google Analytics 4,
if they want to access their website analytics
data through Google. In this course, readers will
learn why the company is making this change
and what eff orts website owners will need to
make so they can continue to track and analyze
their data. We'll also examine a few likely
scenarios orthodontists might fi nd themselves
in regarding the update, and review some of the
migration pearls and pitfalls.
Abstract
Google's Universal Analytics tracking software
(UA) has long been the gold standard for gathering
website data so owners can make better marketing
decisions. UA has been around for more
than a decade, and little has changed with the
software other than incremental improvements
to data collection and availability of reporting
capabilities.
Because of increased concerns about privacy-
plus the fact that many users disable or block the
traditional code marketers use to track people's
behavior across the web-Google needed a new
analytics solution. As a result, the company is
introducing Google Analytics 4 (GA4), a new
model for gathering website analytics data.
About the only thing that Universal Analytics
and Google Analytics 4 share is the word analytics
in their product names, so users will need to
" migrate " their data to the new platform-and
it's not as easy as copy/paste.
Educational objectives
At the end of this course, you will be able to:
1. Understand why Google is requiring
website owners to migrate to
Google Analytics 4 (GA4).
2. Understand the diff erent data collection
methods used by Universal Analytics
and GA4.
3. Be familiar with the general migration
process, and what you can and cannot
expect from a migration.
4. Know the diff erence between a GA4 event
and a GA4 conversion.
5. Describe Google Signals and why it is
important for Google Ads users.
6. Find key data in the new GA4 interface.
Introduction
" If we can't express what we know in the form of
numbers, we really don't know much about it. "
- William Th ompson, the fi rst Baron Kelvin
( " Lord Kelvin " ), 1824-1907
Th e data sets that measure how people interact
with your practice's website can provide
you with a treasure trove of information that
Farran Media is designated as an Approved PACE
Program Provider by the Academy of General
Dentistry. The formal continuing education
programs of this program provider are accepted
by the AGD for Fellowship/Mastership and
membership maintenance credit. Approval does
not imply acceptance by a state or provincial board
of dentistry or AGD endorsement. The current term
of approval extends from 1/1/2019 to 12/31/2023.
Provider ID# 304396
AGD
Code:
550
This print or PDF course is a
written self-instructional
article with adjunct images
and is designated for 1.5 hours
of CE credit by Farran Media.
Participants will receive
verification shortly after
Farran Media receives the
completed post-test. See
instructions on page 52.
Farran Media is an ADA CERP Recognized
Provider. ADA CERP is a service of the
American Dental Association to assist dental
professionals in identifying quality providers of
continuing dental education. ADA CERP does
not approve or endorse individual courses or
instructors nor does it imply acceptance of
credit hours by boards of dentistry.
JUNE 2023 | 45 | ORTHOTOWN.COM
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Orthotown June 2023

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