Google Analytics 4 – Set up
Google Analytics 4 is the next generation of Analytics which collects event-based data from both websites and apps.
Find out more about Google Analytics 4 https://support.google.com/analytics/answer/10089681?hl=en
How can I use Google Analytics 4?
Google Analytics 4 tracking code must be installed on the website in order to use this product. This will require some technical understanding to implement.
Website and Communications are unable to provide support for implementation. Google provide guidance on implementation, linked below.
Tag Manager Help: Set up and install Tag Manager – https://support.google.com/tagmanager/answer/6103696?hl=en
Central Website Platform (EdWeb)
Information Services, Website and Communication manage this for the central EdWeb & EdWeb 2.0. service. Detail on access to Google Analytics for EdWeb or EdWeb 2.0. can be found on the wiki.
https://www.wiki.ed.ac.uk/display/edweb/Google+Analytics+4+for+EdWeb+sites
Digital Marketing
Communications and Marketing will manage a property created specifically to support the wider University marketing purposes. This property will be installed on EdWeb and EdWeb 2.0 by the end of the month.
Communications and Marketing may contact non EdWeb site owners to request this property is installed on additional websites. This will require adding Google Tag Manager to the site. Site owners shall also have to consider implementation with their site cookie banner and update of the site privacy policy with regards to the cookies being used on the site.
Communications and Marketing will release further details about the property, future process and how to engage in the coming weeks.
Non EdWeb websites
As with the previously used Google Analytics product (Universal Analytics) Website and Communication team have configured a base installation of Google Analytics which can be used by the wider University web estate.
This property has been configured with core tracking requirements to provide users with base level tracking for their website. This configuration has been developed based on the EdWeb platform and so some aspects may not fit all websites.
This will require adding Google Tag Manager to the site. Site owners shall also have to consider implementation with their site cookie banner and update of the site privacy policy with regards to the cookies being used on the site.
https://www.wiki.ed.ac.uk/display/edweb/Google+Analytics+4+for+Non+EdWeb+sites
Where custom tracking or reporting is required we recommended the creation of a site specific Google Analytics property. Site owners can use the STAG document created by STORM ID as a guideline on how to configure Google Analytics 4 and Google Tag Manager. Website and Communications are unable to provide support or training for the set up and configuration of new properties and containers.
Google Analytics 4 & Google Tag Manager Support
Website and Communications are unable to provide support or training for either of these Google products.
Where an error is found within one of the above configurations please report this to website.support@ed.ac.uk for review and configuration. Please be aware that there is no guarantee requested changes will be implemented within these configurations.
Ongoing Support
Although Website and Communications have agreed to take on the initial base configuration of the GA4 properties and GTM containers listed above, Website and Communications will not provide ongoing support for these services. Any customisations and/or configurations will be the responsibility of the site owner. Where required, site owners may wish to engage a Digital Marketing Agency to support extended tracking.
The University of Edinburgh makes use of the Scottish Government’s procurement framework for marketing services. Those looking to engage a Digital Marketing Agency to support extended tracking should refer to “Lot 3 Digital Marketing Services”. For further support please contact Finance.Helpline@ed.ac.uk.
Scottish Government’s procurement framework for marketing services
Additional Reading
On July 1, 2023, Google Analytics, Universal Analytics, will stop processing data.
