MARCH 25, 2022

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Welcome to The Tilt, a twice-weekly newsletter for content entrepreneurs. Each edition is packed with the latest news, strategies, and tactics, plus inspiring creator stories and exclusive education, all to help you create, grow, and monetize better.

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Just one week until prices go up for Creator Economy Expo (CEX). Register today!​
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Features in this issue (view online):

• Full Tilt: Get Going on GA4​
• Stan: Bestselling Author Dan Pink​
• ​Refer This Newsletter to Another Creator (and Earn $TILT Coin)​

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Google will stop its current analytics program on July 1, 2023. The discontinuation of Universal Analytics (also called Google Analytics 3) means you will no longer be able to see new audience analytics in the old system.

To get ahead of that, it's important to now set up its successor, aptly named Google Analytics 4. Then, when Universal Analytics no longer works next year, you’ll already have some historical data.

What changes in Google Analytics 4?: It is a paradigm shift in website (and app) analytics. Universal Analytics currently tracks your website activity using sessions and page views. GA4 tracks everything using events. You can still get most of the same data (except bounce rate and time on page), but it may have a slightly different name or be in a different place in your analytics. And there are new metrics (like engagement time and engaged sessions per user) that are more accurate than those in UA.

The new event model allows Google Analytics 4 to track the behavior of your users more reliably. Instead of waiting until a visitor navigates to a new page to calculate the metrics – and potentially losing those metrics if the visitor leaves the site or closes the browser, the new version pushes out the metrics as the visitor completes events.

Caveats for Google Analytics 4: As you start to navigate the new interface, be aware of a few things. Google Analytics 4 has different reporting interfaces from Universal Analytics. You won’t see some reports until you start tracking events.

GA4 doesn’t monitor “views” but does allow you to create “audiences” and “data streams” to collect similar information. It also doesn’t have landing page reports, but you can track “session_start_event” along with many other things like page scroll depth, button clicks, and video plays. Previously, you could only track those items in Google Tag Manager.

Google is still actively developing and adding features to GA 4. It leans heavily on machine learning and predictive metrics and provides several new exploration methods where you can customize your own data journey. The most important thing is to get it set up now so you’ll have data – and a headstart using GA4 – when Universal Analytics no longer works.

– Brian Piper

Let Brian walk you through the GA4 set-up process step by step.​
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Entrepreneur: Dan Pink

Tilt: Science, creativity, and human behavior in life and business

Scene: Website, newsletter (170K), Twitter (452.9K), LinkedIn (243.3K), Facebook (90K)

Snack Bites:

• His most recent bestseller, The Power of Regret, explores how to gain now from past regrets.
• Dan’s Pinkcast newsletter repurposes content and ideas from his nonfiction books.
• He believes in the mantra “Think less. Do more.”
• Dan will talk Free Agent Nation to the Creator Economy at CEX: Creator Economy Expo May 2-4.

​Why We’re a Stan: Dan believes in the power of learning to communicate better and improve your problem-solving techniques. He relies on science, creativity, and more to tell these powerful stories and lessons in his bestselling books.

– Shameyka McCalman

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Caught on … Twitter​

“Communities don't start as communities. They start as conversations.”

– Rosie Sherry

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• ​Creators: Is Your Audience Buying Power the Problem? (Content Inc.)
• ​BAYC's $4 Billion Valuation - A Disagreement (This Old Marketing)
• ​5 Reasons It Might Be Right To Keep Your Business Small (Inc.)
• ​What Minority Business Owners Need To Know About Getting Bank Loans (CNBC)
• ​The Benefits of Hiring Slow and Firing Fast for Businesses (Small Business Trends)

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Your team for this issue: Joe Pulizzi, Ann Gynn, Laura Kozak, Marc Maxhimer, and Dave Anthony, with an assist from Angelina Kaminski, Brian Piper, Shameyka McCalman, and Don Borger.

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