Google Analytics 4
GA4 is Google's most advanced & privacy compliant version of analytics
Google Analytics 4 (GA4) is the latest version of Google's web analytics platform. It is designed to provide a more comprehensive view of customer behaviour across devices and channels, by using machine learning to automatically identify and track user interactions. GA4 also allows for more granular data collection, through the use of events and enhanced measurement protocols. Additionally, it offers new features such as cross-device tracking, automatic and enhanced measurement, and built-in fraud detection. It is a more robust and powerful version of the previous analytics version, GA3 and it's designed to work seamlessly with other Google products such as Google Ads and Google Tag Manager.
There are several reasons why you should upgrade to Google Analytics 4 (GA4):
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Cross-device tracking: GA4 allows you to track user behaviour across devices, providing a more complete picture of customer behaviour and allowing you to optimise your marketing strategy accordingly.
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Automatic and enhanced measurement: GA4 automatically tracks and measures key events on your website, such as page views, form submissions, and clicks, without the need for manual tagging.
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Better insights: GA4 uses machine learning to automatically identify and track user interactions, providing more detailed and actionable insights into customer behaviour.
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Integration with other Google products: GA4 works seamlessly with other Google products such as Google Ads and Google Tag Manager, making it easier to manage and analyse your data.
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More robust and future-proof: GA4 offers more robust, flexible and future-proof features, to adapt to the changing digital landscape.
Upgrading to GA4 allows you to gain more comprehensive and accurate insights into customer behaviour, improve your marketing strategy and make data-driven decisions.
GA4 Property Setup
Creating a GA4 property with the correct account structure, data streams and data collection is fundamental to ensure compliance and your analytics platform runs smoothly.
Event & Custom Dimension Setup
Customise your businesses reporting with relevant metrics and dimensions. It's important to consider the scope of the event and ensure thorough planning is carried out.
GA4 Tag Setup
Tag configuration and data collection is critical for reliable data. Manage tags, triggers and the information collected with enhanced privacy controls using a tag management solution e.g. Google Tag Manager.
Conversions
Formally goals in UA, conversions should be set up to track specific events valuable to your business e.g. purchase, form completion, sign up etc. Critical to monitor performance and can be used in media activation.
DataLayer Design
A powerful tool to enrich data collection with reliable and accurate website data. When implemented this works in harmony with GTM for a robust and mature setup.
Reporting
Once accurate data is collected, make use of exploration reporting and advanced path / funnel analysis to best understand pain points, drop offs or opportunity.
GA4 is more than just analysing data, it's about acting on it!
GA4 has several product links available which help businesses to better understand the customer journey and life cycle, increase the accuracy of attribution and enables the activation and optimisation of media activities e.g. remarketing campaigns or custom bidding strategies.
Media activation allows you to measure the impact of your media campaigns on your website's conversions and other business objectives. Import and analyse data from your media partners, such as Facebook and Google Ads, and use that data to optimise your campaigns and improve your ROI.
In order to set this up, you will need to link your GA4 property to your media partners' platforms and import the data into GA4. Once the data is imported, you can use the GA4 reports to analyse the performance of your media campaigns, such as the number of conversions, user engagement and revenue generated by your campaigns. With this data, you can optimise your campaigns to improve performance and drive better results. Additionally, you can also use the GA4's machine learning feature to identify patterns and insights that can help you make more informed decisions about your media spending.
The Google Marketing Platform (GMP) is a collection of integrated tools and services that businesses can use to plan, execute, and measure their digital marketing campaigns. Some of the benefits of using GMP include:
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Integrated solutions: GMP brings together a variety of tools and services, including DoubleClick, Google Analytics, and Google Tag Manager, which allows businesses to manage their digital marketing activities in one place.
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Advanced targeting and measurement: GMP allows businesses to use data from Google Analytics and other sources to create highly-targeted marketing campaigns and measure their effectiveness in real-time.
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Data management: GMP offers solutions for data management and governance, which can help businesses comply with data protection regulations and gain a better understanding of their customer data.
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Cross-channel marketing: GMP allows businesses to plan and execute marketing campaigns across a variety of channels, including search, display, video, and mobile.
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Improved collaboration: GMP offers a variety of tools and solutions for team collaboration, which can help businesses streamline their marketing activities and improve communication between teams.
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Advanced analytics: GMP offers advanced analytics capabilities, such as audience segmentation, conversion tracking, and attribution modelling, which can help businesses gain a deeper understanding of their customers and their marketing campaigns.
The Google Marketing Platform can provide businesses with a comprehensive set of tools and solutions for managing and optimising digital marketing campaigns. It allows businesses to gain a better understanding of their customers and drive more conversions by creating targeted and effective campaigns.
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