How to Move to Google Analytics 4 (GA4): Avoiding Mistakes and Maximising Insights

In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential. With Google Analytics 4 (GA4) rolling out, it’s crucial for businesses to understand the key areas to focus on when setting up their new GA4 account. This article explores four common mistakes to avoid and highlights important factors to consider during the transition from Universal Analytics to GA4. As the July 1st deadline approaches, let’s delve into these critical areas.

1. Neglecting data streams and event tracking

One common mistake made during the GA4 setup is overlooking the importance of data streams and event tracking. Unlike Universal Analytics, which primarily relies on pageviews, GA4 places a greater emphasis on event-based tracking. To harness the full potential of GA4, it’s crucial to set up data streams to collect data from various platforms, such as websites, mobile apps, and even offline sources. By tracking specific events, such as button clicks, video views, and form submissions, businesses can gain valuable insights into user behaviour and optimize their marketing strategies accordingly.

2. Failing to define key metrics and conversion goals

Another pitfall is not defining clear metrics and conversion goals within GA4. While the transition may seem overwhelming, taking the time to identify the key performance indicators (KPIs) and conversion events that align with your business objectives is essential. This will enable you to measure the success of your marketing campaigns accurately. Whether it’s tracking purchases, form submissions, or newsletter sign-ups, defining these goals will help you understand the impact of your efforts and make data-driven decisions.

3. Overlooking enhanced analysis features

GA4 introduces enhanced analysis capabilities that provide deeper insights into user behaviour. One common oversight is failing to explore these features fully. For instance, the Exploration feature allows you to analyse data using AI-powered insights, uncovering trends and patterns that may not be immediately apparent. The Funnel Analysis feature helps identify potential bottlenecks in your conversion process, allowing you to optimize the customer journey. By exploring and utilizing these enhanced analysis features, you can unlock valuable insights to refine your marketing strategies and drive better results.

4. Checking the attribution window

An important aspect to consider when setting up GA4 is reviewing and adjusting the attribution window. GA4’s default attribution window is relatively short, which means it only considers recent interactions when assigning credit to conversions. To ensure you have a larger volume of data to analyse, it is recommended to adjust the attribution window to its maximum setting. By extending the window, you can gain a broader perspective on the customer journey, understand the influence of different touchpoints, and make informed decisions based on comprehensive data.

Additionally, GA4’s default attribution method is set to ‘data-driven’ which veers away from Universal Analytics’ default of ‘last click’. Given Google has not revealed how a ‘data driven’ attribution method works, you may want to change your GA4 Property’s attribution method to ‘last click’ to make the transition from Universal to GA4 more seamless – or you may choose to use a different method all together.

Feel free to reach out to us for personalised guidance and support during your GA4 migration journey. Hit the ‘Let’s Chat’ button and one of Unify’s strategists would be happy to help with any of your questions.

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