July 2022: Setting up a new data tracking strategy, vertical training dedicated to GA4 and communicating to our customers about the possible change;
August 2022: activation of Google Analytics 4 and new conversions, observation of data and use of the system with tests useful for a correct setting;
August / September 2022: communication to our customers of the update to Google Analytics 4, with the offer of a dedicated assistance service;
End of September 2022: Google Universal Analytics will be deactivated and we will officially switch to Google Analytics 4 as the only way we track users’ personal data.
Google Analytics Activation 4: What It Means
Moving to Google Analytics 4 has allowed us to test and enhance our tracking systems .
Conversions on GA4 are now catalogued as events . This means country email list that we are faced with a new way of monitoring data, even if the starting point is always the same:
What are the metrics I need to have a clear overview of?
Some KPIs like clicks, page views and scrolls are basic tracking for Google. Now, you need to figure out what metrics you actually want to track . In our case, leads are key, but as we know there are different types of contacts. So, we asked ourselves a few questions:
How can we trace contacts?
What kind of event could be more interesting for us?
How can we be sure we are measuring the data well?
Hence the decision to have the marketing and IT departments work closely together, in order to understand the best possible tracking strategy. Here is what was done in detail.
Google Tag Manager
Google Tag Manager goes hand in hand with GA4, so we decided to tie them together to get the most out of our tracking strategy. The advantages of Google Tag Manager are many:
