For the next installment of our expert series, I’m pleased to feature Isaac Uloko, Director of Measurement and Attribution at Accelerated Digital Media.
From properly setting up tracking to avoiding common pitfalls that can skew your data, Isaac shares the essential steps needed to successfully implement GA4. By ensuring accurate reporting and tracking is in place, you are setting yourself up for success to make data-driven marketing decisions with confidence.
Tell us a little bit about yourself! How did you start working in data analytics? What is your experience with GA4?
I am both a programmer and a seasoned measurement and attribution expert. My journey in analytics began in India, where I was contracted by Google to help online advertisers refine their measurement tracking. Over the years, I’ve gained deep expertise in Google Analytics, and GA4 has become a cornerstone of my work, allowing me to combine my technical and analytical skills. My focus is always on delivering accurate, data-driven insights to help businesses scale effectively and grow through precise measurement strategies.
For someone new to GA4, can you share an overview of what it is and why it’s important for businesses?
GA4 is Google’s next-generation analytics platform that focuses on tracking user interactions across both web and mobile apps. For eCommerce brands, GA4 is particularly valuable because of its event-based tracking, which allows for detailed insights into the customer journey, such as product views, add-to-cart actions, and purchases. GA4 also helps brands understand customer behavior across different devices, giving a clearer picture of how users engage with their brand. This makes it an essential tool for optimizing eCommerce strategies and driving growth through data-driven decisions.
What are the first steps to take when setting up GA4?
Start with a well-defined measurement plan. Identify key business objectives and map them to specific events in GA4. Some might already exist as standard GA4 events while some might be new custom events. Ensure proper integration with Google Tag Manager for flexible tracking and enable enhanced measurement events for quick wins.
Setting up your data streams (connections from your website or app to GA4) early is crucial for getting the full picture.
What are some tips for marketing teams who are looking to successfully track the impact of their marketing campaigns in GA4? What tracking or settings should be set up before the campaign launches?
First, set up UTM parameters to track your campaign sources, mediums, and specific content. Ensure event tracking is configured for key conversions like form submissions or purchases. Also, linking Google Ads with GA4 helps in tracking ad performance effectively. Reviewing your audience segmentation is equally essential here, as it lets you group users by behaviors or characteristics or demographic relevant to your campaign.
What are some common mistakes people make when setting up GA4? And how can these be overcome?
A common mistake is not fully customizing events and relying on the default ones. Overcome this by planning custom events that align with your unique business goals. Another issue is improper data stream configuration, which can lead to fragmented reporting. Ensure streams are correctly set up and linked. Lastly, GA4 audits. Investing in a professional audit helps uncover gaps in your setup and ensures long-term accuracy and effectiveness in your tracking efforts. It’s an investment that justifies itself over time (See how we can help).
How can businesses use GA4 to track conversions and key events more accurately?
Use event parameters and user properties to provide deeper context to interactions. Setting up custom conversion events allows for more granular control over what’s considered a success metric.
So much seems to be changing in the world of data analytics. Do you have any tips for how to stay abreast of all these changes?
Stay plugged into the official documentation, communities, and industry events.
Building a habit of continuous learning whether through certifications, webinars, or following trusted experts is key.
Automation tools like alerts can help you keep track of changes, so you’re not caught off guard.
Are there any trends or new developments related to GA4 that you are excited about?
I’m particularly excited about GA4’s predictive analytics capabilities. The AI-powered insights allow marketers to predict key user actions like churn and purchase probability, which can significantly enhance decision-making. For example, GA4 predictive analytics can identify customers with a high likelihood of purchase which the brand can create specific campaigns tailored for those users. On the Lead Gen side, GA4 can predict which website visitors are likely to convert based on behaviors like page views and engagement time. Sales teams can prioritize these leads, using tailored follow-ups to maximize conversion rates.
Additionally, the seamless BigQuery integration is another standout feature. It enables businesses to export raw GA4 data and build custom models, unlocking deeper insights tailored to specific needs. The combination of predictive analytics and BigQuery opens up vast opportunities for marketers looking to optimize their data strategies with more precision.
Is there anything else you would like to share that we should have asked you?
I’d emphasize the importance of continually reviewing your setup. As the industry and tools evolve, so should your analytics. Be proactive in updating tracking methods, staying up-to-date with industry standards, and always tie your analytics strategy back to your business objectives.
Thank you so much, Isaac!
To follow along with all campaign planning tips be sure to bookmark this page which will be regularly updated with campaign planning tips from industry experts.
_______________________
👋 I’m Anat Yaniv, founder of TAG Marketing
👥 We are marketing experts, we are data masters
🪴 helping brands make smarter decisions- from strategy to execution
Comments