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Year: 2024

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GA4 audit
Mar252024

GA4 Updates: Key Events and Conversions in Google Analytics 4

In the past, important actions that were counted as conversions in Analytics were tracked differently than conversions in Google Ads. This caused discrepancies between the data reported by Google Ads and Google Analytics 4.

The recent update by Google to unify the definition and measurement of conversions across Google Ads and Google Analytics 4 promises a simpler and more intuitive experience for digital marketing experts.

Changes in Conversions to Key Events

Key Events: 

  • In Google Analytics 4 (GA4), the term “Conversions” has been renamed to “Key Events.” To mark an event as a Key Event in GA4, navigate to the Admin, select Events, and then mark the event as a Key Event.
  • Metric names have been also updated to reflect this change in GA4; for instance, “Session Conversion Rate” is now referred to as “Session Key Event Rate.” With this update, users can now view the same Google Ads performance metrics whether they’re examining reports in Google Ads or Google Analytics. Key Events are calculated similarly to legacy Conversions, with no functional differences.

Conversions: 

  • If the Key Event is important for Google Ads campaigns optimization and performance measurement, import conversions in Google Ads from the GA4 Key Event. To create a Conversion in Google Ads, you can mark the event as a Key Event in Analytics. Then, import a conversion in Google Ads from the GA4 Key Event.
  • In Google Analytics 4,there has been a shift in focus from Conversions to Key Events in reports. Different sections of the platform focus on Key Events from various perspectives, such as traffic acquisition and attribution. Notably, Conversion Performance reports within the Google Analytics 4 advertising workspace give particular emphasis to Google Ads conversions.

Concerns on the Update

  • The reports generated from Google Ads are expected to align with the conversion performance report in the GA4 advertising snapshot. However, discrepancies may arise when users compare Key Events from paid ads with Conversion numbers in other reports, raising questions regarding clarity and consistency.
  • Efforts are required to educate clients and colleagues about the difference between Key Events and conversions.

What You Should Do Now?

  • There’s no immediate need for action for existing setup, except to inform others about the name change from conversions to Key Events. 
  • There is no requirement for modifications to tracking codes or Google Tag configurations. 
  • Be patient. It might take a week or so to see the change in your GA4 account.

Google’s update to unify conversions across Google Ads and Google Analytics, particularly in GA4, streamlines the measurement process, enhancing clarity and consistency for digital marketing experts. Fortunately, existing setups remain unaffected, providing continuity in tracking and reporting. Incorporating a GA4 audit into your analytics practices can further ensure the accuracy and effectiveness of your tracking implementation. Overall, this update reflects Google’s commitment to improving the analytics experience, empowering marketers to make more informed decisions and optimize campaigns effectively.

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GA4
Mar252024

How to Fix Unassigned Traffic in Google Analytics 4

Unassigned traffic in GA4 (Google Analytics 4) refers to any website traffic that lacks attribution to any of the following default channel groups.

  • Affiliates
  • Audio
  • Cross-network
  • Direct
  • Display
  • Email
  • Mobile Push Notifications
  • Organic Search
  • Organic Shopping
  • Organic Social
  • Organic Video
  • Paid Other
  • Paid Search
  • Paid Shopping
  • Paid Social
  • Paid Video
  • Referral
  • SMS

Google uses Default Channel Group rules to allocate traffic sources into specific groups. However, in instances where a traffic source, such as its medium or source, does not adhere to these predefined rules, Google Analytics 4 designates it as Unassigned. This occurs due to the system’s inability to determine the appropriate group for the given traffic source.

Identify What Kind of Traffic is Displayed as Unassigned

In Google Analytics 4, navigate to Reports > Acquisition > Traffic Acquisition.

The first step is to determine the type of traffic classified as unassigned. Click the Plus icon in the table and add the Session Source/Medium dimension.

Next, in the search bar, input “Unassigned” and search. This action will display all Source/Medium values that are unassigned.

How to Fix the Unassigned Traffic in GA4

Use UTM parameters to tag URLs

Utilizing UTM parameters for URL tagging helps Google Analytics 4 (GA4) in precisely discerning the source, medium, and campaign data pertaining to individual users. It is advisable to employ values that GA automatically recognizes. Alternatively, you can create custom channel groups in GA4 that can recognize your custom UTM values. However, unassigned values will persist within the default group.

Make Sure UTM Parameters Are Correct

When employing UTM parameters, it is essential to consistently include utm_source, utm_medium, and utm_campaign. Should a digital marketing campaign URL solely possess utm_campaign (e.g., smartli.co/?utm_campaign=smartli), utm_medium and utm_source will register as (not set). This subsequently results in the campaign being categorized as Unassigned within Google Analytics 4.

Make Sure to Use the Measurement Protocol Correctly

The Measurement Protocol (MP) serves as a method for transmitting data to Google Analytics 4 (GA4). Specifically engineered for relaying information from servers such as Customer Relationship Management (CRM) systems to GA4, its primary function is data augmentation rather than the initiation of new sessions or the generation of fresh users/visitors.

When employing UTM parameters, it is essential to consistently include utm_source, utm_medium, and utm_campaign. Should a digital marketing campaign URL solely possess utm_campaign (e.g., example.com/?utm_campaign=upsell), utm_medium and utm_source will register as (not set). This subsequently results in the campaign being categorized as Unassigned within Google Analytics 4.

Make Sure Google Tag Fires First

If a GA4 event tag fires before the Google tag, it can lead to an increased occurrence of “not set” values in source/medium attribution. To mitigate this, consider configuring the Google tag to fire upon initialization, with all pages triggering its activation. Furthermore, if certain event tags are set to trigger on “Pageview,” it is advisable to postpone their firing, perhaps by configuring them to activate upon DOM ready or Window Loaded triggers.

This precautionary measure is particularly crucial for server-side GTM configurations. Within the Google tag settings, it is imperative to specify the URL of the server-side endpoint. Failing to do so may result in the event tag firing before the Google Tag, leading to complications such as an inability to identify the server’s URL, consequently resulting in “not set” values.

Audience Triggers

When dealing with a predictive audience in Google Analytics, it’s probable that the associated event won’t integrate into an existing session. Consequently, the source/medium will appear as “(not set)” in Google Analytics 4, resulting in an “Unassigned” status. 

This issue can also arise with regular audiences. Unfortunately, there’s no straightforward remedy for this problem. Audience triggers are managed within the backend of Google Analytics 4, so if you’re utilizing triggers (distinct from Google Tag Manager triggers), expect an increased occurrence of “(not set)” traffic sources.

Google Ads Related Issues

  • Ensure you have connected Google Ads to Google Analytics.
  • Ensure auto-tagging is enabled.

Wait 24-48 hours for GA to Process The Data

Google Analytics typically requires a processing window spanning between 24 to 48 hours for data analysis. Consequently, when reviewing reports and scrutinizing data from the previous day or the current day, it is probable to observe an increase in unassigned traffic.

Grappling with unassigned traffic in Google Analytics 4 (GA4) unveils the intricacies of digital analytics and underscores the critical need for meticulous data management. However, it also highlights the importance for businesses to conduct comprehensive Google Analytics audits regularly. Through this process, they can delve deep into their data ecosystem, identifying gaps, optimizing tagging strategies, and refining tracking mechanisms to ensure data accuracy and maximize insights. Such audits not only enhance the integrity of analytics data but also empower businesses to make informed decisions, improve campaign performance, and ultimately drive meaningful growth. In a rapidly evolving digital landscape, embracing the practice of regular Google Analytics audits becomes not just a best practice but a strategic imperative for businesses seeking to thrive in the digital age.

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GA4 audit and GA4 training
Feb192024

Can GA4 Track Multiple Properties? A Comprehensive Guide

Google Analytics 4 (GA4) is a robust analytics platform that empowers businesses to gain insights into user behavior, track website performance, and make data-driven decisions. One common question that arises among users is whether GA4 can track multiple properties simultaneously. In this comprehensive guide, we will explore the capabilities of GA4 regarding tracking multiple properties and how you can effectively manage them.

Understanding GA4 Properties

In GA4, a property is a container for tracking data from a single source, such as a website, mobile app, or web application. Each property has its unique Measurement ID and configuration settings tailored to the specific data source. This structure ensures data separation and allows you to analyze different data sources independently.

Tracking Multiple Properties in GA4

Yes, GA4 does allow you to track multiple properties within a single GA4 account. This feature is particularly useful for businesses or organizations with multiple websites, apps, or digital properties that they want to monitor under one account umbrella.

Here’s how you can set up and manage multiple properties in GA4:

1. Create Additional Properties:

To track multiple properties, follow these steps:

  • Log in to your Google Analytics account.
  • Access your existing GA4 property or create a new one if you haven’t already.
  • In your GA4 account, click on “Admin” in the lower-left corner.
  • In the “Property” column, click on “Create Property.”
  • Choose the type of property you want to create (e.g., “Web,” “App,” or “Web and App”).
  • Complete the setup process by providing the necessary information for the new property.
  • Repeat these steps for each additional property you want to track.

2. Obtain Measurement IDs:

Once you’ve created multiple properties, each property will have its unique Measurement ID. These IDs are essential for distinguishing and configuring each property within your GA4 account.

3. Implement Measurement IDs:

To begin tracking data for each property, you need to implement the corresponding Measurement ID on your website or app. This typically involves adding the GA4 tracking code to the codebase of each property separately.

  • For websites, you’ll add the Measurement ID to the <head> section of each site’s HTML code.
  • For mobile apps, you’ll integrate the Measurement ID using the GA4 SDK for each app.

4. Configure Settings:

Within the GA4 interface, you can configure specific settings, such as event tracking, user properties, and data streams, separately for each property. This customization allows you to tailor data collection and reporting to the unique requirements of each property.

5. Access Reports:

After implementing and configuring multiple properties, you can access and analyze their data independently. GA4 provides separate reporting and analysis for each property within the same GA4 account.

Benefits of Tracking Multiple Properties in GA4

  • Consolidated Management: By tracking multiple properties within a single GA4 account, you can efficiently manage and monitor all your digital assets from one central location.
  • Data Separation: Each property remains distinct, ensuring data separation and preventing cross-contamination of analytics data.
  • Customization: You can customize settings, goals, and reports for each property based on its unique objectives and KPIs.
  • Efficient Reporting: Viewing data from multiple properties together or separately allows you to make informed decisions and compare performance across various digital assets.

Google Analytics 4 offers the capability to track multiple properties within a single GA4 account, making it a versatile solution for businesses and organizations with diverse digital assets. By creating and configuring separate properties, you can efficiently manage, analyze, and optimize your online presence, gaining valuable insights into user behavior across various websites, apps, or platforms. SmartLi provides GA4 audit and training services to get value out of your Google Analytics 4 data

GA4 audit and GA4 training
Feb182024

How to Set Up and Configure GA4 for Accurate Data Tracking

Google Analytics 4 (GA4) is a powerful tool that provides invaluable insights into user behavior on your website or app. To ensure accurate data tracking, it’s essential to set up and configure GA4 correctly. In this step-by-step tutorial, we’ll guide you through the process.

Step 1: Sign in to Your Google Analytics Account

  1. Go to the Google Analytics website (https://analytics.google.com/).
  2. Sign in to your Google account. If you don’t have one, you’ll need to create one.
  3. Once signed in, click on “Start measuring” to create a new property.

Step 2: Create a New GA4 Property

  1. Click on “Create Property” under the “Property” column.
  2. Choose “Web” or “App” depending on your platform. For this tutorial, we’ll focus on setting up tracking for a website, so select “Web.”

Step 3: Configure Your Data Stream

  1. Enter a name for your data stream. This should be descriptive, such as the name of your website.
  2. Enter your website’s URL in the Website URL field.
  3. Choose your time zone.
  4. Select “Enhanced measurement” if you want to enable additional tracking options, such as page views, scroll tracking, and outbound clicks.
  5. Click on “Advanced settings” to configure more options like cross-domain tracking and user identification.
  6. Review your settings and click “Create stream.”

Step 4: Set Up Data Collection

  1. After creating the data stream, you’ll receive a tracking code. This code needs to be placed on every page of your website, typically in the <head> section. You can use Google Tag Manager or manually add the code to your site.

Step 5: Enable Enhanced Measurement (Optional)

  1. If you didn’t enable Enhanced Measurement during the data stream setup, you can enable it later by going to “Admin” > “Data Streams” > [Your Data Stream] > “Enhanced Measurement.” Toggle on the desired options.

Step 6: Configure Events and Conversions

  1. In GA4, events and conversions are essential for tracking user interactions. To configure them:
  • Go to “Events” under “Configuration” in your GA4 property.
  • Create events for specific user interactions like button clicks, form submissions, or video views.
  • Define conversion events that represent valuable actions like purchases or sign-ups.

Step 7: Create Custom Dimensions and Metrics (Optional)

  1. Custom dimensions and metrics allow you to collect and analyze additional data specific to your business. To create them:
  • Go to “Custom Definitions” under “Configuration.”
  • Define custom dimensions and metrics based on your tracking needs.

Step 8: Set Up User Properties (Optional)

  1. User properties provide additional context about your users. To set up user properties:
  • Go to “User Properties” under “Configuration.”
  • Create user properties that help you segment and analyze user data effectively.

Step 9: Test Your Setup

  1. Before relying on your tracking data, test your setup to ensure that it’s accurately recording user interactions and events. Use the “DebugView” feature in Google Analytics 4 to monitor real-time events as you navigate your website.

Step 10: Publish Your Configuration

  1. Once you’re satisfied with your setup and testing, click “Publish” to make your configuration live. This ensures that GA4 starts collecting data according to your settings.

Step 11: Monitor and Analyze Data

  1. After your configuration is live, regularly monitor your GA4 reports to gain insights into user behavior, traffic sources, and conversion rates. Use the data to make informed decisions and optimize your website or app.

By following these steps, you can set up and configure Google Analytics 4 for accurate data tracking. Remember that accurate data is the foundation of valuable insights, so it’s crucial to maintain the integrity of your tracking setup over time. Periodically review and update your configuration to ensure it continues to meet your tracking needs.

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