e “secret” marketing tools for Google Analytics 4 //

Google Analytics will make it easy for marketers to measure conversions, campaigns, and events. There’s an area just a click away that offers data collection and analysis.

Analytics practitioners and data collectors are likely to use the “Admin” screen, but it can also be used for marketing purposes.

The exploration of Admin capabilities includes the consideration property settings for account governance and reporting enhancement.

Here are three things you need to know about Google Analytics 4 account governance.

What properties are there in GA4?

A property in Google Analytics is the location of web and app data collection reporting. There are currently two types of properties: Google Analytics 4 (sometimes called “GA3”) and Universal Analytics (sometimes called “GA4”). The last version will be discontinued and data will cease accepting data by July 2023. Marketers should migrate to GA4 immediately or during migration.

You can check the property ID to determine if the older version is the correct one. You can see the ID under the property name in main dropdown, or in parentheses within the Administration > Property column.

Is the number following the letters “UA”? If so, it should look like this: UA12345-1 If it’s , then it’s not and a GA4 property.

Universal Analytics property IDs can be used as tracking IDs. This ID would be placed on the website or in a tag manger to collect the data.

If you find missing data or broken tracking, it is important to inform the data source. “Measurement ID” is the number you should use to request GA4.

Properties don’t only have to be about base measurement. They also house data and reports from GA4. Governance and property settings can have an impact on remarketing and data integrity, as well as the ability to interpret conversions.

Get deeper: Getting Started with Google Analytics 4 (Tools, resources)

How account structure is related to measurement strategy

The foundation for a reliable, actionable and efficient analytics implementation is the account structure. The analysis of the user journey is affected by the decisions about where data should flow to which properties. It is important to understand how properties interact with one another.

It’s usually simple to create a single data stream for one property when dealing with one website or app. There are many great features that you should keep in your back pocket for multiple websites, apps, websites with multiple domains, and Google Analytics 360 customers.

Marketers need to be aware of the location and reasons for website domains that have different domains, such as www.exampleA.com or www.exampleB.com. This step can lead to data corruption.

These questions include how users will move between sites and how GA4 team members will benefit from it.

1. Users will be able to navigate between domains as part the web experience.

If so, there is no need to take any action. Data can and should be kept in separate properties.

If yes, both domains must be located in the same property. You should enable cross domain tracking if you find yourself navigating between properties to get reports. It can be very easy with GA4.

Next steps or requests:

• All data should be attributed to the same property, with the same measurement ID.
• Property > Data Streams.

• Navigate to the datastream, as mentioned in the article, and add your domains. This should be the screen.

Note – This includes PayPal, since most users will return to your site after they have paid.

2. Wouldn’t it be more efficient and better to include a feature that makes more detailed information available in an account structure?

Universal Analytics is a great alternative to Views. Only for paid customers. If you need assistance or guidance, your Google Partner vendor will be able to assist. )

Nearly all companies can answer this question “yes”. It might be helpful to have subsets of data for:

• A different interface is created for each section of the site.
• Splitting into teams to create their own interface.
• Separate conversion settings from Ads Links

Google Analytics is the next step. This does not include technical or implementation work. The area in which subproperties are created is the same as regular source properties (Admin).

3. Is it possible to combine data from multiple GA4 properties in a holistic rollup?

There may be an opportunity to take multiple properties and make the opposite subproperties, or to combine them into a single property.

This enablement involves only creating the rollup type of property and choosing which properties you would like to add in the same admin area with the subproperties.

Only for paid customers: em >(***360 If you need assistance or guidance, your Google Partner vendor will be able to assist. )

You can activate and access more data by setting property settings

Additional Admin capabilities can also be found in the properties area. Integrations are crucial for media audiences and metrics. Linking Google Ads and Google Analytics 4 is a crucial step in a migration or a new measurement strategy. The integrations can be found at the bottom in the property column of the same Admin area as the one mentioned earlier.

It is easy to link. No tracking changes are required and it is self-serve. You must have the Edit role in Google Ads and the Administrator role in Google Ads.

Everything will be fine once the Ads account is visible on the integration screen. Ads will automatically display the Audiences that were created in Google Analytics.

Also, you will need to verify that the toggles for Google Signals & Ads Personalization are active on the same admin screen as the previous steps ( > Data Settings).

If they’re not correct, it’s worth checking with the administrator of GA (if this isn’t you) to confirm that these settings are in accordance with your privacy policies.

Your analytics can be improved.

While there will always be exceptions to any implementation, the topics and questions above should encourage more collaboration between analytics and marketers for meaningful improvements.

The right data, along with the correct tracking with enablement media, will allow for audience creation.

This may seem like a lot of steps. It may seem like many steps. But, a few settings and toggles can make a difference in decision-making and analytics involvement by marketers using Google Analytics 4.

Get started with Google Analytics 4

Keep up with the whole series:

The post 3 “secret marketing tools” in Google Analytics 4 was first published on MarTech.