Google Analytics

Most businesses still use Universal Analytics (UA) for their daily needs. But those in the know have started gathering and using the insights available via Google Analytics 4. GA4, the successor of Universal Analytics, provides elaborate predictive insights, cross-device and cross-platform measurement that are not available within UA. This opens new opportunities in marketing attribution and strategy, and the ability to export all your data to further analyse and enrich it. AI-powered insights and predictions have been integrated so that marketers are automatically informed about anomalies. Using both Google Analytics products is the fastest and future-proof route to get actionable insights about how users engage with your digital assets – and transform that insight into value.

We can support you on the following Google Analytics workstreams:

Audiences & acquisition
Marketing attribution and automation
Customer journey & UX analysis
Omnichannel insights
Tagging analysis and Server-side tagging
BigQuery integration
Machine learning and AI-powered analytics

Why should you set up Google Analytics 4 now?

GA4 is intended to work in the cookieless world. Google Analytics 4 uses “the user” as the basis for all reports, analysis, and insights. It is able to use Google’s user information to tie everything together as your potential customers move between devices, browsers, and platforms. In GA4 data is collected in the form of events, as opposed to UA where sessions and pageviews are central to data gathering. It is a huge step forward for anyone keen on using data to power their marketing strategy. Don’t wait too long, a basic GA4 setup means you can start collecting data now.

Why should you use Server Side Tagging?

Nowadays, identifying users across time is limited because of cookies (web) and device IDs (mobile) being blocked by default. Browsers, especially browser extensions, are blocking entire javascript libraries from analytics tools. Furthermore, authorities will increasingly require website owners to take responsibility for the code that is fired on their website. Therefore, we can help you comply with the requirements and navigate those restrictions by implementing server-side tagging and take full control over what happens to your user data back into in your hands. In a time where everyone depends on automation, your ability to send the right data into a bidding strategy never been more important.

Services

You can contact us for the following Google Analytics services. Custom assignments are also welcome.

GA4 setup

Decide on a data collection strategy
Set up a GA4 account from scratch and/or configure gtag.js (via Google Tag Manager)
Help you translate the logic used in your data layer by your current Universal Analytics property to the new GA4 one.

Enhanced eCommerce

Data layer creation to enahnce usability of your Google Analytics data
Migrate or mirror eCommerce data collection from UA to GA4
Track additional eCom purchase, product and user data via Google Tag Manager

Server-Side Tagging

Use GTM to customise how you measure user activity across devices and platforms for a longer cookie duration
Connect to 3rd party APIs (e.g. FB) & control the data you share
Limit data loss due to ad-blocking and cookie limitations whilst respecting privacy

Customer journey & UX analysis

Analyse the customer journey based on Server Side cookies and Google device graph
Highlight patterns that directly impact retention and conversion rate
Create and share custom UX reports

Marketing attribution

Attribution and conversion reporting independent of the network
Multi-touch attribution model that considers all touch points in the conversion journey

Predictive analytics with BigQuery

Export GA4 data for advanced querying of unsampled and granular datasets
Calculate the likelihood of customer retention and the expected conversion value
Connect offline customer data to enrich marketing insights

Google Analytics services

Our approach

We prefer to work alongside your in-house marketing team and partners to implement structural improvements to your Google Analytics setup and usage. Our clients have experienced increased profitability from Google Analytics insights – optimising current (or deploying new) digital strategies and applying the transferred knowledge.

We are looking for long term relationships but can work on a project basis – to get you through the major obstacles around data collection.

Contact us and let us know what challenges you are currently facing and we will prepare a customised action plan and a digital coffee.

What our clients say

The team's strategic, knowledge-driven approach propelled the project forward. They were able to define small changes that yielded massive improvements.

The engagement resulted in the company's increase in quality leads and boosted ads presence. The success of the project was due to the team's outstanding work and professionalism.

Developments around operating our physical stores change faster than ever and our customers demand accurate and up-to-date information. Up Analytics’ tooling makes it easier to meet this need and be one step ahead of the competition.