Google Analytics
Google Analytics 4 – the successor of Universal Analytics provides elaborate predictive insights, cross-device and cross-platform measurement, further integration for 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. Google Analytics is your most powerful tool 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 use Google Analytics 4?
Google Analytics 4 is used to track user activity on both the website and (if any) in-app. It is intended to work in the cookieless world. Google Analytics 4 uses “the user” as the basis for all reports, analysis, and insights and 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 were used as data collection metrics. It is a huge step forward for anyone keen on using data to power their marketing strategy.
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 bypass those restrictions by implementing server-side tagging and put control over user data in your hands.
Services
GA4 setup
- Set up a GA4 account from scratch
- Install/configure gtag.js (via Google Tag Manager)
- Help you translate the logic of your current Universal Analytics property to the new GA4 one.
Enhanced eCommerce
- Datalayer creation
- Migrate 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 duration
- Connect to 3rd party APIs (e.g. Facebook) & control the data you share with 3rd parties
- Limit data loss due to ad-blocking and cookie limitations whilst respecting privacy
Customer journey & UX analysis
- Analyse 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
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 optimising current (or deploying new) digital strategies and applying the transferred knowledge.
We work on a project basis – there is no need for expensive monthly retainers and you pay only for the results you get.
Contact us and let us know what challenges you are currently facing and we will prepare a customised action plan that takes into account business needs.
Google Analytics services
What our clients say
