Data visualization in Google Analytics 4

Data visualization plays a crucial role in Google Analytics 4 (GA4) by transforming raw data into visual representations such as charts, graphs, and dashboards. It allows users to gain a deeper understanding of their website or app performance, user behavior, and key metrics. Here’s why data visualization is important in GA4 and its impact on decision-making:

Understanding Custom Reports in GA4

Custom reports in GA4 allow users to tailor data analysis to suit their specific business needs. Unlike the session-based model in Universal Analytics (UA), GA4’s event-based data model treats events as the core unit of measurement, providing more flexibility and granularity in tracking user interactions. This enables better tracking of user behavior across multiple devices and platforms.

To create a custom report in GA4, follow these steps:

Step 1: Choose Free Form in the Explore Tab

To begin creating your custom report, head to the Explore tab in GA4 and select the “Free Form” option. This feature enables you to have complete control over the data you want to analyze and visualize.

Google Analytics 4 Explorations

Step 2: Pick Date Range

Next, set the date range for your report to focus on specific periods. You can choose predefined date ranges like “Last 7 days” or “Last month,” or customize it with a specific start and end date.

Google Analytics 4 Custom Date

Step 3: Add Segments (Optional)

If you want to segment your data based on specific criteria, you can add segments to your report. Segments allow you to analyze subsets of your audience, such as new users or users from specific locations.

Google Analytics 4 Optional Segments

Step 4: Add Dimensions

Segments in GA4 serve the same purpose as they did in Universal Analytics. They allow you to categorize your traffic into different buckets, enabling you to analyze it independently or compare it with other segments. Examples of dimensions include “Source/Medium,” “Device Category,” and “Page Title.” Choose the dimensions that align with your analysis goals.

Google Analytics 4 Optional Dimensions

Step 5: Add Metrics

Metrics are quantitative data points that provide insights into user behavior. Common metrics include “Sessions,” “Pageviews,” and “Conversion Rate.” Select the metrics that will help you measure and evaluate performance.

Google Analytics 4 Metrics

Step 6: Drag & Drop Segments

To further segment your data, you can drag and drop the segments onto your report canvas. This allows you to compare metrics between different segments and identify trends or differences.

Google Analytics 4 Segment Comparisons

Step 7: Drag & Drop Rows and Columns

Customize your report layout in Google Analytics 4 by effortlessly dragging and dropping dimensions onto the rows and columns of the report canvas. This arrangement defines how data is displayed, enabling you to analyze and compare valuable insights from different perspectives. Gain a comprehensive understanding of your data and make informed decisions to enhance your digital strategy.

Google Analytics 4 Rows and Columns

Step 8: Drag & Drop Values

Populate your report with quantitative data for visualization by simply dragging and dropping the desired metrics onto the “Values” section of the canvas in Google Analytics 4. This step enables you to visualize crucial data points, facilitating a clear and concise representation of your website or app’s performance. Harness the power of data visualization to gain actionable insights and optimize your digital presence effectively.

Google Analytics 4 Values

Step 9: Drag & Drop Filters

Refine your report with precision by utilizing filters in Google Analytics 4. Drag and drop dimensions into the “Filters” section of the canvas to narrow down data based on specific criteria. This enables you to gain deeper and more insightful analytics, empowering you to make data-driven decisions that align with your business objectives.

Google Analytics 4 Filters

Custom reports can be highly valuable for different business objectives. Whether you’re analyzing e-commerce performance, lead generation efforts, or content engagement, custom reports offer valuable insights tailored to your unique goals.

Custom Explore Report Example: Landing Pages

Step 1: Create a Free Form Report

To start, navigate to Google Analytics 4 and access the “Explore” tab. Choose “Free Form” to build a flexible report tailored to your specific analysis needs.

Google Analytics 4 Blank Exploration

Step 2: Add Dimensions

Enhance your report’s depth by adding relevant dimensions that categorize your data. Examples include “Source/Medium,” “Device Category,” or “Location.”

Google Analytics 4 Landing Page Dimension

Step 3: Add Metrics:

Select essential metrics like “Sessions,” “Pageviews,” or “Conversion Rate” to measure and evaluate user behavior and performance.

Google Analytics 4 Essential Metrics

Step 4: Click and Drag Dimensions & Metrics

Customize your report effortlessly by clicking and dragging dimensions and metrics to rows, columns, or values. 

Google Analytics 4 Custom Metrics
Google Analytics 4 Custom Values

This simple arrangement allows you to visualize and interpret your data effectively, providing valuable insights for data-driven decision-making. Experiment with different combinations to unlock the full potential of your Google Analytics 4 Custom Reports.

Tips for Data Visualization in Custom Reports and Dashboards

Choosing the Right Visualizations

When creating custom reports and dashboards in GA4, you have access to various types of visualizations such as line charts, bar charts, and pie charts. These visualizations allow you to present data in a visually appealing and easy-to-understand manner.

Selecting appropriate visualizations is crucial for effectively conveying insights. Consider the type of data you have and the message you aim to convey. Line charts are useful for showing trends over time, bar charts are suitable for comparing data, and pie charts can represent proportions or percentages. Matching the visualization type to the data ensures clarity and enhances the audience’s understanding.

For different scenarios, consider the following examples and recommendations:

Enhancing Visual Appeal

Visual appeal plays a crucial role in engaging users and improving data comprehension. A visually appealing report or dashboard can capture attention, facilitate understanding, and make data exploration more enjoyable.

To create visually appealing reports and dashboards in GA4, consider the following tips:

Data Filtering and Segmentation

Data filtering and segmentation are essential for focused analysis in custom reports and dashboards. By applying filters and segments, you can refine the data displayed and create more meaningful insights.

In GA4, you can utilize filters and segments to focus on specific subsets of data. For example, you can analyze traffic from specific channels or track the performance of individual marketing campaigns by applying appropriate filters and segments.

Some specific use cases for data filtering and segmentation include:

Advanced Techniques for Custom Reports and Dashboards in GA4

Take your custom reports and dashboards in GA4 to the next level with advanced techniques that offer more sophisticated insights and capabilities.

Consider incorporating calculated metrics and dimensions to derive additional insights. These calculated values can be based on existing metrics and dimensions, allowing you to create custom metrics that align with your specific business needs.

Explore the integration of data from external sources to enrich your reports and dashboards. GA4 allows you to blend data from different sources, enabling a comprehensive view and facilitating cross-analysis.

Sharing your custom reports and dashboards with others is essential for collaboration and stakeholder engagement. In GA4, you can easily share reports and dashboards with team members and stakeholders, providing them with access to the insights and information they need to make informed decisions.


Creating custom reports and dashboards in Google Analytics 4 empowers businesses to visualize data effectively and gain actionable insights. The art of data visualization lies in turning raw data into visually appealing and informative representations. By following the tips and best practices outlined in this article, marketers can create custom reports and dashboards that support data-driven decision-making and drive business success. Embrace the power of data visualization in GA4 to unlock the full potential of your analytics and gain a competitive advantage in the dynamic digital landscape. 

An Overview of TikTok

In a landscape where attention spans waver and trends transmute with each passing moment, TikTok has not merely emerged but exploded, offering a unique platform for individuals to express, entertain, and connect unlike any other.

A Comprehensive Guide to TikTok Ad Specs

TikTok has rapidly emerged as a dominant force in the world of social media marketing, with its engaging short-form videos capturing the attention of millions worldwide. If you’re considering leveraging TikTok’s immense user base for your advertising efforts, it’s essential to understand the platform’s ad specifications. Ensuring your ads meet TikTok’s requirements ensures optimal visibility, engagement, and effectiveness. In this guide, we’ll walk you through the key TikTok ad specs to help you create compelling and impactful ad campaigns.

Ad Formats and Objectives

In-Feed Ads Example

TikTok offers several ad formats to suit different campaign objectives:

– In-Feed Ads:
Short video ads appear in users’ feeds as they scroll through content. They support various call-to-action buttons, making them great for driving website visits, app installs, or product purchases.

– TopView Ads:
These are full-screen video ads that appear immediately upon opening the TikTok app. They offer prime visibility and are ideal for brand awareness campaigns.

– Branded Hashtag Challenges:
These campaigns encourage user-generated content around a branded challenge, allowing users to participate and engage with your brand’s message.

– Branded Effects:
These are interactive filters or effects that users can apply to their videos, providing a creative way to promote your brand.

Video Specifications

For both In-Feed and TopView ads, video content plays a central role. Here are the key video specifications to keep in mind:

Ad Copy and Creative Elements

In addition to the video itself, the ad copy and creative elements play a crucial role in conveying your message effectively:

TopView Ad Specifications

TopView ads provide a unique opportunity for immediate impact upon app launch. Ensure your TopView ad meets the following specifications:

Branded Hashtag Challenge Specifications

Branded Hashtag Challenges encourage user engagement. When creating a challenge, consider these specifications:

Branded Effects Specifications

Branded Effects add an interactive dimension to your ad campaign. When creating effects, keep these specs in mind:

Guide: How to Create Your First TikTok Ad for Your Shopify Shop

TikTok’s explosive popularity and engaging content make it an ideal platform for promoting your Shopify shop to a vast and diverse audience. If you’re ready to tap into the power of TikTok advertising for your Shopify store, follow this step-by-step guide to create your very first TikTok ad campaign.

Step 1: Set Up Your TikTok Ad Account

Join and Create Your Account for Captivating Videos and Creative Sharing
TikTok SignUp
TikTok Business Registration
Business Information Providing

Step 2: Craft Your TikTok Ad Campaign

Choosing advertising goals of campaign
Advertising Goals

Step 3: Create Compelling Ad Content

Step 4: Review and Launch Your TikTok Ad

Adding the Ads campaign format previews
Format Previews

Step 5: Monitor Performance and Optimize

Experiment with different targeting options, ad creatives, and CTAs to enhance your campaign’s effectiveness.

Tips for Using TikTok Marketing for Your Shopify Store

Before diving into the creative aspects of your TikTok ads, it’s essential to familiarize yourself with the fundamental technical requirements. Knowing these specifications ensures that your content will be compatible with the platform, saving you time and effort that might otherwise go to waste. Whether you’re planning to create image ads or video ads, understanding these basics is crucial.

Understand Your Target Audience

Before you dive into TikTok marketing, it’s crucial to have a clear understanding of your target audience. Who are your ideal customers? What are their interests, preferences, and pain points? By knowing your audience inside and out, you can create content that resonates with them on TikTok, increasing the chances of engagement and conversions.

Embrace Creativity and Authenticity

TikTok thrives on creativity and authenticity. Don’t be afraid to think outside the box and showcase your products in unique and unexpected ways. Authenticity is key – let your brand’s personality shine through in your videos. Whether it’s through user-generated content, behind-the-scenes glimpses, or creative demonstrations, let your content reflect your brand’s identity.

TikTok Store Account

Leverage TikTok Trends and Challenges

TikTok is known for its trends and challenges that capture the platform’s culture. Keep an eye on trending hashtags and challenges relevant to your niche. Participating in these trends not only boosts your visibility but also shows that your brand is current and in touch with the TikTok community.

Keep it Short and Engaging

TikTok videos are limited to a short timeframe, typically ranging from 15 to 60 seconds. Use this constraint to your advantage by creating content that captures attention quickly and maintains engagement throughout. Make the most of every second – grab viewers’ attention in the opening seconds and deliver your message succinctly.

Incorporate Call-to-Actions (CTAs)

Effective TikTok marketing for your Shopify store goes beyond creating entertaining content; it’s about driving actions. Use clear and compelling Call-to-Actions in your videos to guide viewers toward your Shopify store. Whether it’s to visit your website, explore products, or use a discount code, a well-placed CTA can lead to conversions.

Collaborate with Influencers

Influencer marketing is a powerful tool on TikTok. Partner with TikTok influencers whose audience aligns with your target demographic. Influencers can introduce your products to a wider audience in an authentic and relatable manner, boosting brand credibility and increasing reach.

Monitor Analytics and Iterate

TikTok offers analytics tools for business accounts that provide insights into the performance of your content. Pay attention to metrics such as views, likes, shares, and engagement rates. Use this data to refine your strategy – identify what’s working and what’s not, and adapt your approach accordingly.


TikTok’s explosive power presents an unparalleled opportunity for Shopify store promotion. By meticulously setting up your TikTok ad account and integrating it with your Shopify store, you can harness the platform’s potential to engage, inspire, and convert your target audience. Remember that success on TikTok requires both innovation and adaptation – stay agile, analyze data, and refine your strategies to unlock the full potential of this dynamic platform. Your Shopify store’s digital journey is about to take an exciting new turn.

Ready to Ignite Your Shopify Success on TikTok? Connect with Our Expert Team for Tailored Services and Consultation Today!

To attract new clients and differentiate yourself in a crowded SaaS market, implementing an effective B2B marketing strategy is crucial. In this article, we’ll delve into proven tactics for marketing your SaaS business to other businesses.

Let’s explore these strategies that can help you stand out and capture the attention of potential clients.

B2B Marketing Explained

B2B marketing is the process of promoting products or services to other businesses. The goal of B2B marketing is to build relationships with potential clients and convert them into paying customers. B2B marketing typically involves a longer sales cycle than B2C marketing, as businesses often require more research and evaluation before making a purchase.

B2B Marketing Goals to Keep in Mind

Before diving into specific tactics, it’s important to keep your marketing goals in mind. Some common B2B marketing goals include:

  1. Generating leads and converting them into paying customers
  2. Building brand awareness and establishing your business as a thought leader
  3. Retaining existing customers and increasing their lifetime value
  4. Improving customer satisfaction and loyalty

Now that you have an idea of what you’re trying to achieve, let’s explore some effective B2B marketing tactics for SaaS businesses.

Brand positioning is crucial for differentiating your SaaS business from competitors. Conduct market research to understand your target audience’s needs and preferences. Use this information to develop a unique value proposition that clearly articulates the benefits and advantages of your product. Craft messaging that resonates with your audience and positions your brand as the go-to solution in the market.

Content marketing is a foundational tactic for SaaS businesses. Create a content strategy that focuses on providing valuable and educational content to your target audience. This can include blog posts, e-books, industry reports, videos, and podcasts. Develop a content calendar to ensure consistent delivery of high-quality content that addresses your audience’s pain points and positions your SaaS solution as the ideal solution.

Account-based marketing (ABM) allows you to focus your marketing efforts on specific target accounts. Identify key decision-makers within those accounts and develop personalized marketing campaigns to engage them. Tailor your messaging, content, and outreach strategies to address their pain points and demonstrate how your SaaS solution can solve their unique challenges. ABM can significantly improve your conversion rates and accelerate your sales cycle.

Lead nurturing is essential for guiding potential customers through the buying journey. Implement marketing automation tools to personalize and automate your lead nurturing process. Segment your leads based on their interests, behavior, and buying stage, and deliver targeted content that educates and nurtures them toward conversion. Use email marketing, webinars, and personalized messaging to build trust and credibility.

Search engine optimization (SEO) is crucial for improving your organic visibility and attracting relevant traffic to your website. Conduct keyword research to identify the terms your target audience uses when searching for solutions like yours. Optimize your website structure, meta tags, headings, and content with these keywords. Create valuable and shareable content to attract backlinks and improve your search engine rankings.

Understanding your customers’ pain points is vital for crafting effective marketing messages. Conduct thorough market research, engage in surveys and interviews, and analyze customer feedback to identify their pain points and challenges. Develop buyer personas that represent your ideal customers and tailor your messaging to address their specific pain points and demonstrate how your SaaS solution can alleviate them.

Leverage the power of social proof by showcasing reviews, testimonials, and case studies from satisfied customers. Encourage your customers to share their positive experiences with your SaaS solution. Highlight the results they have achieved and the specific benefits they have gained. Publish these testimonials on your website, social media channels, and other marketing materials to build trust and credibility with potential customers.

Utilize social media platforms to engage with your target audience, build brand awareness, and establish thought leadership. Identify the platforms where your audience is most active and create a social media strategy accordingly. Share valuable content, engage in industry discussions, and participate in relevant communities. Build relationships with industry influencers and leverage their networks to expand your reach.

Segment your audience based on demographics, pain points, and buying stages. Develop targeted content tailored to each segment’s needs and preferences. This can include industry-specific guides, case studies, webinars, and personalized email campaigns. By delivering relevant
content to each segment, you enhance their engagement and increase the likelihood of conversion. Personalize your messaging to address their pain points directly and showcase how your SaaS solution provides the ideal solution for their specific challenges.

Implement marketing automation tools and customer relationship management (CRM) systems to streamline your marketing efforts and effectively manage your leads and customer interactions. Automate repetitive tasks such as email campaigns, lead scoring, and lead nurturing workflows. Use CRM data to track customer interactions, personalize your communication, and gain insights into your customers’ behavior and preferences.

Your website serves as the central hub for your online presence. Optimize your website for user experience, ensuring it is visually appealing, easy to navigate, and mobile-friendly. Clearly communicate your value proposition and key benefits. Incorporate elements such as customer testimonials, case studies, and interactive demos to showcase the value of your SaaS solution. Implement clear call-to-action buttons and optimize your website’s conversion paths to drive lead generation and customer acquisition.

Tap into the power of word-of-mouth marketing by implementing a referral program. Incentivize your existing customers to refer their contacts and colleagues to your SaaS business. Offer rewards or discounts for successful referrals. Create a seamless referral process that makes it easy for customers to share their positive experiences and track the referral progress. Referral marketing can generate highly qualified leads and contribute to the growth of your customer base.

Pay-per-click (PPC) advertising allows you to target specific keywords and demographics to reach your ideal customers. Create compelling ad copy and landing pages that align with the search intent of your target audience. Use platforms like Google Ads and LinkedIn Ads to run targeted PPC campaigns. Continuously monitor and optimize your campaigns to maximize your return on investment (ROI) and drive qualified traffic to your website.

Diversify your marketing efforts by utilizing multiple channels to reach your target audience. Besides content marketing and social media, explore other channels such as email marketing, webinars, industry events, and partnerships with complementary businesses. By reaching your audience through various touchpoints, you increase brand visibility and engagement, ultimately driving more conversions and revenue.

Regularly analyze the performance of your marketing campaigns and tactics. Track key metrics such as website traffic, conversion rates, customer acquisition costs, and customer lifetime value. Use data-driven insights to identify areas of improvement and optimize your marketing strategies. Experiment with different approaches, A/B test your messaging and design elements, and adapt your tactics based on the results.


B2B marketing for SaaS businesses requires a strategic approach that focuses on building relationships with potential customers, establishing your brand as a thought leader, and providing value through content and targeted messaging.

By implementing these detailed and comprehensive B2B marketing tactics, you can significantly enhance your SaaS business’s growth and success. Remember to continually adapt and refine your strategies to align with evolving market trends and customer preferences.

Ready to take your SaaS business to new heights? Our team of experts is here to help you navigate the world of B2B marketing and drive exceptional results. Contact us today for a personalized consultation and let’s discuss how we can tailor our development services to meet your unique needs. Don’t miss out on the opportunity to transform your business – reach out to our experts now!

As e-commerce continues to grow and become a more significant part of our daily lives, it’s more important than ever to have robust tracking and analysis tools at your disposal. Fortunately, Google Analytics 4 (GA4) offers just that, with a suite of features designed specifically for E-commerce businesses.

In this article, we’ll go in-depth on how to set up GA4 for eCommerce tracking. By the end of this guide, you’ll have a solid understanding of how to leverage GA4 to gain valuable insights into user behavior and make data-driven decisions to grow your business.

E-commerce Report Overview

First, let’s take a closer look at the e-commerce report in GA4. This report provides an overview of key metrics related to your eCommerce site, including revenue, conversion rates, and average order value. It also allows you to drill down into specific eCommerce interactions, such as add-to-cart clicks and checkout initiations.

In addition to the standard e-commerce report, you can also create custom e-commerce reports in GA4. To do so, click on “Custom Reports” in the left navigation and select “Create Custom Report”. From there, you can add e-commerce metrics and dimensions to your report and customize it as per your requirement.

What is an E-commerce Interaction?

An e-commerce interaction refers to any action a user takes on your e-commerce site, such as adding a product to their cart, initiating checkout, or completing a purchase. Tracking these interactions is crucial for understanding user behavior and identifying areas for optimization. 

To track e-commerce interactions in GA4, you need to set up enhanced e-commerce tracking for your data stream. This involves enabling enhanced measurement in your data stream settings, configuring your e-commerce settings, and setting up the appropriate tags in Google Tag Manager.

Once enhanced e-commerce tracking is set up, you can view e-commerce interactions in GA4 by navigating to the “Events” report and selecting the “e-commerce” event parameter. The report will display metrics such as revenue, conversion rate, average order value, and more, broken down by product and transaction.

What is a Data Layer?

To track e-commerce interactions, you’ll need to deploy a data layer on your website. A data layer is a piece of code that sends information about e-commerce interactions to GA4, including details such as product name, price, and quantity, as well as information about the user and their session. To set up a data layer in GA4, you need to add the data layer code to your website. This code typically goes in the head section of your website and is written in JavaScript. Once the data layer is set up, you can use Google Tag Manager to add tags and other tracking scripts to your website and use the data layer to pass custom data to GA4.

Here’s an example of how a data layer can be implemented within an e-commerce website:

  // Define the data layer object
  window.dataLayer = window.dataLayer || [];
  // Push e-commerce-related data to the data layer
    'event': 'purchase',
    'e-commerce': {
      'purchase': {
        'actionField': {
          'id': '12345', // Transaction ID
          'revenue': '99.99', // Total revenue
          'shipping': '5.00' // Shipping cost
        'products': [{
          'name': 'Product A', // Product name
          'id': 'P12345', // Product ID
          'price': '49.99', // Product price
          'quantity': 2 // Quantity purchased

In this example, the data layer is utilized to capture a purchase event. The relevant information, such as the transaction ID, total revenue, shipping cost, and details about the purchased product (name, ID, price, and quantity), is structured within the data layer object.
By implementing the data layer in this manner, GA4 can effortlessly retrieve and process this information for accurate e-commerce tracking and analysis. This enables businesses to gain valuable insights into purchase behavior, revenue generation, and product performance, ultimately empowering data-driven decision-making for enhanced e-commerce strategies.

Streamlining Analytics: Deploying the Data Layer on Your Website

To leverage the power of a data layer for enhanced analytics, deploying it correctly on your website is crucial. Follow these steps to seamlessly integrate the data layer into your website:

  window.dataLayer = window.dataLayer || [];
    'event': 'buttonClick',
    'buttonId': 'myButton'
    'event': 'purchase',
    'e-commerce': {
      'purchase': {
        'actionField': {
          'id': '12345',
          'revenue': '99.99',
          'shipping': '5.00'
        'products': [{
          'name': 'Product A',
          'id': 'P12345',
          'price': '49.99',
          'quantity': 2

By following these steps, you can effectively deploy the data layer on your website, enabling seamless data capture and empowering advanced analytics capabilities. With a properly implemented data layer, you’ll have access to accurate, granular data for informed decision-making and optimization of your online presence.

Sending Data to GA4

Once the data layer is in place, you’ll need to configure GA4 to receive and process the e-commerce data. This involves creating a custom event that triggers when an e-commerce interaction occurs and mapping the data layer variables to GA4 fields.

To send data to Google Analytics 4 (GA4), follow these steps:

Obtain your GA4 Measurement ID:

Install the GA4 tracking code:

<script async src=""></script>
  window.dataLayer = window.dataLayer || [];
  function gtag() { dataLayer.push(arguments); }
  gtag('js', new Date());
  gtag('config', 'GA4_MEASUREMENT_ID');

Replace “GA4_MEASUREMENT_ID” with your unique GA4 Measurement ID.

Sending pageview data:

  gtag('event', 'page_view', {
    'page_title': 'Page Title',
    'page_location': '',
    'page_path': '/page-url'

Customize the values of ‘page_title’, ‘page_location’, and ‘page_path’ to match the specific page being tracked.

Tracking custom events:

  gtag('event', 'custom_event', {
    'parameter1': 'value1',
    'parameter2': 'value2'

Customize ‘custom_event’, ‘parameter1’, and ‘parameter2’ with the appropriate event name and parameter values.

E-commerce tracking:

For e-commerce tracking, utilize the Enhanced Measurement feature in GA4. Ensure that the necessary product and transaction information is available in the data layer before the GA4 tracking code. Refer to the previous section on “What is a Data Layer?” for an example of how to structure e-commerce data in the data layer.

Verify data in GA4:

How to track adding or removing an item from a shopping cart using the data layer in GA4


Setting up GA4 for e-commerce tracking involves deploying a data layer on your website, configuring GA4 to receive and process e-commerce data, and mapping data layer variables to GA4 fields. With e-commerce tracking in place, you can gain valuable insights into user behavior and make data-driven decisions to grow your business.
At SmartApp, we specialize in helping e-commerce businesses get the most out of GA4 and other analytics tools. Our team of experts can help you set up and configure GA4 for your e-commerce site, as well as provide ongoing support and analysis to ensure that you’re getting the most out of your data.
Get in touch with us today to discover more about our services and the ways we can contribute to the success of your business.

Migrating to Google Analytics 4 (GA4) is a crucial step for businesses that want to stay competitive in today’s digital landscape. Google has been actively encouraging businesses to migrate to GA4, and the platform will eventually replace Universal Analytics (UA).

GA4 is a significant update to UA and offers several benefits that make it an indispensable tool for businesses. One of the most significant advantages of GA4 is that it uses machine learning to enrich your data with predictive models. This feature gives businesses predictive metrics such as churn probability, purchase probability, and revenue prediction, which can help businesses make more informed decisions.

Another key benefit of GA4 is its event-based data model, which allows for more flexible tracking of user behavior. This model provides businesses with more granular data, such as page engagement, video engagement, and scroll depth. These insights can help businesses understand their users better and optimize their websites or apps accordingly.

Let’s discuss how to set up GA4 properly, so you can get started! Check our plan below:

GA4 migration plan

  1. Choosing a proper TMS
  2. Creating a GA4 property
  3. Setting up the data stream
  4. Cross-Domain Tracking
  5. IP Filters
  6. Domain Referral Filters
  7. Adjust Session Timeout
  8. Connect to Google Ads
  9. Connect to Big Query

Choosing a proper TMS

A tag management system (TMS) is a tool that helps you manage your tags and track pixels across your website or app. It makes it easier to deploy, manage, and update tags without requiring manual changes to the code. Some popular TMS options in 2023 include Google Tag Manager, Tealium, and Adobe Launch. Choose a TMS that meets your needs and budget.

Creating a GA4 property

To create a GA4 property, follow these steps:

Screenshot showcasing the setup process of a GA4 (Google Analytics 4) property.
GA4 Property Setup Assistant
Screenshot depicting the creation of a GA4 (Google Analytics 4) property
GA4 Property Creation

Setting up the data stream

To set up the data stream for your GA4 property, follow these steps:

Screenshot illustrating the process of selecting a platform for GA4 (Google Analytics 4) property setup
GA4 Property Choosing a Platform

Screenshot showcasing the creation of a data stream in GA4 (Google Analytics 4)
GA4 Stream Creation

Cross-Domain Tracking

Cross-domain tracking allows you to track user behavior across multiple domains or subdomains. To set up cross-domain tracking for your GA4 property, follow these steps:

IP Filters

IP filters allow you to exclude traffic from specific IP addresses or IP ranges. To set up IP filters for your GA4 property, follow these steps:

Domain Referral Filters

Domain referral filters allow you to exclude traffic from specific domains or subdomains. To set up domain referral filters for your GA4 property, follow these steps:

Screenshot highlighting the filter button in GA4 (Google Analytics 4) interface.
GA4 Filter Button

Adjust Session Timeout

By default, a session in GA4 ends after 30 minutes of inactivity. You can adjust the session timeout to better reflect the behavior of your users. To adjust the session timeout for your GA4 property, follow these steps:

Connect to Google Ads

Connecting your GA4 property to Google Ads allows you to see how your ads are performing and optimize your campaigns. To connect your GA4 property to Google Ads, follow these steps:

Connect to BigQuery

Connecting your GA4 property to Big Query allows you to export your GA4 data to a BigQuery table for further analysis. To connect your GA4 property to BigQuery, follow these steps:

Creating a GA4 configuration tag through GTM

To create a GA4 configuration tag through Google Tag Manager (GTM), follow these steps:

 Screenshot demonstrating the configuration settings and options in GA4 (Google Analytics 4)
GA4 Configuration
Screenshot showcasing the saving process of GA4 tag configuration
GA4 Tag Configuration Saving

When your tag has been successfully triggered, the appearance of the Tag

Assistant UI will be like this.

Screenshot illustrating the process of initializing GA4 (Google Analytics 4) for website tracking.
 GA4 Initialization

That’s it! With these steps, you should be able to set up GA4 for your website or app and track your data more efficiently.

Custom Events in Google Analytics 4

Common on custom events in GA4:

In Google Analytics 4 (GA4), custom events are user interactions with your website or app that you define and track using specific parameters. These events allow you to track specific user actions that are not automatically tracked by GA4, such as form submissions, button clicks, video plays, and more. Here are some examples of common custom events in GA4:

Custom events in GA4 are defined using event parameters, which are key-value pairs that describe the event. The key is the parameter name, such as “form_id” or “button_id”, and the value is the parameter value, such as “contact_form” or “submit_button”. By tracking custom events in GA4, you can gain valuable insights into user behavior, optimize your website or app, and drive more conversions.

Steps to create custom events

Setting up custom events in GA4 using Google Tag Manager (GTM) is a convenient way to track user interactions without having to modify your website’s code directly. In this guide, we’ll go through the steps to create custom events using a form submission as an example. 

  Step 1: Set up GA4 in GTM

Step 2: Set up triggers for your custom event

Step 3: Test your custom event

Step 4: View the custom event data in GA4

Migrating to Google Analytics 4 is a complex process that poses several challenges that must be addressed. To minimize the impact on your reporting systems, we have outlined the essential steps to undertake.

To ensure your business data remains secure, we advise switching to GA4 as soon as possible. This provides ample time to adjust your business systems and reports to the new toolkit and resolve any issues related to the updated GA4 technology.

The migration to GA4 presents an opportunity for companies to utilize advanced user behavior analysis tactics. It is recommended to explore the cross-device tracking and Predictive audiences features, as they offer a new and powerful way to understand your customers.

Since GA4 is a relatively new technology, it is advisable to hire a specialist who is proficient in both Universal Google Analytics and GA4 to handle the migration for your SaaS business. Please, contact us to discuss your migration options.

What is Digital Marketing Analytics?

Digital Marketing analytics is a methodology that combines statistics from multiple software tools, a website, and data analytics. It includes metrics that measure customer engagement with a website, interaction with potential customers on a website, conversion rates.

It helps to trace the entire journey the customer makes. It can gather information from almost all sources, like Google Analytics, Google AdWords, Facebook Ads, etc., different communication channels, like phone calls, online orders on the website, e-mails, messages via instant messengers, and CRM systems, where the sales information is located.

The aim of it is to help businesses measure the effectiveness of the website or online marketing campaigns, calculate the ROI of marketing efforts, and much more.

Scheme of Work of End-to-End Analytics: Visual representation depicting the flow and stages involved in end-to-end analytics process."
Scheme of work of end-to-end analytics

Why does your company need digital marketing analytics? 

With the help of digital marketing analytics we can:

  1. Track the perfomance of users.
  2. Track trends and dynamics of key indicators.
  3. Collect the necessary information from different sources in one place.
  4. Combine the data, create new calculated metrics.
  5. Draw the right conclusions and make the best decisions.
  6. Get dynamic updates on the users’ performance.
  7. Monitor buyer and consumer behavior.
  8. Determine which marketing tools or campaigns work efficiently and how they impact the business.
  9. Build up an effective strategy to improve sales performance.
  10. Help to improve the customer experience.

Example of Digital Marketing Analytics

Google Data Studio,  Microsoft Power BI, and Tableau can be viewed as competitors as all of them enable you to automatically build analytics. Each has its pros and cons. We prefer to use Google Data Studio for a number of reasons:

Now let’s examine how it all works and which advantages it presents

Before we get started, we need to decide upon the metrics we aim to track. We can either choose standard metrics or pick up the ones the client wants.

First of all, we need to show the channels through which the user landed the page. Here we can differentiate between the source and the mediums. A source is the origin of the traffic, a place that the user visited before s/he came to the website, such as a search engine, or a domain. A medium is the general category of the source, such as organic, paid, email, or web referral.

At this stage, it is important to analyze all the channels and make conclusions about the traffic they generate and their effectiveness. This will help us in the future to build up the right strategy for the client and attract more customers. 

Reports allow us to understand how many people were on the site in any period and compare it with the same period in the past. We can see the pages they are viewing, the actions they are taking, and the conversions.

The advantage of reports in Google Data Studio is that we can provide the client with the link to the interactive reports and dashboards.  The client can choose the period, custom filters, sort the data by columns, automatically highlight the best results, download the report, or send it as a link.

If we connect additional services, such as Eloqua, Pardot, Hubspot,  Facebook, and LinkedIn, we can get and, therefore, depict a more in-depth analysis of the target audience.

There are more than 500 Standard Connectors, 20 are Google connectors, and the rest are Partner Connectors. We can connect them the way we need. Among Partner Connectors, we have LinkedIn Ads Data, Facebooks Ads Data, Instagram Insights, etc. 

The connector allows loading the data from the current source into the report. Most of the connectors are Google products that are split into 3 main groups:

  1. Helping to connect to Google products (like Google Analytics, Google Adword, Google Sheets, YouTube Analytics, Attribution 360, BigQuery). 
  2. Helping to connect to database platforms ( like MySQL, Cloud SQL, Search Console, PostgreSQL).
  3. Helping to upload files and extract data (upload of CSV files; data set creation and management, data extraction to increase performance). 

Providing analytics to the client

Let’s look at one of the examples of how we provide the client with digital marketing analytics.

We have been working with this client for several years and have helped to automate all the reporting and bring the business to a new level. However, it took time before we came to the reports in Data Studio.

First, the client was manually choosing the parameters they wanted to track. These were only the figures in the format of an Excel table. Then, we were faced with a need to visualize all the massive data we gathered. As all the work was done manually, mistakes occurred. At this stage, we suggested automating the whole process with the help of Data Studio. We started gathering the data and sending it as reports monthly. Filters allowed us to make the data interactive.   

Now they have two types of reports: a monthly report which includes the statistics of the main and other pages, and a more general or universal one composed of different slides according to the filters within the selected period. Among some specific reports, we had the ones that showed the results of a concrete email campaign, newsletter launch, site redesign, and many more. 

Example Report in Data Studio: Screenshot showcasing a sample report created in Data Studio, displaying visualizations and data insights.
Example report in Data Studio

As a result, the client has managed to: 

After they got the data from the reports, they: 

The advantages of reports in Data Studio

Using Google Analytics alone is not enough. The integration of Google Analytics and CRM (customer relationship systems), e-commerce services, offline bases, call-tracking systems, etc. gives much better results. 

The advantages of reports in Google Data Studio:

How we can help your business

Based on our experience, companies that track the data and make data-driven decisions have a competitive edge over those that don’t. 

It provides insight into how each marketing tool works and what benefits it brings to the business. It helps:

After considering all the benefits, you can turn to our team to help you make the most of your business.