If you have recently upgraded to a Google Analytics GA4 property, you may have noticed some differences in the data reported by your new property compared to your old UA (universal analytics) property. This is because GA4 and UA use different methods of collecting, processing, and presenting data. In this blog post, we will explain some of the main differences and how they affect your lead generation analysis. GA4 and UA use different methods of collecting, processing, and presenting data. In this blog post, we will explain some of the main differences and how they affect your lead generation analysis.
Events and parameters vs. sessions and pageviews
One of the biggest changes in GA4 is the shift from sessions and pageviews to events and parameters. Events are user interactions with your website or app, such as page views, clicks, downloads, purchases, etc. Parameters are additional details about the events, such as page title, product name, category, etc. GA4 automatically tracks some events and parameters, but you can also define your own custom ones to measure specific actions and outcomes.
This means that GA4 gives you more flexibility and granularity in tracking and analyzing user behavior, but it also requires you to rethink how you measure your lead generation goals. For example, if you used to track form submissions as a goal in UA, you will need to set up a custom event for form submissions in GA4 and assign a value to it. Similarly, if you used to track conversions by source or medium in UA, you will need to use the acquisition reports in GA4 and filter by the event name and value.
Analysis hub
Another difference in GA4 is the introduction of the analysis hub, which is a powerful tool for creating custom reports and insights based on your data. The analysis hub allows you to use different types of techniques, such as funnel analysis, path analysis, segment overlap, cohort analysis, etc., to understand how users interact with your website or app and how they convert into leads. You can also use the analysis hub to create audiences based on your lead generation criteria and export them to Google Ads or other platforms for remarketing.
The analysis hub can help you answer questions such as:
– How many users complete a form submission after viewing a specific page or content?
– What are the common paths that users take before converting into leads?
– How do different segments of users differ in their lead generation behavior and value?
– How do users who convert into leads retain and engage with your website or app over time?
Conclusion
In conclusion, GA4 is a new and improved version of Google Analytics that offers more flexibility, granularity, and sophistication in tracking and analyzing user behavior and outcomes. However, it also requires you to adapt your lead generation measurement and reporting to the new data model and features. By doing so, you can gain more insights into your lead generation performance and optimize your lead generation campaigns.