Google Analytics 4 Data Cleanup and Implementation Refinement

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We are seeking a skilled professional to assist with the cleanup and refinement of our Google Analytics 4 implementation. The ideal candidate should have experience in identifying data discrepancies, optimizing event tracking, and ensuring accurate reporting. Your role will involve analyzing current data setups, implementing best practices, and providing recommendations for improvement. A strong understanding of GA4 features and functionalities is essential to enhance our data quality and insights. Problem: Currently, in GA4, the event “First Visits” and the segment “Users” are likely inaccurate, as they are significantly smaller than what every other analytics platform we use is telling us they are. For instance, if we have 100,000 unique visitors a month, it might tell us there were 50,000. We want this fixed. Solution Request: We’d like you to investigate our GA4, Google Tag Manager, and Cookiescript (our cookie platform) setup to see what the problem might be. We’d like our unique visits to be accurate. Any solution must be GDPR compliant, as many of our visitors are in the UK/EU. Background: Generally, before April 2024, we didn’t have this issue. However, around the same time Google launched consent mode, we modified several settings in Google Tag Manager and our cookie platform to adhere to this. This completely caused visit tracking to stop working, so we reverted the changes. However, since then, our analytics have been inaccurate. 1. Core Architecture and Data Flow Google Tag Manager (GTM): Centralize all third-party tags and triggers in GTM. This will streamline updates, reduce site code dependencies, and provide a clean interface for managing tags and GDPR compliance. Data Layer Setup: Implement a robust data layer to capture key events (e.g., form submissions, page interactions) with custom data layer events to structure data. This ensures data portability and accuracy across tools. Custom Data Layer Events: Capture critical touchpoints, such as Marketing Qualified Lead (MQL), Product Qualified Lead (PQL), and Demo Request for a clear view of conversion points. GDPR Compliance via CookieScript: Deploy Google Consent Mode via CookieScript to ensure GDPR compliance. Use separate configurations for EMEA and NORAM with conditional firing based on consent status for Adroll, Facebook, Twitter, and Google Ads. This will enable consent-based tracking to enhance privacy compliance. 2. Primary Integrations Google Analytics 4 (GA4): One-Way Data Flow: GA4 will collect data directly from GTM to capture anonymized, consented events. Custom Dimensions and Event Parameters: Use these to capture SaaS-specific metrics, such as product usage or feature clicks. Integration: Connect GA4 with Google Ads for bid optimization and with Google Signals for cross-device reporting. Enable enhanced measurement for broader event tracking. Salesforce (CRM) and Pardot (Marketing Automation): Bi-Directional Flow: Sync Pardot and Salesforce with GA4 (via Salesforce to GA4 integration) for end-to-end visibility. This enables tracking the journey from initial traffic source to closed-won stages. Primary Data Pipeline: Ensure closed-won, opportunity stage, and lead score data are sent to GA4 to understand the impact of user journeys on revenue outcomes. Demandbase, PathFactory, and Qualified (Account-Based Marketing and Content) One-Way Sync to GA4: Set up direct tracking events through GTM that capture content engagement metrics and account-level interactions. Account Identification: Integrate Demandbase to GA4 via GTM to track account-level metrics (e.g., firmographic data) and Qualified to personalize content based on visitor data. 3. Supplementary Ad and Conversion Tracking Integrations Google Ads, Bing UET, Facebook, LinkedIn Insights, Twitter, TikTok, Adroll: One-Way Tracking in GTM: Centralize all paid media tags in GTM. Enable conversion linker for attribution accuracy across sessions. Use Custom Events: Create custom GTM triggers for high-value events, like Demo Request, Product Signup, and key page views (e.g., Pricing) to ensure conversion accuracy in paid platforms. 4. Conversion Optimization and A/B Testing Visual Website Optimizer (VWO): Bi-Directional Sync with GA4: Use VWO’s GA4 integration to report variant performance directly in GA4. Use GTM: Fire VWO tests through GTM to minimize direct code dependencies. Ensure custom events are created in GA4 for variants to understand test impacts. 5. Data Integrity and Accuracy Regular Audits: Conduct monthly checks to ensure tag consistency, data layer accuracy, and compliance with GDPR/CCPA. Standardized Event Naming in GTM: Use clear, consistent naming conventions for events (e.g., “lead_form_submit”) across all tools to reduce fragmentation. Data Reconciliation: Cross-reference key metrics between GA4, Salesforce, and Pardot to ensure alignment and accuracy across platforms. Summary Goal: A clean, compliant, and unified data flow from first touch to revenue, providing actionable insights into every stage of the customer journey. Priority Actions: Establish robust data layer in GTM for tracking. Implement GDPR consent-based tagging. Enable custom dimensions in GA4 for lead scoring and journey insights. Integrate with CRM for full-funnel visibility.

Keyword: Google Ads

Price: $5.0

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