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Unleashing GA4: The Power of Event Based Tracking

29 May
2023

Posted by
Lyndsey

In the ever-evolving digital landscape, data-driven insights have become paramount for businesses to thrive. With the introduction of Google Analytics 4 (GA4), there’s a shift towards event-based tracking, revolutionizing the way we analyze user behavior and measure campaign effectiveness. At Piquant, we’ve been helping our clients adapt to these changes by migrating their Google Analytics account to GA4, and setting up custom tracking events on the metrics most important to them.

Understanding Event-Based Tracking

Google are market leaders in analytics, and they offer a free tracking tool and platform that collects data on how users interact with websites, the data is then sorted into easy-to-read interactive reports.

Traditionally, website analytics focused on page views and sessions, providing limited visibility into user interactions.

However, GA4 introduces a paradigm shift by placing events at the core of tracking. Events capture specific user actions, such as clicks, form submissions, video plays, and more, allowing businesses to track and analyse meaningful interactions throughout the user journey.

Event-based tracking in GA4 unlocks a wealth of insights that were previously elusive. By tracking specific events, businesses can gain a granular understanding of user behaviour.

Tracking Custom Events

GA4’s event-based tracking provides a high degree of flexibility and customisation. Businesses can define their own events, allowing for tracking actions that are specific to their unique business goals. This customisation empowers agencies and businesses alike to tailor GA4 to their specific needs, ensuring that the data collected aligns with their key performance indicators and objectives.

UA will stop recording data on the 1st July 2023, this is a big date in a digital marketers’ calendar. While Google will automatically migrate UA users to GA4, by not setting up custom events for tracking, businesses miss out on tracking the most valuable data and KPIs.

Piquant’s Response

At Piquant, we aim to empower our clients with data-driven marketing strategies, and the transition to GA4 is pivotal. We have worked with our clients to get them set up with GA4 tracking, enabling them to unlock the full potential of event-based analytics, from initial implementation to event customisation and ongoing support. We understand the importance of aligning GA4 tracking with each client’s unique business objectives, and we work to define and implement custom events that capture the most valuable user interactions. By leveraging GA4’s advanced features, we ensure that our clients have the tools and insights they need to make informed marketing decisions and drive tangible results.

As businesses strive to make informed decisions in the digital age, GA4’s event-based tracking emerges as a game-changer. By capturing granular user interactions, businesses can gain a deeper understanding of their audience, optimise their marketing efforts, and ultimately drive better results. Embracing event-based tracking in GA4 unlocks the door to a world of insights and possibilities, enabling businesses to thrive in an increasingly data-driven landscape.

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If you would like to learn how GA4 can augment your web analytics, and get the most out of event tracking, then get in touch with Piquant today. Contact [email protected]