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Unleashing the Power of GA4 for B2B Companies

Unleashing the Power of GA4 for B2B Companies

Unleashing the Power of GA4 for B2B Companies: Learn how, why and which events, parameters and conversions are important for your B2B to setup via GA4 and Google Tag Manaer

Gemma Fontane

September 17, 2023
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  1. Unleashing the Power of
    GA4 for B2B Companies
    Gemma Fontané
    ORVIT DIGITAL
    Speakerdeck.com/gemmafontane
    @gemmafontane

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  2. Unleashing the Power of
    GA4 for B2B Companies

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  3. And, it is true that if it is not well setup, it
    may not be very useful...

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  4. And, it is true that if it is not well setup, it
    may not be very useful...

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  5. However, if we set it up properly...

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  6. We will be able to have useful data!

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  7. So, how to properly analyze
    and recolect data for B2B
    companies via GA4?

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  8. Unleashing the Power of
    GA4 for B2B Companies

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  9. Let's start from the beginning...

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  10. However, the situation changes when we move
    on to the Engagement Report

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  11. Events are the metrics that allow us to
    measure specific user interactions on a
    website, such as loading a page, clicking on
    a link or submitting a form.
    Conversions are the most important events
    for a website that we want to highlight.
    GA4 Event Classification

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  12. By default, GA4 offers a wide list of different
    events that occur on a website

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  13. While they may all be interesting, not all
    of them are equally important for each
    B2B project or company
    or even important...

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  14. How to track events and conversions
    in GA4 for B2B Companies?
    How do we identify the most valuable
    events and properly measure them?
    Let's find out!

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  15. File downloads
    Video reproductions
    Form submissions
    Lead generation
    For B2B companies, generally, the main
    conversions include:
    Step 1: Define the key KPIs for your business

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  16. File downloads: handbooks, instructions, technical
    data sheets, etc.
    Define the key KPIs for your business
    https://www.epiloglaser.com/tech-support/laser-manuals/ & https://www.danube-international.com/

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  17. Define the key KPIs for your business
    Video reproductions: videos on machinery operation,
    maintenance, installation processes, etc.
    https://www.framuntechno.com/

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  18. Form submissions: requests, budgets, etc.
    Define the key KPIs for your business
    https://www.epiloglaser.com/tech-support/laser-manuals/ & https://www.danube-international.com/

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  19. Define the key KPIs for your business
    Lead generation: newsletter subscriptions, calls,
    information requests, etc.
    Source: https://mantechmachinery.co.uk/laser-cutting-machines/ & https://hpclaser.co.uk & https://unicrentals.com

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  20. However, these KPIs don't appear by default
    on the Event Report of GA4

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  21. So, now what?
    How can we monitorize the
    main KPIs for our business?

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  22. We will have to set
    them up!

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  23. Automatically collected events: those that GA4
    collects by default.
    GA4 Event Classification

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  24. Enhanced measurement events: enhanced
    measurement must be enabled from GA4 and then
    they are automatically measured by the tool.
    GA4 Event Classification

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  25. GA4 Event Classification
    Recommended events: the ones that we can implement
    ourselves, with predefined names and parameters (via GTM).

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  26. GA4 Event Classification
    Custom events: the ones that are fully defined by the
    owner, through Google Tag Manager.

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  27. KPI Event Type How to set it up?
    File downloads File_download
    Enhanced event
    measurement
    GA4 & Google Tag
    Manager
    Video
    reproductions
    Video_engagement
    Enhanced event
    measurement
    GA4 & Google Tag
    Manager
    Form submission Form_submit
    Enhanced event
    measurement
    GA4 & Google Tag
    Manager
    Lead generation
    Generate_lead
    Recommended
    event
    Google Tag
    Manager
    Personalized Custom event
    Google Tag
    Manager

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  28. Let's take a closer
    look at them!

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  29. Enhanced Measurement Events
    File downloads
    Video reproductions
    Form submissions

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  30. Enhanced Measurement Events
    How to set them up?

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  31. Admin > Data Streams, select the data, and enable Enhanced measurement.
    Enhanced Measurement Events
    How to set them up?

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  32. If they work correctly, mark the event
    as a conversion!
    Admin > Conversions.

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  33. Now, we’ll have data on the Conversions Report

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  34. So easy, right?

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  35. Sometimes things don't
    work out so easily!

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  36. Due to how a website is built:
    Events are not triggered.
    Forms are not properly registered.
    ...

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  37. So, what now?

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  38. Google Tag Manager, your go to
    tool for events and conversions!

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  39. Google Tag Manager for file downloads
    A trigger for when the file is clicked

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  40. Google Tag Manager for file downloads
    A customized trigger

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  41. Google Tag Manager for video engagament
    A trigger for when the file is viewed

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  42. Google Tag Manager for form submissions
    Trigger all forms:

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  43. Create a tag:
    Google Tag Manager for form submissions

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  44. If with this, it is still not working:
    Track the 'Thank you page'

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  45. If with this, it is still not working:
    Sometimes, we'll need to adapt to what's given:

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  46. Recommended or Custom Events
    Generate_lead
    Source: https://mantechmachinery.co.uk/laser-cutting-machines/ & https://hpclaser.co.uk & https://unicrentals.com

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  47. Recommended or Custom Events
    Generate_lead = Recommended Event
    via Google Tag Manager

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  48. Recommended or Custom Events
    Leads = Custom Event
    click_phone, click_email, click_chat...
    via Google Tag

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  49. Now, the reports will give us the KPIs that
    are of interest for our business:

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  50. And we will be able to create reports
    focused on our objectives:

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  51. But, what if we want more?
    What if it is not enough to only know how
    many forms, but to know exactly which
    ones?
    Or to know which file downloads or videos
    have the users viewed?

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  52. We can go further: Unleashing
    the Power of Parameters in GA4

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  53. The name of the products they viewed
    The files that they download
    The videos they reproduced
    The page from which they have submit a
    form
    ...
    Parameters provide additional
    information about the events, such as:

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  54. language
    page_location
    page_referrer
    page_title
    screen_resolution
    Automatically collected parameters
    Captured by defalut:

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  55. Custom parameters
    List of parameters for enhanced measurement
    events.
    List of parameters for recommended events.
    To captured information that is not collected by
    defalut Google provides a:

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  56. Custom parameters for videos

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  57. Custom parameters for files

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  58. Recommended parameters for...
    https://developers.google.com/analytics/devguides/collection/ga4/reference/events?client_type=gtm

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  59. For each event, we can setup, not only the
    ones recommended by Google, but also:
    Google Tag Manager > Preview > Variables Data Layer

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  60. For each event, we can setup, not only the
    ones recommended by Google, but also:
    Google Tag Manager > Preview > Variables Data Layer

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  61. As we can see, most of the parameters
    are not collected by default.
    It is strongly recommended to set them
    up to provide additional information
    about the events.

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  62. Custom parameters. How to set them up?
    Custom parameters via GA4

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  63. Custom parameters. How to set them up?
    Custom definitions and Google Tag Manager

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  64. Now, we can go futher:

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  65. Now, we can go futher:

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  66. A good configuration of events,
    conversions and parameters will
    enable us to analyze what is happening
    in an indeep and proper way on our site.

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  67. But beyond that, there are
    other features that GA4 offers
    that can also be key for an SEO

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  68. Let's find out some more
    features and data that will
    enable us to design our
    content strategies, UX, ads...

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  69. Event: Search Results
    To analyze the most popular search terms in our
    browser
    *Enhanced Measurement Event

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  70. Event: Search Results
    To analyze the most popular search terms in our browser
    by country
    To refocus the web architecture or for content creation

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  71. Event: Product Comparison
    To design content strategies
    https://www.epiloglaser.com/tech-support/laser-manuals/
    *Custom Event

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  72. But not only events and conversions
    are a key section for B2B companies
    that will help them to analyze or reach
    conclusions to design strategies.
    GA4 offers much more!

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  73. 404 pages - Page Not Found!

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  74. Analyze 404 pages - Page Not Found!

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  75. Google Search Console - Queries Report
    also in GA4

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  76. Google Search Console - Queries Report
    Doesn't appear by default either

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  77. Google Search Console - Queries Report
    Queries + Google organic search traffic

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  78. Google Ads Keywords Reports via Explortation
    To analyze campaigns

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  79. Google Ads Keywords Reports via Exploration
    But also to get inspiration for new ideas or for keyword
    clustering

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  80. So, as we can see Explorations will allow us to
    go further in the analysis of our data
    For this reason, it is
    highly recommended to
    have well defined what
    we want beforehand.

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  81. Audience segment comparison
    Audiences are groups of your users who share the same
    attributes

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  82. Unleashing the power of
    Audiences for B2B companies:
    main uses for marketers

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  83. How to setup audiences in GA4?

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  84. How to setup audiences in GA4?
    By Geography

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  85. Why create all these different audiences?
    Source: Google Demo Account

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  86. To analyze users with similar interests, behaviour
    or attributes so...
    Why create all these different audiences?

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  87. We can create more customized content.
    We have more insights on the experience we
    offer to our users on the website.
    We know what they are like, what they have in
    common and what differentiates the users
    depending on the stage of the conversion
    funnel they are in.
    Why create all these different audiences?

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  88. For remarketing ads
    To retarget a specific
    user segment

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  89. For remarketing ads
    To impact those users most
    likely to convert

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  90. So, to sum up, GA4...
    It is not the most intuitive tool.
    Not all data of interest are displayed by
    default.
    On the contrary, many data will need to be
    configured manually.
    We will have to figure out each time how to
    set up the data we want in a customized way.

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  91. To not get overwhelmed by all the data
    offered by the tool.
    To know and define what we want.
    To identify the best way to analyze what
    we want to analyze.
    To set it up correctly (GA4 + GTM).
    So, when analyzing data in GA4,
    it is important...

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  92. Since it is true that if we know and
    identify what we want...

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  93. ...and what maybe we don't need!

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  94. And, what's more, if we also set it
    up properly...

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  95. Besides and lastly, in case we don't like
    the ones offered by GA4, we can always...

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  96. ...create our owns!

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  97. But this would be another
    talk so...
    TO BE CONTINUED...

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  98. Thanks a lot!
    Gemma Fontané
    @gemmafontane
    [email protected]
    More information: orvitdigital.com/en/ga4-b2b

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