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
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
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
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/
Define the key KPIs for your business Video reproductions: videos on machinery operation, maintenance, installation processes, etc. https://www.framuntechno.com/
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/
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
Enhanced measurement events: enhanced measurement must be enabled from GA4 and then they are automatically measured by the tool. GA4 Event Classification
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
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?
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:
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:
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.
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!
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.
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?
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.
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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