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Unleashing the Power of GA4 for B2B Companies Gemma Fontané ORVIT DIGITAL Speakerdeck.com/gemmafontane @gemmafontane

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Unleashing the Power of GA4 for B2B Companies

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Yes...

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But...

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

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

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However, if we set it up properly...

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We will be able to have useful data!

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

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Unleashing the Power of GA4 for B2B Companies

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Let's start from the beginning...

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

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

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

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

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We will have to set them up!

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

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

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

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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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Let's take a closer look at them!

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Enhanced Measurement Events File downloads Video reproductions Form submissions

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Enhanced Measurement Events How to set them up?

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

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

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Now, we’ll have data on the Conversions Report

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So easy, right?

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However...

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Sometimes things don't work out so easily!

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

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So, what now?

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

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

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Google Tag Manager for file downloads A customized trigger

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

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Google Tag Manager for form submissions Trigger all forms:

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Create a tag: Google Tag Manager for form submissions

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

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

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

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

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

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

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

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

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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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Custom parameters for videos

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Custom parameters for files

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

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

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

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Now, we can go futher:

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Now, we can go futher:

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

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

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

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

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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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404 pages - Page Not Found!

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Analyze 404 pages - Page Not Found!

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Google Search Console - Queries Report also in GA4

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

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

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Google Ads Keywords Reports via Explortation To analyze campaigns

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

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

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

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How to setup audiences in GA4?

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How to setup audiences in GA4? By Geography

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

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

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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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For remarketing ads To retarget a specific user segment

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For remarketing ads To impact those users most likely to convert

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

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

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

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

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...create our owns!

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

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Thanks a lot! Gemma Fontané @gemmafontane gemma@orvitdigital.com More information: orvitdigital.com/en/ga4-b2b