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Baris Asa GA4 in Action Essential Skills & Hidden Features

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Hello, I'm Baris Asa. 👋 • 8+ years of experience in Growth & Marketing • Love playing with numbers - Finance Graduate • Reverse Career Path: Startup → Corporate • MarTech - B2B & B2C SaaS - FinTech - HRTech PPC Live #15 - Baris Asa - GA4 in Action

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Me IRL PPC Live #15 - Baris Asa - GA4 in Action

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Agenda PPC Live #15 - Baris Asa - GA4 in Action I. Universal Analytics vs. GA4 II. Essential Settings of GA4 III. Google Ads Data in GA4 IV. Custom Channel Group Setup

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Agenda PPC Live #15 - Baris Asa - GA4 in Action V. Custom Reports VI. Custom Segments VII. Predictive Audiences VIII. Attribution (Conversion) Paths

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Before we start, we need a GA4 dictionary!

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GA4 Dimension and Metrics https://data.ga4spy.com/ PPC Live #15 - Baris Asa - GA4 in Action

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Universal Analytics vs. Google Analytics 4

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Session-Based Tracking UNIVERSAL ANALYTICS Event-Based Tracking GOOGLE ANALYTICS 4

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Universal Analytics vs. Google Analytics 4 PPC Live #15 - Baris Asa - GA4 in Action

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Essential Settings

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Change Data Retention Period PPC Live #15 - Baris Asa - GA4 in Action

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Default Session Duration PPC Live #15 - Baris Asa - GA4 in Action

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Default Session Duration PPC Live #15 - Baris Asa - GA4 in Action

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Default Session Duration PPC Live #15 - Baris Asa - GA4 in Action

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Default Session Duration PPC Live #15 - Baris Asa - GA4 in Action

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Default Session Duration PPC Live #15 - Baris Asa - GA4 in Action

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Exclude Internal Traffic PPC Live #15 - Baris Asa - GA4 in Action

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Exclude Internal Traffic PPC Live #15 - Baris Asa - GA4 in Action

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Exclude Internal Traffic PPC Live #15 - Baris Asa - GA4 in Action

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Exclude Internal Traffic PPC Live #15 - Baris Asa - GA4 in Action

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Exclude Internal Traffic PPC Live #15 - Baris Asa - GA4 in Action

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Create/Review Key Events (Conversions) PPC Live #15 - Baris Asa - GA4 in Action

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Add Values to Key Events PPC Live #15 - Baris Asa - GA4 in Action

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Add Values to Key Events PPC Live #15 - Baris Asa - GA4 in Action

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User ID - Cross Device and Logged User PPC Live #15 - Baris Asa - GA4 in Action

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User ID - Cross Device and Logged User PPC Live #15 - Baris Asa - GA4 in Action

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User ID - Cross Device and Logged User PPC Live #15 - Baris Asa - GA4 in Action

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Exclude Unwanted Referrals PPC Live #15 - Baris Asa - GA4 in Action

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Exclude Unwanted Referrals PPC Live #15 - Baris Asa - GA4 in Action

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Do not Send Personal Information PPC Live #15 - Baris Asa - GA4 in Action

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Do not Send Personal Information PPC Live #15 - Baris Asa - GA4 in Action

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Don't Forget! Register Custom Dimension PPC Live #15 - Baris Asa - GA4 in Action

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Fix Unassigned Traffic • • • • • Standardise your UTM parameters Check cross-domain tracking setup Check event configurations Optimize reporting identity Create custom channel groups PPC Live #15 - Baris Asa - GA4 in Action

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Unassigned Traffic - UTM Strategy PPC Live #15 - Baris Asa - GA4 in Action

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Unassigned Traffic - UTM Strategy Example 1 https://test.com/?utm_source=facebook&utm_medium=fb-ad&utm_campaign=shoes-new- season&utm_content=ad Here, ‘fb-ad’ is not a system-defined traffic medium. So Google will label all the traffic from this URL under the ‘unassigned’ channel group. ❌ PPC Live #15 - Baris Asa - GA4 in Action

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Unassigned Traffic - UTM Strategy Example 1 https://test.com/?utm_source=facebook&utm_medium=paid&utm_campaign=shoes-new- season&utm_content=ad Here, ‘paid’ is a system-defined traffic medium. So Google will label all the traffic from this URL under the ‘Paid Social’ channel group. → https://utmprep.com/utm-validator/ ✅ PPC Live #15 - Baris Asa - GA4 in Action

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Fix Reporting Identity PPC Live #15 - Baris Asa - GA4 in Action

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Fix Reporting Identity PPC Live #15 - Baris Asa - GA4 in Action

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Fix Reporting Identity PPC Live #15 - Baris Asa - GA4 in Action

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Fix Reporting Identity PPC Live #15 - Baris Asa - GA4 in Action

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Fix Reporting Identity PPC Live #15 - Baris Asa - GA4 in Action

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Custom Channel Group Example: Track Your AI Traffic

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Custom Channel Group - AI Tracking PPC Live #15 - Baris Asa - GA4 in Action

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Custom Channel Group - AI Tracking PPC Live #15 - Baris Asa - GA4 in Action

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Custom Channel Group - AI Tracking PPC Live #15 - Baris Asa - GA4 in Action

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Custom Channel Group - AI Tracking PPC Live #15 - Baris Asa - GA4 in Action

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Custom Channel Group - AI Tracking PPC Live #15 - Baris Asa - GA4 in Action chatgpt\.com|perplexity\.ai|deepseek\.com|gemini\.google\.com|copilot\.microsoft\. com|meta\.ai|you\.com|blackbox\.ai|chat\.mistral\.ai|felo\.ai|arc\.net|andisearch\.co m|komo\.ai|waldo\.fyi 👇 Copy 👇

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Custom Channel Group - AI Tracking PPC Live #15 - Baris Asa - GA4 in Action

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Custom Channel Group - AI Tracking PPC Live #15 - Baris Asa - GA4 in Action

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Google Ads Data in GA4

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Connect Google Ads Account to GA4 PPC Live #15 - Baris Asa - GA4 in Action

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Connect Google Ads Account to GA4 PPC Live #15 - Baris Asa - GA4 in Action

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Google Ads Data in GA4: Acquisition Overview PPC Live #15 - Baris Asa - GA4 in Action

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Google Ads Data in GA4: Acq. Overview → Google Ads Campaigns PPC Live #15 - Baris Asa - GA4 in Action

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Google Ads Data in GA4: ​ User Acquisition Reports PPC Live #15 - Baris Asa - GA4 in Action

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Google Ads Data in GA4: ​ Traffic Acquisition Report PPC Live #15 - Baris Asa - GA4 in Action

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Google Ads Data in GA4: ​ Explorations PPC Live #15 - Baris Asa - GA4 in Action

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Google Ads Data in GA4: Planning → Google Ads Report PPC Live #15 - Baris Asa - GA4 in Action

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Custom Reports

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Custom Reports PPC Live #15 - Baris Asa - GA4 in Action

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Custom Reports PPC Live #15 - Baris Asa - GA4 in Action

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Custom Reports - Exit Pages Report PPC Live #15 - Baris Asa - GA4 in Action

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Custom Segments

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Create Custom Segment PPC Live #15 - Baris Asa - GA4 in Action

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Create Segments - Custom/Prebuilt PPC Live #15 - Baris Asa - GA4 in Action

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Create Custom Segments PPC Live #15 - Baris Asa - GA4 in Action

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Create Custom Segments PPC Live #15 - Baris Asa - GA4 in Action

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Predictive Audiences

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Predictive Audiences PPC Live #15 - Baris Asa - GA4 in Action

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Predictive Audiences - Eligibility • • • In the last 28 days, over a seven-day period, at least 1,000 returning users must have triggered the relevant predictive condition (purchase or churn) and at least 1,000 returning users must not. Model quality must be sustained over a period of time to be eligible. To be eligible for both the purchase probability and predicted revenue metrics, a property has to send the purchase and/or in_app_purchase (collected automatically) events. Don't forget You need to collect value and curency with purchase events. PPC Live #15 - Baris Asa - GA4 in Action

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Predictive Audiences & Google Ads PPC Live #15 - Baris Asa - GA4 in Action

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Attribution Paths (Conversion Paths)

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Attribution Paths PPC Live #15 - Baris Asa - GA4 in Action

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Filter Attribution Data in Google Sheets PPC Live #15 - Baris Asa - GA4 in Action https://www.beastanalyticsco.com/brighton To Sum Key Events To Sum Revenue Create Key Event Helper To find Avg Days to Key Events Create Touchpoints Helper To find Avg Days to Key Events 👇 Use it 👇

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if you enjoy talking about marketing analytics, growth or digital marketing let's connect! ✨ [email protected]

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Thank you!