Google Analytics 4

The Practical Guide

Información

• Editorial: SAP PRESS
• Autores: Markus Vollmert
• Año: 2025
• Edición: 1
• Páginas: 477
• Idiomas: Inglés

Descripción

Frustrated by the complexities of Google Analytics 4? Let us show you the way! Whether this is your first foray into GA4 or you need a detailed guide to supplement your existing training, you’ll get step-by-step instructions for your essential tasks. Learn to set up GA4, from creating an account to using custom definitions and defining conversions. See how to evaluate website users, manage campaigns, capture and evaluate online shopping information, and work with app data. With details on customizing reports, using BigQuery, troubleshooting errors, and administration, this really is your one-stop shop for GA4!

• Set up Google Analytics 4
• Learn to evaluate web traffic, manage ad campaigns, analyze app usage, and track e-commerce metrics
• Work with BigQuery, create your own reports, and more

Aspectos Destacados

• Setup
• Events
• Tags
• Website evaluation
• Ad campaigns
• E-commerce tracking
• App data
• Custom reports
• BigQuery
• Troubleshooting
• Administration

Aprenderás sobre

• Foundations:
  Discover the latest innovations and benefits of Google Analytics 4; then set up your GA4 account and define events and conversions. Understand data protection requirements and Google consent mode.
• Website and App Analytics:
  Learn how users get to your website, which pages they look at, and how you can analyze processes in your online shop (or app!). Master important dimensions and metrics and walk through key figure models and tracking.
• Reporting:
  Customize your own reports and create exploratory data analyses. When standard reporting scenarios aren’t enough, learn how to use BigQuery to analyze raw data and merge Looker Studio (formerly Data Studio) functionality with GA4.

Tabla de Contenidos

• 1 Google Analytics 4
• 1.1 What Does a Web Analytics System Do?
• 1.1.1 What Is Google Analytics 4?
• 1.1.2 Events Take Center Stage
• 1.1.3 Where Is My Old Data?
• 1.2 The New World of Measurement
• 1.2.1 Components of a Marketing Technology Setup
• 1.2.2 GA4 as a Central Database in Online Marketing
• 1.2.3 The User’s Path in the Customer Journey
• 1.2.4 Data Privacy and Cookies
• 1.2.5 Taking Data Privacy Requirements into Account
• 1.2.6 AI in Web Analytics
• 1.3 Creating a Tracking Concept
• 1.3.1 Recording Action Items
• 1.3.2 Defining Conversions
• 1.4 Documentation and Online Help
• 1.4.1 Official Online Documentation
• 1.4.2 Skillshop from Google
• 1.5 Summary

• 2 Setting Up Google Analytics 4
• 2.1 Creating an Account, a Property, and a Data Stream
• 2.1.1 Creating a Property
• 2.1.2 Example: Creating a Data Stream for the Web
• 2.1.3 Structuring Google Analytics Accounts and GA4 Properties
• 2.2 Embedding Tags on Websites
• 2.2.1 Using a Website Builder, Content Management System, or Store System
• 2.2.2 Google Tag Directly in the Source Code
• 2.2.3 GA4 in Google Tag Manager
• 2.2.4 Consent Mode for User Consent
• 2.2.5 Checking Whether Data Is Arriving
• 2.3 Events in GA4
• 2.3.1 Structure and Use of Events
• 2.3.2 Automatically Recorded Events
• 2.3.3 Events for Optimized Analyses
• 2.3.4 Recommended Events
• 2.3.5 Custom Events
• 2.3.6 Editing Events
• 2.3.7 Creating Events
• 2.4 Defining Key Events
• 2.4.1 Purpose of Key Events in GA4
• 2.4.2 Defining Key Events
• 2.4.3 Planning Key Events
• 2.5 Using Custom Definitions
• 2.5.1 Sending Parameters to GA4
• 2.5.2 Creating Custom Definitions
• 2.5.3 Limits of Dimensions and Metrics
• 2.6 Details of the Web Data Stream
• 2.6.1 Data Stream: The Measurement Protocol API and API Secrets
• 2.6.2 Data Stream: Removing Data
• 2.7 Configuring Google Tag Settings
• 2.7.1 Tag Quality
• 2.7.2 Managing Automatic Events
• 2.7.3 Configuring Domains
• 2.7.4 Reading User Data
• 2.7.5 Tracking Universal Events
• 2.7.6 Marking Internal Traffic
• 2.7.7 Ignoring Unwanted Referrals
• 2.7.8 Defining the Duration of Sessions
• 2.7.9 Life Cycle of Analytics Cookies
• 2.7.10 Changing the Default Consent Mode
• 2.7.11 Automatic Consent to Data Collection
• 2.7.12 Setting Data Usage for Other Google Services
• 2.8 Summary

• 3 Analyzing Websites
• 3.1 The GA4 Home Page
• 3.1.1 Snapshots in the First Overview
• 3.1.2 Your Activity History
• 3.1.3 Insights & Recommendations: Conspicuous Developments
• 3.1.4 Insights: Answers to Frequently Asked Questions
• 3.1.5 The Search Function in GA4
• 3.2 Reports: Analyzing Users
• 3.2.1 Important Basic Terms
• 3.2.2 General User Data
• 3.2.3 Tracking User Activity in Real Time
• 3.2.4 Demographics
• 3.2.5 Viewing Technical Data
• 3.3 Content: Events and Pages
• 3.3.1 The Engagement Overview
• 3.3.2 User Actions in the Event Report
• 3.3.3 Content Used in the Page Report
• 3.3.4 Analyzing User Action with Events
• 3.4 Searching, Filtering, and Comparing
• 3.4.1 Searching Within a Data Table
• 3.4.2 Limiting a Report with Filters According to Specific Criteria
• 3.4.3 Comparing Data from Different User Groups
• 3.5 Summary

• 4 Controlling Campaigns
• 4.1 How Do Users Get to The Website?
• 4.1.1 Source and Medium
• 4.1.2 Explaining Channels
• 4.1.3 User Acquisition and Generated Traffic
• 4.1.4 Campaigns and UTM Parameters
• 4.1.5 Examples of Using UTM Parameters
• 4.1.6 Differences in Clicks, Sessions, and Users
• 4.1.7 Editing Channels
• 4.1.8 Payment Services as a Source in the Report
• 4.2 Creating Audiences
• 4.2.1 Creating a New Audience
• 4.2.2 Understanding Condition Scoping
• 4.2.3 Series of Conditions as a Sequence
• 4.2.4 Duration of the Audience Membership
• 4.2.5 Suggested Audiences
• 4.2.6 Viewing and Using Audiences
• 4.3 Understanding Attribution in the Advertising Menu
• 4.3.1 Attribution Models: Valuating Key Events
• 4.3.2 Attribution Paths: Touchpoints Before Conversion
• 4.3.3 Planning: Displaying Costs and Successes
• 4.3.4 Advertising Segments
• 4.3.5 Attribution Model for Report Generation
• 4.4 Setting Up a Link with Google Ads
• 4.4.1 Linking Google Analytics and Google Ads Accounts
• 4.4.2 Google Ads Reports in GA4
• 4.4.3 Importing GA4 Key Events as Conversions
• 4.4.4 Importing GA4 Audiences into a Google Ads Account
• 4.5 Linking Google Search Console with GA4
• 4.5.1 Enriching Reports with Search Console Data
• 4.5.2 Linking GA4 and Search Console
• 4.6 Summary

• 5 Evaluating Stores
• 5.1 Evaluating E-Commerce Data
• 5.1.1 Which Items Are Users Interested In?
• 5.1.2 Other Item Dimensions
• 5.1.3 Displaying Item Lists
• 5.1.4 Analyzing the Purchasing Behavior
• 5.1.5 Shopping Carts and Wish Lists
• 5.1.6 Mapping the Ordering Process
• 5.1.7 Purchase as Completion of an Order
• 5.1.8 Advertising within the Store
• 5.1.9 Vouchers and Coupons
• 5.1.10 Registrations and Logins
• 5.1.11 Returning Users and Repeat Buyers
• 5.1.12 The User Lifetime Value
• 5.2 Measuring E-Commerce User Actions
• 5.2.1 Transferring E-Commerce Data to GA4
• 5.2.2 E-Commerce Events
• 5.2.3 Information on Products
• 5.2.4 Defining Custom Dimensions for Orders and Items
• 5.2.5 Uploading Item Data via Data Import
• 5.3 Sample Accounts and Demos from Google
• 5.3.1 The GA4 Demo Account
• 5.3.2 The E-Commerce Demo Store
• 5.4 Summary

• 6 Analyzing Apps
• 6.1 Collecting User Data in Apps
• 6.1.1 Types of Apps
• 6.1.2 What Is Firebase?
• 6.1.3 Tracking for Different Platforms
• 6.1.4 Flexible Integration
• 6.2 Analyzing Content and Actions in Apps
• 6.2.1 Events
• 6.2.2 Screens
• 6.2.3 Custom Dimensions and Metrics
• 6.2.4 Key Events for Apps
• 6.2.5 E-Commerce in Apps
• 6.2.6 Audiences for Apps
• 6.2.7 Data on App Usage
• 6.2.8 Versions and Releases
• 6.2.9 Tracking Crashes
• 6.2.10 Sources and Campaigns for Apps
• 6.2.11 Tracking Deep Links
• 6.3 Setting Up App Data Streams
• 6.3.1 Interaction of Firebase and GA4
• 6.3.2 Creating an App Stream in GA4
• 6.3.3 Blending App and Web Data
• 6.4 Data Privacy during App Tracking
• 6.4.1 Controlling Initial Tracking
• 6.4.2 Consent Mode and Personalized Advertising
• 6.5 Checking and Debugging the Integration
• 6.5.1 Finding Your Own Session in the Realtime Report
• 6.5.2 Checking an App Live in DebugView
• 6.6 Sending Messages via Firebase
• 6.6.1 Cloud Messaging
• 6.6.2 In-App Messaging
• 6.6.3 Evaluating Messages in GA4
• 6.7 Sample GA4 Account with App Data
• 6.8 Summary

• 7 Customizing and Creating Custom Reports
• 7.1 Customizing the Navigation in the Library
• 7.2 Creating and Editing Reports
• 7.2.1 Adding Dimensions to the Report
• 7.2.2 Customizing Columns and Metrics of the Data Table
• 7.2.3 Filtering the Table
• 7.2.4 Visualization with Diagrams
• 7.2.5 Summary Cards for Overview Reports
• 7.2.6 Customizing or Creating an Overview Report
• 7.2.7 Suggestions for Customizing and New Reports
• 7.3 Creating Exploratory Data Analyses
• 7.3.1 Your First Data Analysis
• 7.3.2 Breaking Down Data Using Segments
• 7.3.3 Other Analysis Formats
• 7.3.4 Templates and Examples for Data Analysis
• 7.4 Summary

• 8 BigQuery and Looker Studio
• 8.1 Analyzing Raw Data Using BigQuery
• 8.1.1 Enabling the BigQuery Link
• 8.1.2 The Structure of BigQuery Tables
• 8.1.3 Querying a BigQuery Table
• 8.1.4 Real-Life SQL Queries for BigQuery
• 8.1.5 BigQuery Demo Account with Sample Dataset
• 8.2 Merging Looker Studio and GA4
• 8.2.1 Access to GA4 Data
• 8.2.2 Adding Custom Fields to the Data Source
• 8.2.3 Looker Studio as Frontend for BigQuery
• 8.2.4 Examples and Templates for Looker Studio
• 8.2.5 Looker Studio as an Extension of GA4
• 8.3 Summary

• 9 Error Analysis and Quality Assurance
• 9.1 Find a Google Tag on the Page
• 9.1.1 Checking the Page Source Code
• 9.1.2 Checking Tag Coverage in GA4 or Google Tag Manager
• 9.2 Performing Checks in Browser Developer Tools
• 9.2.1 Inspecting “collect” Calls
• 9.2.2 Adswerve dataLayer Inspector+
• 9.2.3 Correctly Checking a Generated DOM
• 9.3 Triggers and Events in Tag Assistant
• 9.3.1 Starting a Debugging Process for a Domain
• 9.3.2 The Tag Assistant Companion Plugin
• 9.3.3 Tag Assistant with Google Tag Manager
• 9.4 Inbound Events in the GA4 DebugView
• 9.4.1 Enabling Debug Mode for GA4
• 9.4.2 Tracking Events
• 9.5 Monitoring the Quality of Data in GA4
• 9.5.1 Customized Google Looker Studio Dashboards
• 9.5.2 Insights
• 9.6 Cookies and Browser Privacy
• 9.6.1 User Privacy as Added Value in Browsers
• 9.6.2 Checking Cookies Used in the Browser
• 9.7 Frequent Issues in GA4
• 9.7.1 JavaScript Pitfalls
• 9.7.2 No Data in the Report
• 9.7.3 Only a Little Data in the Report
• 9.7.4 Individual Pages or Directories Are Missing
• 9.7.5 The Report Contains a “(not set)” Entry
• 9.7.6 Summarized Destinations as (other) Entries
• 9.7.7 Different Dates in Retrospect
• 9.7.8 Missing Campaigns
• 9.8 Relaunch or Move
• 9.8.1 Creating a New Account or Keeping the Old One?
• 9.8.2 New URLs
• 9.8.3 New Design and New Templates
• 9.8.4 New Forms
• 9.8.5 Test Account
• 9.9 Summary

• 10 Administration and Management
• 10.1 Account and Property Management
• 10.1.1 Access Management in GA4 Properties
• 10.1.2 Account and Property Change History
• 10.1.3 The Trash Can: Deleting an Account or Property
• 10.1.4 Scheduled Emails
• 10.1.5 Analytics Intelligence Search History
• 10.2 Data Collection and Modification
• 10.2.1 Data Streams
• 10.2.2 Data Collection
• 10.2.3 Data Import
• 10.2.4 Defining Data Retention
• 10.2.5 Creating Data Filters
• 10.2.6 Data Deletion Request
• 10.3 Data Display
• 10.3.1 Events
• 10.3.2 Key Events
• 10.3.3 Audiences
• 10.3.4 Comparisons
• 10.3.5 Custom Definitions
• 10.3.6 Channel Groups
• 10.3.7 Attribution Settings
• 10.3.8 Reporting Identity
• 10.3.9 DebugView
• 10.4 Links and API Access
• 10.4.1 Product Links
• 10.4.2 GA4 Admin and Data API
• 10.5 Setting Up User Permissions via the Google Marketing Platform
• 10.5.1 Creating an Organization
• 10.5.2 Managing Users and Access Rights
• 10.5.3 Linking Additional Accounts to the Organization
• 10.5.4 Dashboard for Product Links
• 10.6 Server-Side Tagging
• 10.7 Google Analytics 360 for GA4
• 10.8 Summary

• The Author

• Index

Descargo de responsabilidad

SAP, otros productos SAP y servicios mencionados aquí así como sus respectivos logos son marca registrada de SAP SE (o una compañía afiliada de SAP) en Alemania y otros países. Nuestra compañía no está afiliada con SAP SE ni con ninguna de sus compañías afiliadas incluyendo pero no limitada a: Sybase, Business Objects, Hybris, Ariba y SuccessFactors. Todos los otros nombres, marcas, logos, etc. son marcas o servicios registrados de sus respectivos propietarios.