What are the most important GA4 reports for marketing teams?
Start with acquisition, which shows where visitors and conversions come from, then engagement for pages and events, and monetisation if you sell online. For lead-gen sites, the report that matters most is key events by source and campaign. GA4's reports can't see your CRM. When the question is which visit became which sale, we go to the raw events in BigQuery .
Where to start
- Acquisition: where visitors and conversions come from.
- Engagement: which pages and events people use.
- Monetisation: revenue and products, if you sell online.
- Key events by source and campaign: the one that matters most for a lead-gen site.
Where GA4 stops
GA4's reports can't see your CRM, and you can't see the rows behind a number. When the question is which visit became which sale, we go to the raw events in BigQuery and join them to your CRM on a first-party ID.
It's part of our technical tracking service.
The tools in this answer
Also worth asking
Other answers about the same tools.
What is technical and tracking infrastructure?
It's the set-up that counts what happens on your site and sends it where it needs to go: tracking tags, analytics, ad-platform conversions, your CRM connection and cookie consent, plus the hosting and security around your website.
How do you set up website analytics and tracking?
We agree with you what counts as a conversion, then set up Google Tag Manager and GA4, plus server-side tracking through Stape for sites that spend on ads. Before we hand over, we check the data is actually arriving.
Why is tracking important for my marketing?
Without it you're guessing which ads, pages and emails bring customers. Ad platforms also bid on what you tell them, so missing or wrong conversions mean they find the wrong people.
What is ongoing management, support, and reporting?
It means we don't launch your marketing and leave. We keep running and improving your ads, website and tracking on a retainer, and send reports that show what's working and what we'd change.
What’s included in your performance reporting?
Spend, leads or sales, and cost per result by channel, using data we've checked first. Reports sit in a Looker Studio dashboard you can open any time, and each one ends with what we'd push, fix or stop.
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