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OK, so GA4 is live, but now what?
Join our friends at CallRevu and Relevant Dealer for part 3 of our ASOTU Edge Webinar series.
We'll cover the 5 things that every dealer should be doing now that GA4 is live, and we'll show you how to do them.
Our main talking points include:
Google Signals: Enhancing Cross-Device Insights
Dealers should leverage Google Signals, a feature within Google Analytics, to gain a comprehensive view of user interactions across devices. Google Signals uses data from users who have turned on Ads Personalization to provide insights into cross-device user behavior. This feature helps dealers understand how customers engage with their dealership's digital assets, enabling more targeted and effective marketing strategies.
Understanding Conversions and Activating the Right Ones
Effective conversion tracking is vital for dealerships. It's essential to identify and activate the most relevant conversions to accurately measure campaign success. For instance, tracking lead submissions, test drive requests, and vehicle inquiries can provide valuable data on user intent and engagement. By focusing on high-impact conversions, dealers can fine-tune marketing efforts and allocate resources more efficiently.
Leveraging Connected Google Services for Deeper Insights
Dealers should explore the integration of various Google services like Google Ads, Google My Business, and Google Search Console with Google Analytics. This integration provides a holistic view of online performance and customer interactions. Data from Google Ads campaigns, local search presence, and website traffic can be analyzed collectively, offering comprehensive insights into customer journeys and the effectiveness of different touchpoints.
Verifying Access and Transitioning from GA3
Dealers should ensure proper access verification to their Google Analytics account, safeguarding sensitive data and maintaining accurate analytics tracking. As Google Analytics 3 (GA3) becomes obsolete, transitioning to the newer GA4 is crucial. Dealers should follow a structured migration plan, preserving historical data and configuring GA4 to align with their marketing goals. This transition ensures that dealerships continue to receive accurate and up-to-date insights.
Conducting a Tag Manager Audit for Seamless Tracking
Implementing Google Tag Manager (GTM) provides flexibility and ease in managing tracking codes and events. Dealers should regularly conduct audits of their GTM setup to ensure accurate data collection. Audits involve reviewing tags, triggers, and variables to confirm they're correctly implemented and capturing the desired user interactions. A well-maintained GTM setup ensures data integrity and empowers dealerships to make informed decisions based on reliable analytics.
In the fast-evolving digital landscape, these five key points equip dealers with the knowledge needed to harness the full potential of digital marketing analytics. By understanding and implementing Google Signals, optimizing conversion tracking, integrating connected Google services, ensuring smooth GA3 to GA4 transition, and conducting periodic GTM audits, dealerships can drive data-backed marketing strategies and elevate their online presence.
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