Anything beyond the basic Google Analytics website tracking and reporting can feel like a headache, but it doesn’t have to be. Quality data is essential for making informed business decisions and driving effective digital marketing strategies, so it’s worth investing the time to get it right. Even with a standard GA4 setup, you might not be capturing the insights that truly matter. That’s where custom events come in, offering a more tailored, bespoke understanding of how users interact with your website.
Having Fay join us as a Data Analyst in 2024 has opened up new tracking and reporting solutions for our clients. Knowledge is power after all.
What can you expect from working with a data analyst?
We are able to support in a number of ways with your website tracking in a number of ways:
- GA4/Tag Manager set up and integration
- GA4/Tag Manager testing
- Data analysis
- Website and PPC reporting
- Creating Custom Events in Google Analytics
- Conversion rate optimisation (CRO)
- A/B website testing
Why work with an agency data analyst?
#1 Correct Tracking
You’ll be safe in the knowledge that your Tag Manager and Google Analytics website tracking has been fully tested and set up correctly, collecting data that you can rely on.
You’ll have the information you need to help make informed, strategic decisions. From here on, you can expect to get a better understanding of your user behavior, including what pages they visit, how long they stay, what they click, and where they leave. This knowledge gives you the power to eliminate the pain points of your users and increase conversions.
Ultimately, good quality tracking can save you money and build strong foundations for website updates, SEO, and marketing campaigns. Without it, even the best marketing strategy can fail.
#2 Data Expertise
So you’ve got your tracking set up correctly, what’s next?
Whether you’re time poor or the classic “not a numbers person”, access to a data expert allows you to make sense of the nuances in your website data that may be missed by the untrained eye. This will not only help you find patterns in your data but also help understand your WHY questions:
- Why aren’t users spending much time on this page?
- Why are my conversions so low?
- Why am I getting low-quality traffic from this source?
These insights will be tailored to help you understand your progress towards meeting your business goals, as well as identifying potential issues holding you back.
Further context can also be provided by tools such as HotJar. This allows you to track how users interact with specific pages, such as how far they scroll, what they click and their journey across your website. This is helpful when assessing why users aren’t converting. And better still, our team of UX and UI experts are on hand to help guide you through the optimisations that can help.
#3 Custom Events and Dashboards
Why settle for standard one-size-fits-all set ups and dashboards when it can be customised to tell the story of your website?
Custom events in Google Analytics allow you to track specific eCommerce, lead generation, and user interaction website actions. These can include but are not limited to:
- Add to carts/purchases
- Form submissions
- Sign ups
- Button clicks
- Downloads
What’s more, custom events can also be integrated with your PPC campaigns to assess their performance. From here you can pinpoint exactly how many conversions you have achieved. Which in turn means you will have the knowledge to optimise your marketing spend and maximise conversions, rather than making lucky guesses.
If you are looking for a specific set of metrics, a GA4 dashboard could be what you need, allowing you to consolidate all your data into one place for quick insights. GA4 dashboards are most useful for tracking the performance of specific marketing campaigns, measuring goal completion and return on investment with all of the most relevant metrics to measure success.
#4 Agency Support
Now that you’re armed with traffic insights, how will you implement them?
Another benefit of working with a Data Analyst is that you have access to additional support from the wider agency. Rather than onboarding a whole new team, you’ll be able to lean on SEO, PPC, web design/build, and marketing experts. Ready to act on any insights defined by data analysis.
Google Analytics and Tag Manager Wizardry With Fay
Meet Fay Watts, our Data Analyst come Google Analytics and tracking wizard. When she’s not walking her Cockapoo, Minnie, or going on runs fueled by Shania Twain, Fay supports us on all things GA4, Google Tag Manager, and reporting.
Fay’s career started in HR Software before moving to eLearning, working across B2B and B2C. Aside from installing GA4 with Tag Manager and reporting, her background has a focus on CRO and A/B testing. Her goal is to make sure business decisions are data-driven, informed by solid numbers rather than guesswork. From optimising existing activities to identifying roadmaps for future growth, accurate data is essential.
Now enjoying the variety of agency life, Fay is working her magic across a diverse range of industries, including life science, beauty, live events, employee benefits, and civil engineering. Setting up Google Analytics website tracking and extrapolating insights to help inform both website and digital marketing strategy.
If you’re considering working with a GA4 agency to elevate and accelerate your data-driven campaigns and improve your conversions, let’s talk. Get in contact below.
What our clients say
"UP is a true expert at their craft and the smooth execution of this large project is a perfect display of that expertise. Thank you for encouraging us to go bold, stand out from the crowd, and transform the way we talk to our clients."
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