13. • Events are the metrics that allow us to
measure specific user interactions on a
website, such as loading a page, clicking on
a link or submitting a form.
• Conversions are the most important events
for a website that we want to highlight.
GA4 Event Classification
14. By default, GA4 offers a wide list of different
events that occur on a website
15. While they may all be interesting, not all
of them are equally important for each
B2B project or company
or even important...
16. How to track events and conversions
in GA4 for B2B Companies?
How do we identify the most valuable
events and properly measure them?
Let's find out!
17. For B2B companies, generally, the main
conversions include:
• File downloads
• Video reproductions
• Form submissions
• Lead generation
Step 1: Define the key KPIs for your business
18. • File downloads: handbooks, instructions, technical
data sheets, etc.
Define the key KPIs for your business
https://www.epiloglaser.com/tech-support/laser-manuals/ & https://www.danube-international.com/
19. Define the key KPIs for your business
• Video reproductions: videos on machinery operation,
maintenance, installation processes, etc.
https://www.framuntechno.com/
20. • Form submissions: requests, budgets, etc.
Define the key KPIs for your business
https://www.epiloglaser.com/tech-support/laser-manuals/ & https://www.danube-international.com/
21. Define the key KPIs for your business
• Lead generation: newsletter subscriptions, calls,
information requests, etc.
Source: https://mantechmachinery.co.uk/laser-cutting-machines/ & https://hpclaser.co.uk & https://unicrentals.com
27. • Enhanced measurement events: enhanced
measurement must be enabled from GA4 and then
they are automatically measured by the tool.
GA4 Event Classification
28. GA4 Event Classification
• Recommended events: the ones that we can implement
ourselves, with predefined names and parameters (via GTM).
29. GA4 Event Classification
• Custom events: the ones that are fully defined by the
owner, through Google Tag Manager.
30. KPI Event Type How to set it up?
File downloads File_download
Enhanced event
measurement
GA4 & Google Tag
Manager
Video
reproductions
Video_engagement
Enhanced event
measurement
GA4 & Google Tag
Manager
Form submission Form_submit
Enhanced event
measurement
GA4 & Google Tag
Manager
Lead generation
Generate_lead
Recommended
event
Google Tag
Manager
Personalized Custom event
Google Tag
Manager
51. Recommended or Custom Events
Generate_lead = Recommended Event
via Google Tag Manager
52. Recommended or Custom Events
Leads = Custom Event
click_phone, click_email, click_chat...
via Google Tag
53. Now, the reports will give us the KPIs that
are of interest for our business:
54. And we will be able to create reports
focused on our objectives:
55.
56. But, what if we want more?
What if it is not enough to only know how
many forms, but to know exactly which
ones?
Or to know which file downloads or videos
have the users viewed?
57. We can go further: Unleashing
the Power of Parameters in GA4
58. Parameters provide additional
information about the events, such as:
• The name of the products they viewed
• The files that they download
• The videos they reproduced
• The page from which they have submit a
form
• ...
60. Custom parameters
To captured information that is not collected by
defalut Google provides a:
• List of parameters for enhanced measurement
events.
• List of parameters for recommended events.
64. For each event, we can setup, not only the
ones recommended by Google, but also:
Google Tag Manager > Preview > Variables Data Layer
65. For each event, we can setup, not only the
ones recommended by Google, but also:
Google Tag Manager > Preview > Variables Data Layer
66. As we can see, most of the parameters
are not collected by default.
It is strongly recommended to set them
up to provide additional information
about the events.
71. A good configuration of events,
conversions and parameters will
enable us to analyze what is happening
in an indeep and proper way on our site.
72. But beyond that, there are
other features that GA4 offers
that can also be key for an SEO
73. Let's find out some more
features and data that will
enable us to design our
content strategies, UX, ads...
74. Event: Search Results
To analyze the most popular search terms in our
browser
*Enhanced Measurement
75. Event: Search Results
To analyze the most popular search terms in our browser
by country
To refocus the web architecture or for content creation
76. Event: Product Comparison
To design content strategies
https://www.epiloglaser.com/tech-support/laser-manuals/
*Custom
77. But not only events and conversions
are a key section for B2B companies
that will help them to analyze or reach
conclusions to design strategies.
GA4 offers much more!
84. Google Ads Keywords Reports via Exploration
But also to get inspiration for new ideas or for keyword
clustering
85. Google Ads Keywords Reports via Exploration
But also to get inspiration for new ideas or for keyword
clustering
86. So, as we can see Explorations will allow us to
go further in the analysis of our data
For this reason, it is
highly recommended to
have well defined what
we want beforehand.
91. Why create all these different audiences?
Source: Google Demo Account
92. To analyze users with similar interests, behaviour
or attributes so...
Why create all these different audiences?
93. • We can create more customized content.
• We have more insights on the experience we
offer to our users on the website.
• We know what they are like, what they have in
common and what differentiates the users
depending on the stage of the conversion
funnel they are in.
Why create all these different audiences?
96. So, to sum up, GA4...
• It is not the most intuitive tool.
• Not all data of interest are displayed by
default.
• On the contrary, many data will need to be
configured manually.
• We will have to figure out each time how to
set up the data we want in a customized way.
97. • To not get overwhelmed by all the data
offered by the tool.
• To know and define what we want.
• To identify the best way to analyze what
we want to analyze.
• To set it up correctly (GA4 + GTM).
So, when analyzing data in GA4,
it is important...
98. Since it is true that if we know and
identify what we want...
