Check Google Analytics 4
Google Analytics 4 is the most widely used analytics platform on the internet. GA4 provides the ability to view collected data in standard, digestible reports, charts, and tables. These outputs are generated based on data received, adhering to specific rules set by GA4. If you want a clear overview of your site visitors and their journey, you must follow these GA4 rules.
With a Server-Side Tagging tracking setup via Google Tag Manager, GA4 configuration tags are already in use, ensuring data is sent in a way that GA4 can process efficiently. However, some aspects are not related to how the data is transmitted but rather how it is collected. After a Server-Side Tagging implementation, you need to analyze certain elements within GA4 to ensure your tracking setup is accurate. These elements include:
Number of Measured Conversions
After a Server-Side Tagging implementation, analyze the accuracy of the measured conversion events. As you are now collecting first-party data, you are technically responsible for tracking the conversions on your site. However, another party, such as AdPage, may have configured this tracking via Google Tag Manager.
Keep in mind that tracking 100% of your conversions is nearly impossible. Factors such as cookie rejection, privacy-focused browsers, and script issues may cause discrepancies. To achieve 100% conversion tracking, consider using webhooks.
To check the number of measured conversions in GA4, navigate to the Events report in GA4:
Here, you’ll find a graph and a table summarizing all events collected by GA4. Use the date range selector above the graph to focus on the period starting the day after the Server-Side Tagging implementation and ending yesterday.
Use the search bar above the table to filter for a specific event name, such as purchase for eCommerce sites or generate_lead for lead generation sites.
Compare the measured conversions with the actual number of conversions in your site’s backend, such as orders in your webshop or completed forms. Minimize the error margin between measured and actual conversions. If discrepancies are significant, investigate potential causes and explore ways to improve tracking accuracy.
Conversion Attribution
Once you have an overview of the measured conversions, you’ll want to determine which channels or campaigns drove the converting visitors. From a tracking perspective, all visitors should be assigned to a channel. If GA4 cannot attribute a converting visitor and their conversion event to a channel, it will classify the conversion as **Unassigned**.
To check this, click the blue plus icon next to Event Name to add an additional dimension to your table:
Attribution of Site Traffic
Beyond attributing conversions, you also want a clear overview of where all visitors (not just converters) come from. Navigate to the Traffic Acquisition report in GA4:
GA4 uses the dimension Primary Channel Group for Sessionby default. Ideally, the percentage of “Unassigned” traffic should be below 10%.
Ensure the date range spans from the day after the Server-Side Tagging implementation to yesterday. Remember that GA4 processes data within 24–48 hours, so yesterday’s data may not yet be complete. Early in the morning, “Unassigned” traffic for the previous day is typically higher than it will be by the afternoon.
In the example above, “Unassigned” traffic is 16.28%. However, when excluding yesterday’s data and using the Session Source/Medium dimension instead, the percentage drops to a healthy 6.38%.
If any of the above tests yield unsatisfactory results, refer to the “Common Issues by Platform” section for solutions. For further insights into GA4 reports and actionable conclusions, see the section “How to Make Optimal Use of First-Party Data”.
With a Server-Side Tagging tracking setup via Google Tag Manager, GA4 configuration tags are already in use, ensuring data is sent in a way that GA4 can process efficiently. However, some aspects are not related to how the data is transmitted but rather how it is collected. After a Server-Side Tagging implementation, you need to analyze certain elements within GA4 to ensure your tracking setup is accurate. These elements include:
Number of Measured Conversions
After a Server-Side Tagging implementation, analyze the accuracy of the measured conversion events. As you are now collecting first-party data, you are technically responsible for tracking the conversions on your site. However, another party, such as AdPage, may have configured this tracking via Google Tag Manager.
Keep in mind that tracking 100% of your conversions is nearly impossible. Factors such as cookie rejection, privacy-focused browsers, and script issues may cause discrepancies. To achieve 100% conversion tracking, consider using webhooks.
To check the number of measured conversions in GA4, navigate to the Events report in GA4:
Here, you’ll find a graph and a table summarizing all events collected by GA4. Use the date range selector above the graph to focus on the period starting the day after the Server-Side Tagging implementation and ending yesterday.Use the search bar above the table to filter for a specific event name, such as purchase for eCommerce sites or generate_lead for lead generation sites.
Compare the measured conversions with the actual number of conversions in your site’s backend, such as orders in your webshop or completed forms. Minimize the error margin between measured and actual conversions. If discrepancies are significant, investigate potential causes and explore ways to improve tracking accuracy.
Conversion Attribution
Once you have an overview of the measured conversions, you’ll want to determine which channels or campaigns drove the converting visitors. From a tracking perspective, all visitors should be assigned to a channel. If GA4 cannot attribute a converting visitor and their conversion event to a channel, it will classify the conversion as **Unassigned**.
To check this, click the blue plus icon next to Event Name to add an additional dimension to your table:
Attribution of Site Traffic
Beyond attributing conversions, you also want a clear overview of where all visitors (not just converters) come from. Navigate to the Traffic Acquisition report in GA4:
GA4 uses the dimension Primary Channel Group for Sessionby default. Ideally, the percentage of “Unassigned” traffic should be below 10%.
Ensure the date range spans from the day after the Server-Side Tagging implementation to yesterday. Remember that GA4 processes data within 24–48 hours, so yesterday’s data may not yet be complete. Early in the morning, “Unassigned” traffic for the previous day is typically higher than it will be by the afternoon.
In the example above, “Unassigned” traffic is 16.28%. However, when excluding yesterday’s data and using the Session Source/Medium dimension instead, the percentage drops to a healthy 6.38%.
If any of the above tests yield unsatisfactory results, refer to the “Common Issues by Platform” section for solutions. For further insights into GA4 reports and actionable conclusions, see the section “How to Make Optimal Use of First-Party Data”.
Updated on: 22/11/2024
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