Integrating Marketing Automation with Google Analytics significantly improves your understanding of on-site personalization efforts and marketing campaigns. It automatically translates the impact of these activities into numbers, so you can better understand the effects of your work and plan it more effectively. This kind of analytics is essential for anyone who wants to manage their marketing effectively and achieve better results.
How does the Marketing Automation 2.0 integration with Google Analytics 4 work?
We built our own methodology to present the impact of every activity - including personalization - in automated reports, illustrating conversions and revenue with target and control groups separated out.
There are many types of personalization activities, each affecting different KPIs: sales CR, CTR, Churn or AOV (Average Order Value). To measure them correctly and reach sound conclusions, we use four attribution models for target and control groups:
- post-view assisted conversions
- post-click assisted conversions
- conversions attributed to a session
- conversions attributed to a time window (7 or 14 days)
This methodology makes it possible to report precisely how a given action influences user behavior, comparing that behavior to a similar control group that didn't receive the action.
The data we collect lets us fully report the effectiveness of personalization activities and, in the case of online stores, present those numbers in monetary terms and calculate their profitability.
Automated reporting
Out-of-the-box solutions in Google Analytics 4 are not an ideal environment for evaluating the effectiveness of personalization activities. An attribution model tied to an action's impressions can end up attributing sales to the wrong activity. Based on the models we've built and by collecting raw data from every action in BigQuery, we build automated reports tailored to the needs of companies across different industries.
We adapt the report to the organization's needs. Among other things, it can include information about personalization action impressions and their effectiveness (CTR, CV, revenue), broken down into target and control groups.
Every type of campaign can be different, which is why we apply different attribution models. Some actions are only displayed - in which case post-view analysis is required. The model most commonly used to analyze effectiveness in online stores is post-click, which lets you analyze every campaign that took part in the sales process and that a given user actively engaged with.