If your digital agency offers SEO or any other kind of digital marketing services, you are likely to use Google Analytics frequently. Google Analytics reports are key in helping digital agencies track their clients’ advertising ROI as well as monitor other metrics that are important to your clients’ marketing strategies. Google is known for keeping its platforms and algorithms updated and relevant to the new challenges and demands of the market, and Analytics is no exception. With the rollout of Google Analytics 4, your digital agency can expect some changes to reporting for your clients.
All About Google Analytics 4
Google Analytics 4, released earlier in March 2022, has performed well as an analytics service. With it, digital agencies have been able to accurately measure the traffic and engagement across all of their clients’ websites and applications. Since the initial rollout of Google Analytics 4, Google has continued to add, update and tweak it to enhance its abilities and improve the results achieved when using it. One of the recent additions to Google Analytics 4 sees updated reports for GA4 properties. Now, there will be a segment of data to count traffic from Performance Max as well as Smart Shopping Campaigns.
Google Ads Channel Groupings With Google Analytics 4
Google Analytics will now feature a channel group called “cross-network” that will show traffic acquisition from Google Ads sources. Any report that shows traffic acquisitions from Google Ads sources will show the cross-network channel grouping and allow you to access it. This new channel group will be listed with other sources, including Display, Paid Search, Organic Search, Paid Video, Cross-Network and Paid Social and such.
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How This Affects Reporting For Your Digital Agency
As a digital agency, the ability to provide your clients with accurate reporting can make a huge difference in showing them how valuable your services are. With additional metrics and channel grouping, you can potentially offer your clients more relevant, precise reporting. If your digital agency uses Google Analytics 4 to monitor your clients’ landing pages, you will now be able to see precisely how much traffic is coming from Smart Shopping Campaigns and/or Performance Max. If less traffic than expected is being brought through those channels, you will be able to adjust course and deliver even better results for your clients.
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