Medición de conversiones en Google Analytics 4

How to create and manage events in Google Analytics 4?

Managing data analysis tools is essential for any business that wants to measure its online performance. Google Analytics 4 (GA4) makes this task considerably easier by providing a robust system for creating, monitoring and managing events and conversions. Let's break down how to go about this process step-by-step, using Google Tag Manager (GTM) as a strategic ally.

What are triggers and tags in Google Tag Manager?

In the context of GTM, triggers are essential. They function as watchdogs attentive to certain behaviors or actions on your website. For example, a trigger can be configured to activate when a user buys a product or interacts with a specific element of the site.

Tags are those that send the captured data to its corresponding analytics destination. GA4 is one of many platforms that can receive this data along with others such as Facebook Ads or Google Analytics Universal.

How do I set up an event in Google Analytics 4?

Setting up an event in GA4 is a process that, while it may seem complex, is fairly straightforward with the correct use of GTM. The main focus is to create tags that reflect the key events you want to monitor. Here are the steps:

1. Go to Google Tag Manager: Locate the previously configured triggers.
2. Create a new tag: Give it a descriptive name, for example, "Activation of connectors to Google Analytics 4".
3. Select the appropriate trigger: Use one of your existing triggers, such as "clicks on connectors".
4. Configure the tag: Specify the Google Analytics type ("GA4 event") and manually configure the Measurement ID, which you will find in the Data Streams section in GA4.
5. Define the event name: This name will determine how it will appear in the GA4 interface, such as "activations".

How to view events and check their activation in GA4?

Once the event is configured, it is essential to verify that everything works correctly:

• Check the real-time report: In GA4, go to the real-time report and perform the action that should trigger the event, such as a click on a connector on your site.
• Confirm activity: See if the event appears in the real-time report; this is the signal that GA4 is correctly capturing the event.

How do events turn into conversions?

Events, while valuable, are at their most useful when converted into conversions. Conversions allow you to tell Google Analytics which behaviors are especially important to the success of your business.

What is the process for marking an event as a conversion?

The procedure is intuitive:

1. Go to the events and conversions section in GA4: Here you can see a complete listing of recorded events.
2. Mark events as conversions: Upon locating the desired event, simply select the option to mark it as a conversion. This will tell GA4 to pay special attention to this behavior.

This approach not only allows for finer tracking of the most valuable interactions on your site, but also optimizes the way you can analyze and present data critical to your business.

Next steps in data analysis

Already with a solid foundation for managing events and conversions in various analytics platforms, you're ready to move to the next level: data visualization. Tools like Google Data Studio will allow you to integrate and visualize these events and conversions in dynamic, real-time reports. By taking full advantage of these tools, you'll be able to get a clearer, more actionable picture of your business's digital health and performance.

Go ahead and explore these tools to maximize your analytics potential!