MeasureCamp_Custom GA4 Channel Groups with dbt
0 likes•367 views
The document discusses the implementation of custom Google Analytics 4 (GA4) channel groups at Bergzeit, focusing on challenges faced with GA4's default settings and the need for tailored channel configurations. It highlights the differences between Universal GA3 and GA4 in terms of channel grouping, data reliability issues, and the integration of modular SQL development practices using dbt. The presentation concludes with key takeaways emphasizing the importance of data modeling and automated testing for effective analytics.
![Road Ahead 2023: Realtime Attribution [DRAFT]](https://image.slidesharecdn.com/measurecamp2023customga4channelgrouping-230817192318-d540d61f/85/MeasureCamp_Custom-GA4-Channel-Groups-with-dbt-24-320.jpg)
MeasureCamp_Custom GA4 Channel Groups with dbt
- 1. Custom GA4 Channel Groups - How to close gaps with dbt Helena Steurer | Bergzeit Christopher Gutknecht | Bergzeit
- 2. About Helena & Chris Master in Consumer Science Bergzeit Helena 1995 2019 2022 Online store for Mountain gear 14 Countries, 5 languages 2 analysts, 1 Measure Dev, 0,5 Data Engineer + Teamlead, no PM (+2,5 performance experts) Performance Analytics Climber 1997 2008 2012 2023 Dad of 2
- 3. Our Agenda for GA4 Custom Channel Groups Bergzeit Next Steps 3. Take aways 4. Intro Channel Groups 1. Custom dbt model demo 2.
- 4. Back in 2015: Channels Groupings in Universal
- 5. GA3 Channel Groupings & GA4 Groups Compared # GA3 (UA) GA4 1 Official Name Default Channel Grouping Custom Channel Groups 2 Maximum amount 50 25 3 Applicable date range From date of change Entire data history 4 Exists in BigQuery Export? Yes Only in GA360 Enterprise Alpha? 5 Session Traffic Source exists? Yes Only manual_* 6 Applicable Dimensions 25 + custom session-scope 6
- 6. Our Channel Group Structure at Bergzeit # 💰 Performance 3 Generic Paid Search Google 4 Generic Paid Shopping Google 5 Generic Paid Search Bing 6 Social Paid 7 PSM 8 Affiliate 9 Display # 🧲 Retention 10 Organic Search Home 11 Brand Paid Search 12 Direct # 🌱 SEO 1 Organic Search Non-Home 2 Organic Search Magazin # 📧 CRM 13 Triggermail 14 Newsletter # Other 15 Hersteller Links 16 Social Organic 17 Branding 18 Referral
- 7. Our Current Issues with GA4 Channel Groups UI data not reliable GA4 Default channel groups useless No split by Landing page source, medium, campaign differentiation (Details later) 1. Business Requirements 2. Raw Data Requirements No channel in raw data
- 8. The Role of Channel Group(ing)s at Bergzeit Actual Sales Metrics Business Plan Target vs Actual Model 100% Backend Sales GA Raw Data All Cost Data GA Sales Plan Channel Targets GA Consent Gap to 100% Markov Attributed Channel Data
- 9. The Target vs Actual Plan Integration in dbt
- 10. dbt allows modular SQL Code & DEV Practices
- 11. Cloud agnostic The dbt vs Dataform debate: Why we chose dbt Scheduling needed (dbt cloud, Airflow etc) Google Dataform Tightly integrated into GCP SQLx, Javascript (ES6), JSON Free & huge potential Jinja SQL, YAML, Python Small ecosystem Huge ecosystem
- 12. Choose between dbt Core and Cloud UI open source easier transition completely self-managed less technical
- 13. Our Bergzeit Channel Group Model Repository Google Ads BigQuery Data Transfer Data Sources To Configure GA4 BigQuery Export https://github.com/hellste/dbt_ga4_custom_channelgroups
- 14. A Good Place to Start for GA4 Data Modelling https://github.com/Velir/dbt-ga4/tree/3.2.1/
- 15. Our Basic dbt GA4 Folder Structure
- 16. Differences between GA3 and GA4 Sessions user_id session_key hit source medium campaign gclid 1 1 pageview google cpc de_perf_brand_aw 9452ß435 94rofjew user_id session_key hit source medium campaign gclid 1 2 pageview facebook cpc de_aw_meta user_id session_key hit source medium campaign gclid 1 3 pageview google (organic) (organic) user_id session_key event_name source medium campaign gclid 1 1 page_view google cpc de_perf_brand_aw 9452ß435 94rofjew 1 1 page_view facebook cpc de_aw_meta 1 1 page_view google (organic) (organic) Universal Analytics GA4 🥇One traffic source per session 🌛Session breaks at midnight 🔢 Multiple traffic sources per session at the event level 🌛Session does not break at midnight 🔎 No session level traffic source information
- 17. Challenges and Approached Solutions Raw Data Problems in a Nutshell Tried Approaches Bergzeit specific tracking limitations No source, medium, campaign for Google Ads Traffic (broken auto-tagging) No session level traffic source information Google Ads Transfer Data Matching Table (clickstats, campaign) Custom URL Parameter Reporting API
- 18. Our Custom URL Parameter Approach 1. 2. 3.
- 19. Our New Ads Transfer-Enhanced Approach Gads Transfer Data GA4 Raw Data event_name event_params.key event_params.value.string_value page_view source google medium (organic) gclid af3298759032q33lj campaign (organic) session_gadscampaign brand_paid_search gclid gads_campaign af3298759032q33lj de_perf_brand_aw af39tq493ß3ß043jfal nl_pmax_…… Join the campaign name from the Google Ads Transfer Data to the GA4 raw data via the gclid.
- 20. Our Custom GA4 Channel Groups Architecture
- 21. Let’s Jump into the DEMO Part! https://github.com/hellste/dbt_ga4_custom_channelgroups
- 22. The Results: GA4 Raw Data vs GA4 UI Sessions our final approach The chart show, how much the raw data sessions differ from the GA4 UI sessions For example: In our final approach we assign 1,4% less sessions to the direct channel than the GA4 UI does.
- 23. Status Quo: Bergzeit’s Current Rollout of GA4 Juni (6) Juli (7) August (8) September (9) GA3 - Official source - Attribution base - Base for sales plan Tolerated Transition now! No more data GA4 Usable, no YoY data - All events validated - 70% reports moved - 80% UI setup complete - Move to 100% ssGTM (on June 26th) - 12 months of data - All report migrations complete - UI Setup complete - Move to GA4 attribution - Move GA based sales plan with custom channels > Official "GA4 First" - 2 months you data - All GA4 reports migrated > GA4 Only!
- 24. Road Ahead 2023: Realtime Attribution [DRAFT]
- 25. Your Takeaways from this Session GA4’s Channel groups are less powerful - define what you need You need data modeling to re-create a granular channel structure Consider source/medium, campaign, gclid and campaign data Choose dbt or dataform, but don’t solely on BigQuery Don’t forget to add automated testing!
- 26. Thanks For Your Time! Looking Forward to Questions. Helena Steurer | Bergzeit Christopher Gutknecht | Bergzeit