Many marketers have experienced the problem where Google Ads traffic in Google Analytics 4 (GA4) does not always get the correct campaign name. Instead of being correctly attributed as paid search traffic, it may appear as “(organic)” or “(not set)”. This can create confusion and lead to incorrect conclusions about how effective your campaigns actually are.
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Different types of ads affect your potential customers during different parts of the customer journey. Because of this, you need to analyze the customer journey both in its entirety and per channel.
(Keep reading…)The amount of data available for your business to decide on is constantly growing. This is not what makes it difficult to be computer- and insight-driven. The problem is rather that the valuable information is stuck in the various tools you use. This leads to data silos which means that you have to try to find insights from different descriptions of reality. You can remedy this by building a cloud-based data warehouse, tailored to your strategy and business.
Do the figures from your performance marketing agency not match your internal sales figures? Or do your Google Analytics numbers differ from the number of conversions in Google Ads or Facebook? Such differences are often due to attribution.