This text previously appeared in Cross-Border Magazine, no. 28, Winter 2023.
Google is turning the world of e-commerce on its head with the change from Google Universal Analytics (GUA) to Google Analytics 4 (GA4). GA4 contains promising upgrades, but the complexity of GA4 requires proper tactics for the required learning curve. Tomahawk Digital Marketing offers the solution in the form of server-side tracking: a method that allows you to use the full potential of GA4. With server-side tracking (S2S), your shop will have an edge over developments in digital marketing and maintain the deserved top position of your shop.
The confusing '(not set)' problem
Imagine the following scenario: after all the news about GA4, you are eagerly diving into your GA4 reports, intensely curious about the performance of your webshop. Unfortunately, you encounter a setback: the value '(not set)' pops up. This value gives you no information and is in a place where actually useful information should have been. What went wrong?
No need to worry that you've accidentally turned on the wrong setting: this is due to the transition from GUA to GA4. In the GUA era, revenue flowed seamlessly to familiar channels such as "google/cpc" for Google Ads successes, "google/organic" for organic engagement, and even "direct" for your loyal customers who have bookmarked your webshop. In the GA4 era, you are going to experience more often that part of your revenue is attributed to 'not set', rather than the known traffic sources. This problem has several causes, such as:
- Your transaction tracking is not properly configured. If this tracking does not meet a high, watertight standard, you may lose important information when moving to GA4.
- There are mistakes in UTM parameters. Missteps in the management of UTM parameters are equally insidious, potentially making the attribution of traffic sources within the GA4 network a black box.
Of course, this is heartbreakingly frustrating. You probably invest a lot in marketing, and the "not set" problem hampers the ability to measure the results of those efforts. This also makes any optimization efforts a lot more complex. In other words, your marketing campaigns are less effective. After all this bad news, fortunately we also have some good news: Tomahawk offers the solution that is essential for the future of your webshop. We specialize in server-side tracking.
The power of server-side tracking
What makes server-side tracking the perfect solution to GA4 malaise? This strategy shifts tracking activities from the client to the server. This provides quite a few benefits:
- Accurate data: server-side tracking ensures that every interaction and transaction is passed smoothly to GA4 directly from the server. The risk of data loss, misleading allocations and those oh so dreaded '(not set)' values is thus effectively banished.
- International data privacy guarantee: each country has unique regulations to protect user data. By performing tracking on the server, sensitive user information remains protected from potential vulnerabilities in the client-side system.
- Data-driven marketing decisions: with the right data at your disposal, you can make informed marketing decisions. This allows you to worry-free analyze and optimize the performance of various marketing channels and campaigns.
- Don't miss any more conversions in GA4: with strict privacy laws and subsequent restrictions on third-party cookies, the chances of losing 10-30% of data are significant. Server-side tracking gives you the flexibility to capture custom events and data points that fit the needs of your webshop. With server-side tracking, your conversion rate can increase up to 30%.
The connection between improved tracking and increased conversions may not be immediately obvious. Here's how it works: with good tracking, you gain more insight into your customers' preferences. With this crucial marketing data, you feed the algorithms on which platforms like Google and social media run. Server-side tracking gives you the data you need to make those algorithms work optimally.
A strategic choice for the future
When you combine our server-side tracking with GA4, you have the solution to all your tracking issues in hand. It solves the '(not set)' problems and provides you with the tools you need to collect data, improve your campaigns, get more returns and take your shop to the next level. Server-side tracking brings your analysis to that high level and is therefore a strategic choice for webshop entrepreneurs. Contact us today and Tomahawk will show you the full potential of GA4 for your business.
