In the final installment of our GA4 setup mistakes and errors series, we explore the importance of properly aligned domain and stream URLS as well as the importance of configuring referral and cross-domain tracking. We’ll also take a look at how utilizing User-ID in GA4 can allow you to seamlessly track user journeys across devices and platforms and how adding custom event tracking can lead to better and more comprehensive data collection. We also have a quick 3-click setting adjustment that will take your GA4 data retention from two to 14 months!
Mismatching Domain and Stream URLs
It’s very important to ensure that the domain specified in your GA4 setup matches the actual domain of your website. Mismatched domain and stream URLs can severely affect cross-domain tracking. This is especially critical for businesses with multiple subdomains or separate domains linked to their primary website. If not configured correctly, user interactions across different domains may not be accurately attributed to the same user, leading to fragmented data and potentially skewing conversion metrics. Taking the time to verify and synchronize these URLs is essential for comprehensive cross-domain tracking.
In cases where a company manages multiple websites, having mismatched domain and stream URLs can lead to data silos. Each site should have its own unique GA4 property, and the domain and stream URLs should be configured accordingly. Failure to do so may result in data from different sites being mixed together, making it challenging to discern individual site performance and user behavior. Ensuring that each property has the correct domain and stream URLs will facilitate accurate reporting for each distinct site.
To verify your stream URL is the same as your main site URL, go to: Admin ⇒ Data Streams ⇒ Click on your data stream ⇒ Stream URL will be at the top
Not Configuring Referrals and Cross Domains
Closely related to mismatching domain and stream URLs, is the improper configuration of referrals or cross-domains. If your website spans multiple domains or subdomains, it’s important to correctly configure referrals and cross-domains in GA4. For businesses with multiple online properties, such as a main website and a separate e-commerce platform, configuring referrals and cross-domains is paramount. Without this setup, user sessions may be fragmented, resulting in incomplete or inaccurate user journey data, which can cause missed opportunities to understand how users move between different sections of your digital ecosystem. By configuring referrals and cross-domains, you enable GA4 to stitch together user interactions seamlessly, providing a comprehensive view of their journeys.
Failure to correctly configure referrals and cross-domains can lead to incorrect attribution of traffic sources. For instance, if a user starts their journey on one domain and ends up converting on another, without proper configuration, the conversion might not be attributed correctly. This can skew the perceived effectiveness of different traffic sources, potentially leading to misinformed marketing decisions.
To see your referrals, go to: Admin ⇒ Data Streams ⇒ Click on your data stream ⇒ Configure tag settings ⇒ Click Show more ⇒ List unwanted referrals.
For a list of cross domains, go to: Admin ⇒ Data Streams ⇒ Click on your data stream ⇒ Configure tag settings ⇒ Configure your domains
Not Using User-ID
In Google Analytics 4 (GA4), the reporting methodology has undergone significant changes compared to Universal Analytics placing an even greater importance on the use of User-ID for accurate reporting of user identity and behavior.
Tracking user interactions across multiple devices is essential for understanding the complete customer journey. User-ID provides the ability to associate multiple sessions with a single user, even if they switch between devices. Without implementing User-ID, you may miss out on insights into how users engage with your website or app across various platforms.
GA4 has also introduced cohort analysis capabilities that allow you to group users based on shared characteristics or behaviors. Utilizing User-ID enables more accurate cohort creation, providing a nuanced view of user segments. This can be instrumental in tailoring marketing strategies, personalizing user experiences, and optimizing conversions. Without User-ID, you may rely on broader, less precise segmentation methods, potentially missing out on valuable insights.
Relying Solely on Enhanced Measurements for Data Collection
While Enhanced Measurements can provide valuable data, it’s important not to rely on them exclusively. They are a welcomed out-of-the-box addition to Google Analytics, but the data they can capture is quite limited. Some of the enhanced measurement events such as file-download, site search, and outbound link clicks do a pretty good job of capturing useful data. However, other events such as form-submissions, video tracking, and scrolling will most likely require a custom implementation to be fully utilized. Implementing both custom event tracking tailored to your business along with the new configure-free enhanced measurements is the ideal approach to discovering essential and comprehensive insights.
To view which enhanced measurements are currently active and collecting: data admin -> data streams -> click data stream -> Under enhanced measurement (a blue “on” toggle means they are active)
Data Retention Settings Not Adjusted
This one is kind of a no-brainer as to its importance but GA4 by default sets this retention period to 2 months. In order for you to report on your data further back, you will need to adjust this setting in GA4 to 14 months. Taking the time to review and make this fairly quick setting adjustment in GA4 will ensure that you retain the data you need for analysis while adhering to privacy regulations.
To view this setting, go to: Admin ⇒ Data Settings ⇒ Data Retention.
GA4 is a powerful analytics tool that can help you uncover actionable insights into your business, marketing strategy, and digital ecosystem. Unfortunately, the switch from Universal Analytics to GA4 has not been a smooth one for many organizations. Mistakes and errors are common and left undetected, weeks and months can go by with an organization inadvertently relying on inaccurate data. Our Common GA4 Setup Mistake series (Part 1, Part 2) covers common mistakes and errors that we see every day with our clients. If you aren’t confident in your GA4 setup, visit daylightstrategy.com for more helpful GA4 articles and information about our GA4 services.