Customizing Analytics 4 Form Tracking to Reduce Abandonment

Suggestions and example ways to customize your existing Google Analytics 4 out-of-the-box implementation to give you deeper business insights.

Google Analytics 4 is a great, free tool to understand and quantify your website performance. Setting up the basic Google Analytics 4 tracking takes only a few minutes and is as simple as pasting the same line of code across your website, or setting up a global deployment in Google Tag Manager. However, to drive business insights from Google Analytics you'll need to customize your implementation to give you deeper reporting depending on your website and business.

Empower Business Decision Making With 3rd Party IP Lookup Integrations

Google Analytics tracks key metrics such as traffic sources, page views, and user engagement out-of-the-box, but with deeper implementation customization you can gain better insights into what is working well on your site and where improvements are needed. Integrating Google Analytics with third-party data lookup tools like ZoomInfo, ClearBit, DemandBase or 6Sense can help you identify what content resonates with core enterprise audiences or target accounts. Out of these, ZoomInfo and ClearBit have the best integration abilities and documentation with Google Analytics 4.

Better Understand User Behavior with Custom Event Tracking

Google Analytics already provides standard engagement metrics such as session duration but now even includes the ability to auto-track events like page scroll in Google Analytics 4 (vs. GA UA) based on your setup settings. Tracking form field drop-off can help you measure and improve form conversion rates, while tracking navigation or footer interactions can help identify how and where people are navigating to your website. Integrating other data points such as key CTA tracking for areas like pricing pages can also help identify how users interact with key content.

Improve Conversion Tracking Reporting with Custom User Dimensions

Google Analytics 4’s out-of-the-box conversion tracking easily allows you to identify areas for improvement in your sales funnel and identify opportunities for strategic website adjustments. However, you can take this reporting deeper by customizing your implementation with user dimensions such as using a product data layer. This allows you to segment conversions or key website actions by authenticated visitors, subscription type or plan, and even feature usage.

Monitoring Website Performance With Event-Based Error Tracking

While a base Google Analytics implementation will show metrics such as page load times automatically in reporting, you can customize your implementation further to highlight potential website issues. You can use custom events to track 404 pages, searches without results, or track form errors. By building this into a dashboard or Google Looker report you can proactively find potential website bottlenecks. Furthermore, by identifying and addressing performance issues promptly you can prevent potential revenue loss due to website usability issues.

Identify Organic Search Performance of Website Pages

By integrating Google Analytics with Google Search Console, you can view key data such as organic rankings, impressions, and clickthrough data directly in Google Analytics and integrate this with your existing reporting customization. Even better, by integrating Google Search Console with Google Analytics you can also view key data such as engagement rates (bounce rate) and average time on page by landing page or search query. This will help you determine if visitors are landing on your key website pages and navigating deeper into your site, or just abandoning the visit after they hit a single website page.