Introduction:

In the digital analytics game, getting the hang of Google Analytics 4 (GA4) is key for accurate reporting and proper insights. Managing them tricky URL query parameters in GA4 – a bit of a must, often overlooked. Unlike the legacy Universal Analytics (GA3), GA4’s missing a straightforward solution for dealing with specific URL query strings in reports. So, this guide gives you the answers on using Google Tag Manager for a savvy sorting strategy. If you’re not using Google Tag Manager then you can either stop now or find out why you need it here.

Understanding Query Strings:

Consider a scenario where a marketing team launches a campaign promoting a new product on Facebook. They use UTM parameters to track the effectiveness of this campaign.

Example URL with UTM Parameters:https://www.example.com/product-page?utm_source=facebook&utm_medium=cpc&utm_campaign=new_product_launch&utm_content=ad_variation_A&utm_term=keyword123

Now, let’s break down how GA4 interprets each UTM parameter:

• utm_source=facebook: GA4 recognizes that the traffic source is Facebook, indicating the social media platform where the user encountered the campaign.
• utm_medium=cpc: The medium is identified as CPC (Cost Per Click), specifying the payment model for the advertising campaign.
• utm_campaign=new_product_launch: GA4 categorizes the campaign as “new_product_launch,” offering insights into the overall performance of this specific marketing initiative.
• utm_content=ad_variation_A: This parameter signifies the specific ad variation (content) used in the campaign, allowing for the comparison of different creatives.
• utm_term=keyword123: If applicable, GA4 interprets the term parameter, providing details about the keyword associated with the ad. This is particularly useful for tracking paid search campaigns.

As users interact with the website through this URL, GA4 processes and contextualises their actions based on these UTM parameters. The reports generated in GA4 then offer a comprehensive view of the campaign’s success, highlighting the effectiveness of the source, medium, campaign, content variations, and specific keywords associated with user engagement. This level of granularity empowers marketers to refine their strategies, allocate resources effectively, and optimise future campaigns based on the nuanced insights derived from GA4’s interpretation of UTM parameters.

Configuring URL Query Parameters:

GA4, by default, treats pages with different query bits as separate critters. This can lead to a load of entries in reports, making data analysis a bit of a faff. The guide shows you with an example, stressing the need to sort out bits that don’t really fuss with the page stuff. Ignore this bit, and you end up with stacks of entries for the same pages in GA4 reports, messing with clarity and accuracy.

High Cardinality Dimensions and ‘Other’ Category:

We get into the nitty-gritty of high cardinality dimensions, explaining how a bunch of bit values can shove you into the ‘(other)’ zone in GA4 reports. The guide bangs on about the knock-on effects of this, pushing you to sort out them unnecessary query bits to tackle the ‘(other)’ bother in reporting.

Step-by-Step Guide:

Now, onto the practical stuff. The guide walks you through, step by step, making sure you’re set to sort out them URL query bits like a pro. You jot down a list of bits to sort and suss out what’s already sorted in Universal Analytics. Then, it’s all about tinkering with Google Tag Manager, with a nod to the ‘Query Bit Stripping Utility’ template for whipping up a user-defined variable.

Checking and Sorting:

We underline the importance of checking things over, nudging you to use the GA4 DebugView to make sure your tag setup’s bang on. We throw in a bit of caution, warning against going overboard with sorting search bits to keep your ‘site search’ reports in tip-top shape.

Wrapping Up:

In a nutshell, this guide is your mate for giving your GA4 setup a spruce-up by properly sorting out them URL query bits. With a good eye and a grip on the ins and outs, you’ll tidy up your reports, sharpen up your data, and get the good stuff from your GA4 info.!