Enriching GA4 with Business Data through automated reporting

Cliente
TeamSystem
Sector
Business/Productivity Software
Soluciones

Data
GA4
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SEO and ADV Trials Attribution precision

+20%

GA4 property harmonised with scalable model

TeamSystem is Italy’s leading tech company in the market of digital solutions for business management, serving companies and professionals.

“We have achieved an integrated quanti-qualitative view of digital performance, which now enables us to have a comprehensive end-to-end overview of the customer journey and effectively leverage data for activation.”

Alvise Comin

Head of Digital & Performance

Insights

TeamSystem Group faced an urgent need to accelerate its adoption of Google Analytics 4 (GA4) to ensure consistent data collection across its key websites ahead of the impending deprecation of Universal Analytics.

At the same time, the company struggled with accurately evaluating marketing performance, as key metrics were siloed within their CRM system, making it challenging to reconcile them with digital marketing data.

Estrategia

The approach involved a comprehensive restructuring and harmonization of GA4 properties to ensure accurate, efficient, and consistent data collection across all websites within TeamSystem Group’s Microbusiness Business Unit.

Following this, raw GA4 data exported to BigQuery was integrated with TeamSystem’s internal database using User IDs and Persistent IDs. This allowed for deduplication of trial conversions and the enrichment of the data with valuable business insights.

The resulting enriched data layer enables TeamSystem to track and analyze key metrics, such as effective trials and trial-to-purchase time. This enhanced visibility allows for more precise evaluation of digital performance, focusing on the quality of acquired users and their subsequent impact on business outcomes. As a result, TeamSystem can make better-informed decisions, driving greater efficiency and improved business results.