Enriching GA4 with Business Data through automated reporting
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.
Strategy
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.