GA4 Cross-Channel Tracking

Google Analytics 4

Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform, designed to help businesses gain insights into user behaviour across multiple devices and platforms. One of the significant changes in GA4 is the introduction of cross-channel tracking, which enables businesses to track conversions across different channels accurately. This is a significant advancement as it allows you to see precisely which channels influenced a conversion and allocate credit accordingly.

Cross-Channel Tracking

Cross-channel tracking in GA4 is a powerful tool that allows businesses to see how customers interact with their brand across different touchpoints. This, in turn, helps them to better understand the customer journey and optimize their marketing campaigns for maximum effectiveness. This means that you will be able to track your customer’s buying journey more precisely and be able to attribute the correct value to each touchpoint in the customer’s journey.


For instance, when it comes to Google Ads, this new feature will change the last non-direct click conversion import to full cross-channel credit, allowing you to see the complete value of your Google Ads campaigns.


To better understand the impact of this change, let’s consider a typical buyer journey. Suppose a customer clicks on a shopping ad but does not end up purchasing on day one. On day two, they organically search for the product and brand and complete the purchase. 


GA4 Last Non-Direct Click


Using the traditional last non-direct click tracking method, organic search would get 100% of the credit for this purchase. In contrast, Google Ads would not receive any credit for the conversion. 


GA4 Cross-Channel Credit

However, with the new GA4 cross-channel attribution, organic search would receive 50% of the credit, while Google Ads would get the remaining 50% – giving a 0.5 recording of a conversion in Google Ads. This means you can see which channels and campaigns are working best and making the most impact on your customer’s buying journey.


By using cross-channel tracking in GA4, you can now gain more visibility of how your campaigns are actually influencing the customer’s purchase journey. This provides more comprehensive data that can help you optimize your marketing campaigns better. It’s now possible to see how different channels work together to convert a customer, which can help identify areas for improvement in your marketing strategy. This allows you to make data-driven decisions about where to allocate marketing resources, ensuring that you get the best possible return on investment.


To set up conversion tracking in GA4, businesses need to define the specific events that they want to track as conversions. These events can be defined using the built-in events that are available in GA4 or you can create your own custom events. Once these conversion events are defined, you can use cross-channel tracking to track conversions across different platforms and devices.


In conclusion, the upcoming changes to GA4 conversion tracking using cross-channel tracking will provide businesses with a more comprehensive view of their customer journey, enabling them to optimize their marketing campaigns for maximum effectiveness. By attributing the correct value to each touchpoint in the customer’s journey, businesses can make better-informed decisions on their marketing strategies and drive more value from their campaigns.