Universal Analytics has been a thing of the past since July 2023. It’s been replaced by the new Google Analytics 4 (GA4), which allows users to closely monitor the activity of all visitors to their site and create further actions based on it. However, this won’t happen automatically. First, it’s necessary to implement the so-called “advanced events”. We recently deployed them on the Solik.sk eshop. What did the client gain from them?
1. Ability to create personalized ads
Thanks to advanced events, we can track the entire history of a user’s movement on the eshop. If they provide an email to a page in the browsing process, it’s automatically linked to browsing history, allowing ads to be targeted across different platforms.
For example, if a customer clicked on a product but hesitated and didn’t put it in the basket, we can offer it to them again through advertising on the Facebook social network, where they’re logged in with their email. We also have the opportunity to notify them of a forgotten basket via email or provide them with information on the reduced price for goods they have recently expressed interest in via Instagram.
2. Improving the user-friendliness of the website
Data from custom events in GA can also be used to improve UX and UI of the websites themselves. On the Solik.sk eshop, we monitor, for example, whether the user has seen the recommended products, whether they have clicked on them and whether they have subsequently purchased them. The data obtained shows that this section is of great value to customers and they often order the products shown here. For the next redesign, we can therefore place it higher on the page, enlarge it or otherwise highlight it, and thus use it even more effectively.
3. Evaluation of investments in programming works
We can also deploy an advanced event on any newly implemented functionality, such as the option to subscribe to the newsletter, add a product to the favorites or view products related to the currently viewed goods. The statistics will then show how often these functionalities were used and whether a customer made a purchase based on them. In this way, our client can evaluate retrospectively whether it was the right step and how much money the investment in the implementation of the new functionality actually brought them.
Of course, data is useless if no one can read it. That’s why close cooperation between the programming team and the marketing department, which will monitor the data and prepare campaigns or recommendations for changes based on them, is important. We’re ready for such cooperation. We will gladly use the knowledge we’ve gained thanks to working with our custom events at Solik.sk on other projects. Don’t hesitate to contact us.
