When I take on a digital analytics project, my priority is to follow a structured approach that combines a deep understanding of business needs with the effective use of GA4 data. Here are the key steps of my methodology:

1️⃣ Defining Objectives and KPIs

Before diving into the data, it's crucial to clearly understand the project’s goals. I always start by asking:

• What are the business and marketing objectives?
• What are the key actions we want to track?
• Which KPIs will best measure performance?

2️⃣ Structuring Tracking and GA4 Events

GA4’s event-based model offers great flexibility, but proper structuring is essential. My approach includes:

• Defining key events (e.g., clicks, conversions, scroll depth, specific interactions).
• Configuring event parameters to enrich the analysis.
• Verifying implementation through Google Tag Manager and GA4’s DebugView.

3️⃣ Collecting and Analyzing Data

Once tracking is in place, I begin the analysis phase with an iterative approach:

• Exploring standard GA4 reports (acquisition, engagement, monetization, etc.).
• Creating custom reports to meet specific needs.
• Segmenting audiences to identify trends and behaviors.

4️⃣ Turning Insights into Actionable Strategies

Analysis is only valuable if it leads to concrete actions. My process includes:

• Prioritizing optimizations based on business impact.
• Collaborating with marketing and product teams to refine user journeys.
• Setting up performance tracking post-implementation.

5️⃣ Testing, Learning, and Iterating

Digital analytics is an ongoing process. I incorporate a test-and-learn mindset by:

• Experimenting with optimizations based on GA4 insights.
• Measuring results and adjusting based on findings.
• Continuously refining strategies with new data inputs.

Conclusion

With this methodology, I ensure that every GA4 analytics project delivers real value. My approach is both business-oriented and pragmatic, with a constant focus on accuracy and relevance.