Most SaaS marketers stopped using Google Analytics since the Universal Analytics sunset. GA4 feels hard to set up, confusing and many reports aren’t reachable easily.
Even though GA4 offers more capabilities for SaaS companies, there is a strong barrier and pre-effort to make it usable to measure your marketing effectiveness – and product engagement.
To get the best out of GA4 as a SaaS company, you should:
GA4 will help a lot to measure:
So, how should SaaS companies map out their journey within this new system, and how can they use GA4 most effectively?
Let’s dive in!
Here is some information about the Importance, Quantification, and Interpretation of some events that SaaS companies should definitely track in GA4:
Acquisition, Engagement, & Onboarding
Events: New user sign up, ad impressions, sign up, scroll depth, page views, time on site, engagement rate, any custom event that holds significance as a key action for your business.
Lead Generation, Conversion & Product Interaction
Events: Users contacting by clicking email, Live chat interactions, Feature Usage, Settings Changes, Users contacting by clicking telephone, Completed contact forms.
Search and Navigation
Events: Primary search results, Internal site search usage, Lifetime value, Navigation path analysis.
Retention and Customer Success
Events: Login events, Subscription renewals or cancellations, Last Activity.
Content Engagement & Collaboration
Events: Social media re-shares, Comments on blog posts, Inviting a New Team Member, Sharing a Document.
Support, Feedback, & Custom Events
Events: Help Article Access, Support Ticket Creation, Data visualization, custom integrations.
A GA4 dashboard offers SaaS businesses a snapshot of critical metrics and dimensions. Properly set up, it reveals the health of user acquisition, engagement, and revenue streams.
Why Every SaaS Marketer Needs a Dashboard
Marketers aren’t just interested in raw traffic or conversions. The source of that traffic, its breakdown, and conversion efficiency by source provide actionable insights.
The GA4 dashboard, when tailored for SaaS needs, offers an in-depth understanding of user behavior, traffic sources, and conversion efficacy. Used wisely, it becomes a cornerstone of data-driven growth strategies.
The customer journey outlines the complete process a prospect undergoes, starting from the discovery phase to becoming a dedicated user. With the SaaS model’s unique dynamics, understanding and enhancing this journey is pivotal.
The initial contact point between a potential user and the SaaS product, this stage is about attracting prospects.
It’s crucial to understand users’ interactions, such as scroll depth on a demo request form, and optimize based on these insights.
Setting up path exploration reports can give insights into the users’ journey prior to conversion.
Post-acquisition activation ensures the user starts leveraging the software.
Monitor various events like account creation, first login, onboarding completion, and first feature usage.
Successful activation correlates with higher retention rates and revenue growth.
PRO TIP: Effective content strategies can serve as strong activation drivers.
This phase ensures users consistently find value in the product. Almost 20% of professionals consider retention as their primary focus.
Monitoring and understanding customer behavior aids in refining user experience, thereby optimizing retention.
Focusing on data like user experience and bounce rate can yield insights to boost customer satisfaction and lower churn.
The crux of business growth, this stage witnesses users making purchases or opting for paid plans.
Track events like “purchase,” ensuring detailed monitoring that includes amount, currency, and the transaction process.
Effective tracking facilitates accurate revenue reporting and e-commerce performance analysis in GA4.
This stage revolves around transforming existing customers into brand ambassadors, who refer the SaaS product to potential users.
Although seemingly underutilized, referrals can be a potent tool for user acquisition.
Advocacy can significantly reduce acquisition costs and present an organic growth strategy.
Each stage of the funnel, from acquisition to referral, requires distinct strategies, metrics, and optimization techniques. By thoroughly understanding these stages, SaaS companies can harness GA4’s potential to drive growth and improve user experiences.
With the transition to GA4, a plethora of new innovations have emerged for SaaS companies, enabling them to analyze performance and generate reports based on trends.
With the advent of GA4, SaaS companies are now introduced to the event-based tracking model. Thanks to GA4 events, they can more effectively analyze users’ interactions with their websites and products, subsequently crafting new strategies.
Scenario: A SaaS e-commerce platform uses GA4 to monitor “Checkout” events. They find many users abandon carts and drop off during checkout. To combat this, they send reminder emails about offer incentives, coupled with streamlining the checkout steps. These strategies drive up conversions and revenue.
Through GA4, SaaS companies can trace every step of a user’s interaction with their websites, from the initial touchpoint to their most recent actions. As a result, they can monitor the pathways of each new user on their sites, allowing for easier issue detection.
Scenario: A SaaS company observes high dropout rates after the registration stage. By using GA4’s user journey analysis, they identify a slow-loading page as the root cause, and promptly fix the glitch to improve user retention.
GA4’s improved audience building features empower SaaS companies to develop more personalized user segments based on various factors, including behavior, feature usage, and subscription type. This refined segmentation allows SaaS marketers to deliver targeted messages and re-engagement campaigns that are more aligned with their intended audience.
Scenario:To create an upsell campaign for long-term subscribers, a SaaS marketing team leverages GA4 to segment users based on subscription duration and usage patterns. This enables them to craft a targeted campaign that resonates with their high-value customers.
To learn more about GA4 audience building you can watch our video:
Unlike Universal Analytics, GA4 offers its users the ability to access not just fixed reports but also features for custom report generation. Hence, instead of being restricted to insights from specific reports, SaaS companies can craft reports tailored to their unique requirements.
Scenario: A SaaS company wants to understand how users in different regions are using their new feature. Instead of relying on standard reports, they create a custom report in GA4 that combines feature usage data with geographical data. This allows them to identify trends and patterns that they wouldn’t be able to see with standard reports.
Here is a detailed explanation of all reports and also how to create custom reports in GA4.
GA4 boasts a design tailored for utilization across multiple platforms. This feature simplifies the task for SaaS companies to analyze user activities across various channels.
Scenario: A SaaS company using an online portal observes variances in user sign-ups and engagement. Through GA4 analysis across devices, they find mobile users often explore but don’t finish signing up, whereas desktop users, engaging with detailed service pages, convert more. Based on these findings, they streamline their mobile sign-up process and augment their desktop content for a better user experience.
GA4 can aggregate data from diverse platforms, such as websites, iOS apps, and Android apps, into a single repository. This centralized approach is a distinct improvement over Universal Analytics, which kept data from different platforms in separate silos. With GA4, SaaS companies can view a unified data stream without the hassle of manual integration.
Scenario: A SaaS company uses GA4 to track user engagement across its web and mobile apps. This data reveals that users who sign up for a free trial on their mobile devices are more likely to convert to paying customers.
GA4’s DebugView and Test Mode functionalities enable users to verify the accuracy of event tracking and configurations. This streamlined process makes it considerably easier for SaaS companies to pinpoint and address potential issues.
Scenario: An e-commerce SaaS company uses GA4’s Test Mode to check new event tags and spots an inconsistency in product page view tracking. They swiftly address the issue, ensuring accurate reporting.
With GA4’s innate BigQuery integration, SaaS companies can effortlessly export and merge GA4 data with CRM data. Subsequently, they can execute complex queries to unearth insights, such as determining which marketing strategies yield the highest number of repeat customers or identifying the frequency with which users access their site prior to making a purchase.”
Scenario: An e-commerce SaaS company integrates GA4 data with BigQuery and their CRM to understand the cross-channel effects of their marketing. They find that social media often introduces users, while email marketing finalizes conversions. With this insight, they adjust their marketing budget and strategies to enhance customer lifetime value.
Switching from Universal Analytics (UA) to Google Analytics 4 (GA4) might sound complicated, but it’s not about moving everything over. Your UA data will stay where it is. Instead, the change is about picking specific things to transfer. This introduction will give you a clear picture of how to get ready for this change, important steps to follow, and what to expect when making the switch.
For the easiest migration process, you can check out our detailed video we’ve prepared. By following the video step by step, you can perform the migration in the fastest and easiest way.
Transitioning manually from Universal Analytics (UA) to Google Analytics 4 (GA4) is not only time-intensive but can also be a source of stress if you aim for precision in every step.
That’s where Analyzify steps in, turning those challenges into a breeze! With our dedicated Shopify app and the UA to GA4 Migration Add-on, your transition to GA4 becomes smooth and error-free. Not only does our service help in importing Audiences and Goals from UA, but it also ensures that your GA4 is correctly configured with the right settings and reports.
Your Migration Timeline with Analyzify
Day 0 – 1 Initiation: Purchase Analyzify and the UA to GA4 migration add-on for a combined cost of $749 + $249.
Start with our easy-to-follow onboarding process.
Day 2 – 4 Core Integration: Our dedicated team will work behind the scenes to ensure Analyzify is fully integrated, facilitating uninterrupted data flow to GA4.
Day 4 – 6 Data Verification: We don’t just integrate; we validate. Our team checks the data thoroughly and provides you with a detailed report filled with valuable insights.
Day 7 – 14: Complete Migration: This is where the magic happens! Our professionals undertake the full UA to GA4 migration process, making all the necessary adjustments. At the end of this phase, you receive a comprehensive report detailing every change made.
Install Analyzify now and add UA to GA4 Migration add-on during your onboarding.