16TH JULY 2024

What is happening in GA4?

It all started with an update released by Google on 10 June, which took effect over the next two weeks, whose original purpose was to resolve some attribution issues related to campaigns on Google’s paid search network.

This update caused two main problems:

1. From 20 June: a steady increase in traffic (not set) and a decrease in traffic correctly attributed to ‘google / cpc’.

2. Since 25 June: an increase in google / cpc traffic with Session campaigns incorrectly classified as (not set), (organic), (direct) or (referral).

These critical issues are affecting almost all of the GA4 properties, with variable levels of impact, where only 17 per cent have no apparent impactful issues. In particular:

• 11% of properties experienced the increase in traffic (not set)
• 37% recorded the increase in google / cpc traffic attributed incorrectly, thus losing the campaign data
• 35% reported both problems

What are the impacts on Business?

This critical issue strongly impacts campaign attribution on the paid search network, with significant and multifaceted consequences:

1. Compromised analysis: it becomes extremely difficult to assess the performance of individual campaigns on GA4, obscuring visibility on the most effective channels

2. Barriers to optimisation: without reliable data, optimising marketing strategies becomes a less straightforward exercise rather than a data-driven practice

3. Inefficient budget allocation: lack of accurate data makes it more difficult to allocate budget optimally across campaigns and channels

4. Inaccurate reporting: reports generated with this compromised data can lead to incorrect conclusions and potentially damaging strategic decisions. Generally speaking, at Storeis we hate reports with asterisks 🙂 

What long-term strategies to adopt?

To prepare for similar challenges in the future, strengthening your data analysis infrastructure becomes even more strategic and crucial:

1. Proprietary data lake: implement a data lake that aggregates data from different sources (GA4, advertising platforms, CRM, etc.), allowing a more complete and flexible view

2. Alternative attribution system: adopt an agnostic and holistic measurement and attribution system, complementary to GA4, to have an independent benchmark

3. Focus on first-party data: intensify the collection and use of first-party data to reduce dependence on third-party tracking systems

4. Continuous training: invest in team training to keep abreast of the latest available solutions and best practices in measurement and attribution

What are the short-term solutions to turn to

While waiting for a definitive fix from Google, here are some measures we can take to mitigate the problem:

1. Manual implementation of UTMs: manually insert UTM parameters in all Google Ads campaigns, while keeping auto-tagging active

2. Double-check data: compare GA4 data with data from other platforms (e.g. Google Ads, social platforms, …) to identify discrepancies

3. Transparent communication: inform stakeholders and customers of the situation, explaining potential inaccuracies in reports

Conclusions

This issue is a clear reminder of the volatility of the digital ecosystem and the importance of adopting robust and diverse measurement strategies. While we await a definitive solution from Google, it is crucial to think about adopting a structured and flexible approach.

This is because, despite the technical challenges, the ultimate goal remains the same: to understand the behaviour of our users and the effectiveness of our marketing strategies.