Google Analytics 4 Set Up

Through data-driven attribution, consent management, and direct BigQuery uploads, Google Analytics 4 makes it easier for companies to oversee and manage their data. Silverback helps you implement and harness the benefits of Google Analytics 4 to grow your business.

Why Choose Silverback as Your
Google Analytics 4 Agency?

Data is best when it’s easily used and accessible to all. We believe this so strongly that we structured our agency in teams of experts across disciplines who use insights from Google Analytics 4 collaboratively. Silverback’s Google Analytics 4 services connect website analytics to content, SEO, paid media, and creative teams to iterate and improve campaign performance over time.

We’ve evolved alongside digital marketing platforms for the last fifteen years. When you work with Silverback, you get a team who flexes and adapts to changes in consumer behavior, regulations, and technology.

Having access to the right data is the first step. Making sense of it and acting on it depends on the people behind the platforms. Our focus on team chemistry has resulted in a culture of collaboration and performance. It’s no wonder organizations like Inc. Magazine, Ad Age and Washington Post have recognized Silverback as a top place to work.

Instead of structuring teams around services, we group teams of cross-channel experts around specific business models so campaigns are consistent across all major marketing platforms.

Our Google Analytics 4 Process

Align Goals + Objectives

Our Google Analytics 4 process begins by mapping your lead-to-sales funnel, identifying which triggers, metrics, and goals provide the most insight based on your digital marketing objectives.

Build the Foundation

From there, we’ll build a custom Google Analytics 4 instance that enables you to explore audience behavior to understand how your website visitors engage with your site today.

Launch Your Campaign

Our team ensures tracking and reporting are functional before your campaign goes live, ensuring a smooth launch.

Evolve + Optimize

Insights from Google Analytics 4 are shared with Paid Media, SEO, Content and Creative teams through a continuous feedback loop. This helps campaigns evolve over time.

What’s included in Google Analytics 4 Services

Everything we do — cross-platform and regardless of marketing tactic— always comes back to data. Whether you leverage us for paid media, SEO, design, or content, our strategies make use of the best data possible. With a proper Google Analytics 4 set up, we can do and learn even more.

Event-Based Tracking

Track every interaction on your website or app. Using GA4, these events provide insight into the behavior and actions of your customers.

Enhanced Metrics

Discover important metrics from every interaction and learn more about how your customers are engaging with your website or app.

GA4 Instance Creation

Design a comprehensive Google Analytics 4 setup. Run checks and tests to make sure everything is integrated and running smoothly.

Applications of Google Analytics 4

Depending on your current analytics setup, you may need different applications of Google Analytics 4. Our certified Google Analytics experts can help you make the most out of the platform.

Custom Report Building

A new section in Google Analytics 4 called “Explore” gives you freedom to create custom reports based on your unique customer journey.

Event Setup

Create unique event triggers to measure and monitor over time, based on how users engage with your site.

BigQuery Integration

Store historic Universal Analytics data, as well as ongoing Google Analytics 4 data so you can perform historic analyses and measure growth over time.

“I’ve worked with a lot of agencies over my 21 years in digital, and Silverback is fantastic. We’ve seen phenomenal growth.”

“What stands out to me when working with Silverback is they’re proactive, responsive, and their SEO expertise is top-notch.”

Nancy Weaver, Digital Marketing Manager, Lexis Nexis

Pia Miralao, Director of Web Properties, K12


How to Build and Scale a First-Party Data Strategy

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Frequently Asked Questions

Google is deprecating its legacy platform, Universal Analytics, in July 2023. This means that website masters who measure performance in Universal Analytics will need to consider another platform long-term. The benefits of Google Analytics 4 is that it integrates well with advertising platforms, and has a similar feel to Universal Analytics.

Initially, we work with your team to identify how customers use your website. From there, we build out stages of a customer’s journey through the website and map that into a GA4 Funnel Report. Using that data, we can build the right metrics to measure how your clients use your website.

Before Google Analytics 4 was rolled out, Universal Analytics was the legacy analytics platform offered by Google. GA4 was created in response to changing data privacy regulations and offers new views into the user journey along with more specific ways to use data sampling in reports.

Businesses that have not already set up GA4 should do so immediately. You can read more about the change here.

While businesses can implement and configure GA4 on their own, the process of either building a profile from scratch or rolling over your Universal Analytics platform can be complex. Setting it up will depend on your website and its backend. To ensure you’re making the most of this new and improved analytics platform, you should consult a dedicated agency that can help you make the switch.

Yes. You can upload your Universal Analytics data to BigQuery before Google deprecates the Universal Analytics platform in July, 2023.

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