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What is GA4 and why do I need it?

Unleash Your Direct Booking Website’s Revenue Potential: Boost ROI with Google Analytics 4 (GA4)

In this article, we dive into the conversion-boosting world of Google Analytics 4. Discover how GA4 can help you unlock your website’s full potential by deciphering user behaviour and boosting ROI of your Google Ads and online advertising campaigns. Learn what GA4 is, what it can do for your agency and how to implement it on your iPRO direct booking website.

What is GA4 and why do I need it?

Google Analytics 4 (GA4) is the latest version of Google’s analytics platform, designed to provide website owners with more advanced insights and a better understanding of user behaviour. It’s an essential tool for tracking and analysing website traffic, user interactions, conversions and advertising ROI.

The key difference between GA4 and its predecessor, Universal Analytics (UA), lies in its approach to user-centric tracking. GA4 focuses on user engagement across different platforms and devices, allowing you to follow a user’s journey seamlessly, from their first interaction to conversion. This shift is crucial in today’s multi-device and multi-platform world, providing a more accurate representation of user behaviour.

Here are some notable features and changes in GA4

1. Event-Centric Tracking
GA4 emphasises event-based tracking, allowing you to measure specific interactions on your website, such as clicks, video views, and downloads. This provides a more detailed and customizable understanding of user engagement.

2. Cross-Platform Tracking
GA4 is designed to seamlessly integrate data from websites and mobile apps, offering a unified view of user activity across platforms. This is especially beneficial for businesses with a significant mobile presence.

3. AI-Powered Insights
GA4 incorporates machine learning to provide automated insights, making it easier for non-technical users to understand their data. The platform can alert you to significant trends and changes, helping you make informed decisions.

4. User-Centric Reporting
GA4 introduces a user-centric approach to reporting, allowing you to focus on the entire user journey rather than individual sessions. This is particularly useful for understanding how users interact with your site over time.

Standard Universal Analytics accounts no longer process new data, and all customers will lose access to the Universal Analytics interface and API starting on July 1, 2024. For website owners looking to update their websites, transitioning to GA4 will ensure that you keep pace with the evolving digital landscape – and don’t lose ground to your competitors.

Using GA4 to determine ROI Google Ads and Pay-Per-Click (PPC) campaigns

GA4 is a powerful tool for website owners, not only in understanding user behaviour but also in determining the Return on Investment (ROI) for Google Ads and Pay-Per-Click (PPC) campaigns. 

Here’s how GA4 can help you measure the effectiveness and profitability of your online advertising:

1. Enhanced Conversion Tracking
GA4 provides more sophisticated conversion tracking, allowing you to define and measure various types of conversions, such as form submissions, booking enquiries, or other desired actions. This granularity enables a more accurate assessment of the impact of your Google Ads on your business goals.

2. Understand the most influential parts of the user journey
Known as ‘User-Centric Attribution Modelling’, this feature helps to give ‘credit where it’s due’ in online advertising. Instead of just identifying the last ad someone clicked, it tracks the whole journey. It helps you see which ads or clicks played the biggest role in someone finally doing what you wanted on your website, like clicking the ‘Book now’ button.

3. Integration with Google Ads
GA4 seamlessly integrates with Google Ads, ensuring that data flows between the two platforms. This integration allows you to view Google Ads performance metrics directly within GA4, facilitating a unified analysis of advertising and website data in one place.

4. Event-Based Tracking for Ad Interactions
GA4’s event-centric tracking extends to ad interactions, enabling you to measure specific actions users take after clicking on an ad. Whether it’s completing a booking, tapping a phone number or signing up for a newsletter, GA4 provides detailed data on post-ad interaction behaviour.

5. AI-Driven Insights for Optimisation
GA4’s event-centric tracking extends to ad interactions, enabling you to measure specific actions users take after clicking on an ad. Whether it’s completing a booking, tapping a phone number or signing up for a newsletter, GA4 provides detailed data on post-ad interaction behaviour. GA4 leverages machine learning to provide actionable insights for optimising your Google Ads and PPC campaigns. The platform can highlight trends, anomalies, and opportunities, helping you make data-driven decisions to maximise ROI.

6. Lifetime Customer Value (LCV) Analysis
GA4’s user-centric reporting allows you to analyse the lifetime value of customers acquired through Google Ads and PPC efforts. Understanding the long-term impact of your advertising spend helps you allocate resources more effectively and focus on campaigns that bring sustained value.

By leveraging GA4’s advanced features and integrations, website owners can gain a comprehensive understanding of the ROI generated by their advertising campaigns. This data-driven approach enables you to make informed decisions, optimise advertising strategies, and allocate budgets more effectively, ultimately improving the overall success of your online marketing efforts.

How do I implement GA4 on my website?

To implement GA4, follow Google’s step-by-step guide or seek help from web developers or your digital marketing team. If you have a direct booking website with iPRO, take a look at our support guide and tutorial here.

Recommendation. Use Google Tag Manager to implement GA4

What is Google Tag Manager? Google Tag Manager is like a control centre for website owners, allowing them to easily manage and deploy various tracking codes and tags (like Google Analytics AND other non-Google codes) without needing technical skills or direct access to your website code. 

Get to grips with Google Tag Manager

Implementing Google Analytics 4 (GA4) through Google Tag Manager is a relatively straightforward process. Here’s a short step-by-step guide:

  1. Create a Google Analytics 4 Property
    Start by creating a GA4 property in your Google Analytics account. Once created, you’ll get a Measurement ID, which is crucial for setting up GA4 in Google Tag Manager.
  1. Access Google Tag Manager
    Log in to your Google Tag Manager account and navigate to the container where you want to add GA4.
  1. Create a New Tag
    Inside your container, go to the “Tags” section and click “New.” Choose a name for your tag, and select the tag configuration as “Google Analytics: GA4 Configuration.”
  1. Enter Your Measurement ID
    In the GA4 Configuration tag, you’ll find a field for “Measurement ID.” Paste the Measurement ID you obtained when creating the GA4 property in Google Analytics.
  1. Set Up Triggers
    Scroll down to the “Triggering” section, and click to choose the triggers for your tag. This could be “All Pages” to track every page on your website or a more specific trigger based on your requirements.
  1. Save Your Tag
    Once you’ve configured your GA4 tag and triggers, click “Save” to save the changes.
  1. Submit Changes
    After saving the tag, go to the “Submit” section in Google Tag Manager, and submit the changes. This ensures that the new tag configurations are applied to your live website.
  1. Test Your Setup – VERY IMPORTANT!
    It’s crucial to test your GA4 implementation to ensure that data is being tracked accurately. Google Tag Manager has a “Preview” mode that allows you to test tags before publishing. Open your website with the preview mode active, and check the Google Analytics Debug View to verify that data is being sent to GA4.
  2. Publish Your Container
    Once you’ve confirmed that your GA4 setup is working correctly, go back to Google Tag Manager and publish the container. This makes your changes live on your website.

By following these steps, you can successfully implement Google Analytics 4 through Google Tag Manager. iPRO users, see how to add your Google Tag Manager container in iPRO here.

Further reading:

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