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Custom Channel Groups in GA4 to increase reporting efficiencies and visibility into conversion attribution by channel
Customer + Napkyn
Challenge
An American multinational conglomerate made significant marketing efforts on LinkedIn to promote its offerings. One of the goals of their campaigns is to raise awareness of their leading projects and convert new prospects.
The challenge is that by default LinkedIn traffic is grouped with other Organic and Paid Social channels and it’s difficult to monitor lead attribution to paid LinkedIn campaigns. Is possible, of course, but data manipulation is required.
Goal
Enhancing the performance tracking of social media marketing initiatives specifically for paid LinkedIn campaigns
Optimizing the ROI of paid social media posts
An American multinational conglomerate made significant marketing efforts on LinkedIn to promote its offerings. One of the goals of their campaigns is to raise awareness of their leading projects and convert new prospects.
The challenge is that by default LinkedIn traffic is grouped with other Organic and Paid Social channels and it’s difficult to monitor lead attribution to paid LinkedIn campaigns. Is possible, of course, but data manipulation is required.
Goal
Enhancing the performance tracking of social media marketing initiatives specifically for paid LinkedIn campaigns
Optimizing the ROI of paid social media posts
Solution
Napkyn recommended that the company leverage GA4's flexible and easy-to-use method of channel grouping customization which allows to group traffic based on source, medium, and campaign rules.
To scope a baseline of custom channels, the Napkyn team considered the user interactions, engagement, and conversions that were crucial to the company’s marketing campaigns and traffic attribution. In addition, the Napkyn team evaluated and fixed the disparities that were affecting the proposed channels' reporting accuracy in the comprehensive QA process.
With the GA4 custom channels, the company obtained a better understanding of its major traffic streams including paid LinkedIn campaigns that were bucketed under its channel: Paid LinkedIn. This helped with the prospect conversion strategy because data points can be easily examined by properly aggregating traffic during critical decision-making moments.
Custom channel groups can be applied to the reports retroactively, including acquisition reports, custom reports, explorations, and audience conditions. Therefore; it’s easy to generate reports that provide more meaningful insights into the performance of different marketing channels and their contribution to acquiring leads or conversions.
This easy-to-use method is a great way to tap into GA4’s analytics flexibility, improving the organization’s ability to segment and analyze data in a way that meets business needs and optimizes its marketing success.
Napkyn recommended that the company leverage GA4's flexible and easy-to-use method of channel grouping customization which allows to group traffic based on source, medium, and campaign rules.
To scope a baseline of custom channels, the Napkyn team considered the user interactions, engagement, and conversions that were crucial to the company’s marketing campaigns and traffic attribution. In addition, the Napkyn team evaluated and fixed the disparities that were affecting the proposed channels' reporting accuracy in the comprehensive QA process.
With the GA4 custom channels, the company obtained a better understanding of its major traffic streams including paid LinkedIn campaigns that were bucketed under its channel: Paid LinkedIn. This helped with the prospect conversion strategy because data points can be easily examined by properly aggregating traffic during critical decision-making moments.
Custom channel groups can be applied to the reports retroactively, including acquisition reports, custom reports, explorations, and audience conditions. Therefore; it’s easy to generate reports that provide more meaningful insights into the performance of different marketing channels and their contribution to acquiring leads or conversions.
This easy-to-use method is a great way to tap into GA4’s analytics flexibility, improving the organization’s ability to segment and analyze data in a way that meets business needs and optimizes its marketing success.
Results
Decreased data manipulation time: After the implementation, the time spent on manipulating the reports to understand the paid social channel performance decreased by 15 min a day and the time can be spent on data analysis.
Increased accuracy in conversion attribution: The aggregated view on Paid LinkedIn performance allowed quickly comparing this effort with other marketing initiatives like Paid search, for example, and adjusting the spend accordingly.
Decreased data manipulation time: After the implementation, the time spent on manipulating the reports to understand the paid social channel performance decreased by 15 min a day and the time can be spent on data analysis.
Increased accuracy in conversion attribution: The aggregated view on Paid LinkedIn performance allowed quickly comparing this effort with other marketing initiatives like Paid search, for example, and adjusting the spend accordingly.
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