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Key events and attribution in GA4 with Dana DiTomaso
May 6, 2024
Dana DiTomaso, a digital marketing and analytics expert, discusses key events and attribution in GA4. She explains the shift from conversions to key events, challenges of user attribution, and the importance of accurate reporting. The conversation delves into tracking challenges, creating effective reports for clients, and proving value in digital marketing. Follow Dana for insightful resources and courses on Google Analytics.
54:50
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Quick takeaways
- Key events in GA4 replace conversions to align reporting with Google ads.
- Customizing reports in GA4 improves data presentation for clients.
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Understanding Key Events and Attribution in GA4
Key events in GA4 replace conversions, with conversions now being called key events unless imported into Google ads. This change aims to align reporting and attribution between GA4 and Google ads. Understanding key events is crucial for SEOs to prove the value of their work and communicate effectively with PPC teams for cohesive reporting.
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