Our Google Analytics 4 integration allows you to push Intent Metrics to your Google Analytics account in order to add predictive data to GA4 analysis, get a more segmented view of your traffic, and build custom audiences for Google Ads re-marketing.
Our in-platform integration is currently available for customers who have GA4 integrated directly on site. If you have GA4 implemented via GTM please get in touch with the team who will assist with the integration.
Setting up the Integration
When setting up the integration you will need to choose the method of integration; Event or User Properties. User Properties should be used if you plan to use the integration in order to create Custom Audiences for Google Ads (and these can also be used within analysis). If you will only be doing analysis, you should use the Event method.
Once you have set up the integration within the platform, you can follow the steps below to verify data is sending as expected, set-up custom definitions and utilise the data.
Verifying Data
1) Using a GA4 debugger you will be able to see Intent data being sent to your Google Analytics account
2) You'll also be able to see these events coming into your account via the Real-time or Events GA4 report
Creating Custom Definitions
In order to create segments off of Intent metrics, you will need to create Custom Definitions for all of the parameters you are sending. Here's a guide of how to set these up.
For parameters you plan to use for Custom Audiences, you will need to set these up as user-scoped definitions. For parameters for analysis and segmentation within GA, these need to be set up at an event level.
Creating Segments & Dimensions
Once you have created your Custom Definitions, you will then be able to build segments off of these parameters within the platform, or add them as a dimension to Reports.
Creating Audiences
You will also be able to create audiences based off of the Intent metrics. More information on this can be found here.
Analysing data
Looker Studio
Attached here is a looker studio template you can use. It’s currently using data from our own site, so make sure to click the ‘use my own data’ button at the top right to change it to yours. It shows top-level insight into intent data on your GA4 events.
GA4
You can also use intent data in GA4 however GA4 does not allow us to create templates just yet, so you will have to create the report yourself.
Some example GA4 reports:
1) Filter analysis This can be used to display which filter options are used by users who have high intent
2) Event funnel analysis A funnel can be used to show what percentage of users who do X event go on to reach Y intent. In the example below it displays the % of users who reach high intent after interacting with the filter
In the GA4 report it would look like:
