New to GA: Question regarding the capabilities

We've implemented GTM and GA4 on our website. Could someone kindly assist me in understanding how GA4, or another Google product, can help us track the sales of our monthly membership program?

Here's a breakdown of our funnel/offer:

1. Traffic comes from our YouTube channel.
2. Visitors land on a page with an opt-in.
3. They are added to our email marketing sequence.
4. Ultimately, they convert through a sales page.

Our goal is to have a unified dashboard, possibly using Data Studio, that allows us to track conversions at each stage of the funnel, starting from the YouTube channel and progressing through our website (WebFlow), the opt-in page, sales page, our email marketing sequence, and finally, the payment process.

If you require more information, please feel free to ask. Thank you!

I'll address your first question:

GA4 has the capability to track purchases and provide data on their sources, amounts, user information (primarily device and location), and other related metrics. However, this functionality doesn't come preconfigured with GA; you'll need to set up your tracking to send this information to GA.

The method to achieve this can vary. You can use Google Tag Manager (GTM), which may be a bit more complex. If your website is built on a popular CMS like WordPress, Shopify, or Squarespace, there are relatively easy GA integrations available to send sales data seamlessly.

However, you've mentioned a factor that might complicate matters: your monthly membership program. When measuring the effectiveness of a traffic source for such a program, it becomes more intricate. You may need to base your analysis on the first purchase and then determine the lifetime value of a single user, relying on estimations.

For complete accuracy, integrating a Customer Relationship Management (CRM) system or a similar solution that tracks individual membership payments and their frequencies is necessary. In GA, you primarily receive numerical data.

Regarding your second question:

Question 2:

It's likely feasible to create some form of visualization for this, although it may not precisely match your requirements. You could explore options to visualize this data in a tool like Looker Studio, but it would entail connecting different platforms, possibly including your email marketing platform.

To be honest, you're embarking on a somewhat complex task. It's certainly solvable, and you can work it out, but it may take some time. Depending on your budget, it might be worth considering bringing in someone with expertise to assist you with this.

Hey, thanks for the detailed response @agkhy!
Just one more basic thing - Is there a method within GA4 to attribute a sale to a specific funnel? For instance, if there are two distinct web pages (Page A and Page B) that both direct users to the same offer or checkout page through a Call to Action (CTA), is there a means to credit the conversion to either Page A or Page B?

Yeppes, you can. The approach you take depends on your current setup. Here are a couple of options based on your configuration:

1. Pass Referrer Parameters + Create a New Dimension in GA:

2. This method is relatively straightforward if you can implement it. You pass referrer parameters and then create a new dimension in Google Analytics based on this data.

3. Use UTM Parameters:

4. Assign UTM parameters to the links when directing people to the pages. For instance, if you're using Google Ads to drive traffic to these pages, and you have two pages with different URLs:

   • For ads leading to Page A, attach the URL information like this: ?utm_source=google&utm_medium=cpc&utm_campaign=pageA
   • For ads directing to Page B, you would do the same but change the campaign value to something like: ?utm_source=google&utm_medium=cpc&utm_campaign=pageB

5. When you review your traffic reports, you can filter for the campaign and observe the activity of that traffic. Additionally, you can analyze your conversion report and break it down by the secondary dimension of the campaign to determine which one contributed the most conversions.