Stabilize Collection
Harden client-side tagging by auditing GTM containers, removing redundant tags, and enforcing naming conventions. Pair it with server-side tagging so ad blockers don’t nuke your signal.
Stream cleaned GA4 events into BigQuery within minutes. Add schema validation so malformed events never hit production tables.
- Create a taxonomy sheet approved by marketing, product, and analytics.
- Instrument Tag Assistant and Lighthouse budgets to spot regressions automatically.
- Adopt dbt packages to standardize GA4 sessionization and attribution logic.
Join With Revenue Systems
Blend GA4 sessions with Salesforce opportunities and HubSpot campaigns using visitor IDs, offline conversion uploads, or reverse ETL. This gives frontline copilots context like ‘this account consumed the AI-readiness ebook before the call.’
Persist canonical customer IDs and campaign names so analytics, copilots, and automation reference the same constructs.
- Map key funnel stages (anonymous, MQL, SQL, closed won) to GA4 audiences for remarketing and copilot prompts.
- Push AI-generated insights (e.g., predicted churn) back into GA4 for experimentation.
- Alert RevOps when high-value accounts hit product-qualified actions.
Operationalize Insights
Publish a weekly revenue analytics pack: top-performing journeys, drop-off points, and recommended experiments. Feed the same pack to copilots so they explain the ‘why’ behind metrics.
Run quarterly governance sprints where marketing, analytics, and engineering audit tracking health and backlog.
- Automate data quality scoring and pipe scores to Slack.
- Forecast pipeline contributions using historical GA4-to-opportunity conversions.
- Reveal the content library gaps that copilots flag most often.