Checklist: How to prepare your website analytics for Black Friday

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md.a.z.i.z.ulha.kim4
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Checklist: How to prepare your website analytics for Black Friday

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Web analyst, founder of the PROANALYTICS.ACADEMY platform , and lecturer at the WebPromoExperts Academy, Max Gapchuk, told how to prepare website analytics for Black Friday.

Black Friday (BFF) is not just another day of the year. For many businesses, it's a time when a week's or even a month's worth of revenue is collected in just a few days. That's why quality analytics is not an option, but a must for marketing activities on these days. Here's what you should pay attention to:

1. Check the correctness of event and conversion settings
Most advertising campaigns are now trained automatically, based on the conversion data that you specified in the settings. I think you definitely don’t want this training to fail before the “season”. Therefore, checking conversion tracking will definitely not be superfluous. If you use custom audiences based on events in advertising, it is also important to check them. If events “fall off”, this can negatively affect the training of advertising campaigns and their effectiveness.

Of course, there are many ways to make sure croatia telegram screening that events are working correctly, but one of the easiest for basic conversions is to compare data from GA4 and CRM systems or site admin. Of course, there will still be a small difference. Usually, GA4 has a little less data than CRM, on average by 15% if you work in Ukraine, and about 30% if you work in the EEA market. In the first case, the difference appears due to blocking the sending of data from the "front" of the site to GA4 due to the operation of browser extensions (for example, ad blockers) and restrictions on the operation of analytical codes in incognito modes of popular browsers. In the case of the EEA, an additional percentage of the difference is provided to you by the well-known consent banner: some visitors will refuse you from collecting their data.

In any case, if the percentage of deviations between GA4 and CRM / admin data exceeds the percentages I specified, this may indicate potential problems. If you have more conversions in GA4, this most likely indicates the presence of duplicate events. If there are significantly fewer conversions in GA4, it is likely that you are not tracking any of the forms or payment methods.
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