GA4 and SMA in a nutshell
- ADM: Paid ads on Facebook, Instagram, LinkedIn, TikTok
- The challenge: Know which campaigns really generate conversions
- The method : UTM + GA4 attribution models + data centralization
- Profit : Optimize your advertising investments
Visit SMA (Social Media Advertising) covers paid advertising campaigns on social networks. With GA4, you can measure their real impact on your conversions thanks to multi-touchpoint attribution models.
Understanding attribution with GA4
Rather than giving credit only for the last click, GA4 distributes the contribution over the various stages of the journey. This makes it possible to recognize the role played by each interaction, whether it's a Facebook ad or a LinkedIn publication.
The challenges of ADM awarding
Best practices
- Systematic UTM on all links
- Coherent campaign naming
- Clearly defined objectives in GA4
- Centralization of data sources
Pitfalls to avoid
- Relying solely on platform stats
- Inconsistent UTMs between campaigns
- Ignore assisted conversions
- Multi-device routes not followed
Practical tips
- Centralize your data: Use GA4 as a focal point, not just each platform's reports
- Set your UTM : Systematically add source, medium and campaign to your links
- Test the models: Compare last click, first click, linear according to your objectives
- Check for consistency: Check that your conversions are going up correctly
Advice : A prospect may discover your brand on Instagram, click on a LinkedIn ad a few days later, then convert via Google. Analyze the entire journey, not just the last click.