Landing Page Analysis & Reporting: SaturnOne vs. Google Analytics 4

If your marketing agency does any type of paid advertising or lead capture then you probably use landing pages. Whether it is a top-of-the-funnel (TOFU) landing page to build your email list or a bottom-of-the-funnel landing page to generate sales meetings, knowing how they are performing is crucial to your client’s marketing spending.

Below, we demonstrate how simple it is to use one of SaturnOne’s landing page analysis tools for direct landing referrer and conversion analysis. This is a deep analysis tool that allows you to see conversions and conversion rates by referrers, campaigns, channels, countries, and regions. We also have a trend analysis, SEO, keywords conversion analysis, e-commerce and many other tools for deep analysis and report generation. 

Benefits of Landing Page Analysis and Reporting

Landing pages are often the first point of contact between a potential customer and the business, making their optimization crucial for digital marketing success. The needs and benefits of landing page analysis and reporting are multifaceted, encompassing various aspects of user behavior, design effectiveness, and conversion efficiency.

1. Improved Conversion Rates: By understanding what works and what doesn't, businesses can make data-driven decisions to improve the conversion rates of their landing pages, directly impacting their bottom line.
2. Increased ROI: Optimizing landing pages for higher conversion rates leads to a better return on investment for marketing campaigns, as more visitors are converted into leads or customers.
3. Data-Driven Decisions: Reporting provides the empirical evidence needed to justify changes and improvements, ensuring that decisions are not based on intuition but on actual user behavior and performance metrics.
4. Competitive Advantage: A well-optimized landing page can set a business apart from its competitors, offering a more compelling reason for visitors to convert and become customers.
   

SaturnOne Vs. Google

Quickly see the traffic, conversions, and conversion rates by referrer sources. Easily segment by campaigns, channels, countries and regions. You can also see the change over the previous period, typically week or month depending on your choice. You can also get a nice pretty printout with logos for your agency and client or save it to a PDF for sharing. SaturnOne also has the capability to share these in a client dashboard.

This video shows a walkthrough analysis fro ma real agency client (identity removed). The video has expert commentary (part of our service) and shows campaign analysis, paid versus organic conversion comparison, and an “influence campaign” among other things.

The setup for SaturnOne is done-for-you with our custom tools, and the streamlined process saves you dozens of hours per page. Multiple times the number of pages and clients and the value becomes apparent.

Google Analytics 4 and Tag Manager

This article gives a detailed overview of using GA4 for a landing page – Landing page report in Google Analytics 4.

What you do not see are the conversion rates, comparisons, segmentation, and real-time analysis capabilities. You can do segmentation with a bit of work and in-depth GA4 knowledge. You do need to use Tag Manager to create conversion events adding to the complexity. 

Also, for marketing agencies, you probably want prettier and simpler reports. This requires adding Looker Studio and many hours into the mix. Next is an outline of how to do this.

Creating a detailed landing page report involving referrer traffic, historical data, conversion statistics, and filtering capabilities using Google Analytics 4 (GA4), Google Tag Manager, and Looker Studio involves a multi-step process. You'll need to ensure that data collection is set up correctly and then utilize the reporting capabilities of GA4 and Looker Studio to analyze and present the data. Here's a step-by-step guide to help you achieve this:

1. Ensure Proper Setup in GA4 and Google Tag Manager

• GA4 Configuration: Make sure that your GA4 property is correctly set up to track all relevant interactions on your website, including page views, events leading to conversions, and any specific user interactions you consider a conversion. Use enhanced measurement or set up custom events as needed.
• Tag Manager Setup: Use Google Tag Manager to manage and deploy tags for tracking conversions, page views, and any other interactions. Tag Manager simplifies the process of managing tracking codes and can be integrated with GA4 to send the required data.
• Conversion Tracking: In GA4, define conversions based on events that you've set up to track. These could be form submissions, purchases, sign-ups, etc. Make sure each conversion event is correctly tagged in Google Tag Manager.

2. Collect Referrer and Traffic Data

• Referrer Traffic: In GA4, referrer information can be viewed under the "Traffic source" dimension. Make sure your tags and triggers in Google Tag Manager correctly capture and send this information to GA4.
• Past Traffic Analysis: Use the date range comparison feature in GA4 to compare current data with past performance. This will help you analyze traffic trends over time.

3. Setting Up Reports in GA4 and Looker Studio

• GA4 Custom Reports: Use the "Explorations" feature in GA4 to create custom reports. You can include dimensions such as "Session source", "Session medium", "Session campaign", and "Country" or "Region" for filtering. Metrics will include sessions, conversions by type, and any other metric you deem relevant.
• Looker Studio Integration: Connect Looker Studio with your GA4 data source. Create a report and use the various visualization options (tables, charts, etc.) to display your data. You can create custom fields for more detailed analysis, like calculating the change in conversion rates over different periods.

4. Detailed Analysis and Filtering

• Conversion Stats Comparison: Utilize calculated fields in Looker Studio to compare conversion stats from different periods directly within your report. This involves creating fields that calculate the difference or percentage change between two periods.
• Filtering Capabilities: Both in GA4 explorations and Looker Studio, you can add filters based on channels, campaign UTM codes, and geographic locations. This allows you to narrow down your analysis to specific segments of your audience.
• Referrer and Conversion Details: To analyze conversions by referrer, include the "Full Referrer" dimension in your reports and segment the data by conversion event names or types. This will let you see which referrers are driving the most valuable traffic to your landing pages.

5. Regular Updates and Maintenance

• Keep Your Tracking Updated: Make sure your GA4 and Google Tag Manager configurations are always up to date with any changes on your website or in your marketing strategies.
• Iterate on Your Reports: As your analysis needs to evolve, continue to refine and expand your custom reports in GA4 and Looker Studio to capture more insights.

This approach requires familiarity with GA4, Google Tag Manager, and Looker Studio. Spend some time exploring each tool's documentation and tutorials to get comfortable with creating and customizing reports. Additionally, consider leveraging the support forums and communities for each tool if you run into specific challenges.

Conclusion

In conclusion, landing page analysis and reporting are indispensable for any business looking to optimize its online marketing efforts. By continually monitoring, testing, and refining landing pages, businesses can significantly enhance their conversion rates, improve user satisfaction, and achieve a higher ROI on their marketing investments.

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