VWO Google Analytics 4 Integration

Google Analytics 4 is a newly released analytics platform by Google that works on an event-based model instead of session-based that was used by its predecessor, Universal Analytics. It employs machine learning to provide predictive insights, offers built-in privacy controls to adapt to a cookieless future, and unifies tracking across websites and mobile apps in a single property. Additionally, whereas UA relied heavily on cookies and offered limited privacy options, GA4 places a stronger emphasis on user privacy and compliance with regulations like GDPR, offering more sophisticated controls for data collection and retention. 

1. Push VWO campaign data to GA4

With this integration, VWO automatically pushes campaign data to GA4. This includes information about which visitors are exposed to which variations of your VWO campaigns, such that if you want to segment users in GA based on their experiment variation, you can easily do so.

2. Create GA4 audiences from within VWO campaign

You can also set up visitors of your experiment variations as audiences in GA4 directly from your VWO account. This saves time and effort by eliminating the need to manually configure filters in GA4 to create these audiences. They are automatically created in VWO and start getting populated.

3. Import GA4 audience to VWO

Apart from pushing VWO campaign data, you can also import audiences created in GA4 into your VWO account. This means you can leverage pre-built GA4 audiences for your VWO campaigns.

1. Create personalized experience for your high-value customer segments in GA4

Import your customer segments from GA4, and create personalized experiences in VWO targeting these segments. For instance, create an audience in GA4 for users who have abandoned their shopping cart, then import this audience into VWO and create a personalized campaign offering a special discount.

2. Analyze your experiment variations performance against GA4 metrics

Rather than focusing on a few conversion metrics set up in VWO, analyze how your test variations impact overall business metrics that you track in GA4. Compare your variation performance against other GA4 dimensions and metrics for more comprehensive analysis.

3. Run A/B tests on GA4 audience and optimize their journey

For instance, import a GA4 audience of users who added items to cart but didn’t purchase, then use VWO to test different incentives (e.g., free shipping, limited-time discounts) to improve checkout completion rates

4. View session recording of GA4 audience

Apart from running tests and personalization campaigns on GA4 audiences you can also view their session recording and heatmaps in VWO. This allows you to segment your targeted audience in GA4 and then comprehensively understand their behavior via session recordings and heatmaps.