Google Analytics và Data-driven Marketing

Google Analytics 4 (GA4)

Setup GA4

<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXXXXXXX');
</script>

GA4 vs Universal Analytics

UA (cũ):
- Sessions-based
- Pageviews
- Bounce rate

GA4 (mới):
- Event-based
- Engagement rate
- Retention focus
- Cross-platform
- Privacy-first

GA4 Key Concepts

Events

// Automatic events
page_view, scroll, click, first_visit, session_start

// Enhanced measurement
scroll (90%), outbound click, site search, video engagement

// Recommended events
purchase, add_to_cart, begin_checkout, view_item, sign_up, login

// Custom events
gtag('event', 'click_whatsapp', {
  'event_category': 'engagement',
  'event_label': 'header_button',
  'value': 1
});

Purchase Event

gtag('event', 'purchase', {
  transaction_id: 'T12345',
  value: 299000,
  tax: 0,
  shipping: 30000,
  currency: 'VND',
  items: [
    {
      item_id: 'SKU_12345',
      item_name: 'Kem chống nắng ABC',
      affiliation: 'Online Store',
      item_brand: 'ABC',
      item_category: 'Skincare',
      price: 299000,
      quantity: 1
    }
  ]
});

Conversions

Mark as conversion:
- purchase
- add_to_cart
- begin_checkout
- generate_lead
- sign_up
- contact (custom)

Track via:
- Admin → Events → Mark as conversion
- Or in Google Ads: Import from GA4

Reports trong GA4

Realtime

Xem user đang active ngay lúc này

Acquisition Reports

Traffic acquisition:
- Organic Search
- Direct
- Paid Search
- Social
- Referral
- Email

User acquisition:
- First user source
- First user medium
- First user campaign

Engagement Reports

• Pages and screens
• Events
• Conversions
• Landing pages

Monetization Reports

• Ecommerce purchases
• Purchase journey
• Item performance
• Promotion performance

Retention Reports

• Cohort analysis
• User retention
• Lifetime value

Attribution Models

Attribution models

Last-click: 100% cho điểm chạm cuối
First-click: 100% cho điểm chạm đầu
Linear: Chia đều
Time decay: Nhiều hơn cho gần đây
Position-based: 40% first, 40% last, 20% middle
Data-driven: AI-based (GA4 default)

Ví dụ attribution

Customer journey:
1. Facebook Ad (awareness)
2. Google Search (research)
3. Email (nurture)
4. Direct (purchase)

Last-click: Direct gets 100%
First-click: Facebook gets 100%
Data-driven: Chia cho cả 4

UTM Parameters

Cấu trúc UTM

https://example.com/product?
utm_source=facebook
&utm_medium=cpc
&utm_campaign=summer_sale_2024
&utm_content=video_ad_v1
&utm_term=kem_chong_nang

UTM Conventions

utm_source: facebook, google, email, zalo
utm_medium: cpc, organic, email, social
utm_campaign: {name}_{year}_{month}
utm_content: {type}_{version}
utm_term: keyword (for paid search)

Conversion Rate Optimization (CRO)

CRO Process

1. Research: Analytics, heatmap, user feedback
2. Hypothesis: "If we change X, Y will improve by Z%"
3. Test: A/B test
4. Analyze: Statistical significance
5. Implement: Roll out winner
6. Repeat

Landing Page Optimization

Above the fold:

• Clear value proposition
• CTA visible
• Trust signals (badges, ratings)
• Hero image/video

Below the fold:

• Benefits (không phải features)
• Social proof
• FAQ
• Multiple CTAs

Elements to test:

1. Headline
2. CTA button (color, text, size)
3. Form fields (ít hơn = tốt hơn)
4. Social proof
5. Pricing display
6. Urgency elements

Statistical Significance

Sample size calculator:
- Baseline: 3% CVR
- Min detectable: 20% lift
- Confidence: 95%
- Power: 80%
→ Cần ~8.000 visitors/variant

Heatmaps và Session Recording

Công cụ

• Hotjar: Heatmap, recording, feedback
• Microsoft Clarity: Free unlimited
• Crazy Egg: Heatmap, scrollmap

Insights

Heatmap:
- Click map: Điểm click nhiều
- Scroll map: Bao nhiêu user scroll đến đâu
- Move map: Chuột di chuyển

Session Recording:
- Xem user journey thực tế
- Phát hiện friction points
- Không phải để "spy" user

Data-driven Decision Making

Framework

1. Define goal (SMART)
2. Identify KPIs
3. Setup tracking
4. Collect data
5. Analyze insights
6. Make decision
7. Test & measure
8. Iterate

Dashboard mẫu

Marketing Dashboard (Looker Studio):

ROW 1: Overview
- Users, Sessions, Conversions, Revenue
- WoW, MoM change

ROW 2: Acquisition
- Traffic by channel
- Top campaigns
- CPA by channel

ROW 3: Behavior
- Top landing pages
- Bounce rate by page
- Conversion funnel

ROW 4: Revenue
- Revenue by product
- AOV, LTV
- Customer acquisition cost

Reporting

Weekly Report Template

1. KPI Summary
   - Revenue, orders, AOV
   - Traffic, CVR
   - Ad spend, ROAS

2. Channel Performance
   - Google: spend, CPA, ROAS
   - Facebook: spend, CPA, ROAS
   - Email: open, CTR, revenue

3. Top Performers
   - Best campaigns
   - Best products
   - Best content

4. Issues & Insights
   - Underperformers
   - Opportunities
   - Learnings

5. Action Items
   - Next week priorities
   - Tests to run
   - Budget adjustments

Bài tập thực hành

Hãy setup GA4 và tạo dashboard!