GA introduces a fully event-based data model, replacing the rigid Category-Action-Label structure of Universal Analytics. Now, every user interaction is tracked as a flexible event, with custom parameters that give rich context.

Take the example of a CTA button click. In GA, this can include:

• Event Name: cta_click
• Parameters:
  • page_location (e.g. /services)
  • button_text (e.g. “Register Now”)
  • engagement_time (time spent on the page)

This granularity allows organisations to not just log an interaction but understand intent and performance. Add in user properties (persistent traits like login status) and you can compare journeys of logged-in vs. anonymous users across sessions.

When we avoid the temptation to just recreate that Category-Action-Label structure, GA allows the flexibility to design events based on real world actions and attach parameters that explain user context. 

The power? You track what matters to your users and to your mission.

Not all events are created equal. GA introduces Key Events (formerly known as conversions), allowing teams to group conversions. Stepping away from the usual ‘ecommerce’ model and identify which actions truly matter, whether that’s a form submission, application start, or resource download.

Admins and editors can flag these events, unlocking features like:

• Better audience segmentation

• Campaign optimisation via Google Ads or DV360

• Granular attribution models including data-driven attribution (DDA)

As GA evolves, this setup is essential. For instance, Google’s upcoming budgeting tools in the Analytics interface will rely on well-defined key events and DDA for smarter scenario planning.

Events and key events also serve as the foundation for powerful audience creation. GA lets you define audiences based on user behaviours and attributes; perfect for targeting or excluding segments in advertising platforms.

Need to retarget users who viewed a campaign page but didn’t convert? Or exclude users who already submitted an application? GA audiences make this seamless, especially when linked across Google Marketing Platform. 

In addition to marketing purposes, for organisations running CRO or personalisation programmes, these audiences can also integrate with third-party testing tools using Google’s new experimentation APIs.

Effective attribution relies on a robust tagging strategy. GA supports both manual UTM tagging and auto-tagging (especially useful with Google Ads). While manual tagging offers flexibility, auto-tagging ensures consistency, reduces errors, and avoids duplication, especially when multiple teams are involved.

Top tips:

• Use consistent naming conventions

• Tag campaign, source, and medium at minimum

• Be wary of mixing manual and auto-tagging. GA prioritises auto-tagged values, so a robust tagging plan is needed to ensure manual tagging is not overwritten.

A consistent tagging hierarchy ensures cleaner data and clearer ROI across channels.

A common issue in government analytics is fragmented data from users moving across subdomains. 

For example: 
A citizen clicking a campaign ad (campaign.gov.in) 
Then starting an application (apply.gov.in) 
And finally checking status (status.gov.in) 
These 3 actions by one user would be seen as unrelated sessions. Many organisations still run separate GA4 properties for each subdomain: this prevents GA4 from recognising a single user journey and causes major data fragmentation.

GA’s cross-domain tracking solves this by maintaining the user and session context via a shared identifier. The result?

• One continuous user journey

• Accurate attribution (e.g. linking paid search to form submissions)

• Fewer data silos, better insights

Without cross-domain tracking, GA4 starts a new session each time the domain changes, which breaks user journeys and underreports engagement.

And here’s the best part: no developer support is needed. Cross-domain tracking can be configured directly within GA’s interface, making it easier than ever to maintain accurate funnels across services.

GA is not Universal Analytics 2.0; it is a complete rethinking of how we capture and activate data. Mastering event tracking, tagging, and cross-domain capabilities is essential to building trustworthy insights, better targeting, and enhancing attribution.

But most importantly? It all starts with setting the right foundations.

Whether you're still getting to grips with GA or looking to optimise your implementation, Merkle’s team of analytics experts is here to help. From strategic consultation to hands-on setup, we’ll ensure your data delivers impact.

📧 Contact our team at googletech@merkle.com to discuss your GA goals today.

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