Firmographic Reports for GA4

There are many ways to take advantage of Triblio's account identification within GA4. From getting a sense of what types of industries your company site attracts to user behaviors of people who are in your ICP verses those that aren't, equipping GA4 with ABM lenses can uncover great insights. In this article, we will cover how to set up some default reports that you can use for some quick dives into your site traffic. Before you get started, you will need to follow the GA4 integration steps here. We recommend setting up the following user property dimensions:

  • Domain
  • Industry
  • Revenue Range
  • Employee Range

Creating Custom Collections & Reports in GA4

To create custom firmographic reports in GA4, follow these steps:

  1. In the GA4 interface, click on "Reports" in the left-hand navigation menu.
  2. Navigate to the "Library" tab at the bottom left of the Reports menu.
  3. Below the Collection options, click on the "+ Create new report" button and select "Create detail report" then chose the "Blank" report.
  4. In the "Dimensions" section, add the user properties for one of the pieces of firmographic data you want to report on, for example Industry, and hit the blue Apply button in the bottom right corner of the screen.
    1. The name of this Dimensions will be whatever you named it in the Custom Definitions section of GA4.
    2. Note: Optionally, you can select all firmographic dimensions here instead of creating separate reports for each. That will allow you to only ever have to reference one report. If you go this route, you will have to select the most important dimension as the default. Otherwise, you can just add separate reports for each firmographical dimension.
  5. In the "Metrics" section, include all metrics that you want to be able to see along the Firmographic dimension. These will provide a quantitative measure of user interaction with your platform segmented by the defined dimensions.
    1. If you are looking for some recommendations: Users, New Users, Sessions, Engaged Sessions, Average Engagement Time per Session, and Average Engagement Time.
  6. Apply any default filters to the report. We recommend excluding users who have N/A for the given firmographic report (e.g. Exclude Industry = N/A).
    1. Note: This is also a good place to take advantage of Domain level and Is ISP filters if you are pushing those dimensions. Common filters that make a lot of sense are excluding Domain = N/A or Your Company Domain and Is ISP = True. This cleans up your analytics view to only show external company traffic.
  7. Adjust the charts however you would like. We like using a scatter plot and a bar graph.
  8. Optionally, you can create a new Summary Card for this report by selecting the "+ Create new card" button on the bottom left of the report config:
  9. Set up the card to include the dimension of the report, e.g. Industry, the key metric that you would like to summarize, like Engaged Sessions, choose your visualization, then apply the same filters you set up on the report itself:
  10. Apply your changes to make this card available in the Reports Snapshot section of GA4 as a quick summary card.
  11. Save your report and give it a meaningful name like: "Triblio Industry" or just "Industry"

Repeat these steps for all firmographic dimensions you want to have easy access to in GA4 reports.

In GA4, Collections are a way for you to customize the UI in GA4 and bucket reports that you want to be able to access easily. To create a custom collection for your new reports, follow these steps:

  1. In the GA4 interface, click on "Reports" in the left-hand navigation menu.
  2. Navigate to the "Library" tab at the bottom left of the Reports menu.
  3. Click the "+ Create new collection" button and select the Blank option.
  4. Enter a name for your collection by clicking the "Untitled Collection" text. This name will show up as the top most name on the left hand GA4 Navigation. We recommend calling it something like "Triblio" or "ABM"
  5. Click the "+ Create new topic" button and give it a friendly name, like "Firmographics"
  6. On the right hand side, search for each of your new reports (or any other reports you want to bucket under here) and drag and drop them into your new Topic.
  7. Scroll down to the bottom of the page and Save the collection.
  8. Finally, you need to Publish your collection by navigating back to the "Library" under reports, locating your new collection, selecting the triple dot icon and clicking Publish:

Using Your Reports

Your new custom reports can provide a wealth of information, giving you insights like:

  • Industry Trends: Identify which industries are engaging more with your platform. This can guide your targeted marketing strategies.
  • Account Activity: See what types of companies (based on domain) frequently visit your platform and use this information to guide partnership or sales strategies. One benefit of looking at this in GA4 is that you don't need to define any audiences to have accounts highlighted for you.
  • Company Size: Using the Revenue Range and Employee Range, you can gauge the size of the companies that are engaging with your platform. This data can guide your approach to addressing the needs of small, medium, or large businesses.
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