Enriching GA4 with company identifications is the first step to reducing wasted budget spend and increasing the number of quality conversions you drive.
This guide will bring you up to speed with how to access Snitchers company information in GA4 and take the next step of applying the data to reports and audiences.
If you haven't already, please connect GA4.
Create a Segment and build an Audience
You will need to create a Segment to build an Audience in GA4. With the Audience you can run comparisons and filter reports. Plus of course run retargeting and exclusion programs.
We highly recommend that creating both an Ideal Customer Segment and an Exclusion Segment.
👉 'Ideal Customer Profile' Segment = the types of companies you want to win.
👉 'Exclusion Profile' Segment = the types of companies you definitely don't sell to.
1️⃣ Navigate to Explore -> Create a blank exploration -> Build a new Segment
2️⃣ Create a custom Segment -> User Segment
3️⃣ Name Segment -> Add conditions
🚨 If you would like to use the Looker Studio templates built by Snitcher please be sure to name the Segments (Audiences) exactly:
Ideal Customer Profile
Exclusion Profile
See more instructions on setting the reports up here.
4️⃣ Select Custom Dimensions
5️⃣ Input the company parameters you would like to use in the Segment
👉 Name your Segments = 'Ideal Customer Profile' and 'Exclusion Profile'
👉 2 + 3 = Use the correct AND OR logic
👉 Build an Audience
🚨 Please make sure to create the Audiences as you will need to them to run comparisons and retarget or exclude specific company types.
Add a comparison to reports
Now that you have an Audience made from Ideal and Non-ideal companies, you can compare reports and find insights.
1️⃣ Navigate to Reports -> Reports Snapshot -> Add comparison
2️⃣ Add comparison
👉 Select Dimension -> Search for 'Audience name' -> Select Audience name
👉 Select Dimension values -> Audience you wish to use e.g. Ideal Customer Profile
👉 Apply
3️⃣ Start finding insights by comparing reports
💡 Does your ICP find your website through the same channels as all users? In the above example Organic search performs better than Paid with ideal visitors. If you'd like to learn more, check out the guide on using company identifications with Google Analytics.
Comparing individual industries or company sizes
1️⃣ Select Dimension = e.g. Snitcher Company Industry
2️⃣ Select Dimension values = e.g Marketing and Advertising
As always, please feel free to drop us a message with ideas, inspirations, questions or just to say hello 🥳