Google Analytics 4 for Dealers: What is it? How does it work?

Understanding online user behaviour in detail is nowadays a key aspect for the success of any type of business, including car dealerships. Google Analytics 4 (GA4) represents the latest evolution of the analysis tools offered by Google and is designed to provide a more complete and detailed view of user interactions.

In this article, we look at what Google Analytics 4 is, how it works, and why it is an indispensable tool for dealerships wishing to optimise their online presence, improve customer engagement, and increase sales.

Before we begin, let us remind you that you can also sell vehicles from another European country at your car showroom. In this case, however, remember to also provide the certificate of conformity along with the other purchase documents.

This certificate will in fact be required by the Driver and Vehicle Licensing Agency in order to complete the new registration. One of the easiest and quickest ways to obtain the document is via the service offered by our EUROCOC website. With our platform you can request the certificate conveniently online and receive it at your car showroom within a few working days.

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What is Google Analytics 4?

Google Analytics 4 (GA4) is the latest version of Google’s web analytics platform, designed to provide a more integrated and in-depth view of user behaviour across multiple channels and devices.

Launched to replace Universal Analytics, GA4 introduces several new features and improvements over previous versions, making it a more powerful and versatile tool for data analysis.

GA4 is distinguished by its ability to track events rather than simple page views, offering greater flexibility in data collection and a more detailed understanding of interactions.

This new model allows companies to better track the entire customer journey, from start to finish, across various digital platforms, including websites, mobile apps and other acquisition channels.

How Does Google Analytics 4 for Dealerships Work?

To start using GA4, you must first implement the platform tracking code within your website or app. This code allows GA4 to automatically collect data on users and their interactions, such as page views, clicks on various links and internal searches.

The real power of this innovative tool, however, lies in its event-based model. Events represent specific actions that users perform on the site or app, and can be customised to suit the needs of the dealership.

GA4 analyses both sessions and users: sessions represent a set of interactions that a visitor makes within a certain period of time after accessing a certain channel, while users are unique visitors.

By analysing this data, the platform provides a clear view of browsing behaviour and conversions, offering valuable information to optimise marketing strategies.

Google Analytics 4 also provides advanced reporting tools that enable the creation of customised dashboards and detailed reports. These tools help visualise and analyse collected data in a clear and intuitive way, making it easier to identify trends and anomalies.

GA4 also integrates seamlessly with other Google tools, such as Google Ads, Google BigQuery and Google Data Studio. This makes it possible to unify marketing and analysis data, providing a complete view of campaign performance, along with user behaviour.

Finally, Google Analytics 4 was designed with a focus on user privacy: using cross-device technology and machine learning, GA4 is, in fact, able to process behavioural patterns and statistical data despite the fact that there may be some gaps in the data.

This tool therefore allows the privacy of users to be respected by refusing the tracking of their information, while still maintaining statistical projections and useful data to perform the necessary analyses.

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Google Analytics 4 for Dealerships: Some Examples of Use

Let us imagine a dealership that has implemented GA4 to track interactions on its website. The dealership has configured customised events to monitor the viewing of vehicle cards, clicks on quote request buttons and contact form submissions.

Analysing the collected data, the car show notes that a certain car model, e.g. an SUV, receives many card views, but few clicks on the quote request button.

This insight suggests that although the model attracts user interest, there may be a barrier preventing page visitors from taking a further step towards purchase. The dealership might therefore decide to offer special promotions or make the quote request process easier for that specific model.

A further example concerns the integration of GA4 with Google Ads. A car dealership uses GA4 to monitor the conversions generated by its advertising campaigns on Google Ads.

The data reveal that promotions focused on an electric car model are generating a high conversion rate, while other campaigns have a lower performance. This information makes it possible to reallocate the advertising budget towards the most effective ads, thereby optimising the return on investment.

Finally, with GA4’s advanced reporting tools, a dealership can create customised dashboards that clearly show key performance metrics such as the number of site visits, conversions and user behaviour. 

These dashboards can be shared with the marketing and management team, making it easier to make informed, data-driven decisions.

Google Analytics 4 (GA4) is a powerful tool for car dealerships that provides a detailed and integrated view of user behaviour across multiple digital channels. With its ability to track customised events and provide detailed reports, GA4 enables car dealerships to optimise their marketing strategies, improve customer engagement and increase sales.

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