Marketing Analytics Setup

Analytics Architecture Overview

A complete marketing analytics setup has four layers:

1. Collection — Capturing data from user interactions (GA4, pixel events, server-side tracking).
2. Processing — Transforming raw data into meaningful structures (data layer, event parameters, user properties).
3. Reporting — Visualizing data for decision-making (GA4 reports, Looker Studio, custom dashboards).
4. Activation — Using data to drive actions (audience targeting, automated alerts, optimization).

GA4 Configuration