Platforms · Draft
GA4 — Source of Truth
Priority: 5 (measurement foundation — parallel with Phase 1 Google Ads)
Role
Google Analytics 4 is the single source of truth (SoT) for cross-channel performance measurement within Kobico Digital Ads. Platform-reported conversions are secondary checks, not primary optimization inputs.
Property model
| Element | Approach |
|---|---|
| Ownership | Client-owned property preferred (client retains data); Kobico editor access minimum |
| Alternative | Kobico-managed property with data processing agreement |
| Streams | Web + app (if applicable) per tenant |
| Naming | Kobico - {tenant_name} property |
Access
- Kobico service account or Google account with Editor on GA4 property
- Admin only for break-glass; automation uses Editor + Measurement Protocol
- Link to Google Ads, Search Console (optional)
- Analytics Data API for Kobico reporting and optimization (required)
- BigQuery export — optional on client's GCP; not operated by Kobico (see Data warehouse responsibility)
Readiness: Analytics Data API + Admin API scopes, OAuth verification if external — see Platform access & API readiness.
Required setup (Kobico scope)
- Create or claim GA4 property + web data stream
- Deploy tagging via GTM or gtag (first-party server optional)
- Define Kobico standard event taxonomy (see below)
- Mark conversions: primary (optimization) vs secondary (reporting)
- Grant Kobico Editor + Analytics Data API access
- Link Google Ads for cost + campaign dimensions in GA4
- Configure cross-domain if booking/checkout spans domains
- Consent Mode v2 (EEA/UK clients)
Onboarding v1 (ADR 0002): Kobico does not create properties. Client invites Kobico as GA4 Admin on an existing property or skips; if Admin granted, Kobico links property to Google Ads via API (onboarding.md). OAuth auto-provision is a Phase 3+ consideration only, contingent on Admin API capability.
Client optional (out of Kobico scope): GA4 → BigQuery export to client project; MMP → BigQuery. Kobico does not maintain those pipelines.
Standard event taxonomy (illustrative)
| Event | Verticals | Primary? |
|---|---|---|
generate_lead |
All | Yes (lead gen) |
book_appointment |
Health | Yes |
begin_checkout |
Ecommerce | Secondary |
purchase |
Ecommerce | Yes |
sign_up |
Schools | Yes |
contact |
Tourism | Secondary |
Custom parameters: tenant_id, plan_version, channel, platform_campaign_id, kobi_campaign_key — see UTM & attribution spec
Data flows out of GA4
Kobico optimization and reporting pull GA4 via API; heavy historical analysis in Kobico warehouse joins Google Ads BigQuery data (Kobico-owned accounts) with API-sourced GA4 metrics — not client GA4 export tables.
Reconciliation rules
Join campaign ID first, then linked Ads ID / click ID, then normalized name — UTM & attribution spec.
| Check | Target / tolerance | Action if exceeded |
|---|---|---|
GA4 sessions ↔ Google Ads (gclid + Ads link, no UTM) |
≥ 98% match | Alert < 95%; fix auto-tagging / Ads link |
| GA4 vs Google Ads conversions | ±15% rolling 7d | Prefer GA4 for bid decisions |
GA4 ↔ Meta (UTM {{campaign.id}}) |
≥ 95% match | Alert < 90%; CAPI + URL tags audit |
| GA4 ↔ TikTok | ≥ 95% match | Alert < 90% |
| Event volume drop | >30% DoD | Block spend increases |
First-party / cookieless readiness
- Server-side GTM on client subdomain recommended
- Enhanced measurement documented per tenant
- Document consent banner integration
Human touchpoints
- Client GA4 property access grant
- Consent implementation sign-off
- Conversion definition changes (requires new plan version)
Dependencies
- Client website access or GTM container access
- Data & tracking for full pipeline