How Striim uses 6Sense and GA4 for insights on web traffic, content, and Google Ads.

Hi everyone!

I wanted to share with you some ways you can use 6Sense and Google Analytics 4 together. The process for setting up GA4 and 6Sense can be found here and my offer for troubleshooting your implementation here always stands.

The images in this writeup mostly come from Looker Studio. There are many ways in which you can visualize your GA4 data, and all of them are better than the visualizations available in the Explore reports – including having my near-four-year-old draw them.

If you’d like that last option, let me know and I can get you her hourly rates.

Use your user fields!

The first step is to take advantage of all of those user fields you’re sending to GA4. Identify what’s important to you and use the data 6Sense provides to narrow down on meaningful web traffic. For example, you can start by watching web traffic trends by buying stage.

With 6Sense’s new solution for passing segment values, be sure to pass through any ICP/GTM segments you have! Monitoring traffic in your ICP is a great way to measure impact within Google Analytics and is also great for filtering out random surges. At Striim, our software is occasionally used in courses and measuring ICP traffic helps us filter out the surge in web traffic from students.

There’s more to do than just monitoring month-to-month traffic. If you’re working on a vertical focus, consider starting with the top industries already on-site for a much quicker lift.

You can also use these fields to help you identify your most popular content by buying stage. This may provide new insights or help you identify gaps in your content strategy. When putting this together, I found myself asking “what do our potential customers need that they aren’t seeing?” This led to some possible action items for our SEO strategy.

Build some audiences!

Now take those insights and build some audiences! I admit that I’m stepping outside the scope of 6Sense & GA4 here, but there’s a good opportunity to use those insights to build some audiences for Google Ads, which can be useful if you aren’t passing 6Sense segments into Google Ads yet.

Using the vertical focus as an example, we can take our top verticals and turn them into audiences, then use those audiences for industry-specific remarketing campaigns. For a non-vertical approach, you can use the buying stage values.

If you have enough visitors, you can go even deeper and segment the verticals by buying stage! Using this data to build audiences is a great way to incorporate Google Ads into your account-based advertising strategy.

That’s how we’re using 6Sense and GA4 at Striim. It certainly isn’t an exhaustive list of things you can do with 6Sense and Google Analytics, so I’d love to hear from the rest of you – how are you using 6Sense and Google Analytics?