22
GA4 Events Implemented
GA4
GTM
BigQuery
Data Layer
Looker Studio
SQL
The Challenge
With Universal Analytics sunsetting in July 2023, DhanLAP needed a full migration to GA4. Event tracking had to be rebuilt around the loan funnel from the ground up, since GA4's event model differs fundamentally from UA's.
What I Did
- Audited all existing UA goals and mapped them to GA4 event equivalents
- Redesigned the GTM data layer to push structured event data across the loan application journey
- Configured 22 GA4 custom events around the loan funnel, including loan eligibility checks, loan application submitted, and loan taken
- Standardised UTM governance and integrated attribution across Google Ads, Meta, LinkedIn, Email, and Organic Search - 5 channels in total
- Set up BigQuery export for long-term data retention and SQL-based analysis
- Built Looker Studio dashboards pulling from BigQuery for real-time reporting, including assisted conversion reporting
Outcome
DhanLAP moved onto GA4 with a loan-funnel event model built for accurate conversion tracking, unified attribution across 5 channels, and BigQuery-backed reporting that replaced manual data pulls.