Offline event data import in Google Analytics 4 allows you to upload event data that was acquired outside of your website or app, such as in-store purchases, contact centre interactions, or CRM data. This can be critical for businesses seeking to bridge the gap between online and offline user actions, resulting in a more complete picture of customer behaviour.
How to import offline event data into GA4
You can upload event data into GA4 through a process called Data Import. This can be done manually via CSV files or automatically using SFTP or through the Salesforce Connector.
Once your CSV file is prepared, you can then upload your data using the process shown below.
Once uploaded, your data will be matched with existing online user interactions using unique identifiers like User ID, Client ID, or other custom parameters. The imported data is processed in batch mode, which may take up to 24 hours to be reflected in your GA4 reports.
How can offline data in GA4 be used?
Linking online browsing behaviour with in-store purchases to understand the full sales funnel.
Combining data from customer service calls with online activity to improve customer support and retention strategies.
Enriching your GA4 data with CRM information from a platform like Salesforce to personalise marketing efforts and better segment your audience.
Benefits of offline event data import
Combining online and offline data, you get a more complete picture of your customers’ journeys.
Offline data can help you understand the impact of offline touchpoints on conversions, enabling you to attribute the value of your digital marketing efforts to offline actions.
Use enriched data to create more personalised marketing campaigns, boosting engagement and conversion rates.
Limitations of offline event data import
While offline data import in GA4 offers significant benefits, it comes with some limitations that you should be aware of:
Data source size: Each data source you upload is limited to 1GB in size. This means that large datasets may need to be split across multiple files or uploads, adding complexity to the process.
Daily upload limits: You can upload up to 120 files per property per day. For organisations dealing with high volumes of offline data, this could become a bottleneck.
Reserved names and prefixes: GA4 has several reserved names and prefixes that cannot be used in your data schema. This limitation may require adjustments to your data structure to ensure compatibility with GA4.
Data refresh delays: After uploading your data, it can take up to 24 hours for the imported data to be reflected in your GA4 reports. This delay means you won’t see the impact of your data import immediately.
No Real-time processing: Unlike some other data in GA4, offline event data imports are processed in batch mode. This means you won’t get real-time updates, which could be a drawback for time-sensitive data analysis.
No historical data integration: Imported data only affects new data collected after the import. It does not retroactively apply to historical data in your GA4 property, so the import won’t enhance past data reports.
In summary
Offline event Data Import in GA4 is a powerful feature that allows you to integrate offline interactions with your online analytics. By implementing this, you strengthen your current data and gain a deeper understanding of your audience, clients and leads. It gives you the ability to make smart choices and create more successful marketing strategies. While Measurement Protocol can be used to send offline data directly to GA4, offline event data imports allow you to have more control over the data that is being imported.
