Get cross-platform lifetime reporting in GA4 with unified User-IDs

Let’s meet and discuss how to report user activities from multiple channels in a unified way in GA4. In this meetup, we’ll walk you through Omni Identity, an app we’re developing at Datomni as part of the Omni Customer Data Infrastructure. It resolves user identities and stitches together events from various sources using a unified user ID in GA4. This helps you gain a deeper understanding of your customers' behavior as it evolves in real time across web, mobile, server, and third-party touchpoints.
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A brief background and the motivation for the meetup.
Pre-GA4 versions of Google Analytics were based on the session paradigm, where a session was the smallest unit of user activity. However, not all data sources can be broken down into sessions. Take your CRM, for example—there are no sessions in a CRM, only individual events like winning a deal. This is fundamentally a dimensionality issue, creating a mismatch in reporting units, which excludes certain data sources from meaningful reporting and leaves gaps in the user journey.

Things change with the adoption of events as the smallest unit of user activity in GA4. Events are atomic, and every sequence of activities can be broken down into individual events. GA4 is, therefore, the perfect platform to capture and combine events from multiple channels into a complete, cross-channel user journey—not only from websites and mobile apps, but also from third-party platforms like ETLs or point-of-sale systems.

What if we told you it’s easier said than done? Unlike standard customer data platforms like Segment, you can’t directly plug any third-party data feed (think payment event streams, marketing data, or even a CRM feed) into GA4. These events will typically not conform to the GA4 event schema, or they won’t be stitched into a unified identity journey due to the lack of a client ID, resulting in a collection of disconnected small journeys. Plus, since third-party events often carry PII (personally identifiable information), you’ll likely breach GA4 rules. That’s at least three major issues to consider.

With the recent work we’ve done at Datomni, we’ve created a simple application that enriches event flows from various sources with unified identifiers before ingesting events into GA4. By placing this tool in front of GA4 ingestion, you can achieve a well-integrated user journey that combines events from multiple sources in GA4. The tool, called Omni Identity, is still in beta and is part of Omni CDI, our Dockerized customer data infrastructure designed primarily for private cloud deployments, giving you full control over your data.
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Meetup agenda
On this meetup, we’ll give you a hands-on walkthrough of the very rough implementation and practical usage of this tool.
Here’s the rough meetup agenda.

• Intro to the GA4 data system
• GA4 and third-party data feeds: the good, the bad, the ugly
• Identity model in GA4 vs. various third-party data feeds and the mismatch with GA4 requirements
• Omni Identity: getting it up and running
• Modeling a multi-source customer journey in GA4 with Omni Identity (the key element)

This meetup will be prepared by the Datomni dev and data team, and led primarily by Mac, CEO and creator of Omni CDI (LinkedIn).
This event is free and will be conducted online. We’ll explore the topic together, focusing more on the content than the form, so the agenda is subject to small changes.

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