GA4 is no longer a relatively new tool for marketers, many are already using it entirely for their analytical operations, and some are already even becoming experts and thought leaders in it. However, with the sunset of Universal Analytics looming at our doorstep, more marketers are migrating to GA4 and discovering that its new features are not just a piece of cake.
Whether you're a newly migrated user or struggling to leverage GA4's capabilities, we have gathered valuable tips to help you navigate this powerful analytics tool.
Filtering out internal traffic is a crucial step in obtaining accurate insights and making informed business decisions. Without excluding internal traffic, your analytics data may be distorted, making it challenging to evaluate the true performance of your marketing campaigns. For example, if you run an online clothing store, your team likely visits the website frequently to test product pages and checkout flows. By filtering out internal traffic, you ensure that your conversion rates and engagement metrics reflect the behavior of your actual customers.
To filter out internal traffic in GA4, follow these steps:
For a more detailed breakdown of how to filter out your internal traffic, check out this GA4 support page.
One often overlooked feature in Google Analytics 4 is the search box functionality. The search box allows you to quickly locate specific data, uncover hidden insights, and gain a deeper understanding of user behavior on your website. Gary Warner, marketing manager at Joloda, emphasizes the importance of leveraging the search box feature to enhance your GA4 experience.
By utilizing the search box, you can:
Next time you're exploring GA4, remember to use the search box to navigate through your data and uncover valuable information efficiently.
GA4 uses events as a measurement model. What this means for you as a marketer is that there are more answers to your questions and more certainty. You can create custom events to track every customer interaction touchpoint, no matter how unique, allowing for deeper analysis and personalized marketing strategies.
With GA4, you can:
By customizing GA4 to align with your marketing objectives, you can unlock its full potential and gain a competitive edge in today's data-driven landscape.
In GA4, Engaged Sessions are sessions that meet any of these requirements:
Tracking the engaged sessions helps you qualify the value of your website’s content based on how your audience interacts with it.
“I use the engaged sessions metric to gain insight into what needs optimization. This metric shows which content on our blog was engaging enough for visitors and what they found interesting without distracting themselves with another action, such as clicking on a redirect link.”
- Alvin Wei, CMO of SEOAnt.
By tracking engaged sessions, you can:
To view engaged sessions in GA4, select the "Acquisition" section under Lifecycle reports and click on "Traffic Acquisition." You can further analyze and compare engaged sessions to refine your marketing strategies.
Side Tip: A good way to increase engaged sessions is to identify the pages users spend a lot of time on by looking at the average engagement time in the Pages and Screens report. Then, include valuable CTAs that help the customer continue their journey. For example, if your audience spends a lot of time on an article about measuring attribution, you can include a CTA to a more practical article that shows how you helped someone measure attribution.
The First User dimension captures the unique identifiers of users, allowing you to identify their initial entry points, acquisition sources, and subsequent interactions. This dimension plays a pivotal role in tracking and analyzing user journeys, providing valuable insights into user behavior patterns and their impact on conversions.
“This dimension gives you an idea of which channel users are first coming to your site, and this is useful in itself. But combine it with the session default channel group (either in a report or an exploration), and you have a really good analysis of channel acquisition from the point of first interaction to the point of conversion.”
- Kyle Rushton McGregor, SEO Analytics Specialist.
By leveraging the "first user" dimensions, you can:
Enhanced Events in GA4 allow you to collect additional data about user interactions beyond standard events. By enabling Enhanced Events, you gain more granular insights into user behavior, which can significantly enhance your understanding of customer preferences and optimize your marketing efforts.
Here are some benefits of enabling Enhanced Events:
Marketers can elevate their analytics game by utilizing Enhanced Events in GA4 and gain a competitive advantage in delivering targeted and impactful marketing campaigns.
As you embrace GA4 as your primary analytics tool, understanding its features and maximizing its potential is crucial. These tips and tricks will come in handy and help you navigate Google Analytics 4.
You can also stay ahead of the curve and unlock the true power of GA4 to drive your marketing success by connecting your GA4 account to Narrative BI. We will help you generate insights that will enable you to extract meaningful data, gain deeper insights into user behavior, and make informed decisions to optimize your marketing efforts in the GA4 environment.