Changes in analytics may take a lot of work to keep up with. Still, new features can be an invaluable source of information for marketers, allowing them to tweak their content for more effective strategies. Here’s an overview of what you need to know about Google Analytics 4 (GA4):
Engagement Rate
GA4 handles engagement metrics without relying on bounce rate and time spent on the page (measurements that can be misleading, especially if a user opens a browser and then walks away). GA4 measures engagement by sessions that are more than 10 seconds long, have more than a single page view, or lead to a conversion.
Furthermore, GA4 allows you to customize how this engagement is measured, adjusting it to whatever fits your website best (increasing or lowering the time threshold, for example). This adaptability lets you get an even more accurate picture of how users react to your content.
Enhanced Event Tracking
Another perk of GA4 is its enhanced tracking capabilities. While this enhancement was possible in Universal Analytics, it required extensive know-how and a complex setup. GA4 removes the chore, automatically tracking various events from the start without you having to do anything else. The events it tracks include video engagement, scrolling, site searching, and file downloads.
Like the engagement rate, GA4 also allows you to customize event tracking, using up to 25 custom parameters and offering tons of insights into the minds of your potential consumers. This leads to better-optimizing opportunities for your marketing tactics.
Audiences
One of the most impactful elements of GA4 is Audiences, which allows you to define users based on their behavior on your site, analyze their behaviors, and target them separately. For example, you can study users based on how they interact on your pricing page and determine if they’re more or less likely to purchase from you than an average user. This opens the door for targeted ads that draw them back to your site, increasing the chances that they’ll convert this time around.
Audiences have vast potential to improve your marketing. They allow you to define users based on how they’ve interacted with specific products, responded to certain content, or visited certain pages more than once.
GA4 is designed to give you more insight into the motives of consumers, helping you know what makes them tick and, more importantly, convert them into customers.
Do you need some guidance on GA4 or anything else? Give us a shout, and we’ll be happy to help.