From understanding user engagement and conversion metrics to analyzing audience behavior and exploring advanced reporting features, discover how to harness Google Analytics 4 reports to optimize your digital strategies and make data-driven decisions.
Unfortunately, Google Analytics 4 Reports are much different than Universal Analytics reports, making them difficult to navigate.
Luckily, you can find just about any data you need about your website in GA4 as long as you know where to look. The only thing GA4 doesn't offer is competitor data. You'll have to find that on your own.
Here are a few tips to help you generate common reports to understand more about your website data:
In Google Analytics 4, audience reports are related to segments. Audiences are groups of users you can analyze and show ads to. These groups can be created based on metrics, behavior, and events. In GA4, audiences are primarily used to show ads when your account is linked to Google Ads.
You can also use audience reports to compare audiences based on various conditions to see how metrics differ between different groups or segments.
If you don't want to create custom audiences, you can learn more about your website visitors by creating other custom reports in GA4 or using Google Looker Studio to visualize the data.
Everyone wants to know where their website visitors come from to ensure their companies are working and determine which strategies drive the most traffic.
Unlike Universal Analytics which had an independent tab for this data, Google Analytics 4 makes understanding acquisition slightly more complicated.
You can find your acquisition reports under Reports > Acquisition. Then, you'll see Overview, User acquisition, and Traffic acquisition.
In traffic acquisition, you can learn where your traffic is coming from. You can also customize this report to show you which campaigns perform the best.
User acquisition and traffic acquisition can be difficult to differentiate because Universal Analytics has no second option. However, both types of internal traffic acquisition attribute conversion to different parts of the customer journey.
For instance, user acquisition focuses on the first traffic source that brought a visitor to your site. On the other hand, traffic acquisition focuses on the most recent traffic source.
Unlike Universal Analytics, Google Analytics 4 doesn't have a behavior flow report. However, you can still understand behavior by using funnel exploration templates to follow the user journey. In Google Analytics 4, you have two options for tracking behavior flow: funnel exploration and path exploration.
Funnel exploration defines a specific path you want years to take when they visit your website. On the other hand, path exploration looks at the journeys users actually take on your site in a free-flow style.
With both types of reports, you can use data filters and segments to analyze the data and add up to 10 steps to define the user path.
Both versions of Google Analytics provide conversion reports, but they are much different in Google Analytics 4 than in UA. Universal Analytics tracked conversions as goals that you had to manually set up. Now, with GA4, goals are gone and replaced with conversions.
Conversions are now different in how they're configured and the types of conversions that exist. Since Google Analytics 4 focuses primarily on event data rather than hits, you must configure each conversion to ensure you're getting the most accurate data.
Google Analytics 4 has predefined conversions that can't be disabled, such as purchases, which applies to both websites and mobile apps. The next group of conversions can be turned on, or you can rename them. For instance, you can mark any event as a conversion, such as an e-book download or form submission.
You can also create new events and mark them as conversions using Google Tag Manager, just like you were able to do with Universal Analytics.
The change from Universal Analytics to Google Analytics 4 is drastic. Marketers who aren't prepared will find themselves unable to track website data properly because of a significant learning curve.
If you've already implemented your new Google Analytics property settings, now is the time to start experimenting and watching tutorials to help you understand how your new Google Analytics dashboard works and how to create custom reports.
You will no longer be collecting data through your Universal Analytics property, so learning everything you can about Google Analytics as quickly as possible will ensure there are no gaps in your data tracking or measurements.
Unfortunately, GA4 has received mixed reviews. The new Google Analytics interface is a shock to those who have been using Universal Analytics for years. Many marketers and business owners find it much more complicated since it provides an overwhelming amount of data.
But you can make your data easier to understand with Mailchimp.
Mailchimp provides website and audience data to help you make data-driven decisions without having to sit through massive amounts of data. Instead, our tools give you the insights you need to help your business grow.