Master GA4 Features & How to Use It for Digital Marketing Success

Learn how can you use Google Analytics 4 (GA4) to boost your digital marketing success. Check out these important GA4 features and how to use them for digital marketing success.

Key Takeaways

• With Path exploration, you can learn the path of website visitors before they become a conversion.

• You can use internal search data to discover ideas to add relevant information to the website and improve user experience.

• Integrating GA4 with Google Ads and Google Search Console can help you utilize real-time data to optimize your marketing efforts, improving campaign performance and digital marketing strategy decision-making.

• Google Analytics can help build custom reports and dashboards based on the digital marketing strategies goals.

GA4 Features & How to Use It for Digital Marketing Success

Path Exploration

Examining user pathways involves creating a tree diagram to depict the sequence of user actions and the pages or events they encounter. This potent instrument pinpoints which key pages are frequently visited by newcomers after landing on the homepage, offering an in-depth perspective on their navigation patterns.

For example, if you want to learn the path of users before they become a conversion (key event), you can do the following steps:

Step 1: Go to Explore

Step 2: Select Path Exploration

Step 3: Click Start Over

Step 4: Select Ending Point

Step 5: Page title and screen name

Step 6: Select page that drives conversions (think thank you pages or contact us pages)

Step 7: See the pages that led to the conversion

Use Search Data From Website On Google Analytics To Gather Insights Into What The Users Are Looking And Can't Easily Find

There are multiple ways you can use internal search data for digital marketing purposes.

1. Use internal search data to generate ideas to create net new content.
2. Leverage Google Analytics 4 internal search data to understand user behavior.
3. Acquire ideas for SEO architecture additions, for example, creating new product categories for a e-commerce website.

To find this information in Google Analytics 4, do the following steps:

Step 1: Go to Admin > Data Streams > Your Data Stream.

Step 2: Make sure that “Enhanced Measurement” is turned on

Step 3: Click on the "Site Search" section. Ensure the "Search Term Query Parameters" box has the query parameter associated with your search.

Step 4: Navigate to Reports > Engagement > Events and click the "Pencil" icon

Step 5: For "Dimensions" choose "Search Term". For "Metrics", keep these the same and click "Apply"

Step 6:. Select Save > Save As New Report and name your report.

Integrating Google Analytics 4 with Google Ads & Google Search Console

The integration of GA4 with other Google services enhances analytical abilities and fosters an integrated data environment, affording a complete perspective on marketing effectiveness.

Linking GA4 to Google Ads, for example, facilitates the creation of conversions stemming from pivotal events monitored within Google Analytics. This provides intricate revelations concerning the performance of ads and assists in honing campaign strategies.

In a similar vein, a connection between GA4 and the Google Search Console yields more profound comprehension regarding search traffic as well as SEO outcomes. Such integration empowers digital marketers to adjust their marketing strategies grounded in extensive user behavior insights obtained through these comprehensive analytics tools.

Custom Reports & Dashboards

GA4 offers personalized report creation to track vital metrics such as user engagement and conversion rates, providing essential insights into evaluating the effectiveness of marketing strategies. With the custom reports and dashboards, you can understand your KPIs like revenue and average order value, conversion rates, traffic, and key events per landing pages.

If you want Google Analytics 4 help, SEO services or want a paid media consultation, contact us and we will be happy to help you with your unique needs.