With the mandated switch over to Google Analytics 4 approaching fast there are three metrics that you should be aware of in order to drive impact when optimizing Google Ads. Most grasp the basics of GA4 but there is still plenty of benefits and features that are worth knowing. Since, Google Analytics is all about the numbers, here are three metrics that you should know to drive impact.
The active user feature is described by Google as “any user who has an engaged session.” So that leaves the question what is an engaged session? An engaged session can be described as ” A session that lasts longer than 10 seconds, or had a conversion event, or had 2 or more page views.” With all the aspects to consider things can get complicated. The thing to remember is an active user is someone who finds the content on your website interesting.
The active user metric is important for two reasons. First, it is considered the “primary” user metric in GA4. Whenever you stumble upon the “User” in GA4 reports it is referring to active users, while in Universal Analytics it would refer to total users. Second, this metric that did not exist in Universal Analytics, this new user metric allows a quick detailed look at quality of users. You can find this in the reports tab, then under acquisitions, and then traffic acquisitions.
By creating audience comprised of active users, remarketing will be easier to reach active user that are more likely to return to your site and convert in the future. This is a great way of lowering your overall cost per click in your google ads campaign.
The event count metric is significant because it replaces a similar metric in Universal Analytics called “Total Events”, which does not exist in GA4. Event are a different animal when it comes to GA4, compared to how they were viewed in Universal Analytics. The biggest thing to remember is that in GA4, all actions are considered events. This is important to note when making the transition over since in UA it was the opposite, an event had actions associated with them.
Events in GA4 are more high-level, and they are a broad metric that requires deeper digging for information. In contrast, events in UA are specified, self-contained units corresponding to actions. Obviously, regular events like pageviews and app opens will probably always be on the top of your list. It is still important to keep a close eye on the others. If you notice that other events are getting similar or more traction than your other events it is recommended to utilize that information to evolve your Google Ads strategy.
A custom metric is your chance to view structured data on nearly any parameter. Google Analytics is good when it comes to collecting quite a few metrics on its own, but there are times that you may need something other than default metrics. You can utilize this is GA4 by going to configure and then to the custom definitions tab. However, before starting to add custom metrics it is important to note that you need to implement them into Google Tag Manager.
Custom metrics are all about finding out who your users are and what they are doing on your website. How many customers check out as a guest? How many are signed into an account? What page title is getting the most views? These are all things that are trackable with custom metrics that will tell a story about a user. Once, you have a clear story and pattern use it to your advantage to improve your Google Ads campaign.
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