The Google-mandated switch to Google Analytics 4 (GA4) is quick approaching.
Most marketers grasp the GA4 essentials, however there are still a lot of advantages and functions of GA4 that are worth knowing.
While there are lots of covert wonders of GA4, I’ve found a few noteworthy ones.
And since Google Analytics is everything about numbers, here are three metrics marketers should know to drive impact when optimizing Google Ads campaigns.
What Is A Metric
Firstly, let’s review what a metric is to be on the exact same page.
The official Google definition of “metric” is:
“A quantitative measurement, such as an average, ratio, percentage, and so on. It’s constantly a number instead of text.”
While that definition might appear quite simple, the word “metrics” is often puzzled with “measurements.”
A dimension is an element or detailed aspect of the data, and the metric measures that data. For instance, in Google Analytics 4, the name of an occasion that a user sets off is the dimension.
And the variety of times the occasion was triggered is the metric.
With the definition of the word metric outlined, let’s look at three interesting metrics and how they can optimize your Google Advertising campaigns.
1. Active Users
The Active Users metric is explained by Google as:
“Any user who has actually an engaged session or when Analytics collects:
- The first_visit occasion or engagement_time_msec parameter from a site.
- The first_open occasion or engagement_time_msec parameter from an Android app.
- The first_open or user_engagement occasion from an iOS app.”
That begs the concern: What is an “engaged” session?
An engaged session is “the variety of sessions that lasted longer than 10 seconds, or had a conversion occasion, or had 2 or more screen or page views.”
While all those specifics can get a little complex, the main point to bear in mind is that an Active User is someone who appears rather thinking about the material on your site.
The Active User metric is necessary for two reasons.
First, and most significantly, it is considered the “main” user metric in GA4. Whenever you see the metric “User” in GA4 reports, it refers to the Active User definition.
In Universal Analytics (UA), whenever you observe the metric “Users,” it refers to the “Total Users” meaning.
Second, this is a brand-new metric in GA4 that did not exist in UA, which only has the Overall Users and New Users metrics.
This brand-new metric enables a quick, detailed take a look at the quality of users’ gos to and engagement level with your web content.
- Where to find it: Reports > Acquisition > Traffic Acquisition
- How to utilize it: The most apparent method to use data on Active Users is to create audiences for remarketing.
Screenshot from GA4, October 2022
Screenshot from GA4, October 2022
By producing audiences comprised of Active Users, remarketing will reach Active Users more likely to return to your site and transform in the future.
This is a simple way to decrease your overall expense per conversion(CPC)in your Google Ads campaigns. You can use custom-made audiences filled with Active Users in remarketing
lists for search ads or target them with a display screen project. The more specific you can
be with your advertisement copy and creative, the much better. A campaign targeting previous Active Users on your website will give you an excellent chance at converting them at a lower expense than cold traffic.
There is more to come on the topic of custom audiences later in the short article.
2. Event Count
The occasion count metric is considerable since it replaces a comparable metric discovered in UA called Overall Occasions, which does not exist in Google Analytics 4.
Events are different animals in GA4 than they are in UA. Google writes,
“Events represent a fundamental data design distinction between Universal Analytics and Google Analytics 4 residential or commercial properties.”
The biggest thing to remember is that now in GA4, all actions are thought about events.
In UA, it was the opposite, as events had actions connected with them.
Occasions in GA4 are more high-level, and they are a broad metric requiring deeper digging for granular info. On the other hand, occasions in UA specify, self-contained units corresponding to particular actions.
For example, in UA, you would develop different events for each individual button on your site identified “register.”
In GA4, you create one event called “sign up button” that would be activated whenever any sign-up button on your website is clicked.
- Where to discover it: Report > Engagement > Events
- How to utilize it: Best making use of event count depends upon what your particular metrics inform. While I can’t inform you precisely what to do, I can tell you that the products getting the most significant event counts are things you wish to keep track of.
Screenshot from GA4, October 2022 Screenshot from GA4, October 2022
Undoubtedly, routine events like pageviews and app opens will most likely constantly be at the top of your list.
But if you begin to see an occasion that appears to be getting more hits than similar occasions or occasions on the same page, then dig much deeper and use that info to inform your Google Ads strategy.
For instance, if the video start metric continuously has more event hits than the scroll metric (defined as the User getting at least 90% of the method down a page) on your landing page, consider moving items up on the page that are more crucial than the video like a sign-up button.
Or, you can even decide to utilize the video to get sign-ups by playing the very first 30 seconds and making users sign-up to view the rest.
A better-performing landing page will always make your PPC projects perform much better. So use details like event count to your advantage!
3. Develop Your Own Metrics With Customized Metrics
A customized metric is your possibility to view structured information on nearly any criterion.
Google Analytics 4 collects quite a few metrics by default, however there are times when you need something besides the default. That is where custom metrics comes in.
Screenshot from GA4, October 2022 Screenshot from GA4, October 2022
- Where to discover it: Configure > Customized Definitions.
You can find more details on how to do simply that on Google’s main Analytics help site.
- How to utilize it: Customized metrics are an excellent method to narrow the focus of your Google Ads campaigns to target the ideal audience, with the ideal message, at the right time. Google Ads is ending up being progressively good at finding the broad swath of users that might be a great suitable for your product or service. But, I have actually found that if you truly want to lower CPA, custom-made metrics are a great tool.
Custom metrics are all about getting down to the basics of who your user is and what they do on your web residential or commercial property.
How many clients take a look at as a visitor? How many are checked in to an account? What page title consistently gets the most views? Which menu link is getting the most clicks?
These are all things trackable with customized metrics that tell a story about your user.
When you know the story, use that to improve your Google Advertising campaigns in the following methods:
- Target a promotion at customers that had a look at as a visitor, and get them back to produce an account.
- Boost bids on keywords comparable to popular terms in your page titles.
- Use that popular article as the basis for a brand-new landing page.
- Produce a brand-new project focused around the page for that popular menu link.
It’s hard to get specific here because the choices for what you can track and the choices you can make based on that data is nearly endless, however that’s also the excellent part about custom-made metrics.
One product I wished to specifically accentuate is how helpful metrics from GA4 can be for your Google Ads campaigns when they are utilized in the production of custom-made audiences.
Here are some real-world examples of how GA4 Metrics can be used to develop customized audiences for Google Ads campaigns:
Active Users are prime prospects for remarketing considering that you already understand they appear interested in what you use.
Include every Active User to an audience and remarket to them with Show ads to get them back to your website so they can become a customer.
One of the most convenient ways to improve the ROI of your Google Ads campaigns that is frequently missed out on is creating customized audiences with the explicit function of not marketing to them.
The buyers metric is a good example of this due to the fact that you can produce an audience with all users who have bought and after that omit that audience from all your Google Advertising campaigns.
Landing Page Conversion Rate
Picture you’re evaluating your analytics, and you see that one of your 5 landing pages has an incredibly bad conversion rate compared to the others.
You can produce an audience of all the users from the bad landing page and specifically remarket to them with screen advertisements that take them to the landing page with the best conversion rate.
You can even develop a deal or unique message just for them that you include in the Google Display advertisements that you develop for the project.
Does the “Prices Alternatives menu click” event seem to constantly have the greatest count monthly?
You can add all visitors that clicked the “Rates Alternatives” menu button to a GA4 audience and remarket to them with a free trial deal for your software.
Not just that, but you can produce another audience that targets visitors who clicked on the “Product Characteristic” menu and reveal them an entirely various Google Advertisements Show campaign.
Typical Session Period
Let’s say you offer life insurance policies and notice that the greater the typical session period a user has on their first visit, the more likely they are to arrange a meeting with you on their second visit to the website.
You can create an audience with every visitor that is in the leading 50% of typical session period and market simply to them.
Every metric supplies ideas about your audience, and they can all be utilized to create audiences in GA4 that can then be utilized with Google Ads campaigns to more effectively target your perfect user.
There Is So Much More For Google Analytics 4
These were just three “hidden” metrics, however there are much more.
June 30th, 2023, is the last day UA will collect information on your website, so go into the platform and start using GA4 information to enhance your Google Advertising campaigns as quickly as possible.
Included Image: Sergey Nivens/Best SMM Panel