TLDR

Various kinds of trackable events offer useful information...

It makes sense that many are anxious about the release of Google Analytics 4. Utilizing its enhanced powers requires learning new techniques and shifting one's perspective on familiar concepts. We have created a multi-part tutorial to utilize GA4 in collaboration with Colleen Harris, Sincro's head of business intelligence and reporting strategy.

The primary distinction between GA4 and Universal Analytics is that GA4 focuses on various types of events rather than page views.

When Universal Analytics originally debuted, Harris recalls, "it was all about how many people came to a page and when did they leave that page." "We got our bounce rate, but it was never an analytics system that was event-focused."

Any interaction with a website or app is treated as an event in GA4. Events include user clicks, page views, purchases, searches, and requests; events can all be tracked. Something UA was unable to do.

3 Perspectives on Success

In light of this, it's crucial to consider how we define and perceive success. First, respond to the following questions:

  1. What do you consider to be your website's three success factors?
  2. What three website success factors would your supervisor or client suggest are important?
  3. What three online acts, conversions, and actions would a customer deem successful?

That will enable you to determine whether Harris' definitions of success and the metrics used to track them online are compatible. Because "if you've got three separate pillars in here and there's not a little bit of overlap, then it's time to reconsider what really is success and what are we wanting to track," before looking at GA4 and setting it up correctly.

When using GA4, you must be extremely structured and start out with a clear understanding of your goals. If you're not, it will swiftly irritate and frustrate you. You may choose what to track after you understand what success is.

What exactly does that mean in real life?

Let's reconsider what a success statistic is, Harris adds. "We're used to thinking of one way," he says. "They constantly answer, "I want to know how many visitors come to the website," if you ask a client what information they want from their website.

GA4 contains useful information

That figure is a poor indicator of success. A strategy cannot be based on that. One can be created based on how many users interact with the website. These are the visitors who browse images, read articles, check through the inventory, sign up for newsletters, and other similar activities. These are trackable metrics that offer useful information.

One more illustration comes from content marketing. A client may request information about the readership of a blog. How many visitors visited the page and how long they remained is the benchmark metric. That metric is flimsy and deceptive.

The number of users that are scrolling all the way down the page is a better metric.

Harris explains, "Yes, we are aware that people are reading, but we can track the readability by how far down they will scroll, and that will be our success statistic.

According to her, GA4 users should consider "what's that concrete engagement, user-interaction statistic that we can trace back to success." The current focus of what we do is on interactivity and personalized encounters.

Additionally, Colleen Harris offered this important reminder: "Even those of us who are thought leaders, industry experts on GA4, we're all learning this out, too. At 30,000 feet, an aeroplane is being put together. Therefore, don't think that your confusion or irritation is unshared.

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