GOOGLE ANALYTICS 4
Turn Insights into Actions
Introduction to Google Analytics 4
CONTENTS Setting up GA4
Google Analytics Layout
Basic Reporting
Events
Introduction to Google
Analytics 4
INTRO TO GA 4
It provides statistics and reports about traffic and conversions.
Collects Compiles Generate
data Data Reports
HOW GOOGLE ANALYTICS WORK?
• Tracking a website
• To track a website, first we need to create a Google Analytics account. Then we need to
add piece of JAVASCRIPT tracking code on the website which we need to track.
• Every time a user visits a web page, the tracking code will collect anonymous
information about how that user interacted with the page.
JavaScript tracking code will collect the information
from browser like:
Language
Type of Browser
Device type
Traffic Source
Set up Google Analytics
CRATE GA4 ACCOUNT
Create Google Tag Manager Account using Google Account
Add the Code snippets to Website for Tracking
Create Google Analytics Account and connect through GTM
Here the Google Analytics tracking code is setup on the website through GTM tag.
The relationship between GA4 and GTM is established through the deployment of the GA4
tracking code (Measurement ID) via GTM.
GA4 is used for data analysis and reporting, GTM is used for managing and deploying
tracking codes to collect that data,
GA4 STRUCTURE
KEYWORDS
Accounts : are the containers for the analytics properties.
Properties : are the containers for the reports on the data collected. Ex website or app.
Data streams: are flows of data from a customer touchpoint (web user journey) to Analytics.
Conversions: Refers to specific actions that users take on your website or app that align with your business
goals.
Goals : A "goal" refers to a specific action or event that you define as important to your business objectives.
Goals help you measure how effectively your website or app is fulfilling its purpose and converting visitors
into desired outcomes.
Acquisition : A "acquisition" refers to the process of acquiring users or visitors to your website or app
through various channels and sources.
•
ANALYTICS INTERFACE
Account/property/view switcher:
If you have multiple accounts,
properties, or views set up, you can
easily switch between them by
clicking on the pulldown menu with
the title of your View in the upper-
left corner
Basic Reporting
REPORTING
• User Report
• Real Time Report
• Acquisition Report
• Engagement Report
• Retention Report
USER REPORT
• This report provides insights into the
characteristics and behaviour of your audience.
• This report gives you a comprehensive view
your user’s demographics, interests, devices and
geographic locations
• Technology : It gives you insights into the
technology preferences of your audience,
including browser usage, network, and device
capabilities.
Real Time Report
• Its shows the report of last 30 minutes
duration.
• This report offer immediate feedback on how
users are interacting with your content,
enabling you to monitor campaigns, events,
and user behaviour in real time.
We can do comparison instantly using user
snapshot.
ACQUISITION REPORT
• Acquisition Report provide insights into how users
are discovering and accessing your website or app.
• It helps us to understand the effectiveness of
marketing efforts and identify the channels driving
traffic and conversions.
• User Acquisition : User source
• Traffic Acquisition : session based
ENGAGEMENT
REPORT
• Engagement Report offers insights into how users
interact with your website or app and engage with
your content.
• Events It allows us to track specific user interactions
as events such as pageviews, scrolls, clicks, videos
views, form submission and downloads. This allow
you to analyse user behaviour and identify popular
content or feature
• Conversions Specific action that users taken on
website or app that align with your business goals.
RETENTION REPORT
• It provides insights into how well your app or
website is retaining users over time.
• It helps to understand the behaviour of users who
return to your site or app after their initial visit or
installation.
• Cohort Analysis: Analyse user retention by
grouping users into cohorts based on their first
visit or installation date.
EVENTS
• Event is a user interaction with your website or app that you want to track and analyse.
• Events can encompass a wide range of actions that users take, such as clicking on
buttons, submitting forms, downloading files, playing videos and other interactions.
• Custom Events: Custom events are user-defined interactions that you can track based on
your unique business requirements. You can define custom events to track any action or
behaviour that is relevant to your goals and objectives.
• Example: Product views, add to cart.
• Automatically collected events: Events are interactions that are tracked by default
without the need for manual implementation. No additional configuration is needed.
• Ex: Page views, Scrolls, Video Engagement.
• Recommended events : Recommended events are for common measurement scenarios
that require additional context in order to be meaningful because they require additional
context, they are not automatically sent by the global site tag.
• EX: For retail and ecommerce, for games,
DIMENSIONS AND
METRICS
Reports are made up of Dimensions and
Metrics
Dimensions are attributes of your data
Metrics are Quantitative
EXPLORE
• Explore refers to a feature that allows users to analyse their data in a more flexible and customizable manner.
• The Explore feature provides a powerful interface for querying and visualizing data within GA4
• Scenario 1:
In a country
According to the name of events (predefined events)
How many events are happened.
Country = dimension
Name of Event = Dimension
Number of Events= Metrics
SEGMENTATION
• Segmentation refers to the process of dividing your data into subsets based on specific
criteria or conditions.
• Segmentation allows you to analyse and compare different groups of users or sessions to
gain deeper insights into behaviour and characteristics.
• Ex: Finding users came through organic and paid traffic or country …is called
segmentation.
FUNNEL
• Funnel represents a series of steps or stages that users go through to complete a desired action, such
as making a purchase, signing up for a service or completing form.
• Funnel helps you visualize and analyse the user journey from start to finish, identify potential drop-
off points or bottlenecks and optimize the conversion process.
• The primary purpose of funnel is to measure the conversion rate at each step of user journey.
• Example of E-com website with purchase funnel.
• Homepage product page Add to cart Checkout payment
• For instance, if many users abandon their carts at the checkout step, the website owner may simplify
the checkout process to encourage completion
• Open Funnel: In an open funnel, users are not restricted from entering the funnel at any
step.
• User can enter the funnel at any point in the user journey and proceed through the
subsequent steps.
• Close Funnel: In a closed funnel, users are required to start at the beginning of the funnel
and progress through each step sequentially
• Users cannot skip steps or enter the funnel at intermediate stages: they must follow a
predefined path from the entry point to the conversion event.
• If the users enter middle of the funnel and complete the subsequent steps, then user is not
considered as part of funnel.
