The Google Analytics 4 (GA4) dashboard can feel like you’re reading a foreign language at times. However, the numbers are simpler than they may seem at first. The tool measures data differently from the previous Universal Analytics tool, focusing on user behavior over sessions. In this blog, we’ll explore five GA4 metrics business owners need to understand to better serve their customers.
5 GA4 Data Points You Need to Review
GA4 offers a window of opportunity; a . Understanding what’s working and what isn’t is a huge competitive advantage. Here are five GA4 metrics worth watching and what they can tell you.
1. Engagement Rate
Previously, Universal Analytics measured bounce rate to showcase the percentage of people who visit a page on your website and then leave without clicking anything else. GA4 now measures how engaged someone is on your site. This is calculated based on how long a user stays, whether they scroll or click, and if they visit more than one page. High engagement means people are actually exploring, not just clicking in and leaving. If your engagement rate is low, focus on improving your content to hold attention.
2. Traffic Source
Under the new “Traffic Acquisition” section, GA4 shows which platforms send visitors to your site, from Google and social media to email or referrals. This is essential to know as a business owner. It tells you where users are coming from, where to spend your time, and how to allocate your marketing budget. If most of your traffic comes from search but you’re spending your time and energy on social media, it may be time to reevaluate at your strategy.
3. Top Pages
The Top Pages feature of GA4 gives you the opportunity to see exactly where people are landing on your website. Aside from the traffic source, this can be a beneficial metric for understanding where people enter your website. Your top pages shape a user’s first impression of your brand. Will the pages pique their interest or give them a negative first impression? If a page gets a lot of traffic but has a low conversion rate, you might want to look at your messaging, optimization, load times, or CTAs.
4. Events
One of the most significant upgrades in GA4 is how you can define conversions. Universal Analytics previously gave default goals. In GA4, you can create custom conversions (e.g., button clicks, form submissions, video plays, etc.). Events are a better way to define the success of your business in a way that uniquely measures conversions that matter. Tracking conversions helps analyze whether or not your website is doing its job.
5. Returns
GA4 now tracks returning users, giving you a look into how well you’re keeping users’ attention beyond the first visit. If you’re seeing a lot of one-time visitors and your returns are low, you might want to look at your website content or implement a follow-up strategy retargeting previous users.
Focusing on Growth with GA4
Focusing on these five areas of GA4 will give you a real understanding of how your website is performing in terms of conversions, engagement, and overall success. It allows you the unique opportunity to better understand users, traffic, and areas of improvement on your website. We have helped many brands set up and integrate GA4 as a tool to reach business goals. Ready to turn data into actionable growth? Let’s get started: https://symboliqmedia.com/free-consultation/https://symboliqmedia.com/free-consultation/
