Using Google Analytics 4 to Improve Conversions 📈

So, with Google rolling out a HELLA lot of changes over the new year, before diving into the technical aspects of setting up Google Analytics 4 (GA4), it's crucial to take a step back and think strategically about how your website generates revenue. What are the key actions or "conversions" that a visitor needs to take for your business to make money?

The answer will vary depending on your business model:

For an eCommerce site, the main conversion is typically a product purchase. Right 🤷🏻‍♂️ So, ultimately for a lead generation site, it may be filling out a contact form or signing up for a no-cost trial. For a content site, it could be ad clicks or newsletter signups, and so on…

Take some time to map out your website's money-making process from start to finish. Identify the "macro-conversions" that directly generate revenue and the "micro-conversions" that lead up to them. For example, a macro-conversion might be purchasing a product, and a micro-conversion may be viewing a product page or adding an item to the cart.

Having a clear picture of your conversion funnel will help you set up GA4 to track the metrics that matter most to your bottom line. Then, you can set up the following capabilities to see how many people take each step and where you may be losing potential customers.

As I always say…

“Marketing without data is like driving with your eyes closed”

Enhanced Measurement for Events 🎪

We all love a bit of enhancing! GA4 can automatically track a number of common website interactions as events, without any additional setup required on your part. How cool is that!? These events (and TONS more) are tracked by default when you toggle on Enhanced Measurement in your GA4 property settings:

• When a user scrolls to the bottom of a page (90% depth)

• Clicks a link leading to an external site

• Plays pauses and completes events on embedded YouTube videos

• Downloads a file linked to your site

Conversion Reports 📊

GA4 simplifies conversion tracking by making every interaction an event you can mark as a conversion with a simple toggle. This is why I think its SUPER important for everyone in business to be using!

For example, if you want to track newsletter signups, you will create a custom event that fires whenever a user submits the signup form, and then go to your property settings and toggle that event on as a conversion.

And BOOM That's it! The event will now show up in your Conversion reports. This flexibility makes it much easier to track the metrics that matter to your business.

Exploration Funnel Analysis 🎯

Do YOU Want to see how users progress through your conversion funnel? Hell yeah, you do! GA4 offers powerful funnel reporting capabilities with its Exploration feature. You can build a funnel based on any series of events you want to analyse.

For example, an eCommerce funnel might include these steps:

• Viewed a product page

• Added a product to the cart

• Initiated checkout

• Purchased 

GA4 will show you what percentage of users take each step, and where you may be losing people along the way. Which is VERY helpful when you own an e-commerce webshop! Even better, you can layer on audience segments to reveal how different types of users move through your funnel. How do first-time visitors compare to returning visitors? Do mobile shoppers convert at a lower rate than desktop users?

With these insights, you can start to optimise your user experience and plug those holes in your funnel to maximise your success rates.

Boom, thats it!
Now, you’re OFFICIALLY a Google Analytics Jedi

Q&A

• So, are you ready to harness the power of using Google Analytics for your business?

• Do you have any pain points I can help you with smoothing out?

• What do you think you could utilize Google Analytics for and how would knowing your metrics impact your business?

Whenever you’re ready, here’s how I can help you:

1. Book a {10 MINUTE} Business Power Call with me, to arrange working together to make your social media videos stand out online as I tweak your approach, and analyse how to improve your current video, business strategy or marketing.

2. Don’t have time to create great videos yourself? Focus on your business, whilst we focus on creating the videos that you’ve always dreamed of. Get in touch to find out more.

Until next Friday, love to you all!

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