The Google-mandated switch to Google Analytics 4 (GA4) is fast approaching.
A lot of marketers grasp the GA4 basics, however there are still lots of advantages and features of GA4 that deserve understanding.
While there are numerous covert marvels of GA4, I’ve discovered a couple of noteworthy ones.
And since Google Analytics is all about numbers, here are three metrics marketers must understand to drive effect when optimizing Google Ads campaigns.
What Is A Metric
First and foremost, let’s evaluate what a metric is to be on the very same page.
The official Google definition of “metric” is:
“A quantitative measurement, such as an average, ratio, portion, and so on. It’s constantly a number as opposed to text.”
While that meaning might appear pretty basic, the word “metrics” is sometimes confused with “measurements.”
A dimension is an aspect or descriptive aspect of the information, and the metric measures that information. For example, in Google Analytics 4, the name of an occasion that a user activates is the measurement.
And the number of times the occasion was activated is the metric.
With the definition of the word metric detailed, let’s look at three intriguing metrics and how they can optimize your Google Ads campaigns.
1. Active Users
The Active Users metric is described by Google as:
“Any user who has an engaged session or when Analytics gathers:
- The first_visit occasion or engagement_time_msec criterion from a website.
- The first_open event or engagement_time_msec parameter from an Android app.
- The first_open or user_engagement event from an iOS app.”
That asks the question: What is an “engaged” session?
An engaged session is “the variety of sessions that lasted longer than 10 seconds, or had a conversion event, or had 2 or more screen or page views.”
While all those specifics can get a little complicated, the main point to bear in mind is that an Active User is someone who appears rather thinking about the content on your website.
The Active User metric is essential for 2 factors.
First, and most importantly, it is thought about the “main” user metric in GA4. Whenever you see the metric “User” in GA4 reports, it describes the Active User definition.
In Universal Analytics (UA), whenever you observe the metric “Users,” it refers to the “Overall Users” definition.
Second, this is a new metric in GA4 that did not exist in UA, which just has the Total Users and New Users metrics.
This brand-new metric allows a fast, detailed take a look at the quality of users’ check outs and engagement level with your web material.
- Where to discover it: Reports > Acquisition > Traffic Acquisition
- How to use it: The most apparent method to use information on Active Users is to produce audiences for remarketing.
Screenshot from GA4, October 2022
Screenshot from GA4, October 2022
By creating audiences comprised of Active Users, remarketing will reach Active Users most likely to go back to your website and convert in the future.
This is an easy way to reduce your total expense per conversion(CPC)in your Google Ads campaigns. You can utilize customized audiences filled with Active Users in remarketing
lists for search ads or target them with a display project. The more specific you can
be with your advertisement copy and innovative, the better. A project targeting previous Active Users on your site will provide you a terrific chance at transforming them at a lower expense than cold traffic.
There is more to come on the subject of custom audiences in the future in the post.
2. Event Count
The event count metric is considerable since it replaces a similar metric discovered in UA called Total Events, which does not exist in Google Analytics 4.
Occasions are various animals in GA4 than they are in UA. Google writes,
“Occasions represent an essential information model distinction between Universal Analytics and Google Analytics 4 residential or commercial properties.”
The most significant thing to bear in mind is that now in GA4, all actions are considered events.
In UA, it was the opposite, as events had actually actions associated with them.
Events in GA4 are more high-level, and they are a broad metric needing deeper digging for granular info. On the other hand, occasions in UA specify, self-contained units corresponding to specific actions.
For example, in UA, you would create separate events for every single individual button on your site labeled “register.”
In GA4, you develop one event called “register button” that would be triggered whenever any sign-up button on your website is clicked.
- Where to find it: Report > Engagement > Events
- How to utilize it: Finest using occasion count depends upon what your specific metrics notify. While I can’t tell you precisely what to do, I can inform you that the items getting the greatest occasion counts are things you wish to keep an eye on.
Screenshot from GA4, October 2022 Screenshot from GA4, October 2022
Clearly, regular occasions like pageviews and app opens will probably constantly be at the top of your list.
However if you start to see an occasion that appears to be getting more hits than similar events or occasions on the same page, then dig much deeper and use that information to notify your Google Advertisements method.
For instance, if the video start metric continuously has more occasion hits than the scroll metric (specified as the User getting at least 90% of the way down a page) on your landing page, think about moving products up on the page that are more important than the video like a sign-up button.
Or, you can even choose to utilize the video to get sign-ups by playing the very first 30 seconds and making users sign-up to watch the rest.
A better-performing landing page will constantly make your PPC projects carry out better. So utilize information like event count to your benefit!
3. Produce Your Own Metrics With Customized Metrics
A customized metric is your chance to see structured information on almost any parameter.
Google Analytics 4 collects numerous metrics by default, but there are times when you require something aside from the default. That is where custom-made metrics comes in.
Screenshot from GA4, October 2022 Screenshot from GA4, October 2022
- Where to find it: Set up > Custom Definitions.
You can discover more info on how to do just that on Google’s main Analytics aid site.
- How to use it: Custom-made metrics are an excellent method to narrow the focus of your Google Advertising campaigns to target the right audience, with the right message, at the right time. Google Advertisements is ending up being significantly good at discovering the broad swath of users that might be a good suitable for your product or service. But, I have discovered that if you actually want to reduce CPA, custom metrics are a terrific tool.
Custom metrics are everything about coming down to the basics of who your user is and what they do on your web home.
The number of clients have a look at as a guest? The number of are signed in to an account? What page title regularly 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.
Once you know the story, utilize that to enhance your Google Ads campaigns in the following ways:
- Target a promo at consumers that had a look at as a guest, and get them back to develop an account.
- Increase bids on keywords similar to popular terms in your page titles.
- Usage that popular blog post as the basis for a new landing page.
- Produce a brand-new campaign 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 upon that data is almost limitless, but that’s likewise the terrific part about customized metrics.
One item I wanted to particularly accentuate is how advantageous metrics from GA4 can be for your Google Ads campaigns when they are used in the creation of custom audiences.
Here are some real-world examples of how GA4 Metrics can be utilized to create customized audiences for Google Advertising campaigns:
Active Users are prime prospects for remarketing since you already know they appear interested in what you offer.
Add every Active User to an audience and remarket to them with Show advertisements to get them back to your site so they can become a client.
Among the easiest ways to improve the ROI of your Google Advertising campaigns that is frequently missed out on is developing custom-made audiences with the specific purpose of not marketing to them.
The purchasers metric is a fine example of this due to the fact that you can create an audience with all users who have purchased and then leave out that audience from all your Google Advertising campaigns.
Landing Page Conversion Rate
Picture you’re examining your analytics, and you see that a person of your five landing pages has an exceptionally bad conversion rate compared to the others.
You can develop an audience of all the users from the bad landing page and specifically remarket to them with screen ads that take them to the landing page with the best conversion rate.
You can even create an offer or special message simply for them that you include in the Google Show ads that you produce for the campaign.
Does the “Rates Choices menu click” event appear to constantly have the highest count on a monthly basis?
You can include all visitors that clicked the “Pricing Options” menu button to a GA4 audience and remarket to them with a free trial deal for your software application.
Not just that, however you can produce another audience that targets visitors who clicked the “Product Features” menu and show them an entirely different Google Ads Display project.
Average Session Duration
Let’s say you sell life insurance policies and see that the greater the average session period a user has on their first see, the most likely they are to set up a conference with you on their second check out to the website.
You can produce an audience with every visitor that remains in the top 50% of average session period and market just to them.
Every metric provides 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 3 “hidden” metrics, however there are much more.
June 30th, 2023, is the last day UA will gather data on your site, so go into the platform and start using GA4 information to optimize your Google Ads campaigns as soon as possible.
Featured Image: Sergey Nivens/Best SMM Panel