Drive Data-Driven Decisions: 10 Must-Track Metrics in GA4

Google Analytics 4 (GA4) is the next generation of Google Analytics, offering more advanced capabilities and flexibility compared to Universal Analytics. Whether you run an e-commerce store, a blog, or a SaaS platform, understanding which metrics to track in GA4 is crucial for optimizing user experience and driving business growth.

Here are 10 essential GA4 metrics every website should track to monitor performance effectively.

1. Users and Active Users

Why it Matters: Tracking users, especially active users, gives you insights into how many people are interacting with your website within a specific timeframe. GA4 defines "Active Users" as those who engage with your site by initiating a session or performing actions.

• Key Metrics:Total Users: The total number of unique visitors.Active Users: Users who engage actively within a time window (default is 28 days).

How to Use It: Monitor trends in user activity to determine if your website traffic is growing or declining and assess the impact of your marketing campaigns.

2. Engagement Rate

Why it Matters: Engagement Rate in GA4 measures the percentage of sessions that qualify as "engaged" based on user behavior. This helps you evaluate the quality of user sessions.

• An Engaged Session occurs when:A user spends at least 10 seconds on the page.The user triggers at least 1 conversion event.The user views 2 or more pages/screens.

How to Use It: Low engagement rates may indicate poor content, slow page load times, or irrelevant targeting. Optimize these areas to boost engagement.

3. Average Engagement Time

Why it Matters: This metric shows the average time users spend actively engaging with your website. Unlike traditional "time on page," GA4 excludes time when the browser is idle or backgrounded.

How to Use It: Analyze which pages have the highest and lowest average engagement times. Pages with low engagement may need content or design improvements.

4. Event Count and Event Tracking

Why it Matters: GA4 tracks user interactions as events, such as page views, clicks, form submissions, video plays, or file downloads. Events provide deeper insights into user actions.

• Examples of Important Events:scroll: Tracks scrolling activity.click: Monitors button or link clicks.file_download: Tracks file downloads.video_start and video_complete: For video engagement tracking.

How to Use It: Set up custom events to track specific actions tied to your business goals, such as CTA clicks, newsletter sign-ups, or e-commerce purchases.

5. Conversions

Why it Matters: Conversions measure how well your website fulfills your business objectives, such as completing a purchase, form submission, or lead generation. GA4 allows you to mark specific events as conversions.

• Examples of Conversions:E-commerce purchase confirmation Page, Contact form submission, Account registration completion.

How to Use It: Monitor conversion rates over time to identify areas for improvement in your funnel. You can also analyze the user journey leading to conversions.

6. Traffic Sources (Session Acquisition)

Why it Matters: Knowing where your users are coming from helps you evaluate the effectiveness of your marketing campaigns and optimize resources. GA4 breaks traffic sources into:

• Organic Search: Users from search engines like Google.
• Paid Search: Visitors from PPC ads.
• Direct: Users who type in your URL directly.
• Referral: Traffic from other websites.
• Social: Users coming from social media platforms.

How to Use It: Focus on high-performing traffic sources to maximize ROI. Use this data to improve your marketing strategy.

7. User Demographics and Tech Insights

Why it Matters: Understanding your audience’s demographics, interests, and technology preferences enables better targeting and personalization. GA4 provides insights into:

• Demographics: Age, gender, and location.
• Tech Details: Devices, operating systems, and browsers.

How to Use It: Optimize your website for the most common devices and browsers used by your audience. Personalize campaigns for different demographics.

8. Pages and Screens Performance

Why it Matters: This metric shows how individual pages or screens perform in terms of traffic, engagement, and conversions.

• Key Metrics:Views: Total page or screen views.Engagement Time: Average time users spent on a page.Exits: Percentage of users who exit the site after viewing a page.

How to Use It: Identify your high-performing pages (like landing pages) and those with high exit rates. Optimize underperforming pages with better content, CTAs, or visuals.

9. Funnel Exploration (User Journey Analysis)

Why it Matters: Funnel analysis in GA4 helps you visualize the steps users take toward a conversion and identify where they drop off.

• Steps in a Funnel:Landing Page → Product Page → Cart → Checkout → Purchase.

How to Use It: Analyze drop-offs at each stage of the funnel to reduce friction and optimize the conversion process.

10. Revenue and E-commerce Metrics

Why it Matters: For e-commerce businesses, revenue-related metrics are the backbone of performance analysis. GA4 tracks:

• Revenue: Total income generated.
• Purchases: Number of completed purchases.
• Average Purchase Revenue: Revenue per transaction.

How to Use It: Use revenue insights to identify high-performing products and optimize pricing, promotions, or upsell opportunities.

Final Thoughts

Google Analytics 4 provides a comprehensive and flexible way to analyze your website's performance. By tracking these 10 key metrics, businesses can gain actionable insights, improve user experiences, and make data-driven decisions to boost conversions and revenue.

Make sure to regularly review your GA4 data, customize your tracking setup, and align metrics with your business goals for the best results.