Unlocking Insights From 3 Essential GA4 Reports
Pomegranate Media
Pomegranate is a Behavioural Experience Agency. We understand people to design the magic into every experience.
Business reports! Whether you love or hate them there’s no getting around it. They’re a crucial source of information and often hold valuable data that is essential to inform business and marketing decisions
With everyone moving to Google Analytics 4 (GA4) we’ll be showing you the top 3 reports to look out for that can help boost your business to the next level, and have your boss nodding in approval and possibly even "employee of the month" (okay, maybe not that last part, but a marketer can dream, right?).
Source/Medium Report
The Source/Medium report in Google UA served as a crucial asset for e-commerce enterprises aiming to look in more detail into your website traffic. By delving into this report, you gain insights into the primary sources propelling traffic to your site, while also identifying sources that might be falling short. Armed with this knowledge, you can fine-tune your marketing strategies and enhance your website's holistic performance.
It's important to note that the Source/Medium report doesn't come as a default feature in GA4. To avail of this report's insights, you'll need to replicate it through either of the subsequent approaches.
Additionally, to customise the source/medium report, click on the pencil icon at the top right corner of the report. In this section, you can modify dimensions and metrics according to your preferences allowing you to significantly streamline your monthly reporting process and save valuable time.?
This report empowers e-commerce enterprises with detailed insights into the origins of website traffic, allowing for a comprehensive understanding of both successful sources and areas for improvement. By pinpointing effective channels and identifying underperforming ones, businesses can strategically refine their marketing efforts to maximise traffic, engagement, and conversion rates.
Goal Overview Report
In UA, we referred to goals as "conversions," and the goal overview report was instrumental in analysing them.?
The Conversions report provides insights into conversion actions, which offers details on the frequency of each action, the corresponding user count, and the revenue attributed to each one. By default, conversions are counted based on the Once per event method.
For a more comprehensive understanding, clicking on an event name within the report unveils additional event-specific information. This includes the total count of event triggers (event count) as well as the recent occurrences within the last 30 minutes (event count in the last 30 minutes).
To access the conversions report in GA4:
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The layout of the conversions report is an improvement, though the range of colours in the line chart might pose slight challenges. Hovering over individual conversions to highlight them on the chart is a useful feature. The list of conversions at the bottom is presented in a more user-friendly format, and you can further customise metrics and dimensions to suit your needs.
In essence, the Goal Overview Report in GA4 equips businesses with the tools needed to optimise their conversion strategies, make informed decisions, and ultimately drive growth and success. Through a deeper understanding of conversion actions and user engagement, companies can refine their approaches, maximise revenue, and create more impactful customer experiences.
Top Conversion Paths Report
The Conversion paths report has two main sections: the data visualisation and the data table. The data visualisation helps you see which channels initiate, assist, and close conversions. Whereas, the data table shows you the paths users take to complete conversions, as well as Conversions, Purchase revenue, Days to conversion, and Touchpoints to conversion.
This report helps e-commerce businesses quantify the impact of different touchpoints, assess the time it takes for users to convert, and gauge the overall efficiency of their conversion paths, showing you where best to allocate resources for optimised conversions
To find the top conversion paths report in GA4:
Within this section, you can choose the desired conversion events from the dropdown and apply relevant filters to analyse the channels users follow to complete conversions.
By visualising channel contributions to conversions and understanding user journeys, e-commerce ventures can optimise resource allocation for enhanced conversion rates. This report enables quantification of touchpoint impact, evaluation of conversion timeframes, and overall path efficiency assessment, ultimately leading to a successful conversion process.
So what now?
As all businesses have now switched over, getting acquainted with Google Analytics 4 (GA4) becomes crucial. Though the transition from UA to GA4 might present initial challenges, familiarising yourself with the locations of commonly used reports can streamline the process. By exploring and adapting to GA4's interface, you can harness its powerful features to make data-driven decisions and gain valuable insights for your business.
If you want to find out more about how you can enhance your GA4 click here