Using Comparisons in GA4: Why They Matter and How to Make Them Work for You

Google Analytics 4 (GA4) has introduced several features that are making a significant impact on how marketers and analysts interpret data, and one of those standout tools is the 'Comparisons' feature.

Comparisons allow you to view your data side-by-side, providing context that is invaluable for decision-making.

Explore how you can use Comparisons effectively in GA4, and how they can improve your understanding of your audience and website performance.

What Are Comparisons in GA4?

Comparisons in GA4 let you segment your data dynamically, providing instant insights without the need to create permanent segments.

This tool allows you to look at different subsets of your audience or behaviors, like comparing mobile traffic versus desktop, organic traffic versus paid traffic, or users from different geographical areas.

How to Use Comparisons Effectively

The value of Comparisons is that they allow you to dig deeper into what’s working and what’s not.

For example, let’s say you want to see if your new content marketing strategy is attracting organic traffic.

By using Comparisons, you can split your audience into 'organic' versus 'paid' and observe how each group is interacting with your latest posts.

Here's an example of how using Comparisons might help: Imagine you’re analyzing the performance of two landing pages to determine which is driving more newsletter sign-ups.

With the Comparisons feature, you can easily split the data to see which audience segments engage better with each landing page, giving you a clear indication of what’s resonating with different types of visitors.

Example: Comparing Organic vs Paid Traffic

A practical use case could be comparing the behavior of organic traffic to paid traffic over a specific marketing campaign.

By creating a comparison, you can assess whether organic traffic has a higher conversion rate or if paid users require a different experience.

This kind of insight helps tailor your marketing strategy and optimize conversion pathways.

We Know X, Predict Y, and Measure Z

When using Comparisons in GA4, it can be helpful to follow a simple hypothesis model to guide your analysis, especially when applying it to specific examples like comparing organic and paid traffic.

This model involves three key steps:

??We Know X: Define what you already know about your audience or your data.

??For example, you know that a recent campaign has driven an increase in organic traffic to your site.

??Predict Y: Predict what effect this might have.

??For instance, you might predict that organic users are more likely to convert compared to paid users.

??Measure Z: Use Comparisons to measure specific outcomes.

??In this case, you could measure the conversion rate of organic versus paid traffic to validate or refute your prediction.

Using this hypothesis model helps create a structured approach to using Comparisons, making it easier to derive actionable insights and improve your marketing strategies.

Easy Steps to Create a Comparison in GA4

Creating a comparison in GA4 is easier than you think.

?Here’s a simple, step-by-step guide:

1. Navigate to Your Report: Start by opening GA4 and navigating to the page traffic report you want to analyze.
2. Click on 'Add Comparison': At the top of the report, you'll see an option labeled 'Add Comparison.' Click on it.
3. Define Your Segment: Choose the conditions you want to compare, such as 'organic' versus 'paid' traffic. GA4 allows you to add multiple conditions to precisely define your segment.
4. Apply the Comparison: Once you've selected your segment criteria, click 'Apply.' This will immediately update your report with side-by-side data for easy comparison.
5. Analyze the Results: Now, you can see how the different segments are performing. Use this insight to adjust your marketing strategies accordingly.

??PRO TIP: You can also use this to compare paid traffic campaigns as long as you know the URL structure that identifies traffic to your site from those campaigns.

Questions to Get You Started on Brainstorming

To help you brainstorm and make the most out of the Comparisons feature in GA4, here are three guiding questions:

?What specific audience behaviors am I interested in comparing to validate a marketing hypothesis?

• Start by identifying a hypothesis you want to validate, like whether users who came through paid ads are engaging more compared to those who came through organic search.

?How do different types of users (e.g., device types, geolocation, acquisition source) interact with my website differently?

• Think about segmenting your data based on devices, locations, or acquisition methods to get a nuanced understanding of your audience's preferences.

?Which KPIs would benefit from a comparison to reveal actionable insights?

• Even if it's bounce rate, session duration, or goal completions, consider how comparing these metrics across different audience segments can offer deeper insights into your website's performance.

And That's It

Using Comparisons in GA4 gives you the power to see beyond just numbers; it provides context and clarity.

And remember, data without context is just noise, but with comparisons, it becomes the melody that helps you make better business decisions.