Discover the challenges and benefits of GA4 funnel reports, including the confusion surrounding its initial changes. Learn about the advantages of customizing reports and conducting A/B testing. Explore the significance of thresholding and Google Signals in GA4 reports. Understand the challenges of comparing data in GA4 and building custom reports, and the importance of understanding your goals.
By analyzing the drop-off rates at each stage in GA4 funnel reports, marketers can identify areas for improvement and optimize conversion rates.
Customizing and tailoring funnel reports in GA4 allows marketers to track specific user actions, segment data, and make data-driven improvements to the user journey.
Deep dives
Understanding GA4 Funnel Reports
GA4 funnel reports can be confusing to navigate, but they provide valuable insights into user behavior. In a funnel report, you can track the progression of users through different stages of a process, such as an e-commerce transaction. However, the default funnel report in GA4 often shows 100% of users progressing through each stage, which can be misleading. To create a more accurate and informative funnel report, start by understanding that everything in GA4 is considered an event. Begin with tracking the number of sessions as the first stage, then move on to specific events, like page views or specific page visits, to gauge user engagement. By analyzing the drop-off rates at each stage, you can determine areas for improvement and optimize your conversion rates.
Customizing Funnel Reports for Better Insights
In GA4, you have the flexibility to customize your funnel reports to fit your specific goals. Take advantage of the custom report templates available in GA4's explore section, but also consider creating your reports from scratch for more tailored insights. Use events to track user actions, such as adding items to a cart or reaching specific pages. By segmenting your data in this way, you can identify which steps in the funnel are causing drop-offs and make informed decisions on how to optimize the user journey. Additionally, GA4 allows you to create multiple tabs within a report, enabling you to build comprehensive dashboards with different funnel reports for various objectives. This customization empowers marketers to make data-driven improvements and analyze the impact of changes over time.
The Transition to GA4 and Its Implications
A key consideration in GA4 is the transition from Universal Analytics. While GA4 provides more accurate and customizable reporting, it's important to note that year-on-year comparisons may not be seamless due to differences in data collection methods. Google Signals, which relies on logged-in user data to attribute interactions to individuals, has led to changes in reporting. Thresholding, a safeguard against identifying individuals, caused discrepancies in reports, but Google has addressed this issue as of February 12th, 2022. However, understanding the impact of these changes in your reporting is crucial for accurate analysis. By familiarizing yourself with GA4's terminology, such as events, pages, and filters, and staying up-to-date with platform updates, you can harness the full potential of GA4's reporting capabilities.
The onset of GA4 hasn't been smooth sailing, it was completely different to the platform we know and loved and it was continually changing. However, the ability to build custom reports completely changed the game. As much as we now love GA4, there was one report we couldn't get our heads around, until now. Join us on our latest episode of the Digital Marketing Podcast as we break down GA4's Funnel Report, so you can see just how many users make it through each step of the online journey and which areas they might of dropped off, needing attention. -- Show notes: Have any feedback on the show? , tell us what you love and what you think could be better. And, if you are really enjoying the show, please
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