Google Analytics

GA4 Conversions + Behavior Analysis

Understanding Conversion Rates in GA4 + How to Amp Up Your Business in 2024

The latest version of Google Analytics, known as GA4, is designed to help businesses gain deeper insight into their customers' behavior and digital presence. It incorporates many new features and enhancements to accommodate the evolving needs of today's digital market.

The shift toward event-based tracking is a big change in GA4, which allows businesses to gain a more detailed understanding of their customers' conversions and interactions. Instead of focusing on pageviews, this feature allows them to analyze and capture various events, such as video plays and button clicks. This enables them to improve their understanding of how their users are engaging with their digital properties.

The new capabilities in GA4 allow businesses to automatically identify relevant data. The platform takes advantage of advanced modeling methods to deliver predictive metrics, like lifetime value and churn probability. This helps them make more informed marketing decisions.

One of the most important factors that you can consider when it comes to optimizing your web pages is understanding the flow analytics of your users. This will allow you to identify and improve the efficiency of your web pages. With the recent changes in Google Analytics 4, it is now easier than ever to analyze and learn about your users.

Behavior flow reports show the user's interaction with a website, moving from one page to another. These reports can help businesses identify the most effective interactions during their conversion process.

It can also help businesses identify areas of their website that need to be improved in order to boost conversions.

Conversions Overview

When it comes to analytics, one of the most important factors that you should consider is conversions. These are the actions that your visitors perform when they make a purchase or sign up for a newsletter on your app or website. Having a good understanding of how these actions are performed can help you make adjustments to improve the effectiveness of your marketing efforts.

Conversions are typically categorized into two types: macro- and micro-conversions. For instance, a micro-conversion would be the sign up for an email list, whereas a macro-conversion would involve a purchase. Image Courtesy of OptinMonster.

Create Conversion Events From Events that Already Existed 

To view your existing events, go to the events section of GA4 and look for the ones that are currently sending data to the platform. You can then select which of these to track as conversions. It takes around 24 hours for a conversion to appear in a standard report, and the real-time reports will update after a user triggers one.

Creating a New Conversion Event 

You can create new events in Google Tag Manager or Gtag to track new interactions and convert them into a conversion event. Or you can simply add a new one within the UI. To do so, go to the events section of GA4 and click on the "Create Event" button.

To create an event, go to the events section of GA4 and click on the "Create Event" button. You'll be creating a new event that will allow you to view the resources page's resources.

The options offered by the operator include equals, doesn't equal, contains, starts with, exceeds, and ends with equal or less than. Although Google has added regular expressions to its options, users should be careful when using them to avoid site issues.

The time it takes for your new event to appear in the list of events will depend on whether it was created in GTM or in the platform. You can then mark it as a conversion once it has been displayed in the list.

Recently, Google added a new feature that allows users to select which events to count as conversions. This method is recommended, as it will automatically count five events for every session that a user visits the Resources page.

One of the options that can be used is "Once per session," which will only count events that occur in a single session. For instance, if a user visits the resources page five times during a period, it will be counted as one event. To use the method, users must first select the three dots located at the right of the target.

Dashboards: Is Real-Time Reporting The Answer?
The Real Time reports can be used to check the status of your conversions. By entering the event's name, you can see if it has been registered as a conversion event by GA4. Image Courtesy of Lift-Enablement.

Marking an Audience as a Conversion 

One of the most exciting features of GA4 is its ability to create and mark an audience as a conversion event. This feature allows users to define their own audience and then automatically trigger a conversion event whenever they enter it.

With the ability to segment your users by attributes, metrics, and events, audiences are a powerful feature in GA4. You can learn more about them here.

When a user encounters the audience's definition, they can be set up as event triggers. For instance, the example below shows how to define an audience that consists of individuals who viewed the Contact Us form after reading a blog post. On the right, you can define an event that will trigger whenever a user enters the audience.

Importance of Conversion Tracking 

Most marketers use Google Analytics to track their web pages' basic parameters. While it's not a must-have for every website owner, it's a good idea to regularly check in on conversions. This is especially true for ecommerce store owners and performance marketers.

One of the most important factors that you should consider when it comes to tracking conversions is knowing which pages are performing well and which need some work. This is especially true for anyone who's looking to build a popular and functional page. You can also set a page scroll event to convert.

Being able to track conversions allows you to identify your audience better. By focusing on the number of visits, ebook downloads, or form submissions, you'll be able to gain insight into the characteristics of individuals who perform these actions.

One of the most crucial factors that you should take into account when it comes to optimizing your online marketing efforts is the type of traffic that you're getting. In the digital realm, you can either get organic traffic through a search engine or you can buy traffic from ad networks, social media platforms, or search engines. There are a lot of different strategies that you can use to get traffic, and it's important to know what works and what doesn't.

Creating Events and Conversions with Google Tag Manager 

With Google Tag Manager (GTM), website owners can easily manage their tags and use various analytical tools to track their web pages. It does so by providing a single script that can be used to update or add tracking scripts to all their web pages. Image Courtesy of the Google Marketing Platform.

Unlike other tag managers, this tool doesn’t require you to add or change anything in the code of your web pages. The GTM script is only used once a web page loads to ensure that the appropriate tags are launched.

GTM can be used to launch events whenever a form is submitted or when a page scroll reaches a certain threshold. For instance, with GTM, you can set custom values for the events that occur when a page scroll exceeds 90%.

One of the most important advantages of using a tag manager is that it can keep the code of your web pages clean while also removing or updating tracking scripts from other tools. With the GTM code, your web pages will load faster and provide a more accurate view of what's happening.

As expected, Google Tag Manager works well with Google Analytics 4. The only thing you need to do is to obtain the Google Tag ID, which is also called "Tracking ID" for Universal Analytics. To obtain it, go to "Admin," "Data Stream," and "Copy the Measurement ID."

Let’s include another image here to break up the text!

Conversion Tracking Limitations in GA4

Google Analytics 4 is an amazing tool that can be used by anyone who is looking to improve their online presence. It can be used by small and medium-sized businesses as well as large organizations that are looking to create and manage their business intelligence. However, it is not perfect, and there are some shortcomings to the conversion tracking side of things. 

Attribution Window 

One of the biggest issues with Google Analytics 4's conversion tracking is that it uses a 30-day window for crediting events. This prevents the system from properly tracking conversions.

Although this may seem like a lot of time, many companies that track business-to-business interactions may find it hard to keep track of all relationships and interactions, which can last for several months.

The 30-day window is not configurable, and it's how Google functions. If a conversion takes place after this period, it will be registered, but it won't be associated with the event that triggered it. This can prevent you from being able to recreate a user's flow.

Conversions Offline 

Google Analytics 4 can't track offline conversions, which are those that happen in actual life. In addition, it can't record calls made after clicking a button. There are other tools that allow you to do this, though you might have to use a CSV file.

Debug View

Every marketer has a secret weapon, and DebugView is one of them. It can help them avoid making errors in the conversion tracking process. This tool can be used to test the configuration of the tracking before your page is seen by potential customers.

To access DebugView, go to Google Analytics and enable the preview mode. Doing so will allow all the events to be displayed in the debugger. Go to the Admin/Debug View and look for the data that you want to analyze. You can then click on the green icons that appear to show the conversions. 

Privacy & Conversion Tracking in GA4

In order to gain the most out of Google Analytics 4, businesses need to consider the privacy and data protection concerns of their users. This is done through the establishment of strong consent mechanisms and the proper application of regulations.

To stay compliant with the latest legislation, such as the CCPA and GDPR, businesses must put in place comprehensive practices and policies. These include keeping records of users' consents, ensuring that the collected data is only utilized for its intended purposes, and securely storing it.

A data retention period should be established, and users should be able to access, correct, or delete their information. Strictly following these regulations can help build trust and ensure legal compliance.

Improve Your Business Strategies + Get Started with Conversion Tracking in GA4 Today

Getting the most out of Google Analytics 4 is a complex process, especially for small businesses. However, it's important for every business owner out there to understand how their visitors are converting on their website and what actions they are taking. Having the right conversion metrics will help make more informed decisions and improved marketing efforts.

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