Google Analytics 4 and How to Support a Better User Experience

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Google Analytics can provide powerful insights into your customers, allowing you to create a site experience that best meets increasingly high expectations. User metrics help you see how engaged your customers are, particularly those who complete multiple sessions during a relatively short period of time.

With the newest set of updates, Google has provided four new features that will help you craft a better user experience.

A Focus on Users

The standard reports on Google Analytics are largely user-centric giving you quick access to customer metrics, including everything from the number of total sessions to how many arrived from a paid search.

You do have to enable this feature to gain immediate access to this data when reviewing your account. Simply go to Admin, then Property Settings, and switch the toggle next to Enable Users in Reporting.

The change does not affect standard reporting, so your usual audience reports will still be available even if you make the switch.

Lifetime Metrics and Dimensions

Google Analytics has added new aspects to User Explorer, a feature that allows you to examine site visitors on an individual level. Now you can view both lifetime metrics and dimensions, based on the life of their current cookie, giving you the ability to access more details regarding a customer’s activities.

You can view the amount of time the person spent on the site, the total number of transactions, which channel led them to your site, and when they first visited.

These features are automatically available, so no changes are required to review this data.

New Audience Report

You can now publish a new report based on any audience you have created. This provides you with valuable details regarding a particular group’s engagement, such as an audience focused on those who’ve previously made a purchase.

The new report is accessible through your Analytics account, and no other action is required on your part to enable the feature.

Conversion Probability

Your primary goal is likely to be able to convert a visitor into a customer, and the Conversion Probability metric makes it easier to identify which users are expected to make the switch. The feature uses machine learning to make the determination, gathering details about those who’ve made purchases in the past and how they compare to your target visitors.

This helps marketers determine where their energy is best spent, as well as which ad approaches are most viable.

In the future, a Conversion Probability report will be available allowing you to examine all of your users, including across dimensions, from a single place.

By taking advantage of the four new features, you can make the most out of what Google Analytics has to offer. If you would like to know more, the knowledgeable staff at Solving IT can help. Contact us today to see how our expertise can benefit you.