Google Analytics 4 (GA4)

Tired of ‘having a hunch’ that your marketing efforts are working or didn’t work? Or maybe you’re ‘pretty sure’ your website does a good job in engaging site visitors and potential customers? If this sounds like you, you’ll be very pleased to know it doesn’t have to be this way.

Google’s new and improved analytics tool, GA4, removes all the guesswork, giving you power in knowing what makes a good business website – allowing you to focus your efforts in doing what you do best.

Gaining insight into who is visiting your website is one of the most valuable aspects of the GA4 platform. Data such as age and gender can be broken down, as well as your users location and their interests. For example, if you find out that:
– men based in Wellington
– between the age of 45-54
– who are in-market for real estate
are converting at a much higher rate than any other group during a given month, you could tailor your website and marketing efforts to capture this group’s attention more than others, with the goal of increasing conversion rate.

As well as providing insights on who is visiting your site, GA4 can also show you what they’re doing once they’re there, including the path they take to conversion – or not!

Regardless of whether your business is product based via e-commerce, or service based via lead generation, GA4 can tell you how your site visitors are in fact coming to your website (and how many). This is extremely important from a marketing effectiveness point of view, as if you are running a Google Ads campaign, you’ll want to know exactly how many customers/leads you received, how much those products/leads were worth (if you can provide a conversion value) and how much those customers/leads cost to acquire.

Alternatively, if you notice a lot of traffic is coming in from a particular source, you may want to focus the majority of your marketing efforts on that channel to help improve ROI.