Process Owner: Natalia Gomez
Last Update: 3/8/24
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GOOGLE ANALYTICS 4 101
FROM BEGINNING TO SUPERSTAR
Access GA4: Confirm with your GL where is the GA4 access (what analytics account)
From the Left side Menu, Find the company that you're looking for at the top of the list of companies
Google Analytics has 4 main sections that will be explained below.
Home
Reports
Explore
Admin
HOME
This is the first page that you’ll find with the basic tats
From the main chart, you can edit the dates to give the client an overview report
# users: users depending on the country
Event: Anything that happens on the site (scroll, view page, etc)
Conversions: goals on the site. It depends on the GL setting up the conversions
When you continue scrolling down, you’ll see the Suggested for you section.
ARPU:
It is considered the Queen Metric.
ARPU is the mixture of conversion rate and Average Order Value.
If both metrics are healthy, the ARPU goes up.
NOTE: At Endrock we are always looking to increase Conversion Rate (CR) and Average Order Value (AOV) because our main goal is to increase ARPU for all clients.
The GL can set up goals to track ARPU and manage the expectations with the client. i.e. 5% projected increase of ARPU in a 3-month periodiod.
There’s no industry standard to determine if this metric is healthy but it is always necessary to see a positive lift on ARPU showing positive results for the client and our partnership.
NOTE: You know that the client is in a positive position if the metrics have had positive growth since the partnership started.
ARPU: Average Revenue Per User
AOV: Average Order Value
CR: Conversion Rate:
A 1.5% to 5% increase in conversation rate is considered healthy
ARPU x # users = Total Revenue
REPORTS
REPORTS SNAPSHOT: This section will show you the high-level overview of the metrics
REALTIME:
This section is used to check if GA4 is connected with the site when running a test. You can troubleshoot by entering the site, navigating through it and seeing yourself on the events.
Create an event: can be done in Google Tag Manager
ACQUISITION
Type of searches:
Direct Search: This event is logged when the user typed in the page’s URL
Organic Search: This event is logged when Google shows the page when the user searches for a specific Keyword, and then clicks on it
Paid search: This event shows up when the client pays Google to show it page first in the list
SEO queries:
The GLs create this report to check what keywords the users are looking for
SEO = Search Engine Optimization: Use of Keywords / trending words to boost the client
EXPLORE:
This section is used by the GLs to create custom reports
ADMIN:
The admin section is used when:
The client asks if they have access
Go to admin > manage user permissions
A pop-up window appears in which you’ll be able to see:
Account level base: General Access of all users
Property level: Access to specific properties within GA4
Go to property management access > click on it > you’ll see the many users and roles each one has
Viewer: Can only view reports
Admin: The Admin role has full access to Filters, exclusions, and data streams
Can grant and remove access.
This is the access needed by GLs
Editor: This role can one see the Reports