With Universal Analytics (UA) gone, technology-savvy business professionals may be wondering how to get the same insights from Google Analytics 4 (GA4). Russell Ketchum, product director of Google Analytics, explains in this three-part series of conversations.
Ketchum suggests starting by taking a use-case-centric approach to GA4. Compared to UA, which had many reports, “Reports” in GA4 is intended to be the canonical set of information to monitor on a daily basis. “Explore” is designed to answer a specific, one-off question or inspire a report to add to the Reports section.
GA4 measures user engagement more accurately than UA, focusing on users and their activities (measured by events). For example, UA’s “Bounces” and “Time on Page” metrics don’t accurately measure engagement, and UA wouldn’t be able to distinguish between a user who leaves immediately and a user who stays and scrolls. In contrast, GA4 has “Sessions” and “Engaged Sessions” – and more importantly, “Engaged Users” – to measure active or interacting users.
Ketchum advises using the customization options in GA4 – the pencil icon – to get the desired metrics and dimensions. By specifying Business Objectives, the UI will be customized to show relevant reports and hide others. He also recommends taking advantage of the many customization options available and taking the Analytics Academy to get familiar with GA4.
Overall, GA4 was designed to provide simple and streamlined insights to reflect how people use the internet today. With GA4, businesses can measure more accurately and get more relevant answers than with UA.
Originally reported by Martech: https://martech.org/how-to-create-ua-reports-in-ga4/
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