Google Analytics 4: Three Metrics You Must Know To Optimize Google Advertisements

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The Google-mandated switch to Google Analytics 4 (GA4) is fast approaching.

The majority of online marketers comprehend the GA4 essentials, however there are still plenty of advantages and features of GA4 that are worth understanding.

While there are lots of concealed marvels of GA4, I have actually found a couple of noteworthy ones.

And considering that Google Analytics is everything about numbers, here are three metrics online marketers should know to drive effect when enhancing Google Ads campaigns.

What Is A Metric

Firstly, let’s evaluate what a metric is to be on the same page.

The main Google meaning of “metric” is:

“A quantitative measurement, such as an average, ratio, percentage, and so on. It’s constantly a number rather than text.”

While that definition might seem pretty basic, the word “metrics” is often puzzled with “measurements.”

A measurement is a component or descriptive element of the information, and the metric measures that information. For example, in Google Analytics 4, the name of an event that a user activates is the measurement.

And the number of times the occasion was set off is the metric.

With the definition of the word metric described, let’s take a look at 3 fascinating metrics and how they can optimize your Google Advertising campaigns.

1. Active Users

The Active Users metric is explained by Google as:

“Any user who has actually an engaged session or when Analytics gathers:

  • The first_visit occasion or engagement_time_msec criterion from a site.
  • The first_open occasion or engagement_time_msec criterion from an Android app.
  • The first_open or user_engagement event from an iOS app.”

That asks the question: What is an “engaged” session?

An engaged session is “the variety of sessions that lasted longer than 10 seconds, or had a conversion occasion, or had 2 or more screen or page views.”

While all those specifics can get a little complicated, the main thing to keep in mind is that an Active User is someone who appears somewhat thinking about the material on your website.

The Active User metric is necessary for two factors.

First, and most significantly, it is considered the “primary” user metric in GA4. Whenever you see the metric “User” in GA4 reports, it refers to the Active User meaning.

In Universal Analytics (UA), whenever you observe the metric “Users,” it refers to the “Total Users” meaning.

Second, this is a new metric in GA4 that did not exist in UA, which just has the Total Users and New Users metrics.

This new metric permits a fast, in-depth take a look at the quality of users’ check outs and engagement level with your web content.

  • Where to find it: Reports > Acquisition > Traffic Acquisition
  • How to utilize it: The most obvious method to make use of information on Active Users is to develop audiences for remarketing.

Screenshot from GA4, October 2022

Screenshot from GA4, October 2022

By creating audiences consisted of Active Users, remarketing will reach Active Users more likely to go back to your website and convert in the future.

This is an easy way to lower your overall expense per conversion(CPC)in your Google Ads campaigns. You can use custom-made audiences filled with Active Users in remarketing

lists for search advertisements or target them with a screen campaign. The more specific you can

be with your ad copy and innovative, the much better. A project targeting previous Active Users on your website will offer you an excellent opportunity at converting them at a lower expense than cold traffic.

There is more to come on the subject of custom-made audiences later on in the short article.

2. Event Count

The occasion count metric is substantial because it replaces a similar metric discovered in UA called Total Events, which does not exist in Google Analytics 4.

Occasions are different animals in GA4 than they are in UA. Google writes,

“Events represent a basic information model distinction between Universal Analytics and Google Analytics 4 residential or commercial properties.”

The greatest thing to bear in mind is that now in GA4, all actions are thought about occasions.

In UA, it was the opposite, as occasions had actually actions related to them.

Occasions in GA4 are more top-level, and they are a broad metric requiring deeper digging for granular info. In contrast, events in UA specify, self-contained units representing specific actions.

For example, in UA, you would develop separate events for each private button on your site labeled “register.”

In GA4, you produce one event called “sign up button” that would be set off whenever any sign-up button on your site is clicked.

  • Where to discover it: Report > Engagement > Events
  • How to utilize it: Finest utilizing event count depends on what your particular metrics notify. While I can’t tell you exactly what to do, I can inform you that the items getting the biggest event counts are things you wish to monitor.

Screenshot from GA4, October 2022 Screenshot from GA4, October 2022

Undoubtedly, routine occasions like pageviews and app opens will probably constantly be at the top of your list.

However if you begin to see an event that seems to be getting more hits than similar occasions or events on the very same page, then dig deeper and use that info to notify your Google Advertisements strategy.

For instance, if the video start metric constantly has more occasion hits than the scroll metric (specified as the User getting at least 90% of the way down a page) on your landing page, think of moving products up on the page that are more vital than the video like a sign-up button.

Or, you can even decide to utilize the video to get sign-ups by playing the very first 30 seconds and making users sign-up to watch the rest.

A better-performing landing page will constantly make your PPC campaigns carry out better. So utilize information like occasion count to your benefit!

3. Create Your Own Metrics With Custom Metrics

A customized metric is your opportunity to view structured information on almost any parameter.

Google Analytics 4 gathers several metrics by default, but there are times when you need something other than the default. That is where custom-made metrics can be found in.

Screenshot from GA4, October 2022 Screenshot from GA4, October 2022

  • Where to find it: Configure > Custom-made Definitions.

Before we move on to how you can use custom metrics in your Google Advertising campaigns, you first require to implement them through Google Tag Manager or through custom-made JavaScript code.

You can find more details on how to do simply that on Google’s official Analytics aid website.

  • How to use it: Customized metrics are an excellent way to narrow the focus of your Google Advertising campaigns to target the best audience, with the best message, at the right time. Google Advertisements is ending up being increasingly proficient at discovering the broad swath of users that might be a great fit for your service or product. But, I have actually found that if you really want to decrease certified public accountant, custom-made metrics are an excellent tool.

Custom metrics are all about coming down to the nuts and bolts of who your user is and what they do on your web property.

The number of clients take a look at as a visitor? The number of are signed in to an account? What page title regularly gets the most views? Which menu link is getting the most clicks?

These are all things trackable with custom-made metrics that tell a story about your user.

When you know the story, use that to enhance your Google Ads campaigns in the following ways:

  • Target a promotion at customers that took a look at as a guest, and get them back to produce an account.
  • Increase bids on keywords comparable to popular terms in your page titles.
  • Use that popular article as the basis for a new landing page.
  • Develop a brand-new project focused around the page for that popular menu link.

It’s tough to get specific here due to the fact that the alternatives for what you can track and the choices you can make based on that information is almost unlimited, but that’s also the fantastic part about customized metrics.

Custom Audiences

One product I wished to particularly bring attention to is how helpful metrics from GA4 can be for your Google Advertising campaigns when they are utilized in the creation of customized audiences.

Here are some real-world examples of how GA4 Metrics can be utilized to develop custom-made audiences for Google Ads campaigns:

Active Users

Active Users are prime candidates for remarketing considering that you currently know they seem interested in what you use.

Include every Active User to an audience and remarket to them with Display ads to get them back to your website so they can become a consumer.


Among the simplest methods to improve the ROI of your Google Advertising campaigns that is frequently missed out on is creating custom audiences with the explicit function of not marketing to them.

The purchasers metric is a good example of this due to the fact that you can create an audience with all users who have bought and after that leave out that audience from all your Google Advertising campaigns.

Landing Page Conversion Rate

Imagine you’re reviewing your analytics, and you see that a person of your 5 landing pages has an incredibly bad conversion rate compared to the others.

You can develop an audience of all the users from the bad landing page and particularly remarket to them with display advertisements that take them to the landing page with the very best conversion rate.

You can even develop an offer or unique message simply for them that you consist of in the Google Show advertisements that you produce for the campaign.

Occasion Count

Does the “Pricing Choices menu click” event seem to always have the highest count on a monthly basis?

You can add all visitors that clicked the “Rates Options” menu button to a GA4 audience and remarket to them with a free trial deal for your software application.

Not only that, but you can produce another audience that targets visitors who clicked on the “Product Characteristic” menu and show them a totally different Google Advertisements Display project.

Typical Session Period

Let’s state you sell life insurance coverage policies and see that the higher the average session duration a user has on their very first visit, the more likely they are to schedule a meeting with you on their 2nd check out to the website.

You can develop an audience with every visitor that is in the top 50% of average session period and market just to them.

Every metric offers clues about your audience, and they can all be utilized to develop audiences in GA4 that can then be used with Google Advertising campaigns to better target your perfect user.

There Is So Much More For Google Analytics 4

These were simply 3 “hidden” metrics, but there are a lot more.

June 30th, 2023, is the last day UA will collect information on your site, so go into the platform and start using GA4 information to optimize your Google Ads campaigns as soon as possible.

More resources:

Featured Image: Sergey Nivens/Best SMM Panel