Google Analytics 4: 3 Metrics You Need To Know To Enhance Google Advertisements

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

Many online marketers comprehend the GA4 fundamentals, however there are still plenty of benefits and features of GA4 that are worth understanding.

While there are numerous covert wonders of GA4, I have actually discovered a couple of notable ones.

And given that Google Analytics is all about numbers, here are three metrics online marketers ought to understand to drive effect when optimizing Google Advertising campaigns.

What Is A Metric

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

The official Google meaning of “metric” is:

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

While that meaning might appear quite basic, the word “metrics” is often confused with “measurements.”

A dimension is a component or detailed element of the information, and the metric steps that information. For example, in Google Analytics 4, the name of an occasion that a user triggers is the dimension.

And the number of times the event was triggered is the metric.

With the meaning of the word metric outlined, let’s look at 3 intriguing metrics and how they can enhance your Google Advertising campaigns.

1. Active Users

The Active Users metric is described by Google as:

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

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

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

An engaged session is “the number 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 complex, the main thing to keep in mind is that an Active User is somebody who seems somewhat interested in the material on your site.

The Active User metric is necessary for 2 factors.

Initially, and most notably, it is thought about the “main” 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 describes the “Overall 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 enables a quick, comprehensive look at the quality of users’ visits and engagement level with your web material.

  • Where to find it: Reports > Acquisition > Traffic Acquisition
  • How to utilize it: The most apparent method to utilize data on Active Users is to create audiences for remarketing.

Screenshot from GA4, October 2022

Screenshot from GA4, October 2022

By developing audiences comprised 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 method to reduce your overall cost per conversion(CPC)in your Google Ads campaigns. You can use customized audiences filled with Active Users in remarketing

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

be with your advertisement copy and creative, the much better. A project targeting previous Active Users on your site will give you a great chance at transforming them at a lower expense than cold traffic.

There is more to come on the subject of customized audiences later on in the article.

2. Event Count

The occasion count metric is considerable because it changes a similar metric found in UA called Overall Occasions, which does not exist in Google Analytics 4.

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

“Occasions represent an essential information model distinction between Universal Analytics and Google Analytics 4 properties.”

The biggest thing to bear in mind is that now in GA4, all actions are considered occasions.

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

Events in GA4 are more top-level, and they are a broad metric requiring much deeper digging for granular info. On the other hand, occasions in UA are specific, self-contained systems corresponding to particular actions.

For instance, in UA, you would develop separate events for every private button on your website identified “sign up.”

In GA4, you produce one occasion called “sign up button” that would be activated whenever any sign-up button on your website is clicked.

  • Where to find it: Report > Engagement > Events
  • How to utilize it: Best using event count depends upon what your specific metrics inform. While I can’t inform you exactly what to do, I can inform you that the products getting the biggest event counts are things you wish to keep track of.

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

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

However if you start to see an occasion that seems to be getting more hits than similar occasions or events on the same page, then dig much deeper and use that information to inform your Google Ads strategy.

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

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

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

3. Create Your Own Metrics With Custom-made Metrics

A customized metric is your opportunity to see structured data on almost any parameter.

Google Analytics 4 gathers several metrics by default, however there are times when you require something other than the default. That is where custom metrics is available in.

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

  • Where to find it: Configure > Customized Definitions.

Prior to we carry on to how you can utilize custom metrics in your Google Advertising campaigns, you initially need to execute them via Google Tag Supervisor or through customized JavaScript code.

You can find more info on how to do just that on Google’s main Analytics assistance website.

  • How to utilize it: Custom-made metrics are a fantastic way to narrow the focus of your Google Ads campaigns to target the right audience, with the best message, at the right time. Google Ads is ending up being increasingly good at finding the broad swath of users that might be an excellent suitable for your product or service. However, I have discovered that if you actually want to lower CPA, custom metrics are a terrific tool.

Customized metrics are everything about coming down to the fundamentals of who your user is and what they do on your web home.

How many clients take a look at as a guest? How many 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 narrate about your user.

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

  • Target a promotion at consumers that had a look at as a visitor, and get them back to develop an account.
  • Increase quotes on keywords similar to popular terms in your page titles.
  • Usage that popular article as the basis for a new landing page.
  • Produce a brand-new project centered around the page for that popular menu link.

It’s hard to get particular here because the choices for what you can track and the decisions you can make based on that information is almost endless, however that’s likewise the excellent part about customized metrics.

Custom-made Audiences

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

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

Active Users

Active Users are prime candidates for remarketing since you currently understand they seem thinking about what you provide.

Add 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 customer.


Among the most convenient ways to improve the ROI of your Google Advertising campaigns that is often missed out on is creating customized audiences with the explicit purpose 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 exclude that audience from all your Google Advertising campaigns.

Landing Page Conversion Rate

Imagine you’re examining your analytics, and you see that one of your five landing pages has an exceptionally 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 screen advertisements that take them to the landing page with the best conversion rate.

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

Occasion Count

Does the “Prices Choices menu click” occasion seem to always have the greatest count every month?

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

Not just that, however you can create another audience that targets visitors who clicked the “Item Characteristic” menu and show them an entirely various Google Ads Show project.

Typical Session Period

Let’s say you sell life insurance policies and observe that the greater the typical session duration a user has on their very first see, the most likely they are to set up a conference with you on their 2nd check out to the website.

You can develop an audience with every visitor that remains in the leading 50% of average session period and market simply to them.

Every metric provides clues about your audience, and they can all be utilized to develop audiences in GA4 that can then be utilized with Google Advertising campaigns to more effectively target your ideal user.

There Is A lot More For Google Analytics 4

These were simply 3 “hidden” metrics, however there are much more.

June 30th, 2023, is the last day UA will collect data on your site, so dig into the platform and begin using GA4 information to optimize your Google Advertising campaigns as quickly as possible.

More resources:

Included Image: Sergey Nivens/Best SMM Panel