I’m definitely not an analyst. That’s a good place to start, so if you already understand a bit of web analytics yourself, you most likely understand it more than I do, and you probably won’t learn anything interesting in this article, unfortunately.
I’m writing this article mainly for myself and I will gradually update and expand it (feel free to send me suggestions!). I don’t want to get into the analysts’ business, but if you are on the Internet these days, you won’t get very far without data.
Google Analytics, then, is probably the most common way sites get their usage data (according to a Renolon study, about 55% of sites do). And every marketer and site owner should (in my opinion) have at least some idea about basic web data so they can make informed, evidence-based decisions that are in symbiosis with fast iterations.
In other words:
If you don’t care about your site’s data, you’ll soon be overwhelmed by someone who does.
However, you don’t have to become an analyst/analyst, even a few basic variables will give you useful and valuable insight.
But more on that in a moment, let’s start pretty much from the beginning.
What is GA4?
GA4 (Google Analytics 4) is the new version of Google Analytics – whereas the previous version, Google Analytics 3, was abbreviated UA.
You can still access analytics at the same address: https://analytics.google.com/.
However, the console environment will be different based on whether you manage UA (Google Analytics 3) or GA4 (Google Analytics 4).
Why deal with them?
Even if you are comfortable using Google Analytics 3 (UA) you should be interested in GA4. You can’t avoid them. Unfortunately.
In the words of Google himself:
As of July 1, 2023, the standard Universal Analytics features will no longer process data. After July 1, 2023, you will be able to view Universal Analytics reports for a period of time. However, the new data will only flow to Google Analytics 4 properties.
And since this change is certain, the sooner you switch and get comfortable with the new GA4, the better.
P.S. This applies primarily to content sites, if you are an e-commerce/application/more complex site, for example, I highly recommend Mark Lecián’s article here.
How to deploy GA4 on WordPress?
If you have a simple content site (like I have this one) you can deploy GA4 similarly to UA.
I personally use the Rank Math SEO plugin to deploy. You click through Rank Math -> General Settings -> Stats and GA4 connects.
Guidance directly from RankMath in EN
How to get classic stats in GA4
This will probably be the most frequently updated part. Gradually, I’ll be adding mini tutorials here on how to access important stats that, when interpreted correctly, can give you good insight into how to improve your site.
The metrics are listed alphabetically, not by importance.
Bounce rate
Conversion
Departure Pages
How to get bounce rate in GA4?
GA4 no longer displays the bounce rate and uses the engagement rate instead.
To get the bounce rate, subtract the engagement rate from one hundred (100 – engagement rate = bounce rate).
If Engagement rate is 60, then: 100 – 60 = 40 -> Bounce rate in this case is 40%.
You can then find the Engagement Rate (the basis of the calculation) under: Acquisition → User Acquisition → Summary Table
How to get conversions in GA4?
In Universal Analytics (previous version), conversions were called goals. However, it meant conversions. GA4 now has this option named as conversions, however, creating them is not entirely intuitive.
You must first create an event and then tell GA4 that this event is also a conversion.
Let’s take a look at this in the context of the newsletter signup conversion we’re going to create.
- First you create an event
-> Which you descriptively name and define. After signing up for the newsletter, the visitor is redirected to a thank you page. Therefore, we will set the event to display the thank you page.
Once you’re done, you’ll have to wait up to 24 hours for the conversion to show up in your events.
But if you don’t feel like waiting, just remember the name of the event you created and go on your way: Configure → Conversion → New Conversion Event and create a conversion that you name exactly the same as your event.
If conversions are important to you, you can check out this great guide in English by Julius Fedorovicius.
How to get exit pages in GA4
The purpose of this metric is to show you what pages people are (most often) leaving your site from.
Again, this is a metric that can give you interesting insight because there are pages where you expect high churn (contact page) and there are pages where you don’t (case studies).
But once you know how people behave in real life, you can compare that to your idea of the optimum and try to make the two states as close together as possible.
The metric itself is not yet available in GA4, but you can get it via the explore option:
- Choose a free report
- After opening the report, you add the Site Route to Dimensions, Departures to Metrics, and then set:
Page route → as a line
Revenue → as one of the values
and you’re done. You can turn off all the other data that was in the report from the beginning.
If you can’t get the report, you can try to create it by watching this short video from Analytics Mania:
Who can help you with GA4 in the Czech Republic?
Jan Polzer, a stalwart of the Czech online scene, guarantees quality tutorials and tips. In his article Getting Started with GA4, he describes a number of interesting tips (such as how to create your own overview, collection and theme in GA4). However, if you need help with deployment directly, feel free to contact Jan directly.
Marek Lecián is the OG of analytics in the Czech Republic. He also has Twitter. Definitely worth following and if you have the opportunity to collaborate, I believe it’s definitely worth it.
Aneta Hejnova is a web analyst with a focus on GA4 and was a speaker at this year’s WordCamp Brno.
Honza Tichý and his agency Taste can definitely help and advise you with anything too. Here you can watch Honza’s video on how to set up GA4, which he prepared together with Marketing Miner:
Jirkont Training
Last but not least, Jiří Krejčík, managing director of the agency Jirkont, organizes supercharged training sessions.
In this training you will learn about the new features that are in Google Analytics 4 . The entire training is practical, packed with materials and concrete examples.
Learn why it makes sense to send data to BigQuery and how to present it in Looker Studio (formerly Google Data Studio).
Jirka has experience with implementation for e-stores, content sites and has a true understanding of Analytics conversion situations.
The training is then suitable for marketers, PPC campaign managers, SEO consultants, developers and project managers.
Resources to follow regarding GA
→ Analytics Mania – YouTube channel, which is great if English is not a problem for you.
→ Blue River Mountains – I met Matthias in ChiangMai and he is a worldclass! If you need someone PRO in GA and GTM you found the guy.
→ Mark Lecián’s blog – great blog about analytics, however, and other associated topics
Word in conclusion
GA4 will be here and the sooner we get used to them and switch, the better for us.
It is a challenge, but challenges must be faced. And I believe that together we will succeed.
As always :).
I hope this article has helped you get your bearings at least a little and let me know in the comments how you get on with GA4?
