It has the ability to track the internal search engine
Posted: Wed Dec 11, 2024 3:43 am
GA4 has the ability to track on-page search terms, i.e. what potential customers are looking for when they land on your site. This will show you areas of opportunity for development, e.g. users are looking for something that you don't currently have on your site. With this information, you can make any necessary changes or additions to your website navigation and product/service offerings. This will make your site more user-friendly. To see this report, you first need to create it in Explore, adding the "search term" metric and the "number of events" data.
Mining for internal search engine data
Mining for internal search engine data
It will help you understand why users are not interacting with your site
Engagement Rate and Bounce Rate are important metrics in GA that allow you to measure and analyze user engagement on your site. Both metrics are defined based on engaged sessions.
An engaged session is one that lasts longer than 10 seconds and has either a key event or at least 2 pageviews or 2 screen views. Engagement rate is the percentage of sessions that are engaged. Bounce rate is the inverse of engagement rate, which is the percentage of sessions that are not engaged.
A high bounce rate requires immediate action to identify the cause so you can reduce it as much as possible.
The reason for the high bounce rate may be that the page is not easy to navigate or is not attractive enough to allow users to explore your site further. With the help of the detailed bounce rate report, you can find ways and means to reduce the bounce rate. The Engagement Rate is added by default in the Traffic Acquisition report, while the "Bounce Rate" data needs to be added in the edit report section.
Engagement Rate and Bounce Rate
Engagement Rate and Bounce Rate
You will check if you are achieving your goals
Goals, or conversions in Universal Analytics, are called key events in GA4 and help you track your business progress.
Key events
Key events
You can assign importance to events you already collect, which will help you track the customer journey based on their actions. Key events will also help you understand the conversion rate, or the percentage of people who completed the action you wanted.
The key event should be the most important events on the page. This could be making a purchase, requesting a quote, or attempting to contact you.
If a new user appears on your Landing Page and submits a form with an email address, this event will be classified as a key event. This user has just completed the goal you set.
By knowing how users behave on your site, you will develop the best conversion optimization strategy.
You can check your sales there
If your site is an online store and you have e-commerce tracking set up in Google Analytics, and the platform you have your store on supports sending e-commerce data to GA, you can easily track your users' purchasing process. And this is a real goldmine of useful data, such as:
what products are purchased,
at what stage of the purchasing process do customers most often abandon the purchase,
what channels transactions are made from,
and many others.
Report on the effectiveness of individual products
Report on the effectiveness of individual products
You can read more about e-commerce tracking on our blog.
What is Google Tag Manager?
Before we dive into why you should use Google Tag Manager, let me give you a quick overview of the tool itself.
Google Tag Manager is a free tool from Google that allows job seekers database you to install various types of code (tags) on your website. Some good examples of tags are the Google Analytics tracking code, Google Analytics event codes, Google Ads conversion script, and remarketing tags. There are many other types of code that can be added to your website using GTM, including custom codes.
Some people confuse Google Tag Manager with Google Analytics when asking which one to use. The correct answer is that they should use both, as these tools complement each other.
Below are some of the reasons why you should have Google Tag Manager on your website .
Reasons to use Google Tag Manager
Quickly implement tracking codes
Let's take a step back and recall the classic way of managing tracking codes:
A marketer (analyst or anyone else) decides to start using a new marketing platform to track user behavior.
Receives the tracking code and sends it to the developer.
The developer says he is busy and will do it next week.
What if you need to track additional events? In this case, you need to write a detailed task, correspond with the programmer, and eventually install these codes after some time. This can sometimes take several weeks.
What if I told you that you could avoid a developer (in most cases) and implement these tracking codes yourself? With Google Tag Manager, that dream will come true.
Each tracking code is called a tag and you can manage it using the GTM interface.
Google Tag Manager speeds up many processes and is helpful for web analytics. New tags can be added in a snap, and many don’t require any code changes on the page. It’s a great tool for marketers because it can really speed up implementation time by testing each change yourself and deploying it when it’s ready.
All tags are managed in one place
In the old days, all the tracking codes were added directly in the source code of the web pages. The worst thing was that these little pieces of JavaScript code were scattered across different files. So if a small change needed to be made, the developer had to: (1) find all of these codes, (2) update them.
GTM makes this process easier: all tags are controlled in one place.
Tag examples
Tag examples
It's free
There’s really nothing to add here. Like Google Analytics, Google Tag Manager is free. While there’s a premium version available in the Google Analytics 360 package, the free version is more than enough for many businesses (small and medium).
Allows easy tracking of events
Event tracking involves custom JavaScript codes that you add to your website to track events such as clicks, form fills, etc. To make this easier, Google Tag Manager has a number of built-in rules.
When you enable certain triggers in Google Tag Manager, they automatically start listening for specific interactions on your webpage. There’s still some setup required, but it’s relatively easy to do. You can use these interactions to fire tracking codes, like the Google Analytics event tag.
The basic events you can (by default) track in GTM are:
clicks on elements,
link clicks,
submitting forms,
time spent on site etc.
You can also add custom functions that record things like scroll depth, new comments, and more.
Why is this important? It gives you insight into the actions your users are taking on your site. Are they engaging with your content? Are they filling out your forms?
You can then use these events to create goals (key events, conversions) tailored to your business needs in Google Analytics. Events also allow you to optimize conversions.
It has tag templates
GTM includes a number of important built-in tags for Google Analytics, Google Ads conversions, and more. This allows a marketer with little or no coding knowledge to customize tags without implementing complicated code or asking for help from a developer.
Provides security
Google automatically scans all tracking scripts added via custom HTML tags in GTM accounts and stops them if they match a known malware domain, IP address, or URL. Additionally, you can control who has access to your GTM accounts and revoke access at any time.
How to implement web analytics
To implement Google Tag Manager (GTM) and Google Analytics 4 (GA4) on your website, there are a few steps you need to take.
Create a GTM account and place the container code in the <head> and <body> sections of your page template.
Create a GA4 account, add a Google tag in GTM and place the measurement ID of the previously created GA4 account in it.
Publish changes to the GTM container.
Thanks to this configuration, GA4 is already collecting data and GTM is prepared to introduce further configurations.
For more detailed configuration information, please see: Basic Google Analytics 4 Configuration .
If you are having trouble configuring your analytical tools yourself, please use our help.
Web analytics for your website
Check out the offer!
Summary
As you can see, analytics is important. However, we cannot introduce analytics tools to the site without adapting the site to current legal regulations. We cannot measure user behavior on our site without informing them about it. Users must have the option to choose whether to consent to tracking or not.
However, GTM and GA4 tools have many advantages, only the most important ones have been presented above. If you plan on configuring detailed user behavior on the site, Google Analytics alone will not be enough for you, you must also add Google Tag Manager to the site. By combining these tools and configuring them correctly, you gain access to extremely valuable data that you will use to develop your online store or company.
Mining for internal search engine data
Mining for internal search engine data
It will help you understand why users are not interacting with your site
Engagement Rate and Bounce Rate are important metrics in GA that allow you to measure and analyze user engagement on your site. Both metrics are defined based on engaged sessions.
An engaged session is one that lasts longer than 10 seconds and has either a key event or at least 2 pageviews or 2 screen views. Engagement rate is the percentage of sessions that are engaged. Bounce rate is the inverse of engagement rate, which is the percentage of sessions that are not engaged.
A high bounce rate requires immediate action to identify the cause so you can reduce it as much as possible.
The reason for the high bounce rate may be that the page is not easy to navigate or is not attractive enough to allow users to explore your site further. With the help of the detailed bounce rate report, you can find ways and means to reduce the bounce rate. The Engagement Rate is added by default in the Traffic Acquisition report, while the "Bounce Rate" data needs to be added in the edit report section.
Engagement Rate and Bounce Rate
Engagement Rate and Bounce Rate
You will check if you are achieving your goals
Goals, or conversions in Universal Analytics, are called key events in GA4 and help you track your business progress.
Key events
Key events
You can assign importance to events you already collect, which will help you track the customer journey based on their actions. Key events will also help you understand the conversion rate, or the percentage of people who completed the action you wanted.
The key event should be the most important events on the page. This could be making a purchase, requesting a quote, or attempting to contact you.
If a new user appears on your Landing Page and submits a form with an email address, this event will be classified as a key event. This user has just completed the goal you set.
By knowing how users behave on your site, you will develop the best conversion optimization strategy.
You can check your sales there
If your site is an online store and you have e-commerce tracking set up in Google Analytics, and the platform you have your store on supports sending e-commerce data to GA, you can easily track your users' purchasing process. And this is a real goldmine of useful data, such as:
what products are purchased,
at what stage of the purchasing process do customers most often abandon the purchase,
what channels transactions are made from,
and many others.
Report on the effectiveness of individual products
Report on the effectiveness of individual products
You can read more about e-commerce tracking on our blog.
What is Google Tag Manager?
Before we dive into why you should use Google Tag Manager, let me give you a quick overview of the tool itself.
Google Tag Manager is a free tool from Google that allows job seekers database you to install various types of code (tags) on your website. Some good examples of tags are the Google Analytics tracking code, Google Analytics event codes, Google Ads conversion script, and remarketing tags. There are many other types of code that can be added to your website using GTM, including custom codes.
Some people confuse Google Tag Manager with Google Analytics when asking which one to use. The correct answer is that they should use both, as these tools complement each other.
Below are some of the reasons why you should have Google Tag Manager on your website .
Reasons to use Google Tag Manager
Quickly implement tracking codes
Let's take a step back and recall the classic way of managing tracking codes:
A marketer (analyst or anyone else) decides to start using a new marketing platform to track user behavior.
Receives the tracking code and sends it to the developer.
The developer says he is busy and will do it next week.
What if you need to track additional events? In this case, you need to write a detailed task, correspond with the programmer, and eventually install these codes after some time. This can sometimes take several weeks.
What if I told you that you could avoid a developer (in most cases) and implement these tracking codes yourself? With Google Tag Manager, that dream will come true.
Each tracking code is called a tag and you can manage it using the GTM interface.
Google Tag Manager speeds up many processes and is helpful for web analytics. New tags can be added in a snap, and many don’t require any code changes on the page. It’s a great tool for marketers because it can really speed up implementation time by testing each change yourself and deploying it when it’s ready.
All tags are managed in one place
In the old days, all the tracking codes were added directly in the source code of the web pages. The worst thing was that these little pieces of JavaScript code were scattered across different files. So if a small change needed to be made, the developer had to: (1) find all of these codes, (2) update them.
GTM makes this process easier: all tags are controlled in one place.
Tag examples
Tag examples
It's free
There’s really nothing to add here. Like Google Analytics, Google Tag Manager is free. While there’s a premium version available in the Google Analytics 360 package, the free version is more than enough for many businesses (small and medium).
Allows easy tracking of events
Event tracking involves custom JavaScript codes that you add to your website to track events such as clicks, form fills, etc. To make this easier, Google Tag Manager has a number of built-in rules.
When you enable certain triggers in Google Tag Manager, they automatically start listening for specific interactions on your webpage. There’s still some setup required, but it’s relatively easy to do. You can use these interactions to fire tracking codes, like the Google Analytics event tag.
The basic events you can (by default) track in GTM are:
clicks on elements,
link clicks,
submitting forms,
time spent on site etc.
You can also add custom functions that record things like scroll depth, new comments, and more.
Why is this important? It gives you insight into the actions your users are taking on your site. Are they engaging with your content? Are they filling out your forms?
You can then use these events to create goals (key events, conversions) tailored to your business needs in Google Analytics. Events also allow you to optimize conversions.
It has tag templates
GTM includes a number of important built-in tags for Google Analytics, Google Ads conversions, and more. This allows a marketer with little or no coding knowledge to customize tags without implementing complicated code or asking for help from a developer.
Provides security
Google automatically scans all tracking scripts added via custom HTML tags in GTM accounts and stops them if they match a known malware domain, IP address, or URL. Additionally, you can control who has access to your GTM accounts and revoke access at any time.
How to implement web analytics
To implement Google Tag Manager (GTM) and Google Analytics 4 (GA4) on your website, there are a few steps you need to take.
Create a GTM account and place the container code in the <head> and <body> sections of your page template.
Create a GA4 account, add a Google tag in GTM and place the measurement ID of the previously created GA4 account in it.
Publish changes to the GTM container.
Thanks to this configuration, GA4 is already collecting data and GTM is prepared to introduce further configurations.
For more detailed configuration information, please see: Basic Google Analytics 4 Configuration .
If you are having trouble configuring your analytical tools yourself, please use our help.
Web analytics for your website
Check out the offer!
Summary
As you can see, analytics is important. However, we cannot introduce analytics tools to the site without adapting the site to current legal regulations. We cannot measure user behavior on our site without informing them about it. Users must have the option to choose whether to consent to tracking or not.
However, GTM and GA4 tools have many advantages, only the most important ones have been presented above. If you plan on configuring detailed user behavior on the site, Google Analytics alone will not be enough for you, you must also add Google Tag Manager to the site. By combining these tools and configuring them correctly, you gain access to extremely valuable data that you will use to develop your online store or company.