Transcripts
1. Advanced Google Analytics 4 Introduction: Hello everybody. By way of introduction, I have managed the
e-commerce applied for multiple Fortune 500 companies. And in this course, I will take a very
hands-on approach and distill what
I've learned over many years in a very simple to understand term in a
very hands-on way. This course will cover all the
advanced features for GFR. I also have a big Nurse Corps whose link I've included
in the description. And this course is more app
after taking that course. So with that, I'm very excited to be going on
this journey with you. Because really, this
is the course I wish I had when I was
starting my GFR journey. So with that, let's cover
the table of contents. We will cover the following
topics in this class. We'll first start with custom
events and dimensions. These really help us get fine-grained information
about the customers that are visiting our website. E.g. if you are an
e-commerce website, we can track which
products are selling the most and giving us the
maximum profit margin. So we can focus on
those products. And we will also build a deep understanding
of events scopes, which is uterus cope, and an event scope because that really separates the good from the grade in a GA forward. After that, we will
move on to conversions. Conversions tell us,
among all our efforts, efforts are actually bearing fruit and helping us make money. And if we can identify those affords
better than our competitors, then we can focus our budget on those specific efforts and
really out when the company. And we will also
cover the debug mode, which will help us to
ensure that whatever we're implementing in GAL4
is working 100%. After that, we will see how
we can get the real power of the Google platform by
integrating the data from Google ads and
search console into GFR. And we'll also see how to
analyze the data using GFR. And we will answer
the key question, which keywords are leading
to high-quality traffic? Having covered these topics, we will see the Explore tab, which is a very powerful
feature that is added in GFR. And we will build
live reports in Explore tab to get of it
together in this course. And finally, we'll take an in-depth look on how to
configure e-commerce events. And having covered
all these topics, the e-commerce Even configuration
would come naturally. With that. I'm very
excited to get on this journey and welcome
you to the course. Let's get started.
2. Quick 30 seconds GA4 setup for Advanced Google Analytics 4 course: So in the next 30 s, we'll do a quick data setup. So everybody has
access to same data. If we search for Google
merchandise store analytics data, then you'll see this
link demo account. So this is basically access to the Google merchandise
store live data. So we can really see how real
e-commerce website behaves. That is, live and
functioning with real users. So if we scroll down, we'll see Google Analytics for property, Google
merchandise store. And as soon as we click on it, will get access to
all the data in the demo account that we'll
use throughout the course.
3. Custom Events in Google Analytics 4: Okay, so we start with custom
events and dimensions, which are really at
the heart of GFR. And before we do that, we will review enhanced events because these are
offered out of the box. So these meet our needs, then we don't need to
configure custom events. Button. Majority of the cases, we would want to configure some customers
because they enable us to track very
fine-grained information about our website. E.g. if we are an
e-commerce website, custom events enables to track
things like which supplier is selling the maximum products or which product is
selling the most. So it's really key
insights can be captured by a customer wants
to starting with that, we will start by looking
at enhanced events post. And if you have done
the data setup, like in the merchandise store,
we can start from there. So if we go to merchandise
store and we go to the admin at the bottom left. And then we click
on data streams. Over here. If you click on the
web data stream, we can see enhanced
measurements. And if we click on More, we can see four of them. And if you try and
click on the gear icon, we can't at this point because
we don't have edit access. So to show what's
behind the gear icon, I'll move over to a client
that I'm managing for now. So again, if I go to
admin at the bottom left, and if I click on the same data streams and the client name and
the gear icon there. I see all the enhancements. Now, we will quickly discuss
all of these so that we get a good understanding
of what is offered out of the box to page views is every time a user visits a web
page on our website, a page or event
is fired shortly. We'll take a look
on how we can see this in a live environment. Scrolls is every time
a customer schools more than 90% of our website is recorded
as a scroll event. Now, outbound clicks and site search are
very interesting. So outbound click is whenever a customer clicks on a
link to leave our website. That is when an album click is via this Hatteras
track, *****, all, they're all articles are customers going when
they leave our website, which is very
useful information. It like is it a competitor's
website or are done with the parties and
so on site search similarly is very powerful. This tells us what our customers searching
on the website. So with the help of
this, we can track, do we actually have the inventory slash products that customers are
searching for or not? Warm attractions,
as the name says, every time a customer
interacts with a form, a common tracking event,
Inspire video engagement. Every time a customer interacts with a video on our website, the video engagement
event is fired. And currently, this works
primarily for YouTube videos, but this is being enhanced to also work for
other data types. And finally, file downloads. So as the name size, anytime a file is downloaded,
a file download event, despite we'll talk about outbound clicks
and site search in detail in the later part of this video series in
the Explorer tab. So right now we look at
page views to really get a sense of how we can
easily view this in GFR. So if we go back to the Google merchandise account
and if you go to Reports, and over there, if you go to acquisition and
first user acquisition. So over here we see the
different channels from where we are acquiring customers like organic search direct, that has been somebody
directly enters our website's URL on the
browser based at and so on. So if you go to events here, scroll down and we
select page view. Then we can see how
many page views we are getting from
different sources. Like say organic search
is giving hundred 77,000 dioxide is
giving tonight. So that means a larger number of customers are
coming to our website, but directly writing the name
of the website on the URL. And you can see different
enhanced events here, like e.g. we can also see Scroll have
talked about this search bar. Sometimes it works,
sometimes it doesn't. So I would actually see in
this case, it's not working. So I would encourage
you to scroll down and find it because it's sorted
in alphabetical order. That is enhanced events. And now we will talk
about customers. So again, if you go to the Google merchandise store and we go to the
configure tab here. And over here we can see an
option called creative ones. Over here, we can see
all the custom events that the merchandise store has created to the GA for interface, like the other examples. If we had edit access, we will also see a creative and use this to create
a custom event, like to give a very
tangible real life sense of how to do this, I will move over to
my client account. And again, over here, again, if I go to Configure and I go to events, I
can create event. Now see this is an already
existing customer event that I made for the client. So now I'll do
create here and say. The event is called
purchase order received. Just e.g. right now, like I want to create a custom event every time a
purchase order is received. And then I want to fire this event every time the
audit partner screen is. So say event name equals
page view because a page you will be fired
when the order is placed. And then also add
another condition that the page title equals
order received right? Here I'm creating a custom event called purchase order received, which is being fired every
time a page view is done, the page title in
order received. Now, this is extremely
powerful because then in the screen
that we just saw, like in a similar screen, we can see that which
channels are leading to maximum of purchase
order received events. So that's an example. Now, looking here like copy parameters from
the source event. Over here, the source
event is page view. Now, if you search for
enhanced event measurement, like in Google, will
find this page. And every enhanced event
has certain parameters. So e.g. page view
has paid location. That is the URL
of the page where the user and page reference. That is the reference of the page which led to
our current website. So e.g. if the user found
our link on a forum, then the page reference would
be the link of that forum. And similarly, Google has
defined for each event, what are the different
parameters, e.g. for outbound clicks,
it is link URL. That is, which link did the user go-to after leaving the upside? This configuration basically
means that we want to import all the parameters
are supposed event, which in this case is page view. And modification is if you
want to modify any of these, except event name, which
is a result keyword. So if you go to add
modifications and see if you want to just modify
the page title, right? To do purchase order received, then we can do that here. So the reason we might
want to do this is that C for all our other
reports, the page title, it's been recorded as
purchase order received, but only for this specific page because see we have
many or receive pages. The page title because of legacy or historical
reasons is order received. Then this gives us an opportunity
to fix it right away. Then we can click on Create to actually create the event and it will start
appearing here. And we can see all the different
parameters that we have mentioned
for the customer.
4. Custom Dimension and Metrics in GA4: Okay, so now that we've
covered custom events, we take a look at
custom dimensions and metrics because these really add a lot of
power to custom events. Before we go there, let's understand at
an intuitive level what a custom
dimensions and metrics, custom dimensions are
additional attributes that describe something, e.g. if we have an e-commerce
website that sells books, the dimensions can
be like book title, author name, product
name, and so on. While custom metrics, these are more quantitative
values and counting. So like total transactions,
transaction value. So taking a step back, dimensions or attributes
and metrics help countings. So now we'll go over
to the GFR property to see in a live demo how what is really
meant to going over to the Google
merchandise store if you go to Reports. And if we again go to say engagement or say if you go to acquisition,
then we go to use it. User acquisitions. The values we see her are
the custom dimensions, e.g. like post, your source
was slash medium. While the metrics here
and the counts here, other custom metrics are the
metrics in this example, I can give session
per user and so on. So now that we have
an understanding of what a dimension
and metric means, let's see how we can
configure them using a GFR. If equal to G54. On the left-hand side, we have this tab
called configured. And we can use this option
called Custom Definitions to configure the different
dimensions and metrics. In this merchandise store information we can see these are the dimensions that
have been configured and these other metrics. Now I will go over to a property
where I have edit access so that I can show how to
really configure these values. So again, this is a client
I am actively managing. And if I go to custom
definitions over here, I can create a custom dimension. And continuing with
the example of that, we saw in one of the videos around
purchase order received. Like say if I want to have a dimension called author title, like say if we have
an e-commerce website and for every sale I will drag
the author title as well. And then a very important
concept of scope that will also cover
in these videos that what we mean by an event
scope description can be like title of the author
whose book is sold. Now this is important,
the event parameter, and we'll see what
this means for now. I will just set a value here to complete this and then we will take a look on what
event parameter means. So for instance, if I
just say a term for now, and if I just save this. So that's how I have
a custom dimension. And in a similar way, we can create custom metrics. So if I go over to
custom metrics and we'll create a custom metric, I can enter the metric
name to e.g. I. Want to calculate
the number of number of pages in the book
that was sold over. You heard the scope
is even by default. And again, we look
closely into what scope means in this
video series as well. Description, number
of pages in the book. Then even parameter.
Again, we take a look at this in the next few minutes. So for now, I'll just set any, any value for now. Then there's a unit
of measurement. So GFR supports a
couple of measurements. One is distance like
feet, miles, meters. Currency. Standard is like more like
integers or real numbers. And finally, time, which is milliseconds, seconds and so on. So in our case, since we are
calculating the number of pages we can use standard and
then we can click on Save. Now, let's talk about what we, how do we actually configure the parameter that
we talked here, like say the event parameter. So if the Google for custom
dimensions and metrics, then we come up with this page, a support page from Google, and see your engineering team can send events in this manner. So this is the code that is
used to send events, e.g. G-type event, and over
here is the event time. So an example that we are using, this will be purchase
order received. And then this is a term that should be there
in the event parameter. So if I go back to
the example here, and if I go to
custom dimensions, and if I click on Edit, then this should match the term over here, so
it should be authored. And if that happens every time the G-type event purchase
order received author, then you start showing up
as a custom dimension here. And similarly for custom metrics like safe or number of pages, we can, if it matches that, it will start populating
in these values, then the power of
this is that we can start seeing
this in the reports. So if you go to any report, e.g. like say if you go to
monetization and we go to e-commerce purchases, then it will start appearing
as a custom metric like see, it's already appearing
here, the author title that we just introduced here. So right now we don't have any data I hurt
because we have not configured e-commerce
events yet, which we'll also cover
later in these videos. And overheard, we start seeing the custom metrics as well. So like say in our case, we can offer a number
of pages here. So this is how we can
start seeing, okay, for which books, who are the authors and how much
sale has been done. With that, we have covered custom dimensions
which basically add additional property
values to our events, and also custom
metrics that help us quantify and contexts.
5. Perfecting Event Scopes: Okay, so now we'll talk
about events scopes, because these really separate the good from the
grid in the GFR mode. So there are two kinds of scopes that GFR
currently supports. One is a user scope and the
second is an event is called. And we use these while
defining custom dimensions and metrics to take a
quick look at them first, we can just go over to
a GIF or property like. And then if we go to configure and we go to
Custom Definitions, overheard, as we saw when we
create a custom dimension, we can either specify an
event or a user scope. And similarly for
custom metrics, we can specify currently
only events scopes. Let's understand in depth
what they actually mean. Uses, cope, or more, as the name suggests, are applicable to user
level metrics, e.g. our country, country
of the user, city, subscription plan
of the user and dinner usually static
or storytelling. While even scope are
recalculated for every event. In my experience, the best way to learn these as an example. So this coppa, those
things that once you set, you want it to be available for all subsequent events. So e.g. if there's a page view and
we said the country as us. And if you want this
to be available for every other event, even if we don't
explicitly pass it, then that is a good
candidate for our users. While even scope is
something that we only want it to be captured with that event in GFR as a property of that event if you
pass it with that event. Continuing with our example
for the first page view, if you pass country equal to us, for the second page view, if we don't pass this
country equal to us as part of this
event triggering, then it will not be available. So then we're deciding it to set a dimension as a uterus
Cole Porter events cope. The best way to see is that do we need this information
for every event? And dealer usually true
for properties are things that describe the user or do we just need
it for one event? In that case, we can define
it as the event scope. This is scopes in GFR.
6. Conversion Events: Okay, so now we'll talk about configuring
conversion events. And events are very
important because the drag, those events that can lead to the success of the website, e.g. user sign-ups or a successful
what you guys want to. And we'll talk about how to configure an existing event
as a conversion event. That's the first part. And second how to
set up and configure a newly configured event like we did in the earlier example
as a conversion event. So with that, I'll go over
to the GA for property. And if we click on Configure, and then we go to Events, see we have this
market's conversion. So all enhanced events or candidates we marked
as conversion events. If you see the
current convergence, we have three purchase
order received, so I'll turn this
one off for now. And page view and
purchase right? Now if we go to events here, if we say turn on file download, if you want to track
this as a conversion because it leads to an
indication of lead. Then if you go to
the promotions tab, then J4 starts tracking them as a conversion file
download as a conversion. Now we'll talk about the
second part that how do we configure newly configured
events as convergence? If you go to the events here we can see
the purchase order received that we just configured here is not appearing
in the prior list. That is because it can take
GA for up to 24 h to start showing events as candidates to be on figured as convergence. So the meantime, we can copy the event name like I did here. And we can go to conversions, do new conversion event, and just paste the
exact same event name. I started appearing here. And then conversions will
automatically be tracked. Conversions are very
important. So e.g. if you go to Reports and
we go to acquisitions, and then we go to e.g. user acquisitions.
Then we can say if among all these
different channels and marketing channel
like page search, direct organic search, or different ways users are
visiting our website. We can see which is giving
us more convergence. So e.g. if you want to just
see page view, then we can see that
pizza paid search is giving us 851 page
views and direct. So it's been somebody
directly enter a URL, is giving us 5,000 papers. Now once purchase order
received is configured, we can also answer the question that out
of all these channels, which is leading to
maximum purchases, and we can double
down our budget on that channel until we max out the amount of benefit
we can get from that. This is about configuring
conversion events for both existing
events and new events.
7. Mastering Debug Mode: Okay, so now we look
at the debug mode. And this is really one of my favorite features
in Google Analytics for because this helps ensure
that all the custom events, conversion events and so on, that we have configured
a working 100 per cent. So to use the debug mode, we first need to download the
Google Analytics Debugger. If we just go to Google and do Google Analytics
Debugger attention. We heard we find that extension. I have it installed and it appears like this
envelope icon here, but you can easily
install it from here with the click of a mouse. And once it's installed, we can turn it on or off. So if I click on it, it's turned off and if I click on it again,
it's turned on. Once that is done, then
you will see how we can ensure that our events
are working completely. First, using the
merchandise store and then using a live account. So with the merchandise store, if you go to
configure debug view. So you can pick any user for now because with the
current implementation, all the users appear as Apple, but that will be updated soon. And here we can see what
events are being fired. So e.g. if you look
at the page view, these are the given parameters. So these are the speed
due to enhanced event. And he heard we
have the parameter that we're expecting, e.g. page location, that is which page this event was triggered on at page reference isn't how did somebody
come to this page? And then we have a
user properties, which are the users
cope events that we've talked about in
these video series. And over here, if you feel that the events
are coming too soon, then we can pass it by
clicking and clicking. And this shows how many
events have been logged. Value analyzing this, so it
kinda freezer the screen for awhile and all new
event as shown here. So if I take another
example here, you see this user fired
a pageview event. And again we have the
location reference, so on. And currently he's not logging
any new events for now. To see this in another property where I will actually trigger some events if I go to the analytics and
if I go to configure, and if I go to debug. So since this is my device here, I can easily configure
events here. So e.g. I. Will trigger a
page view event. Now. It takes about a second
or two for it to reflect here when it's fully done. So now I'm going to open the
site to bring up the page. You see here there is a user engagement event
here and a page view. And you can see
the page location. That is the main page, the page title and so on. That has been under
debug mode is on because I have turned on the debug
extension for this effect. In user properties, we can see all the different users scope
events that we configured. With this behavior. We can see if our events have
been fired properly or not. And again, since that paused it. And if I unpause it, you
can see while we were discussing all the events that triggered were stored here. And if I click once again, it will start showing
those events here. So e.g. if I click To unpause it,
which were the page view. And again, you can see the
page location, page title, the analytics session
ID and so on. So just to summarize, key advantage of the debug
mode is to ensure that all the events that we have configured are
working as expected. So there are no
surprises when we deploy it to a live server.
8. Google Ads and Search Console data in GA4: Okay, so now we'll
see how to link Google ads and Google Search
Console to our GFR property. This really unlocks the power
of the Google ecosystem, but bringing in data
from Davos platforms. Now one thing to note
here is that for Google ads and for Google
Search Console linking, we need to have lower access in GFR and admin level
access in Google ads. And it can take up to
24 h per data to show. And similarly for
Google Search Console. So we start by linking a Google Ads account and then move on to Google
Search Console. So if I go to a property in
which I've added access, this will show the linking
because that's required. And I go to admin
on the bottom left. And then in the property column, as I can see, the product links
and then select Google Ads linked with her.
There's a link button. It, this link button
is grayed out. It means that we do not have it level access
to this property. And then if you click on Link and choose
Google Ads account, then all the ads
account linked to this e-mail ID that are used to login to a
property is shown here. And say if I select
this one, e.g. and if I do conform next. Now over here it has enable
personalized advertising. So this means that all the audience lists
that we have created in GAL4 are also available
in Google ads for remarketing
policies and so on, and enable auto tagging. So this basically allows to
associate Google Ads data with the data and GFR so that Google Ads Data will also
start appearing in the A4. So I would recommend
keeping personal, personalized arising on and
even enabling or Baggett. And so enable or tagging
selected Google Ads account. Now if I click on Next, it just asks to
confirm everything. So enable personalized,
arising it on. And then and with
that few steps, we can create the link and
it says link, create it. So that is the first part, linking a Google
Ads account to GFR. Now let's talk about
Search Console. Now. If you see, if you go
to Search Console, you'll see that the Link
button is grayed out. That is because one data stream, like Z, in this case, we have one data
stream can only be linked to one search
and sold account, and that is a
limitation by Google. So if you go to Data
screen just to confirm, this is one data stream and
it is receiving traffic, and this is linked
to Search Console. But if your GIF pool is not
linked to Search Console, you can go to Search
Console here. Click on Link, and then we will follow the following steps. In the admin, makes sure that you have the
desired account. So this is the bottom left
tab I've talked about. Then we go to the property
Column and productively, so over here is the property
column and the product link. Then if you're a verified owner for one or more Search
Console properties, the row for link to Search Console property, and
then choose the account. So it's a very similar flow to what we saw for Google ads. And then we can take
on Next and Summit. After we have linked
these two reports with Google ads and Search
Console with IGF-1 property, we start seeing the G both Google Search
Console data in GFR. The next video we'll
see how we can really leverage that to
gain more insights.
9. Analyzing Google Ads and Search Console data: Okay, Now that we have linked a Google Search
Console to a GIF for, let's see how we can see both Google Ads Data in GAL4 and surgeons
hold data and GFR. And we can track
important metrics using both of these
integrations. So we'll first start
with Google Ads Data. This we can use the
Google merchandise store. And if you go to Reports, and then we go to
acquisition overview. You heard information
is available. So e.g. here if you Google ad campaigns, and here we can see
for each campaign, like they are
different campaigns that they're running for
the merchandise store. You see the Google
Analytics demo, which country, which
city, and so on. And all the important
metrics here, e.g. how many clicks we are getting. What is the total cost? What is the cost per click? What a total conversion. So this ties to the
earlier video that we saw. What is the cost per conversion? So all the important
metrics start appearing in the
acquisition overview. Now for the Search Console data, we heard they're not showing it for confidentiality reasons, but any account where
we have access to, like edit access, we can see it. So e.g. this is a
sample account. Again, if I go to Reports, then I go to
acquisition overview. Over here, I can see here I
can see the organic search, traffic acquisition
and organic search. Queries. Queries refer to terms
that are actually leading users to come to the website. So if you look at the
organic traffic acquisition, e.g. we can see that. Okay. For this page,
like slash coffee, how many are dinosaurs
impressions we got, we got around 75,000 impressions
and we got seven flex. We can also see what is
the average position in the Google search and so on, and also things like
avid engagement time. So with these two integrations, now we are able to get
a comprehensive view of how we are, how are different
campaigns are performing? Our different pages
are performing. And also important metrics like how recessions
we are getting, what's the average
engagement time, and so on.
10. Identifying Profitable Keywords: Okay, so now we'll answer the essential question that which keywords are
leading to traffic? Because this can help us identify which are the
keywords we should focus on. And focus all our budgets
and SEO efforts on those. Rather than spending
effort behind those keywords that are not leading to traffic
and not converting. This can give us a significant
edge on a competitor. Because if we do a good
job of this analysis, then for every dollar
that we're spending, we can get a good return
compared to our competitors. And if we spend the right amount of dollars
behind the right keywords, we can get all the high-quality
traffic from the web. So there are two
ways to do this. One of the simple, straightforward way using the
acquisition overview report and the other is
the Explore tab. And we'll look at both, starting with the acquisition
overview report. If we go to the Google
Analytics property, in this case, I'm
using a property where I have edit access. And if I go to acquisition,
acquisition overview, let's look at paid
paid campaigns first. So if you look at, if you go to a question overview,
will see a card here. You Google ads campaign. If you click here, we can see the campaign information,
the other campaigns. And this is the information
for each campaign. Like so, if you see
for this campaign, how much ADH causes there, how much, what's
the cost per click, how many conversions are there? And so on. So currently GAL4 does not
show the keyword word, the keyword wise breakdown, but we can easily get that
in the export report. And similarly for
the organic search, if you go back to
equation overview. And we search for
organic search queries, we can see which
keywords are driving, how many clicks, how many
impressions, and so on. And also what is the
average circulation? So say if you're very interested
in a particular keyword, you can see what is your position in
Google, that keyword. So this is the overview. But I think what is more interesting and more
powerful is the Explore tab. If you go to the Explore
tab and we start from scratch and will
first build a report. So we say over here,
Google Ads report. Now, with the knowledge of dimensions and metrics,
we can go very far. So if we click on dimensions, then you click on Attribution. Attribution is basically
for every traffic that comes to the website where we attributing
the traffic. So in this case, we will search
for Google ads campaign. Or I think since we are
focused on keywords, queries that you search for, we can select those and click on Import to
start appearing here and see the metric
we're interested in is a user metric that is the
total number of users. So we can select Total users. See in here you will see
totally users and active users. A side note, active users
are those that are spent more than a certain amount
of time on your side. While users are those
who have come to the website and might have
immediately bounced as well. So the total users is usually higher number
than active users. Now if we, if we add
this dimension of the row like the
keyword and we see, and we also add the total
uterus as a metric. So then we can see, okay, for which keyword is bringing
in how much traffic. And again, so not set our
call those keywords that have very low traffic and
therefore Google ads or not, expose those keywords. And whilst it's interesting, I think we can even
get more information. So if we click on metrics. And over here, if we saw, if you open the
advertising ones, these are all the
metrics that J4 exporting for Google ads like cost-per-click
impressions and cost. Again, to do this, the Google Ads account must be connected to your GFR account. So if I add these just to
show these values as well. Now I've built a report which
showing for each keyword how much of the cost and more importantly, what is
the cost per click? So let's see if this keyword
I'm paying 27 point $0.07. While for this one, I'm being a lot more. So a natural question
to ask is that how many conversions we are getting and then see if
this makes sense or not. So we can even do that. So over here, if you
search for conversions, we can add that.
Drop it down here. Now we can see, okay,
for this keyword, I'm paying, let me add
back the cost per click. So this is the cost per click, and I'll also add a
convergence at one shot. Right now it's only
allowing me to show. Okay, so now I have those. So for this one the
cost per click is $0.50 and I'm getting 43 conversions and
total cost is $1. Now compared to, say this one
that I'm only spending $21. And the cost per click is much lower than
coffee wholesale. But I'm getting a lot more
conversions to show that this keyword is relatively better for me than
coffee wholesale. So this is how these
posts can be used. And in the next
version of GAL4 will also see an important metric
called cost per conversion. That is, how much are you
paying for each conversion? This is for the
Google Ads report. And now we will take a look
at the organic traffic. So again, if you go to the Explore tab and if we
click on the plus icon, then we can search for a CV, name, the report
or guide traffic. And OER. Again, we will
look at the attribution. And if you look at
source and medium, and again, we'll just go with
users for now total users. And if I add this has the
row and this has the users. Then we can see from each source how much users are we
getting in this timeframe. And if you only want organic, we can put a simple filter here. The source medium
contains organic. And now we can track
this over time, like once the report loads, we can track the
total users from organic traffic to
see how their search, how is our strategy working? And we can also call
it like a line chart. If I just close anomaly
detection for now. Yeah, so now we can
see, okay, for Google, organic traffic is varying in this way over the time-frame. While for being, we can
see it's almost zero. So by looking at the
trend over time, we can see how our SEO strategy is forming in different formats. So I'll switch back
to a table you just to show that we can do this analysis over
different time frames. So say for this one, if I want to extend it
to September beginning, I can also do that. Naturally the number went
higher and here we see that there's also
organic traffic from Baidu over this time frame.
11. Deep dive into Explore View in Google Analytics 4: Now we'll talk about the explorer view
and filtering data. In my view is one of the
most useful features in J4, which is an addition to what was already there in
Universal Analytics. So in this, we'll talk
about four things. First, we'll build a live report just to get a sense of how
the explorer view works. And we build a report that we care about on
a day-to-day basis, is that which pages are
getting the maximum traffic. Then we will talk
about certain events and how we can see
them in here for x, put a view like the outbound
clicks in search results. After that, we will see how we can not only see
enhanced events, but custom events as well
in GAL4 explorer view. And finally, we'll
see the power of regular expressions
that can be used to further filter the data. So with that, we'll go on to the GA for property of the
Google merchandise store, the Explorer tab, and open
up a blank exploration view. By time we are done with this, even though this page looks
very blank at this point, we really become
familiar with it. So first we'll answer, okay, which pages are getting
the maximum views? Since page title is a dimension, we'll go to dimensions
and we search for pages. And we search a page title here. Over here. We can
also search here, but I'm just showing it like this to build that familiarity. They would do import.
Then you go to metrics. And this time we'll do like say, if you search the metric
come here and we'll total metrics by total users. We fire and we import that matrix will almost
always go into values. Now, that is what the total, because they are countable. Quantitative things. And dimensions will go
either as rows or columns. So in this case
we'll go as rows. We can see which pages
getting, how much traffic, like home is getting 48,000, seal is getting
10,000 and so on. And it's not set, simply
means that GAL4 is not getting past the page
title for these MRO users. And we'll see how we can
filter this shortly. So that is how we saw the first part is
building a report. And we could see once we become familiar with dimensions and how to add them, It's very simple. And you can also play around with different
kinds of charts, like this is a table chart. But we can also go to
a doughnut chart with a click of a button and so on. So now we move on
to the next part is the outbound clicks
and subshells. So our bond clicks
tells us where our users clicking when
they leave our website. And just as a refresher,
it's the enhanced event. So this is the outbound plague. In J4, it appeared as click. And its parameters or dimensions are very similar to like link
URL, outbound and so on. So if you remove
page title for now, and if we click on dimensions, and this time we're looking
for event name because you're looking for the click
event. So you go to events. We choose event name here and I think
total user would do. If you move even named two rows, we can see all the events here at the top ten
events here if you want. But since we are primarily
interested in the click event. So either we can extend the number of
rows using this option. Like say if I do 25, that is one option, but an easier option
is to use the filter. If I click on the filter and filter based on the
dimension event team, NSA, event name contains. Click. The good part is, is also
a bit of search ahead. So it, it prompts regarding the relevant
inputs that we can provide. Search book click,
we can see, okay, so there are 6,000 click events. But now we also want to know where users clicking
to leave the page. We'll add another dimension, which we know from
the parameters is link URL will go here. In this case, we just add it here because
we know the name, like so we'll search for
link URL, unimportant. And then we can either add
it as a column or a row. For now, we'll add
it as a column. Now we can see that people
are usually going to google support after they when they leave the page,
which makes sense. They're also going to
robertson marketing, which is probably a link
on the merchandise store. So interestingly, there are these two JavaScript that void. This is a JavaScript function. So what happens is
that if you're on a page and if you
click a button, that opens another pop
up in the same web page, but is not really leading
to a different website. Currently that gets tracked
as JavaScript that wide. So the ones that
we'll focus on too far are the ones that are not marked
as our skip that one. And that is the outbound
click enhanced event. Now let's talk about
the one called search. Again. So over here I
can remove the link URL because it's a
parameter for click, but search has
different parameters. So we can see for search,
you search results. The parameter is
search term, right? The system parameter populates
the system dimension. So we want to change the event name to view
search results, right? So I, I, I put it as VW
underscore search results apply. And then I look for the
dimension that is less. Sorry, hope you saw it. Then I added another row. We can see that most
users are searching for backpack around 103 users. And then someone
hurting for hoodie, summarizing or bags and so on. So with this, we can see how
by using the explorer view, we can first build
a library board. Then we can also see
enhanced events. Now let's talk about custom
events and divergence. So I'll remove this for now and just focus on
a customer, right? So if I add over here
and I see custom, Let's take a
dimension called e.g. if I look through
these shipping clear, I think this might
be interesting. And I remove all the
other event names and add shipping here to see which shipping options
or different users using over here is not set
because I put the event name. If I remove that, then I can see how many
people are using FedEx, how many are using
UPS and so on. Again, not set a dose that in which the APIs are
not passing those values. And I can again do a
filtering yellow if I want to see only FedEx than
I can contains. And I can write, say e.g. FedEx. And I can select FedEx ground. This will show all the shipments that have gone
through FedEx ground. And this can really helped me focus on the
right set of data. Because if I don't
have this filter, it's very hard to get
a sense of this data. So now we'll talk about
regular expressions. And these require some practice, but once you are
familiar with them, they can really add
a lot of power. E.g. let's say I want to see all FedEx shipments at one place and not
only Fed-Ex ground. So in that case, I can use regular expressions which
are supported by J4. So in this case, I will do matches RegEx
in the expression. I will use a regular expression. So Google has a speech
about regular expressions, which gives the basics like e.g. if you write one.it means it can match
any single character, like 101 or any
character and so on. So we can also sort generally on Google
about regular expressions. So like e.g. regular expressions for
alphanumeric and underscore, which we'll need for
this case is as. So what I did was
I went ahead and found the right regular
expression for FedEx, which is as follows. Let's see over here, it just says the term should
begin with FedEx. And then it can be
any other terms starting from a to
Z, capital a to Z. And it can repeat
a number of times. And if I do apply her, It shows all FedEx shipments
and then I can see okay. 2000 shipments in this
timeframe of September 24th, October 3rd went through FedEx. And I can also change the time-frame as
and when required. E.g. like this. So that is really the power of the explorer view because we can build custom reports to them. And gt Parson segmented
data as you want.
12. Ecommerce Events: Now we'll look at
e-commerce events. And these are really important for any e-commerce website. And G4 has inbuilt support, really support these
kind of events. And with our understanding
of custom events, custom dimensions and
custom metrics will be able to get a very
good idea of how e-commerce events want to pause, we'll see where we can see all the information about e-commerce events and that's
the motivation report. If we go to our Google
merchandise store and we click on Reports, then we go to monetization. You go to e-commerce purchases. There we can see all
the item names and the different e-commerce
Custom diamond dimensions. In this case the Card View rate, e-commerce purchases, and so on. Once we have implemented the e-commerce events
for our websites, we start seeing
something very similar. And that's what we will
see in the next step, is that how we can implement e-commerce events
for our websites. So with that, we will cover the GTAC based
implementation. And again, with what we have covered so far in this course,
it will be very intuitive. So on the right-hand side
we can see what it looks like and you heard is where we probably need a
developer to help us out. But if you see it's GTAC
event and then view item list is the custom event name or
the e-commerce event name. And then everything else is
a custom dimension, e.g. the item ID is a
custom dimension. The item name is a custom
dimension, discounted, a custom metric
because it's more of a quantitative thing and so on. So it's basically firing an event and associating dimensions and metrics
with that event. And Google has given excellent documentation
to support this. So if you search for
measure e-commerce and be very careful to ensure
GA for granted export. Then you will see,
as we talked about, Google Tag implementation,
G tag-based implementation, and everything you
hope it makes sense. So we can see a debug mode. That's something we have
covered in the lecture series. We have talked about custom
dimensions and metrics. That's also something we
have covered in this series. Currency and value are basically a custom dimensions
and custom metrics. And then these are the different custom events that GFR recommend
us to implement. And this is how the implementation
actually looked like that we fire an event. And these are the
dimensions and metrics. And once we configure these, then we can start seeing them in the motivation report
for our website. And we can start seeing
interesting chart like this, like e.g. item views. Like how many views did item get and how
many times will the add to cart items that
are on the top, right? I probably very good
for us because like say for Google equal t black. This item was seen to nine
times out of that age, six to eight times
people add it to a cart. But that is extremely
good as compared to this item which was seen
similar number of times, but those aren't only 194 times. And all this we
can get by adding these pre-defined events that Google has explained
for e-commerce events.
13. A Request and Thank You: With that, thank
you everybody for taking the time to go
to the course with me. I thoroughly enjoyed recording these videos and
sharing with the group. And I have a request to make. If you like the course, please leave a positive review and let others know because that will really help them
discover the material. And of course,
equally importantly, if you have any questions
ask in the discussion forum, I'm very responsive and ensure I get to each
and every question. Thank you. Thank you very much.
Shailendra
