Advanced Google Analytics 4: Covering all key advanced features in GA4 (GA4 2024) | Shailendra | Skillshare
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Advanced Google Analytics 4: Covering all key advanced features in GA4 (GA4 2024)

teacher avatar Shailendra

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Advanced Google Analytics 4 Introduction

      2:55

    • 2.

      Quick 30 seconds GA4 setup for Advanced Google Analytics 4 course

      0:39

    • 3.

      Custom Events in Google Analytics 4

      8:41

    • 4.

      Custom Dimension and Metrics in GA4

      6:41

    • 5.

      Perfecting Event Scopes

      2:23

    • 6.

      Conversion Events

      3:01

    • 7.

      Mastering Debug Mode

      4:12

    • 8.

      Google Ads and Search Console data in GA4

      3:50

    • 9.

      Analyzing Google Ads and Search Console data

      2:35

    • 10.

      Identifying Profitable Keywords

      8:23

    • 11.

      Deep dive into Explore View in Google Analytics 4

      10:01

    • 12.

      Ecommerce Events

      3:31

    • 13.

      A Request and Thank You

      0:29

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About This Class

This advanced course on GA4 or Google Analytics 4 is meant for intermediate to advanced users. For beginners, please refer to my basic course on skillshare: A Beginner's Guide to GA4

This Google Analytics 4 course covers all key advanced features required to become an expert in GA4. After this course, attendees will have learnt all key functionalities in GA4 and be ready to advise billion dollar clients. I have lead ecommerce websites for multiple Fortune 500 companies and in this course I distill my experience using a hands on and simple approach to cover Google Analytics 4. This course is most suited for intermediate to advanced users. Beginners can refer to my beginners course at A Beginner's Guide to GA4

Google Analytics 4 or GA4 is Google's latest version of its key analytics platform. This course covers the following topics:

  1. Custom events
  2. Custom dimensions and metrics in GA4
  3. Mastering Event Scopes (User and Event)
  4. Conversion Tracking
  5. Debug mode in Google Analytics 4
  6. Linking Google Ads and Search Console to GA4
  7. Analyzing Google Ads and Search Console data in GA4
  8. Identifying profitable keywords
  9. Explore Tab
  10. Ecommerce Events

I am very responsive. If you have any questions about Google Analytics 4 or GA4, please use the discussion forum, and I will definitely update. 

Meet Your Teacher

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Shailendra

Teacher

With multiple years experience running analytics for ecommerce websites, I currently focus on Google Analytics 4. 

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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.