Transcripts
1. Video Introduction to Google Analytics 4 Course (GA 4): Hello everybody. So this is a beginner's
guide to GFR, meant for beginners and intermediate users of
Google Analytics part. And by the end of this course, you will have mastered all the essential features
in Google Analytics. Start moving your skill
level towards expertise. By way of introduction, I have managed multiple
e-commerce websites in the past, including Fortune 500 companies. And through this course, I will use my
personal experience to teach you all the
important features in Google and export and also what insights we
can get from that. With that, I will cover
the table of contents. In this course, we'll first get an overall understanding of GFR by looking at different components in
the UI introduction. Then we'll see how we can really understand all the different steps in the user's lifecycle, such as acquisition, engagement, monetization,
retention, and so on. After that, we'll
look at events and parameters which are at the
heart of who earned exponent. Archiving done this, we look
at conversion tracking, which basically tells
what is working for your website or e-commerce
site and what is not. Then we'll also look
at the debug view, which in my opinion is one of my favorite
features in GFR. And finally, we'll look
at user segmentation, which is how to divide
your users into different segments and devise a marketing strategy
for each segment, which is really lead to
superior marketing execution. And finally, we'll take an in-depth view into
e-commerce conversion tracking, which I will show what is
the state of the art if you want to track an
e-commerce website using Google Analytics for.
2. Quick 30 seconds GA4 setup for course: So in the next 30 seconds, 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. Video 1 GA4 Overall UI Walkthrough: So starting with the first one
of all, your introduction. If you look at J4, there
are four reports here, phi reports here, whom reports? Explore advertising
and configure. And now we'll go on
to see what each of these means and
also the admin. So now let's switch over to J4. So this is how the
UI looks like. The Home tab really gives an overview of what's
happening on the website. For example, total users. So in the past seven
days, as you can see, the timeframe is seven, which can change from here. You can see how many users
came to the website, how many new users
are there, and so on. As you can see, it's
completely card-based, which is a slight variation
from Universal Analytics, which is the prior
version of GFR. Then you can also see what's happening in the
last 30 minutes. This is helpful if you have very skilled website
and you want to track it in a mode,
finer granularity. And then another feature I
really like is the insights. Insights is where Google uses its own machine-learning
algorithms to parse the data on your website and really drive good
insights for you. For instance, like
if you want to see conversion by
source and medium, then you can see that
say for Google CPC that you have got around
10 thousand conversions. While from baidu, which is a Chinese website and organic is somebody
searching in Baidu, you have around
2898 convergence. So that's inside that who is basically an overview
of the entire website. Reports gets more interesting. So just opening
the report section where you can track
the user life cycle. So acquisition is how your
upside acquires users. Engagement is how they
engage with the website. Motivation is how your website monetize it or earns
money from users. And retention is how the website is doing in
terms of retaining users. The next video, we'll cover all these four
sections in detail. Now, demographics is pretty
useful that if you want to see from which countries
are users are coming from, like say from the US, you have 30 thousand users
and from China, 8.9. Also, which city
they coming from, what languages they
speak, and so on. Then you can use the
demographic section. An important tip here is
that we can use a timeline. As you can see over here. If you want to see a
larger time duration, then you can use this
upper left hand, right hand tap to change
the time duration. And similarly,
demographic details shows more details
about the user. So for instance, in the US, the new useful at 31 thousand. And you can also see things
like engagement rate, engagement session and so on. One handy feature to
highlight here is search. So say if you want to
just look at Japan, then you can search Japan
here and hit Enter. It will automatically
filter that for you. Similarly, tech is like if you want to see
which browser or which different technology that the user is accessing
your platform width, then you can use. This is interesting that say, in this case you're
seeing that most of your users are using
Chrome and Safari. So you might want to focus
your development and testing around these two browsers rather
than spread wide. But that's the report section. I said we'll go over
acquisition, engagement, motivation, and attention in
the next video in detail. Explore in something
very key to J4. And this is where we
can build new reports. So say What are we just discussed in reports
is not sufficient. Then we can build
new report from her. And again, we'll have a
separate video to cover this. But for example, if I want to see the
total users who have come to this website and
which pages are they visited? Then I can use the software if I search
for, say, page location. Yeah. Dimensions are and
just to clarify, her, dimensions are more like attributes of the users and
they usually end up as rows. You can bring it as a row and metrics and numerical values, and they usually
end up as columns. So I'll put it here. So once we do this, then the report will generate. And you can see like say for dislocation Google
merchandise store, we have around 90
thousand users. But for basket, we have
around 8 thousand users. So we can see that out of around 19 thousand users
who come to the website. Eight thousand end
up adding something or go into the bucket dot HTML. These kind of reports we can
generate via this and we'll see it in detail in
the subsequent videos. Advertising is more if we're
running paid ads and so on. And so for instance, if you look at the
advertising screen over here, we can see again the
conversion data. So direct is when somebody directly typing your
website's address in the bar. So for example, google.com. And then that's a direct hit. And organic search is when
somebody searches for that. You are on the
Google search bar, and then Google show
that result and so on. So this is more relevant if there's
an active ad campaign that you're running. And similarly for
conversion parts. This is also very relevant if you have an active
campaign running. So like all the touch points may touch point
and latest points. And you can see more
details on this part. And this will be covered more in an advanced
course that I'm making. But for now, we will. This is a high-level view
of the advising section. Configure is another
very important part because you heard we
can configure events. And events are really
the heart of GFR. So these are all the events
that are configured in GFR. There are two kinds of events, one or default events
and enhanced us. So that's one section. And the second is custom events. And in this green we see both. And again in a subsequent video, I will show what are the default announced events and
what are the customers. For example, scroll is an event that is a
default event that is offered by GAL4 by
default or every website. While something
like review, order, a custom event that the
owner of the website has to configure these conversions. Or again, like if there is any activity that is very important for your
flight to track, then you can mark
them as a conversion. And all events can potentially
be marked as conversions. So for example, if I go here and if you want to
market as conversion, then we can just slide this. So in this demo account, I have more of a
read only access, so therefore I can slide it. But if you are the owner of the website and this
option will be available. And audiences is more
around segmentation. That if you want to segment, say, users from the US, two users from Europe, this is where you can
create two audiences, one for the US and
one for Europe. And similar to custom events, we can define custom
dimensions and metrics, which are parameters
inside an event. Again, these things again, we'll talk in depth in
a subsequent video. And finally, debug view. This is where we can see if our events configurations are working with
unexpected or not. And this will also be covered in a subsequent video on
finally admin section. This is where we
can assign things like linking or Google
ads in Search Console, the A4, and also seeing our
property settings and so on. So it's linked to the
merchandise store and so on. So to summarize,
there are a few tabs. One is like the home
and overview of the entire site reports to
see the user life cycle, explore to make any
custom reports, advertising more for
paid ads and so on, on figure to
configure conversions and custom events
and then admin. So that's a high-level overview. And the subsequent videos
we'll go into depth in some of the topics I referred
to and go from there. So stay tuned for
the other video.
4. User Lifecycle in GA4 (Video 2): Okay, so now having seen the
overall structure of J4, we now dive deep into
the report section, which really helps us
understand the user life cycle. So over there, we'll see how
the website acquires users, how it engages with users, how do they upset and more
tires and how it retains. So that's the entire life cycle. Starting with the acquisition report will go to the overview. Over here, we can see that a bird's eye view of how
we are getting our users. So we can see in the last, like in this timeframe, which is about a month, we had 71 thousand users who
came to the website. Out of them were new users. So around 9 thousand,
we're returning users. Then if it's a highly
skilled website, we are also interested to see how many users came
last 30 minutes. So like in last 30
miles from the US, does have B7 users from China, seven users and so on. But this one is interesting is that from all the different
channels we have, from barely getting the user. So direct is paid search. Organic is when
somebody searches for your website or keyword link to your website on the
Google search bar. And your website shows up. Display is when there's a display ad and
somebody clicks on it. Page searches, Google
paid search ads. Referrals is when there's a
link on a website like say, Facebook about your website
and somebody clicks on that. And this acquisition
overview gives a view of how many users your website
has say in this timeframe, what channels are
they coming from? And this is the
account by session like and you can also
see that in this case, like they have
session by channels even broken down further. So for example, if I'm
this specific channel, you had around 5.5 thousand
sessions performed. Acquisition overview. We can really get
an overview of how, how many users we are getting, how many of them are new, and what channels we're
getting them from. Now, diving a bit deeper into the user
acquisition report. So over here you see a
more granular breakdown, like say for direct, which is if somebody enters your website's address
directly on the browser. So instance, for example,
I enter google.com. Then from here you
can see things like how many engaged
sessions are there? How many? We talk about this concept
of engaged sessions, but okay, so we can
just do it here that the number of sessions that
had more than ten seconds. So that's an engaged session. I had a conversion event,
and we'll talk about conversion events in
subsequent slides are at two or more page views. Again, this we'll talk
about in the video, talking about events in detail. And engagement rate is how many of them were
actually engaged. So now we know the definition of engaged and we know
that total sessions, so the ratio of the total sessions to engage sessions is
the engagement rate. And average engagement time is how much time the user spent on the website when the user
came from this channel. And the insight that
we can get from here is that we can
see if the quantity of users we're getting from a channel is also
quality drafted by comparing the new users to the average time,
average engagement time. Because sometimes what happens is that for certain channels, like say, just for example, I save for your website, paid video is 10 thousand users with engagement time
is only 30 seconds. But that tells you
that even though paid videos is getting
you a lot of traffic, It's not really quality traffic. So that's where
you can really get an insight into what traffic is, all traffic for your website using this user
acquisition report. This also is just a breakdown from different channels they've talked about and how many users were getting from each end. Traffic acquisition. It's a further double-click
on user acquisition. So again, it shows
that for each channel, how many sessions are there, how many AND gates are there? And how many even
comes with that. So this we'll see in more detail when
we talk about events. But for example, if I take
one event called legs, if I do a first visit, which is from all
these channels, how many of them were
first with it's by users. So for say for that
exercise you can see 6 thousand posts
with its game-like. So 6 thousand users
made the first visit to your website using direct such as opposed to
say, Returning users. And again, you can also see convergence, which
is very important. And we'll talk about this
in the subsequent videos. But what conversion
means is that any event like for example, a purchase of an item for e-commerce website or adding something to cart that
you consider important. How many of them happened
using these channels? So in this case, you can see by direct search around 50
thousand convergence, which means *****, which is a very important source
of quality traffic. So again, this tide. With the engagement time
they've talked about, is a very good indicator
of the quality of traffic. So we can see it also
leads to higher revenue because probably for
Google merchandise store, a purchase is the conversion and therefore higher
the number of purchases is the higher the
number of revenue and so on. So that is the
acquisition report, how we are getting users. Engagement is how the users are interacting with the website once they have come
on the website. So you can see the
average engagement time. So on average, a user
spends two minutes, 14 seconds on their plate, which is very good. And you can also see that by engagement time,
engaged sessions, users who talked about
water engaged session means that is more than ten seconds or more than two pages and so on. This again gives a 30-minute
view of the website. Now, moving on to discard, which is fairly interesting is the number of event counts, number of event names, and how many columns
stuccoed in GAL4, as we'll see in a
subsequent video, events are really at
the heart of GFR. So for example, it could take
an example of the page or even over here we can
see that the event, which is every time
a user with it, a page on your website, which is basically
a different URL. Page, event is fired. So in the last 30 days, around 470 thousand
page views pages were open on the website. So this shows you exactly
which pages were. So page title is basically
like if you see this browser. So if I go here, that's the pitch deck for
the home screen, was open 35 thousand times. Similarly, the Google
online store was open 24 thousand times. And same for the shopping cart. So the insight here is that you can tell
which is the page that is very popular on your website that people
visit more often. And you can focus your
optimization efforts on that. Again. So the user activity over time is like in
the last 30 days, how many users are there? And the last seven days, how many you go there
and, and so on. So if you can see over here, if we take three days starting ending or 17 August
walking backwards, then they were around
82 thousand users. And user stickiness is
like say for DAU, MAU, for data example, DAU
daily active users, MAU monthly active users. You can get that ratio
to see that in the last, in this timeframe, the ratio of daily active users and monthly active
users, well around 4.2%. Moving on to the events section, this is a very important
screen for GFR because events are really the heart
and soul of GFR. So there are two big
buckets of events in GFR. One is like the default or enhanced events
that come by default. And other customers that the economy's a fleet owner
defines on a bespoke basis. You heard if you see
like if he again, an example of the page view. So you can see in this
timeframe there are around 462 thousand page views, as we saw earlier, by 70 thousand users. So an average user is
viewing six pages. So that's the inside here. And over here. If there is an important
event for you, like say adding to cart, then you can define
that as an event in J4. And then you can use this screen to see
how many users are actually adding items to cart among all the users who
are visiting the website. And as I mentioned, some events are enhanced
with some events a customer. So just, again, we'd have a video later on to do
explain this in detail. But just for a brief summary
her like something like first visit, session,
start, scroll, page view are all default events while things like
view promotion, view item list are
reversed at Google has defined themselves to allow more garner tracking
of things Google considers important
for their website. The moving onto conversions. This is again like a conversion, isn't even that is
considered very useful and we'll talk about this in detail in a subsequent video. But this scheme basically shows that what conversions
have happened. And similarly in the
page and screens, it's broken down by pages. The homepage, it has around 40 thousand
users visiting and you can also see how
many conversions happens. If I take a specific
example like say purchase. Then you can see that as a, as expected purchase does
not happen all the screen. It only happened
on the screen that has that check-out feature. So it's going to expect like checkout confirmation page is
where the purchase happens. Acquisition, how we
acquire users engagement, how do users engage
with her? Upside? Motivation is how our
website earns money. I'll do a brief overview here because I want to focus
more on other parts. So for example, if you
see total revenue, total revenue of your website, including purchases,
an ad revenue, which is just broken out here. And our revenues basically,
if you're upside, integrates with the motivation
platform like in mobile, where for every
impression of the ad, you are getting some money. And this also includes subscription revenue,
as you can see her, which is if your app is integrated with the Play
Store or the Apple App Store, then that revenues is
included in total revenue. And you can also see the total purchases
or an out of them, almost all of them are
first-time purchasers and average revenue per user. So I'll keep it brief for motivation and focus
more on retention. Retention is very important
because it tells you how satisfied are the TEA website
to say in this timeframe? July 29th of August 25th, 62 thousand new users,
returning users. So that is the return ratio
for Google merchandise store. This is an interesting
grab the user cohort. So how to read this is
that say for 14 August, which is a Sunday
on day one, Hello, 0.8% users returned to D1 means that if voting
Augustine's day one, then D is 0 is hurting August. So out of all the users who
came on Thursday, August, coupon eight per cent return to the website on 14th August. And by day seven, none of them returned. So that's how we
read the graph here. And the inside here is how
many users come back to the slide the next day and
then after seven days. And similarly, these graphs, the way to read this
is that last follow today's ending August 25th. So if you say this
is August 25th, and if you walk back for two days and we
come to this date, then if there were a
100% users on this date, how their attention,
how many are there? How many of them came
back the left side as we progress to the
five-day mark. This is to examine data. So that's how we read
this bottom section. I'm talking about
demographics and tech in the previous videos. I will not cover that
for this section.
5. Video 3 Events and Custom events: Okay, so now we'll talk
about events which are really at the core of GFR. And we'll talk about
two kinds of events. One is default
slash enhancements, and second is customers. So before we talk about this, we'll build an
intuitive understanding of what an event is. Any user interaction.
For example, if we use a little bit, is tracked as an event, that is what an event is any
user interaction is. In GFR is tracked as an event, and even parameters or characteristics that tell
you more about that event. So for example, if I visit a page like merchandise
total google.com, so that's the page
view. That's an event. And things like page location, which is the URL
and paste title, which is the title of the page, are attributes of that event. So those are parameters. So for example, if
you look at this tab, analytics is the page title, what an artist or google.com
or the is the page location. So basically example the page views to track when I
use a user web page. Click is another event. It's a very interesting events. So when somebody
clicks on a link on your website to leave the website that is
tracked as a click event. And we'll talk about
click as well, and then customer wins. So let's quickly take a look at where they
actually occurred. So if you go to
Admin data streams, since we are tracking the web, we heard we can see
the enhanced events. So they view every time somebody
views of the page title the page view scroll is for
the schooling went outbound. Click is when somebody
clicks on a link on a website to leave the
website that is black, that is tracked as outbound. And site search is
very interesting. When somebody searches for a term in the search bar on
your website that is tracked. Other sites that, we'll take
a look at the search ones, especially now because
it's very interesting even to look at if you go back to reports and if
you go to events, then we can look
for the search one. So we have not shown, we can just search like
this useful results. And we heard, we can see exactly what people are searching
for on your website. For example, hardcore
search term. It says that people search
for the term backpack. And this will search
for to 89 times by 158 users to overheard or even count is higher
than the user count because potentially a user can search for an event more than once. Then similarly,
individuals have been searching for goody
bag and so on. Page location tells exactly which you aren't
people search for. So for example, if
you look at this one, we see shorter google dot dot Google
merchandise store.com. And then towards the end of this URL we see keyword
is equal to backpack. This report can tell
us exactly what people are searching
for in our website. So that is the default events. Now, while Google
offers a number of default event that
we saw in the admin. Just to complete the story, I'll bring it up once again. These ones, we might
still want to create our own custom events that basically don't are not offered. And G4 makes it very
simple to do that. So again, if you go to
Configure over here, we can create our own event, which is a custom event, and then we can
define parameters for that end
customer definition. So in the Google merchandise
store, an address property, since we only have
read-only access, we can create only
some kinds of events. So so see, we heard there is no
creative and option because we only have
read-only access. So I will bring a different Jeep whole property
where actually have full access just
to show how this works. So this is another property that I manage over her when
I do create event, there's a button called Create
here because I actually own this J4 property and say, I want to track the
thank-you page events. Thank You page. But thank you for your purchase page that I get to a given event
name equals page view. So whenever a page
view happens and the page title
contains Thank you. This is when anybody whether
it's a thank you page, which is when they
have completed a purchase on my website. If I want to track that, then I can use this tank you purchase event and
parameters can associate. It just means copy all the attributes
from the source event, which in this case is page view. So like page location, page title, it will
also be offered. And then I can do Create. Once I do, create
starts appearing as a custom event that
I have defined, which is important
to my website. And that is what is
called a customer event. Now, before it starts
appearing here, it can take up to 24 hours for that event to
start showing her. That is the data
processing time. So going back to our slides, so enhancements are
those that are offered by default by df for as long
as we turn on the property. And customer event
like a thank-you page is what we defined. These really laid the
foundation for defining conversions that we'll talk
about in the next video. So that is the NC. One benefit to highlight is
that it can be defined with no encoding effort as well. And if, and if you do want to, if you do have the
engineering bandwidth, then we can also
define something like a custom dimension. And then we can ask our engineering team to
pass that value. So see Google defined all
these custom dimensions. And we can do a similar thing. And then we can ask
the engineering team to pass like safe or the thank-you custom events. We define a custom dimension
called user country. And then I can ask
him to pass that. And then that will be captured
as an event parameter. And we'll talk about why custom events can be
useful in the next week.
6. Video 4 Conversion Tracking in Google Analytics 4: Okay, Now that we've
talked about events and customer events in
the previous video, now talk about conversions. Conversions are
extremely important to see what is working
on your website. So any important activity that is important for the
website, for example, for an e-commerce website, we can see purchase, add to cart, checkout and so on. Conversions are used
to track those kinds of events that are extremely
important to the owner. Another example is that say for a lead generation website, where the website
collects contact names, the conversion is
when somebody fills those details and how much that. So those things are
tracked as convergence. And the benefit of
that is twofold. First, you can tell what is
working for your website. Is it paid search? Is it
organic search, and so on. And second, once
your DFL property is linked to Google ads, then Google can optimize for those keywords that
lead to convergence. And then we can leverage all the machinery
and tools that Google has to offer to help us algorithms
optimized for convenience. So now we'll just
jump in and see in live what they look like. Keeping in mind that events can be configured as conversion. So they are essentially
the same concept. So if I go to Configure
and I go to conversions. So firstly, go to events. So all any event here can
be marked as convergence. So in this case,
since I don't have, since they don't have edit
access to this property. Therefore, I'm not
able to scroll this, but if you do have
access to this property, then you'll be able to scroll
this in market doesn't even even custom event
that we talked about. If we, once we define it, we can mark it as a conversion. Conversion. Here we can see certain events that are
marked as convergence. So for example, begin checkout. This is a custom event that we saw in the previous
video that was defined. And then after 24 hours, it starts appearing here as a
potential conversion event. If we scroll this forward, then it starts being tracked
as a conversion event. So it's a similar
idea for purchase. And then if you go to
Reports and we see events, were there, we can start
seeing our conversion events. For example, if I
search for purchase, we here I can look at
the conversion events. So since I've marked this as a conversion event and get very useful data
around the soap. For example, out of the
18 thousand events, I know that most of
them are from the US. And similarly, you can
see from virtual pages, dissipate reference
means that say, a particular event happened, then which page referred
to these events? So for example,
take our success. So the checkout success page
led to this event happening. And so that is where
the confusion comes in. And this will show
a property where we can actually modify it. So if I go to configure here, show events we heard
is an example of safe. I want to mark page view as
a conversion event that I can just scroll
this forward and it becomes as a conversion event. And similarly over here, since the market as
a conversion event starts appearing here. And also to show how to mount a custom event
as a conversion event. Say I define a
custom event here, which we talked about
in the last video call, thank you. Purchase. So this will take around 24
hours to start appearing as a option here to market
as a promotion event. So in case you
don't want to wait, you can just go to conversions. You can mark as new
conversion event. And you can enter the same name as we entered in the
event and do save. So that'll also market as a
conversion event, and so on. And then we can decide
that if you want it as a conversion event or no by
toggling this and so on. So again, if you go to Reports and we go
to conversions, then we can see all these. So for this, there is no data, but if you go back to the Google merchandise store
or there we can see all the events that
have been marked as conversion and the
details about it. And then we link this
property to our Google ads. Then Google Ads has
algorithms that can basically maximize a
particular kind of conversion. For example, it can
run those ads where the purchase conversion event is maximized as opposed
to say, first present. And that is what Convergence
very important for us is to track events that are extremely important for your
applied to generate revenue. And second is also
for Google ad. So another example is where
good engagement overview or if you go to engagement, if I go to user acquisition, that over here also there's a separate column
for convergence. So if I want to see out
of all these channels, channel is leading to
maximum purchases, then I can filter it by a
purchase conversion event. And I can see that the director, when people directly type the Google merchandise
store URL on the browser leads to
maximum conversion events. And that is pretty insightful because then you can also
see that for organic search is also a huge driver of promotion events and paid
search slightly less. So these will obviously
can verify your website, but these are very
insightful things to know about what
is working and what is not working for
your particular website.
7. Video 5 GA4 Custom Insights via Explore Tab: Okay. So haven't seen events
and customer events and understood convergence
and the oral structural GFR. Now we dive deep into the
Explorer menu tab of J4, and that is this tab. So if you go to
explore, and this is extremely useful
because if you want to generate any customer
insight about our website or platform or any custom report,
that is where we will go. And after thinking about this, I realized that the
best way to do this is via conference for
reports hands-on. So we'll do it live together and the whole report
will see them. One is total users. The second is the source and
medium for user acquisition. That is, how are we
getting our user traffic? Which is a very interesting
report, is album pages. That is, when a user leaves
the Google merchandise store, what link is he
clicking on to leave the webpage and forth
is landing pages. That is, when somebody comes to the Google
merchandise store, what is the first page
he or she is landing on? The other four
reports we'll see. And this is to dive deep into the Explore tab where we can
generate Customer Insights. So starting with that, we'll go to J4 and we'll
go to Explore tab. We'll click on the
Create button. Over here. We'll start with the total
users for this timeframe, let's say July 28 to August
26th. So about a month. The metric we go with
is active users. Either we can search
it here like this, or if you do want to search it, then you can also just look
at the different segments. Go with users and go with active users and
then do impotent. Two dimensions are, as
we've discussed earlier, they're more like certain
parameters about an event, but they tend to be
usually non-numeric. And metrics are
usually end up as columns in these reports and they tend to have
numerical values. Now, since we want
to see the users over a timeframe in the
dimension will pick month. And a neat trick
here is we can just search her as I showed earlier. We can search month and
we can do important. So now we'll add month as rows
and we'll add the metrics, the active users as values. And so this is the month number and this
is the active users. So if you expand this a
bit to get more data, we can go to main. And this is the report, so it's sorted by the
number of active users. So c, So since May
is five, like May, June, July, August, and it happens to be sorted in
the right order as well. For these kind of analysis, we can also change
the chart type. So if you want to see
a line chart which is more applicable to this
kind of analysis for users. We can do that. That's users. Go into the second report that talked about source and
medium for acquisition. This is a very important report
because it shows exactly how the fight is getting
graphic. Over here. I will remove one dimension and instead I will add source. In G4, I've seen that
source and medium together sometimes does not work because it's still
very much in beta. And it will probably
be implemented by July 23 when the
full migration happen. So therefore, I'll add source
and medium separately. Added source, and now I'll
add medium over here. Remove the rows and put
source and medium here. This is the, once the report loads will see
that this kind of report is, it's hard to see how the box like using the Repos section, but we can generate it with relative ease using
the Explore tab, and that is the power of this. So if you look at the Google
organic search is giving us around 90 thousand users
in this timeframe, while CPC is giving us around, which is cost-per-click,
is giving us around 40 thousand users
and we can generate that. And Baidu organic search is
giving us around 10 thousand. If you want to share this report with any of our teammates, we can just click on Share and then we can share the link with them and then they can
access this report as well. So data, the source and medium. Now looking at landing pages on outboard
platelets post that is, which links to users. Click on so that they, when they leave the website. So this goes back
to the click event that we talked about in the event's video and its
parameter on the link. Url. And over here, you will classify that as a row and active
users as a value. While the event generates, we can quickly look at
the click event to click event DS4 to refresh
our memories. So over here we
can see what we're looking at is the link URL, which is, which is if a
user clicks on this link, then this is the
link URL that you used to leave the website. Going back to our GFR, will ignore JavaScript
dot white for now, this is if the user
clicks on a button that our JavaScript code and does not really lead to
an external link. And we'll focus on other ones. So for example, if you
look at Google's support at Robertson marketing,
so that makes sense. So when somebody clicks
on a link to get support that has been
tracked here and so on. So the insight from this report
is that we can see which are links a user clicks
on to leave the website. And is that what we're
expecting a lot, like say, this one goes slash
price portal and so on. So that is the third report, the moon landing pages, which is a very
interesting to analyze. We use a technique
called part exploration, which it will also see
it already fills in some important information that we will need and
then we'll see it. So session started
when somebody comes to the website and we can make
it page title and screen. So it's taking
some time to load. And then we can see that when
people visit the domain, the first start from
the home screen. This is the page title
that we've configured. So again, like for this browser analytics
is the page title. And then Google online store, the page title with a barrel. And therefore, we can see
in a very pictorial format where our traffic is starting their journey for
on our website. And similarly, if you
go to the Explore tab, we can see what other reports have been configured
by the team. And like say, somebody
is configured a similar path
exploration analysis to see how users are going from. In this case, they've
used event names. And we can share
this across with the team so that this is
visible to everybody. So that is the Explore tab. And again, the
benefit is generating Customer Insights or
any specific insights that are not offered
via reports. This is meant to be a very
powerful feature in GFR.
8. Video 6 Debug View: Okay, so now we'll see one of my favorite
features in GFR, which is the liberal view. And the debug view enables
us to see in real-time what events are being
triggered and also the parameters for those events. So we can really
see how the website is set up as it's working
as expected or not. And to enable debug view, we first need a
Chrome extension. So I'll just show what is the fastest way to
enable debug view. And then we can work together to a live example of how we can track events and
why is that useful? So starting with to
enable debug view, we can go to Chrome extension, like we need this
Chrome extension, Chrome extension for debug view. And we can click on that. And then we can enable it. Once we have installed
the Chrome extension, it starts appearing
here like an envelope. And then we can easily toggle it on or we can toggle it off. And once you've installed it, it will start appearing in
these extension points. And I would recommend that you pin it like say for
the Chrome extension, I have pulled this Google
Analytics Debugger explanation. I have pinned it. So it always appears
on my Extensions. Once it is done,
then we can go to any website like
say for example, the Google merchandise store, if you continue
with that example. So I just find the
right URL for that. If you use the Google
merchandise store with the Chrome extension on, then it will automatically start sending debug information
to Google Analytics. So if you see, I have the I have the GAL4 open for the
Google merchandise store. If I go to configure, and then I go to the debug view. Over here, I can start seeing events and so on
for the merchandise store. So let me briefly explain
how this screen works. So this is the second stream. So it tracks all events
for the last 30 seconds. And this is the minute stream. And it tracks all events
for the last 30 minutes. So over here, the top events shows the top events of
the last 30 minutes, like for example, the page view. If you click on it, we can
see the event attributes. For example, the page location where somebody clicked on that, the page title, and also things like
session ID and so on. At the bottom we have
user properties, which is information
about the user, like country, device,
language, and so on. And especially with with
the merchandise store, I'll just refresh the page once. Especially with the
merchandise store, we can see all the
devices that are there using this drop-down. Now, since it's a demo account, we can see multiple devices. So if you have a website that has multiple people debugging
at the same time, it requires some effort
to find your device, because currently there is no straightforward
way of doing that. But if you have
your own website, for example, this is
another property I manage. In this case, I can easily
see that this is my device. And I can then trigger events and exactly see in real-time
what is happening. To show that what I'll
do is I will start triggering some events
on the website. I managed to show it here. So the first one, I
will just click on a random page on that website. And now we expect to see
a pageview event here. It usually takes like a
second or so for the event to show up in this part. So now we can see that here's the page view event
that I just triggered. And if I click on it, I can see information like
what was the page title, also, what are the page? Url, and so on. And I can see user properties as well if they had been set. So in this specific example, there are no user property set. But if they are being said, then I can capture things like the country language and so on. So as I keep on triggering
events on the left side, they will start appearing here. Even session start, which is
what I initially went to. The upside is shown here. So over here we can see things like on which page did
the session start? What is the URL of
the page, and so on. So if you have a website where
you're trying to trigger either the default
enhanced events or the customer events. Then after the setup
has been done, you can use the
debug Device View to see if it's working or not. So for the last 30 seconds, we can rely on the
second stream. So for this we can rely on the second stream to see
what events were triggered. And if you want to see the events triggered
last 30 minutes, then we can use the
mainstream to really see if the website is
set up as expected.
9. Video 7 User Segmentation: Okay, so now we'll talk
about user segmentation, which is a very
important concept in marketing overall and in GFR. So this essentially
means that if, for example our website
at a 100 users, then different user groups or
different characteristics. And just analyzing
all the 100 users as if they have the
same characteristics is usually not the
best approach. J4 offers this
functionality that we can divide our users based
on certain characteristics. And in this video, we'll take a hands-on
approach to see, like say we look at users
in the US and China Sea, for example, what
marketing strategy is working in these
different countries? And this is important
because see the company's goal is to expand or increase market
share in the US, then what marketing
channels should they be investing in as compared
to say in China? This insight would not be available if you don't
segment the user and we just view them as one
single blob of 100 users. So with that, we'll
go over the GAL4 and see how we can best do that. So I just remove this for now. If you go to acquisitions
overview. Okay. So at this point what
we're seeing is that say, we are seeing okay
for all users. This is how the marketing
channels work like that. It is getting us 26
thousand users and so on. But see we want to
pass information for different countries
like we just discussed. So we can go to Add comparison, and we can add a comparison
for all countries. So again, over here, we can use any of the event
parameters I've talked about. But for this specific example,
we can also use gender. What are the specific example? We will use country to country, and we choose United States. Then it automatically updates all the information for the US. Like say, over here
we are seeing that the total users is
to nine for seven. And out of that from
the US, it's 1899. And if you go to
Engagement overview, this is maintained as we
parsed the different reports. You can see that the
engagement time of the US is two minutes, 30 seconds, but of all users
is one minute, 57 seconds. So this is already
telling us that the quality of the
users in the US, in terms of engagement time, if that is the yardstick, is much higher than
the all the users. The continuing
with this example, if we add China to
our comparison, to say I do, again, I do a dimension, I select the country as China. And two, okay? Then to apply. Over here again, now we
can see how the uterus are distributed across
China and the US. So all users is higher. But from the US, from the US or the
971 in this example, and 80 from China. But where it gets
interesting is if we go to Engagement overview over here, we can see that you just want to us are spending around one
to two seconds on average. All users are
spending one minute, 26 seconds while you some china, or only spending nine seconds. If engagement time
with a yardstick to measure catholic quality, which it's a very good signal, then we can see that the
users in the US are of much higher quality than
all users than in China. Then continuing
with this example, if you look at the
marketing channels and again we go to
acquisition overview. Then we can see that c, c for all users, this is the marketing
channel breakdown for users in the US. Diet is doing extremely well. Then organic search, then
display and then paid search. In China, we see something interesting that
while direct and organic are doing as well
as the US but referrals, which is if, say, there is a link of this
website on Facebook, and people follow
that link to come to the Google merchandise store
is also doing pretty well. So a marketing channel
that is a bit lower in rank in the US is doing
much better in China. Telling us that if we
were to expand in the US, we should probably look at these marketing channels which are proven to be more effective. And in China, we should also
pay attention to referrals, which is bringing us
around 3% of our traffic. To this, we wanted to cover
the segmentation approach that if we analyze users based on different
characteristics, we can have a much
more fine-grained view on post user quality and what marketing strategy
we should use for them. If you want to expand on a
particular segment of users.
10. Video 8 Ecommerce events: Okay, so now we'll talk about
E-commerce conversions. And these are now
that we've talked about the enhanced default
events and customer events. These are also kind
of events and they fall more in the bucket
of customer wants. And this is a slightly
advanced topic, but I'm still mentioning it here for sake of completeness. So what are E-commerce
conversion slash events are basically important events in eCommerce such as item views, adding to cart parties and
so on, that are required. In most e-commerce sites are not Google has
done is that they have defined as events and given recommendations how these
events should be defined. And then we can use
these definitions to generate e-commerce reports
will do two things here. First, we'll see why we should configure e-commerce
reports by going to T4 and then seeing that how to configure them, we'll do this. First. Understanding
why we want to do this. If you go to motorization
and e-commerce purchases for our demo effect
that we are using. Then we can see
things like okay, so force is say for this
event, for everyone, Google t, we are getting 2100
item views and it's driving $500 in revenue. So this kind of detail around
which item is driving, how much revenue can be tracked using
e-commerce conversions. Also, how many Add
to Cart happen? Cartoon view rate e-commerce
purchases and so on, can be tracked using
e-commerce events. So that is what it gets us
that why you want to do this. Now, we can see how
we can do this. If we google E-commerce events
in the Google search bar, then you'll find this
page which is titled, I just showed you, I just
clashed the title here, Google Analytics for events. And on sidebar we
can see purchases. We heard is well-defined. All that we need to pass. But I'll zoom into a few things. For instance, like the value, the monetary value of the event, especially in case of purchase
and also the currency. Then this also
requires inputs like what is the idea of
that item, and so on. And it's very
well-defined and how particular e-commerce
events should look like. And then this is an example
that has been shown. So for this specific
transaction, this is the transaction ID. The purchase amount of that e-commerce item
is Twenty-five. The tax is for shipping is five, and the currency is $5. And then we have more
information about that Item. Now, I think a
natural question is, how do we implement this? So this is a place where
the team will be involved, but from a concept
standpoint is nothing new. So this falls under the custom events
that we talked about. And to implement
this, I have also, I'll just show the code required to give a
sense of effort. So all we need is
something like this that the software engineer has to detect even in the
code which can, which is a JavaScript code, where he or she will pass the relevant parameters
like the transaction ID, the value that I've
talked about, and so on. So this is where the engineering
team comes into play. But again, this is nothing new. It's still falls under the customer events that we talked about in
the prior video. And similar to the participant, there are some other
recommended e-commerce events that Google recommends. For instance, view item list
and view item and so on, that can also be configured. So that is a brief overview of the e-commerce
conversion events.
11. Advanced Course Information: Hi, also I have
some exciting news. I have also launched
an advanced course or Google Analytics for. This course is recommended for students who have completed
the bigness course. The easiest way to
find this course is to go to business course, go to the About section. At the bottom, I have
included a link to the advanced Google
Analytics course. So to be months to put
this course together, this is a very good continuation
from the bigness costs. So if I click on the link, you'll be taken directly
to the advanced course. Thank you.
12. 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.
13. Where did the Configure Tab go - GA4 update! : Hello friends. So there's been an update on the A4 that the Configure
tab has been removed. And many students have asked me where the conjugate AB moved. So Google has moved the configured tab on the bottom left and
the admin section. And you can see the different
components like events, conversions, custom definitions,
and debug view, e.g. if I click on debug view, it still works in
the same manner. But it's been it's
been moved here. And same for like to
see all your events. We can see it here in
a very similar manner. Conversions in this tab. And finally, your
custom definitions in this tab and codeine
information is simply, there's a limit to the number
of custom definitions we can create and that
can be viewed here. So I just wanted to provide an update of that
because this is a recent upgrade
in GFR. Thank you.
14. Reports Tab Customization - GA4: One common question
I face is that the report section
appears different for many of my students
in my classes then what I've been
showing in the purses. And the main reason for this is the way to change this is if we go to the report tap
and we go to library. Once we go there, then we
can easily configure this. Once we load, we see
the business objective is published here. And then life cycle if unpublish
life cycle, for example, just example here,
it's unpublished. And now it starts appearing
differently this way. We can basically select which
all tabs to appear here. If you see that the
report section is different for you as
compared to others, then compared to the coast, there's probably because
of this section. And the other thing which I have mentioned
is that if you see that the events part like the customer events and the configuration events
are not showing here, it's because G four
has had an update and they are moved to
this admin section if you click here. And in the admin
section we can see all the different things such as for events it's here,
conversion it's here. And the debug has also been
moved here. Thank you.