Traffic Analysis using GA4

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Traffic Analysis using GA4 by Mind Map: Traffic Analysis using GA4


1.1. Tags


1.1.2. EVENT TAG



1.2. Triggers

1.2.1. Page View trigger 1) Consent initialization 2) Initialization 3) Page View 4) DOM Ready 5) Window loaded

1.2.2. Container Loaded trigger(gtm.js) fire pageview tages that are not Google Tag after Consent Initialization & Initialization good for capturing events exactly when container fires on the page with all the other tags

1.2.3. click trigger

1.2.4. element visibility trigger

1.2.5. form submission trigger

1.2.6. scroll depth trigger

1.2.7. youtube video trigger

1.2.8. Custom Event trigger Event Name: value of the event key e.g. login When creating tag's Event Parameters, the parameter's Value equals {{key in the datalayer}}

1.2.9. history change trigger

1.2.10. javascript error trigger

1.2.11. time trigger

1.2.12. trigger group

1.3. Variables

1.3.1. Built-in Variables

1.3.2. User-Defined Variables Navigation HTTP Referrer URL Page Variables 1st party cookie Custom Javascript Data layer Page Elements Auto-event variable DOM element Element visibility Utilities Constant Custom event Environment name Google Analytics settings Google Tag: Configuration Settings Google Tag: Event Settings Lookup table Random number RegEx table User-provided data Container data

2. Looker Studio(DATA REPORTING)

3. 1, Volumn

3.1. channel/source/medium

3.2. channel group

3.3. campaign: use UTM parameters to append URL(CTA link)

4. 2, Relevance

4.1. demographics, interests, bahaviors(Audience), tech

4.2. Segment Overlap

4.2.1. custom user segment

4.2.2. custom session segment

4.2.3. custom event segment

5. 3, Engagement

5.1. Events

5.1.1. custom event STEP1: CONFIGURE EVENT TAGS IN GTM STEP1: CHOOSE/CREATE VARIABLES FOR FILTERING TRIGGERS STEP2: REFINE/CREATE TRIGGERS FOR CREATING EVENT TAGS STEP3: CREATE EVENT TAGS STEP2: VERIFY OPTION1: GTM-PREVIEW MODE OPTION2: GA4-CONFIGURE-DEBUGVIEW (STEP3: REGISTER AS CUSTOM DIMENSIONS & METRICS IN GA4) Setup: STEP4: SEE EVENT IN GA4 OPTION1: Exploration (only after converting event tags into Custom Dimension); could also see parameters OPTION2: Admin-Configure-Events OPTION3: Reports-Engagements-Event (could also see parameters) OPTION4: Realtime report (could also see parameters) (STEP5: KEY EVENTS IN GA4) OPTION1: Admin-configure-events-"mark as conversion" OPTION2: Admin-configure-conversions-New conversion event-enter the same event name

5.1.2. recommended event: need to implement view_promotion, view_item_list

5.1.3. automatically collected event session_start, first_visit, user_engagement

5.1.4. enhanced measurement event page views can't be turned on/off two parameters: location/URL & referrer scrolls default: 90% vertical depth outbound clicks link-classes link_domain link_id link_url outbound(T/F) link text not available in default parameters file downloads file_extension file_name link_classes link_domain link_id link_text link_url form interactions 2 events: form_start; form_submit 3 parameters: form_id; form_name; form_destination; form_text(only applicable to form_submit event) site search setup: with Search Term Query Parameter where: DebugView; Real-time Report; Events reports; Explore-custom report video engagement 3 events (YouTube): video_start; video_progress; video_complete other platforms: take GTM route 7 parameters

5.2. Conversion

5.3. Pages & Screens (page-level analysis)

5.4. User Activity over time, User Stickiness

5.5. User ID tracking Q: HOW DOES IT CONNECT TO CRM?

5.6. Path Exploration

5.6.1. scenario1: learn customer journey in general,regardless of conversion

5.6.2. scenario2: specific ending point, not necessarily starting point, either way around

5.6.3. scenario3: see count of events

6. 4, Sustainability

6.1. Rentention analysis

6.2. Cohort Exploration

6.2.1. granularity (daily, weekly, monthly)

6.2.2. inclusion first touch/acquistion date any event any transaction any conversion others

6.2.3. calculation standard rolling cumulative

6.2.4. breakdown

6.2.5. values

7. 5, Meaningfulness

7.1. Monetization

7.2. Funnel Exploration

7.2.1. scenario1: specific list of actions to complete

7.2.2. scenario2: quantify and understand drop-offs

7.2.3. scenario3: time elapsed between each step

7.2.4. 2 types of funnel(Both will not count skipped steps) Closed: start from Step1, inverted pyramid Open: could be of any shape

7.3. Advertising-Attribution Models

7.4. Advertising-Conversion/Attribution Paths