Replacing Universal Analytics with GA4 for every business

Now the question remains: How can I apply the strategies in my own business? 

There are many ways. We highlight the main three practices here, all with three real-world examples.

1. Website optimization
   GA4 can be used to track website traffic and generate insights that can enable business growth.

• Example: Marketers can use GA4 to see which pages are most popular with visitors and which pages have high engagement (= the opposite of bounce rate). This information can be used to improve your website content and layout. You can, for example, analyze drop-off rates in your ecommerce funnel or analyze which of your blog articles lead to the most conversions.
• Another example: Use GA4 to analyze the click rate of elements such as buttons, menus, and forms. A marketer can consider changing the placement of a button if it’s not clicked on very often.
• A third example: You can analyze the time spent on pages to identify areas where users may be losing interest or encountering friction. Use this information to improve the overall user experience and encourage longer engagement with your website.

2. Campaign performance measurement
GA4 can be used to track the performance of your marketing campaigns across all channels. This includes campaigns run on Google Ads, Meta, and other platforms. GA4 can also be used to track the performance of offline marketing campaigns, such as email marketing campaigns and direct mail campaigns.

• Example: An e-commerce company could use GA4 to track the performance of their marketing campaigns across all channels, including Google Ads, Facebook, and email marketing. For example, they could increase their budget for campaigns that are driving a lot of sales and decrease their budget for campaigns that are not performing as well.
• Another example for a SaaS company: You can use GA4 to track the customer journey across multiple channels, such as the website, social media, and email. For example, you could send a follow-up email to a customer who visited your website and downloaded a white paper.
• Another real-world example: A physical store marketer could use GA4 to track the impact of marketing campaigns on their bottom line. For example, you could track the number of customers who come into their store after seeing a TV commercial or clicking on an online ad.

3. Customer segmentation
GA4 can be used to segment your customers based on their demographics, interests, and behavior. This information can then be used to create more targeted and effective marketing campaigns. Three examples for three different business types:

• A clothing retailer could use GA4 to segment their customers based on their demographics, interests, and behavior. For example, think of segmenting customers by age, gender, location, and purchase history. You could then send different email campaigns to customers who are interested in different products or styles. In order to understand how to segment customers, it is important to understand the concepts of custom dimensions and metrics. Read more about it in our article here.
• A software company could use GA4 to identify their most valuable customers. For example, you could segment your customers by the amount of money they spend or the number of products they use. Creating different buckets for low, medium, and high-value customers could help you to create loyalty programs or offer special discounts to your most valuable customers.
• A travel website could use GA4 to identify customers who are at risk of churning. For example, segment your customers by the number of days since they last visited the website or the number of trips they have booked in the past year. This could help to target the customers with retention campaigns. For example, think about sending a discount code to a customer who hasn’t booked a trip in a while.