Google Analytics 4: Three Metrics You Should Know To Optimize Google Ads

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The Google-mandated switch to Google Analytics 4 (GA4) is fast approaching.

A lot of marketers comprehend the GA4 fundamentals, but there are still a lot of benefits and features of GA4 that are worth knowing.

While there are many concealed marvels of GA4, I’ve discovered a couple of noteworthy ones.

And since Google Analytics is everything about numbers, here are 3 metrics online marketers must understand to drive effect when enhancing Google Advertising campaigns.

What Is A Metric

Most importantly, let’s evaluate what a metric is to be on the exact same page.

The official Google definition of “metric” is:

“A quantitative measurement, such as an average, ratio, percentage, and so on. It’s constantly a number as opposed to text.”

While that definition may appear pretty easy, the word “metrics” is in some cases confused with “measurements.”

A measurement is a component or detailed element of the information, and the metric measures that data. For instance, in Google Analytics 4, the name of an occasion that a user sets off is the dimension.

And the number of times the occasion was triggered is the metric.

With the definition of the word metric laid out, let’s look at three intriguing metrics and how they can optimize your Google Ads campaigns.

1. Active Users

The Active Users metric is described by Google as:

“Any user who has actually an engaged session or when Analytics collects:

  • The first_visit event or engagement_time_msec criterion from a website.
  • The first_open occasion or engagement_time_msec specification from an Android app.
  • The first_open or user_engagement occasion from an iOS app.”

That pleads the question: What is an “engaged” session?

An engaged session is “the number of sessions that lasted longer than 10 seconds, or had a conversion event, or had 2 or more screen or page views.”

While all those specifics can get a little complicated, the main point to keep in mind is that an Active User is somebody who appears somewhat thinking about the material on your website.

The Active User metric is necessary for 2 reasons.

First, and most importantly, it is thought about the “main” user metric in GA4. Whenever you see the metric “User” in GA4 reports, it describes the Active User meaning.

In Universal Analytics (UA), whenever you observe the metric “Users,” it describes the “Overall Users” meaning.

Second, this is a brand-new metric in GA4 that did not exist in UA, which just has the Overall Users and New Users metrics.

This new metric allows a fast, in-depth take a look at the quality of users’ visits and engagement level with your web material.

  • Where to find it: Reports > Acquisition > Traffic Acquisition
  • How to utilize it: The most obvious method to make use of information on Active Users is to create audiences for remarketing.

Screenshot from GA4, October 2022

Screenshot from GA4, October 2022

By developing audiences comprised of Active Users, remarketing will reach Active Users more likely to return to your website and convert in the future.

This is an easy way to reduce your overall expense per conversion(CPC)in your Google Advertising campaigns. You can use customized audiences filled with Active Users in remarketing

lists for search advertisements or target them with a display campaign. The more specific you can

be with your ad copy and imaginative, the better. A project targeting previous Active Users on your website will offer you a great chance at converting them at a lower expense than cold traffic.

There is more to come on the subject of customized audiences in the future in the post.

2. Event Count

The occasion count metric is substantial because it replaces a comparable metric found in UA called Total Events, which does not exist in Google Analytics 4.

Events are different animals in GA4 than they remain in UA. Google composes,

“Events represent an essential data model difference in between Universal Analytics and Google Analytics 4 residential or commercial properties.”

The biggest thing to bear in mind is that now in GA4, all actions are thought about occasions.

In UA, it was the opposite, as occasions had actually actions connected with them.

Events in GA4 are more high-level, and they are a broad metric needing deeper digging for granular info. In contrast, events in UA are specific, self-contained units corresponding to particular actions.

For instance, in UA, you would create separate events for every single private button on your site identified “sign up.”

In GA4, you create one event called “sign up button” that would be set off whenever any sign-up button on your website is clicked.

  • Where to find it: Report > Engagement > Events
  • How to utilize it: Finest utilizing occasion count depends upon what your specific metrics notify. While I can’t inform you precisely what to do, I can tell you that the products getting the most significant occasion counts are things you wish to keep track of.

Screenshot from GA4, October 2022 Screenshot from GA4, October 2022

Clearly, routine events like pageviews and app opens will probably always be at the top of your list.

However if you begin to see an occasion that seems to be getting more hits than comparable occasions or occasions on the very same page, then dig much deeper and use that info to notify your Google Ads method.

For instance, if the video start metric continuously has more event hits than the scroll metric (specified as the User getting at least 90% of the way down a page) on your landing page, think about moving products up on the page that are more important than the video like a sign-up button.

Or, you can even decide to utilize the video to get sign-ups by playing the very first 30 seconds and making users sign-up to watch the rest.

A better-performing landing page will always make your PPC campaigns perform much better. So utilize information like occasion count to your advantage!

3. Develop Your Own Metrics With Custom-made Metrics

A custom-made metric is your chance to see structured information on nearly any parameter.

Google Analytics 4 gathers numerous metrics by default, however there are times when you require something besides the default. That is where custom metrics can be found in.

Screenshot from GA4, October 2022 Screenshot from GA4, October 2022

  • Where to discover it: Set up > Customized Definitions.

Before we proceed to how you can utilize custom-made metrics in your Google Advertising campaigns, you initially need to execute them by means of Google Tag Manager or through customized JavaScript code.

You can find more info on how to do just that on Google’s official Analytics help website.

  • How to utilize it: Customized metrics are a terrific way to narrow the focus of your Google Advertising campaigns to target the best audience, with the right message, at the correct time. Google Advertisements is becoming significantly proficient at finding the broad swath of users that may be an excellent fit for your product or service. But, I have actually discovered that if you actually want to decrease certified public accountant, customized metrics are a terrific tool.

Custom metrics are all about coming down to the fundamentals of who your user is and what they do on your web property.

How many customers take a look at as a guest? The number of are signed in to an account? What page title regularly gets the most views? Which menu link is getting the most clicks?

These are all things trackable with custom metrics that narrate about your user.

As soon as you know the story, utilize that to enhance your Google Ads campaigns in the following ways:

  • Target a promotion at clients that took a look at as a guest, and get them back to produce an account.
  • Boost bids on keywords similar to popular terms in your page titles.
  • Usage that popular blog post as the basis for a brand-new landing page.
  • Develop a brand-new campaign centered around the page for that popular menu link.

It’s difficult to get specific here due to the fact that the options for what you can track and the decisions you can make based on that information is nearly limitless, but that’s likewise the excellent part about customized metrics.

Custom-made Audiences

One product I wanted to particularly accentuate is how beneficial metrics from GA4 can be for your Google Advertising campaigns when they are used in the development of customized audiences.

Here are some real-world examples of how GA4 Metrics can be used to produce custom-made audiences for Google Ads campaigns:

Active Users

Active Users are prime prospects for remarketing given that you currently understand they seem thinking about what you offer.

Add every Active User to an audience and remarket to them with Show advertisements to get them back to your site so they can become a consumer.


Among the easiest ways to improve the ROI of your Google Advertising campaigns that is typically missed out on is developing customized audiences with the explicit purpose of not marketing to them.

The buyers metric is a fine example of this due to the fact that you can create an audience with all users who have actually made a purchase and after that omit that audience from all your Google Ads campaigns.

Landing Page Conversion Rate

Imagine you’re examining your analytics, and you see that one of your 5 landing pages has an incredibly bad conversion rate compared to the others.

You can create an audience of all the users from the bad landing page and specifically remarket to them with display screen ads that take them to the landing page with the best conversion rate.

You can even produce an offer or unique message simply for them that you include in the Google Show advertisements that you create for the campaign.

Occasion Count

Does the “Pricing Options menu click” event appear to always have the greatest count monthly?

You can include all visitors that clicked the “Prices Choices” menu button to a GA4 audience and remarket to them with a complimentary trial offer for your software application.

Not just that, but you can develop another audience that targets visitors who clicked on the “Product Characteristic” menu and show them a totally different Google Advertisements Display project.

Average Session Duration

Let’s state you sell life insurance policies and notice that the higher the typical session period a user has on their first go to, the most likely they are to schedule a conference with you on their second visit to the site.

You can create an audience with every visitor that is in the top 50% of typical session duration and market simply to them.

Every metric provides hints about your audience, and they can all be used to create audiences in GA4 that can then be utilized with Google Advertising campaigns to better target your perfect user.

There Is So Much More For Google Analytics 4

These were simply 3 “hidden” metrics, but there are a lot more.

June 30th, 2023, is the last day UA will collect information on your website, so dig into the platform and start using GA4 data to enhance your Google Ads campaigns as quickly as possible.

More resources:

Featured Image: Sergey Nivens/Best SMM Panel