Data Analytics Advanced
- How to Win with GA4
GA4 Wins
GA4 Quick Wins
Automated Reporting &
Alerts Feature Analysis (Error, Conversion Paths / Exit
(Email, Slack, Figma, WA) Forms, Search, Promo) Paths
Product Performance Marketing Channel
Insights Effectiveness Sales Trends Analysis
Use Case Overview
Automated Reporting & Alerts
Build reporting to keep everyone accountable & informed.
Channels include - TV / Email / WhatsApp / Slack / Figma
Build Reporting for Teams/Individuals
Reporting keeps everyone informed about the progress & quickly identify the impact of the changes going
live such as campaigns, website changes, updates or pricing changes. Teams/Individuals can be also
assigned monthly goals based on their work roles.
Individual Reports Team Updates
Daily / Weekly Detailed Dashboards Daily / Weekly update Dashboards
Type: Web Dashboards Type: TV, Web, Mobile Dashboards
Daily / Weekly updates about Key Metrics Daily / Weekly updates about Key Metrics
Channels: Email, Slack, WhatsApp Channels: Email, Slack, WhatsApp
Feature Analysis
Assess effectiveness of your website features such as Search, Promo, Checkout, Errors
etc.
Search
Promo Code
Feature Analysis
Feature Analysis try to understand what is going on with the features. Are they being utilised ? If utilised,
do they really help users ? How can those features be utilised more effectively to help customers.
Search Box Promo Code Checkout Forms & Errors
% Users using Search % Users using Promo Code % Users dropping from Checkout
Conversion Rate with / without Conversion Rate with / without Form Field Drop-offs
Search Promo
Form Friction Points
Trending Search Terms Trending Promo Codes
Form Errors
Search Issues (No Results) Promo Code Issues
Search Drop-offs Promo Code Drop-offs
Conversion Paths / Exit Paths
Assess patterns in customers who convert or exit.
Search
Checkout
Home
Convert
Add To Cart
Conversion Paths / Exit Paths
User Conversion / Exit Journey provides you a detailed step by step analysis of customer journeys that
lead to conversion. These insights can be very useful in understanding customer pain points & making a
purchase journey smoother on your website/app.
Total Journeys = 1000 Conversion Journeys = 200 Exit Journeys = 800
Home Search AddToCart Search Checkout Convert 100
Home Search x 3 Product Page Promo Checkout Convert 60
Blog Product Page Product Page Checkout Convert 40
Home Search Search Search Product Exit 400
Home Search x 3 Product Page Promo Promo Exit 300
Blog Product Page AddToCart Search Exit 100
Product Performance Insights
Assess product level insights and identify issues for each product.
Product Performance Insights
Visibility Issues Product Sentiments
Product is not seen by enough Review Analysis to generate
users product level insights
Bundling Options Product Pricing
Creating bundling ideas for Understanding pricing insights
purchasing higher quantity from reviews & AddToCart Rate
Product Sale Trends Cart Abandonment
Identify worrying / growth trends % Times Product was part of the
from product sales data abandoned cart
Marketing Channel Effectiveness
Assess performance of your marketing channels.
Channel Effectiveness = fn { Traffic Quality, Traffic Volume, Conversion Rate }
Total Traffic
Quality Traffic
Converted Traffic
Marketing Channel Effectiveness
Optimize
Channel
Quality
Conversion Traffic Improve Prioritize
Rate RoI Investments
Optimize : Identify gaps in audience targeting, creative messaging, or monetization strategies.
Improve RoI: Reallocate resources to channels that deliver high-quality traffic or strong revenue.
Prioritize Investments: Focus on channels that strike a balance between volume, quality & revenue.
Marketing Channel [Quality x Volume]
Traffic
Needs
Quality Scaling
High
Google
Search
Instagram
Ads
Medium Email
Needs Review
Display
Ads
Organic Video Ads
Low
Social
Traffic
Low Medium High Volume
Marketing Channel [Revenue x Volume]
Traffic High
Quality Dependency
High
Instagram
Organic Ads
Social Google
Search
Medium Email
Needs Review
Display
Ads
Video Ads
Low
Traffic
Low Medium High Volume
Marketing Channel Attribution
Assess role of your marketing channels & budget allocation.
Marketing Attribution [Credit Distribution]
Attribution is the process of identifying and assigning credit to the marketing channels, touchpoints, or
campaigns that contribute to a desired outcome, such as an ecommerce sale.
Instagram Google
Video Ads Direct Conversion
Ads Search
GA4
Traffic 0 + 0 + 1 + 0 = 1
Reports
Attribution
Models 0.3 + 0.2 + 0.4 + 0.1 = 1
Marketing Attribution [Overlap]
Channel Overlap diagram visually represents how different channels overlap while contributing to
conversions or customer journey.
Direct Google
Search
12 13
11
Instagram
Video Ads 5 14 Ads
6 10 15
1
7
2 9
3 8
4
Marketing Attribution [Assist x Convert]
CX Journey diagram visually represents role of different channels contributing to conversion journey for the
customers.
Organic Instagram Google
Video Ads Direct Conversion
Social Ads Search
Assist/Convert Assist/Convert Assist/Convert
R>1 R~1 0<R<1
Assisting Assisting +
Conversion
Channels Conversion
Channels
Channels
Marketing Attribution [Budget Allocation]
Budget Allocation table in attribution highlights the credits distributed as per data-driven model vs budget
allocation leading to understand - overspend / underspend.
Channel Name Revenue Credited Revenue (%) Channel Spend Spend (%)
Facebook Ads INR 1,00,000 10% INR 1,00,000 10%
Google Paid Search INR 2,00,000 20% INR 3,00,000 30%
Instagram Ads INR 3,00,000 30% INR 4,00,000 40%
Display Ads INR 4,00,000 40% INR 2,00,000 20%
Underspend Overspend
Sales Trends Analysis
Understand the trends in your data.
Sales Trend Analysis
Sales Trends help you identify the different components that contribute to your sales in a given period of
time and help uncover products that trend in specific seasons. Combine Sales Trends with other analysis for
powerful insights. Such as Sales Trends + Drop-off Analysis.
Seasonal Cyclical Trend
Regular, predictable patterns Long-term fluctuations that are Refers to the long-term
that occur at specific intervals not fixed to a specific time direction in data, whether
within a year frame but occur over a longer upward or downward
period
For example, For example, For example,
Holidays, Weather changes, or Economic recessions or Booms, Technological Advance,
Event Season Policy Changes Consumer Preference, Market
Conditions
Thank You.
GA4 Made Easy.
Appendix
Extra Resources
Use Case Description
● Create a Team Dashboard for KPI Tracking
TV+WhatsApp Reports
● Send individual WhatsApp Alerts with Goals to achieve.
● Error faced by customers on Website, Forms, Conversion Journey.
Error Tracking & Fix
● Javascript Errors recorded on Tech-side + User’s Console.
● Understand top converting user journeys on your website, identify
User Journey / Exits back and forth, errors, journey patterns to discover insights.
● Understand the exit patterns and identify unwanted exits.
● Understand the performance of each product/campaign, and
Product/Campaign
problems associated with the product/campaign - low demand, low
Performance
visibility, low conversion, etc.
● Understand the effectiveness of promo code function. Identify people
Promo Code Effectiveness
drop-off from promo codes, high converting promo codes, etc.
Use Case Description
● Track Search Keywords, No Result Found Keywords, Identify trends (if
Search Optimization
any), Understand Search Usage and Effectiveness.
● Identify sales trends & cyclicity of each product category / product
Sales Trends Identification
based on the past 1 year data. Use to plan campaigns, messaging etc.
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