In March 2024, Google Analytics 4 abruptly introduced key event rate as a new website metric. The new definition of one of the most popular marketing metrics of all times, conversion rate shocked and confused marketers, analysts and business owners. If you are one of them, read on and learn how you can use GA4 key event rates to your advantage… GA4 key event rate in a nutshell Key event rate metrics in Google Analytics 4 are in fact conversion rates but only for traffic that is not generated by Google Ads.  GA4 distinguishes two types: the user key event rate and session key event rate ..read more

The Conversion Paths report in Google Analytics answers an important question about your marketing efforts. Which channels, campaigns, mediums and sources generated traffic that converted visitors into leads or customers? Let’s find out… Key takeaways The Google Analytics 4 Conversion Paths Report contains data about all the channels, campaigns, sources and mediums that generated traffic of users who triggered a conversion on your site, web shop or app. The report is populated automatically, but you need to have conversions set up in GA4.  Conversion attribution is a hot topic of debate ..read more

Conversions in Google Analytics 4 are the most important events that drive your business forward. Yet, many organizations don’t track conversions, or do it wrong. And that can seriously slow their growth or cost tons of money. Let’s fix that. Now.  Key Takeaways Conversions are often confused with KPIs, but they are different beasts. One distracts you, the other pushes your business forward. GA4 has some suggestions for conversions, but in most cases it is best to mark other events as conversions.  Businesses and the internet constantly evolve, and that’s why you have to review and ..read more

If you don’t back up your Universal Analytics data before the 1st of July 2024, you will lose your precious data forever. Luckily, you can export your data and reports directly in Google Analytics. It’s free, it’s easy. So, what’s the catch? Let’s find out.  Key Takeaways You can back up Universal Analytics until the end of June 2024. One easy way to do so is by exporting UA data in GA. You can choose between 3 different file types: PDF, spreadsheet, and CSV. Each type has pros and cons. This is a tedious and risky backup method. There are smarter, faster, and more reliable ways to make ..read more

Disclosure: When you buy through some links in this article, we may earn a commission There are many ways to back up your historical Universal Analytics data, and little time to do it. Each method has pros and cons. That makes it hard to choose the best solution to save your business-critical Google Analytics data. Unless you read further. Spoiler alert: the GA solutions are not the best in class.  After the 1st of July 2024, UA will be deleted. For ever.Key Takeaways Starting on the 1st of July 2024, Universal Analytics data will be deleted and you won’t have access to the interface any ..read more

Testing Google Analytics doesn’t require much effort and no advanced technical skills. Yet, testing is important to ensure GA collects data about your conversions, events, and anything else that can help you make data-driven business decisions. Before you dive in, make sure you have checked that Google Analytics is installed on your site.  All good? Buckley up for a test drive…. Key Takeaways Never assume that Google Analytics is tracking the data that is important to you. Testing Google Analytics requires no special technical skills. Using the real time report is the easiest way to test ..read more

Do you know what your visitors are searching for on your site or web shop? If not, free up some minutes to configure Google Analytics 4 to collect on-site search terms. In the reports, you will find useful insights about what your users really want to learn or buy from you. Excited? Let’s dive in… Key Takeaways Google Analytics 4 search terms refer to what people search on your site or web shop. That’s different from the search terms they use in Google, Bing, etc. Understanding the anatomy of the search query on your site is important to collect all the data you can get.  For 80% of the ..read more

GA4 segments give deep insights into what happens on your site or webshop in seconds. So, if you are not using segmentation yet, it’s time to learn how to cut your tasty web data pie into pieces and look for the sweetest parts. Hungry for more? Read on… Key takeaways Segments in GA4 are easy to set up and a smart way to analyze subsets of your web analytics data. In GA4, you can build segments based on data from users, sessions and events.  You can create GA4 segments in 3 different ways.  You can use these segments in exploration reports for a laser focused analysis about user beha ..read more

The Google Analytics 4 demographics report is a goldmine for data-driven marketers. Out-of-the box, GA4 shows, for instance, from which country your site or visitors are coming from. If users give their consent, you can also access anonymous data about their age, gender and interests. So, what’s the catch? Let’s find out… Key Takeaways GA4 automatically collects location and language data of users. If you activate Google Signals, you can also collect demographic information about the age range, gender and interests of your audience. To collect all demographic data, you have to comply with pri ..read more

Tracking users without cookies is the next big challenge for marketers in 2024. At first sight, the solution may seem easy. Replace your analytics and MarTech tools with cookieless alternatives. But is this really the best possible strategy? Let’s find out… Key Takeaways In 2024, 3P cookies will stop working.  Going cookieless as a business or organization has advantages. Thinking in terms of MarTech tools is less sustainable than completely rethinking your marketing and data collection strategies. Explore 5 alternative data collection strategies and implement them ASAP.  Download o ..read more