7 Analytics Tactics to Get More Traffic & Sales Using Google Analytics 4

GA4 Analytics Strategies

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10 Google Analytics 4 reports for monitoring of basic metrics

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10 Google Analytics 4 reports for monitoring of basic metrics

In today’s digital world, understanding how to navigate the complexities of online marketing is crucial for success. One essential tool in this space is Google Analytics 4, a powerhouse for insights and strategies that can drive your business forward.

But using this platform is more than just looking at numbers. It's about finding ways to enhance your marketing funnel, refine lead generation strategies, and use data to make data-informed decisions.

Utilizing Google Analytics tips is a strategic way to unlock these secrets and drive business success.

Here's a comprehensive guide that covers seven actionable Google Analytics tips and tactics designed to leverage GA4, to help you boost your website traffic and enhance sales performance.

1. Discover the Best Channels for Each Stage of the Marketing Funnel

In navigating the intricate journey from awareness to action, identifying the optimal channels is key. Delve into our insights on channel selection for each stage of your marketing funnel, guiding you to strategically wield social media, content marketing, SEO, and more.

What is a Marketing Funnel?

A marketing funnel is a series of stages that a potential customer goes through to become an actual customer. These stages typically include attention, interest, desire, and action.

The best marketing channels for each stage of the sales funnel can vary depending on the product or service offered and the target audience. But generally speaking, the following channels are considered to be effective at particular stages:

Awareness Stage

Social media, content marketing, search engine optimization (SEO), and public relations (PR) are often used to create awareness of a product or service.

Interest Stage

Promotional emails, webinars, and lead magnets (such as e-books or white papers) can be used to generate interest in a product or service.

Desire Stage

Case studies, customer testimonials, and free trials can be used to build a desire for a product or service.

Action Stage

Retargeting, direct mail, and special promotions can be used to encourage customers to take action and make a purchase.

Retention Stage

Email marketing, customer service, and loyalty programs can be used to retain customers and encourage repeat purchases.

It's worth mentioning that the best marketing channels for prospective customers at each stage of the sales funnel may change over time, and that a combination of channels is often used to achieve the best results.

Utilizing funnel visualization tools in Google Analytics 4 can significantly enhance your understanding of this process, showing not only the stages of your marketing funnel but also how many visits each stage receives, providing a graphic representation of the conversion funnel from initial contact through various stages of the marketing funnel until a sale is completed. It's also important to track and create reports to measure the effectiveness of channels and to adjust your approach as needed. Google Analytics 4 reports will help you with this.

Setting up a data stream in Google Analytics 4 is crucial for capturing real-time data from your website, which helps in understanding immediate user interactions and behaviors.

User Acquisition Report

Utilize the User Acquisition report to gain an understanding of how many visitors and new users discovering your website or application for the first time via your Google Analytics account. This distinct report contrasts with the Traffic Acquisition report, which concentrates on the sources of new sessions, irrespective of whether it's a new user or a returning one.

User Acquisition Report

Understanding user behavior across different devices and sessions is crucial, and data from Google Analytics account can provide valuable insights into active users' cross-device behavior.

Monitoring the behavior of active users through Google Analytics 4 can provide deep insights into user engagement and retention strategies, enabling targeted improvements.

Monitoring traffic and conversions to a specific exit page is crucial for a deeper understanding of advanced segments of the customer journey.

Traffic Acquisition Report

The Traffic Acquisition report shows where new and returning users come from. What is the difference between the User Acquisition and Traffic Acquisition reports? They attribute conversions to different parts of the user journey.

The User Acquisition report focuses on the first traffic source that led a visitor to your website.

The Traffic Acquisition report focuses on the most recent traffic source that led a visitor to your website. It's crucial to accurately set up the tracking code (GA code) on all site pages to ensure comprehensive data collection, which in turn, enhances the report's accuracy by providing detailed insights into the most recent traffic sources leading website visitors back to your site.

Understanding the bounce rate for different traffic sources in the Traffic Acquisition report can help identify which channels are effectively engaging visitors and which might be causing them to leave prematurely.

Analyzing direct traffic through Google Analytics helps in identifying users who are directly entering your website’s URL, indicating strong brand recognition and loyalty.

Incorporating data from your Google Ad campaigns into Google Analytics 4 will give you a comprehensive understanding of advertising performance and ROI across your digital strategies.

Analyzing direct traffic through Google Analytics helps in identifying users who are directly entering the URL of your website, indicating strong brand recognition and loyalty.

For those who are familiar with attribution modeling, the User Acquisition report uses first-click attribution, while the Traffic Acquisition report uses last-click.

Traffic Acquisition Report

Analyzing how users behave at exit pages through Google Analytics can help identify potential barriers that cause user drop-offs.

Utilizing custom funnels in Google Analytics 4 provides detailed insights into the user journey, helping marketers pinpoint critical conversion points.

Utilizing paid search data within Google Analytics 4 allows marketers to track the effectiveness of their paid advertising efforts and optimize their ad spending for better conversions. Assisted conversions data provides insights into how various marketing touchpoints contribute to the final conversion.

Don’t forget about the session conversion rate by channel. Most likely, you will have a lot of conversions from direct sources.

OWOX server-side tracking helps solve this problem. It reduces the share of direct/none traffic by 21% or more and correctly redistributes 30% or more of transactions and revenue to other sources and channels. Thanks to this, the marketing team can better meet their KPIs and more quickly defend their budget.


Conversion Paths Report

Use the Conversion Paths report, employing essential Google Analytics tips, to understand your customers’ paths to conversion and gain insight into how different attribution models distribute credit along those paths.

Conversion Paths Report

Using the Top Conversion Paths report, you can visualize the attribution data in a sequence. This shows you the common order in which users discover your brand, become brand-aware, make considerations, and complete purchase decisions. You can use this data to drive more sales by leveraging each platform for their strengths.

Note: As announced by Google, the first click, linear, time decay, and position-based attribution models are already gone in Google Analytics 4. If you want to keep using these attribution models, you can build them with OWOX BI in just a few clicks.


Effective conversion tracking set up in Google Analytics 4 is essential for measuring the success of your marketing campaigns and understanding which channels drive the most valuable actions.

Monitoring traffic and conversions to a specific page is crucial for a deeper understanding of advanced segments of the customer journey, highlighting the importance of setting alerts for unusual activity on such pages.

2. Create High-converting Promotional Materials

Unlock the power of persuasion by crafting irresistible promotional materials. Learn how to transform blog articles into lead magnets that captivate your audience and drive conversions, all while leveraging the latest tools and strategies.

What is a Lead Magnet?

Lead magnets are typically digital content such as e-books, white papers, guides, checklists, templates, videos, or free trials that provide valuable information, insights, or resources to the target audience.

They are designed to entice visitors to a website or landing page and convince them to opt in and provide their contact details, thereby becoming leads that the business can follow up with for further marketing and sales efforts.

Effective lead magnets are highly relevant to the target audience and align with the business’s products or services. They should offer a solution or an answer to a problem or question that the potential customer is seeking, creating a win-win situation where the customer receives valuable content and the business gains a lead that can be nurtured into a customer.

Utilizing 'site search' data from Google Analytics can further refine lead magnets based on what users are actively searching for on your site, ensuring the site content is precisely what your audience needs.

To optimize user experience, leveraging site search insights from Google Analytics allows you to understand what visitors are looking for, enabling you to tailor content and navigation paths effectively.

Convert the Best Blog Articles into High-converting Lead Magnets

Create content in a way that adds value and entices readers to opt in and provide their contact information. Here's a step-by-step process to help you convert your blog articles and website content into effective lead magnets:

Find your best-performing blog articles

Review your blog analytics and identify articles that have generated high traffic, engagement, and positive feedback from readers.

The core message or value proposition

Identify the core message or value proposition of each blog article. Understanding the main takeaway will help you create a lead magnet that aligns with the article's content.

Consider the best lead magnet type

Make sure to pick the lead magnet that would align with your overall marketing strategy and work best for your target audience and the article's content. It could be an e-book, a checklist, a template, a mini-course, a video tutorial, or any other format.

Provide more value with additional content

Add more details, examples, case studies, or actionable steps that the reader can follow. The goal is to provide additional value and make the lead magnet more in-depth than the original blog post.

Lead magnet design and format

Ensure that the lead magnet has an appealing design and professional formatting.

Include a strong call-to-action (CTA)

Clearly communicate the benefits of the lead magnet and why readers should download it.

Promote the lead magnet

Leverage various marketing channels to promote your lead magnet. Ensure that the blog article itself includes a prominent call to action to download the lead magnet.

Consider Average Engagement Time and Views Using Google Tag Manager

Using Google Tag Manager is crucial for accurate data collection and compliance with data privacy regulations, especially when implementing tracking codes, and custom parameters and managing consent settings for analytics tools.

By leveraging event tracking with Google Tag Manager, custom dimensions, custom definitions, custom alerts, intelligence events reporting, and segmentation in Google Analytics 4, you can effectively analyze the average engagement time and views of your lead magnets.

Utilizing custom definitions in Google Analytics 4 can further refine your data segmentation and analysis, providing more granular insights into user behavior and conversion metrics. Leveraging intelligence events in Google Analytics 4 allows marketers to automate anomaly detection and get alerts about significant changes in data patterns.

Analyzing tablet traffic through Google Analytics helps in identifying how different devices interact with your website, which can inform device-specific optimizations. Analyzing the bounce rate through Google Analytics helps in identifying user engagement levels and potential content or usability issues. In your custom report, you can add a secondary dimension to measure different aspects of user engagement with your lead magnet.

Ensuring analytics data accuracy through proper configuration and analysis of event tracking is essential for obtaining reliable insights.

These insights will assist you in optimizing your lead magnet strategy, understanding audience preferences, and improving your overall marketing efforts.

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Measure CPO and ROAS in GA4

With the transition to Google Analytics 4 (GA4), the way you track and analyze engagement metrics like average engagement time and views has changed, emphasizing the importance of site speed in user engagement metrics.

Here’s how you can consider these metrics for lead magnets in GA4:

  1. Set up event tracking: Define an event to track when a user engages with your lead magnet, such as when they click to download it or view it. This step is crucial for excluding internal traffic and integrating Google Analytics data with tools like SEMrush for comprehensive marketing analytics.

  2. Configure event parameters: When setting up your event, you can include additional parameters to capture more information about the engagement. For example, you can pass the lead magnet’s title or category as an event parameter to create custom segments and analyze engagement by different lead magnets.

  3. Create a custom report: Next, you need to create a custom report that includes the event you set up to track engagement with your lead magnet. You can include dimensions such as event name, event parameter values, and metrics such as total events and unique events.

  1. Add the average engagement time metric: In your custom report, you can add the average engagement time metric to measure how long users typically engage with your lead magnet. This will provide insights into how engaging and valuable your lead magnet is to your audience. Additionally, by utilizing custom segments in Google Analytics 4, you can dive deeper into user interactions, customizing data views to better understand different user groups and their behaviors.

  2. Analyze views: By tracking the event you set up for lead magnet engagement, you can analyze the total events metric in your custom report to understand the number of views each lead magnet receives. This will help you gauge the popularity and reach of your lead magnets.

  3. Apply segmentation: GA4 allows you to segment your data based on various dimensions to gain deeper insights. By leveraging custom segments in Google Analytics 4, marketers can tailor their analysis to specific user behaviors and demographics, enhancing targeted marketing strategies. You can segment your lead magnet engagement data by different dimensions such as traffic source, user demographics, or behavior.

  4. Set conversion goals: To measure the effectiveness of your lead magnets in generating conversions, you can set conversion goals in GA4. As you transition from Universal Analytics to Google Analytics 4, understanding the differences in data modeling is crucial for maintaining accurate tracking and reporting. A real-time report in Google Analytics 4 allows for immediate monitoring of user interactions, providing up-to-the-minute data. A conversion goal could be successful from submission or a purchase that occurs after a user engages with your lead magnet. By tracking these goals, you can evaluate the overall impact of your lead magnets.

    3. Understanding the Source of a Conversion Rate Drop

    By comparing different periods of top conversion paths in different reports and analyzing the cause of a drop in conversions, you can reverse engineer successful strategies to replicate past successes. You can also gain valuable insights to make informed decisions and implement strategies to improve your conversion rate.

    Compare the conversion data. Look for the relevant date range and conversion metric and compare the performance between the two date range periods you selected. You may see the number of conversions, conversion rate, and other related metrics.

    Understanding the source of a conversion drop

    To understand the source of the drop in conversions, consider the following aspects:

    • Traffic sources: Examine the different channels or sources of traffic during both periods. Are there significant changes in the volume or quality of traffic from specific sources?

    • Campaign performance: Evaluate the performance of any marketing campaigns or initiatives that were active during the periods you are comparing. Look for any variations in campaign performance that could have influenced the conversion rate.

    • Website changes: Assess any changes or updates made to your website during the periods under analysis. Could any modifications to the user experience, design, or navigation have impacted conversions?

    • External factors: Consider any external factors or events that might have influenced user behavior and conversion rates. This could include industry trends, seasonality, or changes in customer preferences.

    Leverage other features within GA4 to gain further insights. For example, you can segment data by different dimensions such as demographics, mobile devices, or landing pages to identify specific areas where the drop in conversions occurred.

    Take action. Based on your analysis, develop a plan of action to address the causes of the conversion drop. This might involve optimizing marketing campaigns, improving the user experience, or making adjustments to your website or landing pages.

    4. Find the Most Converting Organic Keywords

    The availability and accuracy of organic keyword data in GA4 may vary compared to previous versions of Google Analytics due to changes in privacy policies and keyword visibility. Additionally, Google’s emphasis on secure searches means that a significant portion of organic keyword data may be classified as “Not Provided.”

    In addition, queries as a report in Google Search Console won’t show conversions. So what can you do about this?

    Pro tip: Go to the Traffic Acquisition report and filter to show only organic traffic from Google. Add the dimension Landing page + query string, and then sort the search terms (search queries) by conversions:

    Now go to Google Search Console and search by pages that generated the most conversions in the previous report. This is a bit of a manual process, but it works.

    By analyzing organic search data, using Google Analytics tips, you can identify high-converting keywords and understand how your audience is finding you through organic search. This insight is crucial for optimizing your SEO strategy. Focus on these organic keywords by creating targeted content, improving meta tags, or enhancing your website’s relevance and user experience.

    Additionally, consider using search terms from organic search to create new product pages, thereby enhancing your PPC strategy with data-driven insights.

    5. Discover More Opportunities (partnerships, affiliate programs)

    By reviewing referral traffic data in Google Analytics 4, you can identify third-party websites that are already sending traffic to your site. This information can help you understand the effectiveness of your referral efforts, discover new partnership opportunities, and optimize your website to enhance user engagement and conversions from referral sources. For example, you can offer affiliate deals, guest blog posts, or partnerships.

    To find websites that are already sending traffic to yours, go to the Traffic Acquisition report and filter by source/medium contains referral.

    Review referral sources. Check the number of conversions, revenue, and session volume. Analyze the websites that are sending traffic to your site and assess their relevance and quality. Look for patterns, identify top-performing referral sources, and consider the potential value of the traffic they bring.

    6. Add non-Google Advertising Costs to Google Analytics 4

    If you use multiple advertising services and platforms to promote your products, it’s a good idea to combine all ad cost data in a single report.

    Add non-Google advertising costs to Google Analytics 4

    This report allows you to compare the performance of all ad platforms in one powerful tool together. Additionally, setting an appropriate date range in Google Analytics 4 helps in comparing data over specific periods, offering insights into seasonal trends or the effectiveness of particular marketing campaigns. 

    In addition to ad cost data, you can send additional information from advertising services such as Facebook or Bing to Google Analytics 4 to deeply analyze your campaigns’ efficiency. You can use this data to decide if your channels pay off and reallocate your budget by comparing views, ad costs, CTR, ROAS, and other metrics across all traffic sources.

    Note: You’ll be able to see this report only after you set up cost data importing.

    Use OWOX BI to automatically collect and merge all advertising data in Google Analytics 4. Our platform helps you avoid constant manual work when making marketing reports using Google Analytics.


    Linking your Google Analytics account with other Google products like Google Ads and Search Console is crucial for a more comprehensive analysis of advertising performance across platforms. Monitoring your site's performance through integrated Google Analytics tools provides a holistic view of your marketing effectiveness.

    By linking your Google accounts, you can consolidate data across platforms, providing a holistic view of your marketing efforts and enhancing the effectiveness of your Google Analytics setup.

    7. Blend Data From Different Sources

    Blending data from different sources with OWOX BI, guided by Google Analytics tips, can greatly enhance your flexible reporting data analysis capabilities. Audience reports in Google Analytics 4 provide detailed insights into user demographics, behavior, and preferences, which are crucial for targeted marketing.

    Here are a few reasons why blending data with OWOX BI is advantageous:

    1. Get a comprehensive view of your marketing performance: By blending data from multiple sources such as Google Analytics, advertising platforms (Google Ads, Facebook Ads, etc.), CRM systems, and others, you can create a unified view of your marketing performance. This enables you to understand the complete customer journey, analyze the impact of different marketing channels, and make data-driven decisions based on comprehensive insights.

    2. Achieve greater data accuracy and consistency: OWOX BI ensures data accuracy and consistency by automating data collection, integration, and transformation. It reduces the risk of human error and eliminates the need for manual data consolidation, saving time and effort. Blending data from various sources into a single, reliable dataset helps to ensure that you're working with consistent and accurate information.

    3. Attain deeper analysis and advanced insights: Blending data from multiple sources allows you to perform more advanced analysis and gain deeper insights. You can combine data dimensions and metrics from different platforms to uncover correlations, identify trends, and discover valuable insights that would be difficult to find when analyzing data from individual sources separately. This comprehensive analysis can drive better marketing strategies, campaign optimizations, and overall business decision-making.

    4. Benefit from enhanced reporting capabilities: Blending data enables you to create custom reports and dashboards that provide a comprehensive view of your marketing performance. With OWOX BI, you can easily visualize and present data from different sources in a unified manner, making it easier to track key performance indicators (KPIs) and communicate insights to stakeholders. Custom reports and dashboards can be tailored to your specific business needs, allowing you to focus on the metrics and dimensions that matter most to your organization.

    5. Make data-driven decisions: Blending data from different sources provides a more complete and accurate picture of your marketing initiatives. This, in turn, facilitates data-driven decision-making. With comprehensive insights derived from blended data, you can make informed decisions about budget allocations, marketing strategies, targeting, campaign optimizations, and customer segmentation. Making sure you're analyzing the right data in Google Analytics is key to driving better business outcomes. This helps you maximize the effectiveness of your marketing initiatives and drive better business outcomes.

    In summary, blending data from different sources with OWOX BI offers a comprehensive and accurate view of your marketing performance, facilitates deeper analysis and advanced insights, enhances reporting funnel visualization capabilities, and enables data-driven decision-making. By leveraging blended data, you can optimize your marketing strategies and drive better results for your business.

    Conclusion: 7 Actionable Tips Google Analytics Provides to Boost Your Marketing Efforts

    In conclusion, implementing effective strategies within Google Analytics is crucial for optimizing your online presence and driving business success. By leveraging the insights and tactics outlined in this guide, you can unlock the full potential of Google Analytics 4 and take your marketing performance to new heights.

    Here are seven actionable tips to maximize your use of Google Analytics:

    1. Monitor website traffic using User Acquisition and Traffic Acquisition reports.

    2. Utilize funnel visualization tools to understand how users behave.

    3. Set up data streams and event tracking for real-time insights.

    4. Track conversions to measure marketing campaign effectiveness.

    5. Analyze organic keyword data to optimize SEO strategy.

    6. Explore partnership opportunities and affiliate programs.

    7. Blend data from different sources using tools like OWOX BI.

    By following these tips and tactics, you can tap into the power of Google Analytics to drive more traffic, enhance sales performance, and achieve your business goals. Unlock the full potential of Google Analytics today and propel your business forward!

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    • How can I ensure GDPR compliance when using Google Analytics 4 and other analytics tools?

      Ensure GDPR compliance by obtaining user consent for data collection, anonymizing IP addresses, and providing opt-out options for data tracking.
    • What steps can I take to optimize lead magnet performance tracked through Google Analytics 4?

      Optimize lead magnet performance by analyzing engagement metrics, refining content relevance, improving design, and strategically placing call-to-action (CTA) buttons.
    • How can I effectively blend data from different sources using OWOX BI for enhanced analysis?

      Blend data from various sources with OWOX BI to gain a comprehensive view, ensure data accuracy, attain deeper insights, and make informed, data-driven decisions.

    icon Get in-depth insights

    10 Google Analytics 4 reports for monitoring of basic metrics

    icon Get in-depth insights

    10 Google Analytics 4 reports for monitoring of basic metrics