Google Analytics 4 (GA4) Guide

Google Analytics 4 (GA4) is revolutionising how tradesmen, like heating engineers, electricians, and builders, track and understand customer behaviour online. Learn more about it here.

Google Analytics 4 (GA4) is a comprehensive analytics tool for websites. It lets you see how users engage with your website, so you can adjust your marketing efforts for better engagement.

Here’s the thing: GA4 tracks data differently from the former Universal Analytics (UA), which might throw you off if you’re used to UA’s setup.

But what exactly is GA4, and how can it benefit tradesmen like yourself? Let’s get right into it.

What is Google Analytics 4?

Google Analytics 4 is the latest version of Google’s web analytics platform. It replaces Universal Analytics and is designed to provide deeper insights into customer behaviour across websites and apps.

What does this change mean for you?

You get more precise data collection capabilities such as event-based tracking which focuses on what visitors do when they land on your website. It’s less about tracking individual visitors and more about understanding their actions. GA4 offers a more flexible and comprehensive approach to data collection and analysis, making it easier to improve your marketing strategies, and build more effective marketing funnels.

What is GA4 Used For?

Building A SEO Strategy

You can connect GA4 with Google Search Console, helping you with two things:

  • Discovering which keywords are bringing people to your site
  • Seeing what visitors do once they arrive

This information can then help build your SEO strategy. For example, if a piece of content gets a lot of traffic and engagement, you could create more content around that keyword. You can also track visitor journeys to understand the path from initial visit to conversion. You can then use that knowledge to optimise internal linking structures, making it a great feature to use as part of your SEO strategy.

Improving Marketing Campaigns

Want to know if your marketing campaigns are a success or a dud? GA4 can help figure out which sources are bringing in engaged traffic during your campaigns.

With GA4’s ability to track behavior across different channels you get a clear picture of the entire customer journey. For tradesmen, this means you’re better equipped to fine-tune and optimise every step of that journey—right down to the finest details. You can see which marketing efforts are driving service requests, quote enquiries, or bookings, allowing you to adjust your strategies accordingly.

Reporting and Customisation

The reporting interface in GA4 is more flexible and user-friendly. You can customise reports to focus on the metrics that matter most to your business. This means you can create specific reports to track leads, service enquiries, or customer demographics, making it easier to tailor your marketing strategies and improve your services.

Event-Based Tracking

Unlike Universal Analytics, which relies heavily on sessions and pageviews, GA4 focuses on events. This means every interaction, such as clicks, form submissions, and video plays, is tracked as an event. You can track specific actions like quote requests, contact form submissions, or clicks on your service pages, providing deeper insights into what drives customer engagement.

Google Analytics 4 is an essential tool for tradesmen looking to use the power of data to grow their businesses. Its advanced features offer comprehensive insights into customer behaviour, enabling you to make informed decisions that enhance your online presence and customer engagement. Whether you're a heating engineer, electrician, or builder, leveraging GA4 can help you optimise your marketing campaigns, improve your SEO strategy, and understand the complete customer journey.

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