How to use data to drive marketing results with the new version of Google Analytics 4?
1. Support cross-device tracking: The data from the APP and the web are combined into a unified view.
2. More powerful data visualization: Advanced analysis reports allow companies to freely combine the dimensions and indicators they want to view.
3. Intelligence: Automatically discover insights and traffic anomalies based on artificial intelligence, and achieve predictive marketing based on Google machine learning prediction algorithms.
At the same time, GA4 is divided into standard reports and custom reports. It starts from the perspective of traffic/visitor life cycle (acquisition, interaction, conversion, retention), rather than from the perspective of the company/independent station, as shown in the figure (standard report):
1. Customer acquisition
For business owners, the first thing is how to obtain accurate traffic more efficiently. Business owners can use GA4 to analyze the data of which channels/media the first-time users enter the independent site from. According to the traffic analysis of the independent site, the advertising strategy can be adjusted in a targeted manner to improve the advertising effect, and the channel visitor operation strategy can be optimized to expand the visitor group.
2. Interaction
Business owners hope that visitors will stay longer on the independent site, browse more pages, and interact with each other, so they need to know which pages visitors browse and how long they stay on the independent site. At the same time, they need to know in more detail what the visitor's entire browsing journey is like, which stages they have gone through, and what the loss of visitors (i.e. bounce rate) is at different stages. The company can then conduct investigations to optimize the visitor journey and shorten the visitor conversion cycle.
3. Conversion
Understand the effect of advertising, which channels/media have higher conversion rates, which products are more popular, and which channels each converted user has gone through. For B2B foreign trade companies, you can pay attention to CTA conversion button data such as visitors clicking on emails and submitting message forms. Only when business owners fully understand the effects of different media can they better formulate advertising strategies, understand the "synergistic efficiency" of each advertising channel, and then open the upper marketing funnel.
4. Retention
Companies also need to understand which visitors will come back after they have visited, and which converted visitors will make purchases. Only in this way can they better tap the value of remarketing groups and enhance corporate brand value, user loyalty and repurchase rate.
Through Google's new version of Google Analytics 4, data analysis can be viewed in multiple dimensions, helping foreign trade companies improve labor efficiency and marketing effectiveness at different links and stages in the entire online marketing chain.