Google Analytics 4: Three Metrics You Ought To Know To Optimize Google Ads

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The Google-mandated switch to Google Analytics 4 (GA4) is quick approaching.

Most online marketers comprehend the GA4 essentials, however there are still lots of advantages and features of GA4 that deserve understanding.

While there are numerous covert wonders of GA4, I have actually discovered a couple of noteworthy ones.

And since Google Analytics is all about numbers, here are 3 metrics marketers should understand to drive effect when enhancing Google Advertising campaigns.

What Is A Metric

Firstly, let’s review what a metric is to be on the same page.

The official Google definition of “metric” is:

“A quantitative measurement, such as an average, ratio, percentage, and so on. It’s constantly a number as opposed to text.”

While that definition might seem pretty easy, the word “metrics” is often confused with “dimensions.”

A dimension is a component or detailed element of the data, and the metric measures that information. For example, in Google Analytics 4, the name of an event that a user activates is the measurement.

And the variety of times the occasion was set off is the metric.

With the definition of the word metric outlined, let’s take a look at 3 fascinating metrics and how they can optimize your Google Ads campaigns.

1. Active Users

The Active Users metric is described by Google as:

“Any user who has an engaged session or when Analytics gathers:

  • The first_visit event or engagement_time_msec parameter from a site.
  • The first_open occasion or engagement_time_msec specification from an Android app.
  • The first_open or user_engagement occasion from an iOS app.”

That asks the question: What is an “engaged” session?

An engaged session is “the number of sessions that lasted longer than 10 seconds, or had a conversion occasion, or had 2 or more screen or page views.”

While all those specifics can get a little complicated, the main point to bear in mind is that an Active User is someone who seems somewhat interested in the content on your site.

The Active User metric is important for two reasons.

First, and most notably, it is considered the “primary” user metric in GA4. Whenever you see the metric “User” in GA4 reports, it describes the Active User definition.

In Universal Analytics (UA), whenever you observe the metric “Users,” it describes the “Total Users” meaning.

Second, this is a brand-new metric in GA4 that did not exist in UA, which just has the Overall Users and New Users metrics.

This brand-new metric permits a quick, in-depth look at the quality of users’ gos to and engagement level with your web material.

  • Where to discover it: Reports > Acquisition > Traffic Acquisition
  • How to utilize it: The most apparent method to make use of data on Active Users is to develop audiences for remarketing.

Screenshot from GA4, October 2022

Screenshot from GA4, October 2022

By creating audiences comprised of Active Users, remarketing will reach Active Users more likely to go back to your website and transform in the future.

This is a simple way to decrease your total expense per conversion(CPC)in your Google Ads campaigns. You can use custom audiences filled with Active Users in remarketing

lists for search advertisements or target them with a display campaign. The more specific you can

be with your ad copy and imaginative, the much better. A project targeting previous Active Users on your site will give you an excellent chance at transforming them at a lower cost than cold traffic.

There is more to come on the subject of custom-made audiences in the future in the article.

2. Event Count

The event count metric is considerable because it changes a comparable metric discovered in UA called Overall Occasions, which does not exist in Google Analytics 4.

Occasions are different animals in GA4 than they remain in UA. Google composes,

“Occasions represent a fundamental data model distinction in between Universal Analytics and Google Analytics 4 residential or commercial properties.”

The greatest thing to keep in mind is that now in GA4, all actions are considered events.

In UA, it was the opposite, as occasions had actually actions associated with them.

Occasions in GA4 are more high-level, and they are a broad metric needing deeper digging for granular information. On the other hand, events in UA are specific, self-contained units corresponding to particular actions.

For instance, in UA, you would create different occasions for each individual button on your website labeled “sign up.”

In GA4, you produce one occasion called “sign up button” that would be triggered whenever any sign-up button on your website is clicked.

  • Where to find it: Report > Engagement > Events
  • How to utilize it: Best utilizing event count depends on what your specific metrics notify. While I can’t inform you precisely what to do, I can tell you that the products getting the biggest occasion counts are things you want to monitor.

Screenshot from GA4, October 2022 Screenshot from GA4, October 2022

Certainly, regular occasions like pageviews and app opens will most likely always be at the top of your list.

However if you start to see an occasion that appears to be getting more hits than comparable occasions or occasions on the same page, then dig deeper and utilize that info to notify your Google Ads method.

For instance, if the video start metric continuously has more event hits than the scroll metric (specified as the User getting at least 90% of the way down a page) on your landing page, consider moving products up on the page that are more vital than the video like a sign-up button.

Or, you can even choose to utilize the video to get sign-ups by playing the first 30 seconds and making users sign-up to view the rest.

A better-performing landing page will always make your PPC projects carry out much better. So use information like occasion count to your advantage!

3. Create Your Own Metrics With Custom Metrics

A custom metric is your opportunity to see structured information on almost any specification.

Google Analytics 4 collects several metrics by default, however there are times when you require something other than the default. That is where custom-made metrics is available in.

Screenshot from GA4, October 2022 Screenshot from GA4, October 2022

  • Where to discover it: Set up > Custom Definitions.

Prior to we move on to how you can use custom-made metrics in your Google Advertising campaigns, you initially need to implement them via Google Tag Supervisor or via customized JavaScript code.

You can discover more details on how to do just that on Google’s main Analytics help website.

  • How to use it: Custom-made metrics are a terrific way to narrow the focus of your Google Advertising campaigns to target the ideal audience, with the right message, at the correct time. Google Advertisements is ending up being increasingly proficient at finding the broad swath of users that might be a good fit for your service or product. But, I have discovered that if you really wish to lower CPA, custom metrics are an excellent tool.

Custom-made metrics are all about coming down to the basics of who your user is and what they do on your web property.

How many consumers have a look at as a visitor? How many are signed in to an account? What page title regularly gets the most views? Which menu link is getting the most clicks?

These are all things trackable with custom-made metrics that tell a story about your user.

When you understand the story, use that to improve your Google Advertising campaigns in the following ways:

  • Target a promotion at clients that took a look at as a guest, and get them back to create an account.
  • Increase bids on keywords comparable to popular terms in your page titles.
  • Usage that popular blog post as the basis for a new landing page.
  • Develop a brand-new project focused around the page for that popular menu link.

It’s hard to get specific here since the choices for what you can track and the choices you can make based upon that information is almost endless, however that’s also the terrific part about custom-made metrics.

Customized Audiences

One product I wished to particularly bring attention to is how useful metrics from GA4 can be for your Google Ads campaigns when they are utilized in the production of custom audiences.

Here are some real-world examples of how GA4 Metrics can be utilized to develop customized audiences for Google Ads campaigns:

Active Users

Active Users are prime prospects for remarketing considering that you currently understand they appear thinking about what you provide.

Add every Active User to an audience and remarket to them with Display ads to get them back to your website so they can end up being a customer.


One of the most convenient ways to enhance the ROI of your Google Advertising campaigns that is often missed out on is producing custom-made audiences with the specific function of not marketing to them.

The buyers metric is a fine example of this because you can produce an audience with all users who have bought and then leave out that audience from all your Google Ads campaigns.

Landing Page Conversion Rate

Imagine you’re examining your analytics, and you see that a person of your five landing pages has an exceptionally bad conversion rate compared to the others.

You can create an audience of all the users from the bad landing page and particularly remarket to them with display screen ads that take them to the landing page with the very best conversion rate.

You can even produce an offer or special message just for them that you include in the Google Display advertisements that you develop for the campaign.

Event Count

Does the “Prices Alternatives menu click” occasion seem to constantly have the greatest count every month?

You can add all visitors that clicked the “Prices Choices” menu button to a GA4 audience and remarket to them with a free trial deal for your software.

Not just that, however you can develop another audience that targets visitors who clicked the “Item Features” menu and reveal them a totally various Google Advertisements Display campaign.

Typical Session Duration

Let’s state you offer life insurance policies and discover that the greater the typical session period a user has on their very first visit, the more likely they are to arrange a meeting with you on their 2nd visit to the website.

You can develop an audience with every visitor that is in the leading 50% of average session period and market just to them.

Every metric provides clues about your audience, and they can all be used to create audiences in GA4 that can then be utilized with Google Ads campaigns to better target your perfect user.

There Is A lot More For Google Analytics 4

These were simply three “hidden” metrics, but there are a lot more.

June 30th, 2023, is the last day UA will gather data on your website, so dig into the platform and begin utilizing GA4 data to optimize your Google Advertising campaigns as quickly as possible.

More resources:

Featured Image: Sergey Nivens/Best SMM Panel