Unlocking the Power of GA4: Harnessing Events and Custom Reports for Data-driven Insights

By Kelley Wake, Digital Account Director

Staying ahead of the competition requires making informed decisions based on accurate and insightful data. With the official launch of Google Analytics 4 (GA4) on July 1, businesses now have an even stronger tool to do just that. And though, as with all updates like this, it has its own level of controversy, but it’s not going anywhere so here’s our guide to making sure it works as effectively as possible. 

You are invited to GA4 Events

Events in GA4 offer a significant improvement over Universal Analytics in terms of reporting capabilities. Unlike Universal Analytics, which primarily focuses on page views, GA4 events allow you to track specific user interactions across your website or app. This expanded event tracking provides a far more granular understanding of user behaviour. This means you know how users engage with digital assets, so you know what you should be investing and developing more of with your sales team.

Measurement with custom reports

While Universal Analytics offers custom reports, GA4 takes this to a new level. It enables you to create tailored views of your data, aligning them precisely with your business objectives. Unlike Universal Analytics, which limits customisation to predefined dimensions and metrics, GA4 allows you to define custom dimensions and metrics based on your unique requirements. This flexibility means you can create comprehensive reports that uncover insights specific to your business, providing a more holistic view of your marketing and communications programmes that you can then clearly communicate with all levels of the business.

Getting these two elements right means you can see how users are behaving on the site, how they are engaging with content and then align this with your business goals and objectives. But you need to understand how to set this up correctly, otherwise: garbage in – garbage out.

Our team can support in set-up, training and ongoing measurement. Get in touch to see how you can make data-driven decisions with confidence and precision, gaining a competitive edge in your industry.