Google Analytics 4: Three Metrics You Should Know To Optimize Google Advertisements

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

Most online marketers understand the GA4 essentials, however there are still plenty of advantages and functions of GA4 that are worth knowing.

While there are many hidden wonders of GA4, I have actually discovered a couple of notable ones.

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

What Is A Metric

First and foremost, let’s examine what a metric is to be on the same page.

The official Google meaning 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 meaning may appear pretty basic, the word “metrics” is in some cases puzzled with “measurements.”

A dimension is an aspect or descriptive element of the data, and the metric steps that information. For instance, in Google Analytics 4, the name of an occasion that a user triggers is the dimension.

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

With the definition of the word metric laid out, let’s take a look at three interesting 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 occasion or engagement_time_msec specification from a site.
  • The first_open event or engagement_time_msec specification from an Android app.
  • The first_open or user_engagement occasion from an iOS app.”

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

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

While all those specifics can get a little complicated, the main thing to remember is that an Active User is someone who appears somewhat interested in the material on your site.

The Active User metric is essential for two reasons.

First, and most importantly, it is thought about the “primary” user metric in GA4. Whenever you see the metric “User” in GA4 reports, it refers to the Active User definition.

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

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

This new metric enables a quick, comprehensive look at the quality of users’ visits and engagement level with your web material.

  • Where to find it: Reports > Acquisition > Traffic Acquisition
  • How to use it: The most obvious way to utilize information on Active Users is to create audiences for remarketing.

Screenshot from GA4, October 2022

Screenshot from GA4, October 2022

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

This is an easy method to lower your overall cost per conversion(CPC)in your Google Ads campaigns. You can use customized audiences filled with Active Users in remarketing

lists for search ads or target them with a display screen project. The more particular you can

be with your advertisement copy and creative, the much better. A campaign targeting previous Active Users on your site will provide you a terrific possibility at converting them at a lower expense than cold traffic.

There is more to come on the subject of customized audiences in the future in the post.

2. Occasion Count

The occasion count metric is considerable due to the fact that it changes a similar metric found in UA called Total Events, which does not exist in Google Analytics 4.

Events are various animals in GA4 than they remain in UA. Google writes,

“Occasions represent a fundamental information design distinction in between Universal Analytics and Google Analytics 4 homes.”

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

In UA, it was the opposite, as events had actions related to them.

Occasions in GA4 are more top-level, and they are a broad metric needing much deeper digging for granular information. On the other hand, events in UA are specific, self-contained systems representing particular actions.

For instance, in UA, you would create separate events for every single specific button on your website labeled “sign up.”

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

  • Where to find it: Report > Engagement > Events
  • How to utilize it: Finest using occasion count depends on what your particular metrics notify. While I can’t tell you exactly what to do, I can tell you that the products getting the greatest occasion counts are things you want to keep track of.

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

Obviously, 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 similar events or occasions on the very same page, then dig much deeper and use that info to inform your Google Ads method.

For example, if the video start metric constantly has more event hits than the scroll metric (specified as the User getting at least 90% of the method down a page) on your landing page, think about moving items 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 very first 30 seconds and making users sign-up to enjoy the rest.

A better-performing landing page will always make your pay per click projects perform better. So use information like occasion count to your benefit!

3. Produce Your Own Metrics With Customized Metrics

A custom metric is your opportunity to view structured data on nearly any criterion.

Google Analytics 4 gathers quite a few metrics by default, but there are times when you need something aside from the default. That is where custom metrics comes in.

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

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

Before we move on to how you can use custom metrics in your Google Ads campaigns, you initially require to implement them via Google Tag Supervisor or via custom-made JavaScript code.

You can discover more info on how to do just that on Google’s main Analytics assistance site.

  • How to use it: Customized metrics are an excellent way to narrow the focus of your Google Ads campaigns to target the ideal audience, with the ideal message, at the correct time. Google Advertisements is becoming increasingly good at discovering the broad swath of users that might be a great suitable for your service or product. But, I have discovered that if you actually wish to decrease certified public accountant, custom-made metrics are an excellent tool.

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

How many clients take a look at as a guest? The number of are checked 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.

As soon as you know the story, utilize that to improve your Google Ads campaigns in the following ways:

  • Target a promotion at customers that took a look at as a guest, and get them back to create an account.
  • Boost bids on keywords similar to popular terms in your page titles.
  • Use that popular blog post as the basis for a brand-new landing page.
  • Produce a new project centered around the page for that popular menu link.

It’s difficult to get particular here due to the fact that the choices for what you can track and the decisions you can make based on that information is almost endless, however that’s likewise the great part about custom metrics.

Customized Audiences

One item I wanted to particularly accentuate is how helpful metrics from GA4 can be for your Google Advertising campaigns when they are utilized in the development of custom-made audiences.

Here are some real-world examples of how GA4 Metrics can be utilized to create custom audiences for Google Advertising campaigns:

Active Users

Active Users are prime prospects for remarketing since you currently know they seem interested in what you provide.

Include every Active User to an audience and remarket to them with Display advertisements to get them back to your website so they can become a customer.


One of the simplest ways to enhance the ROI of your Google Ads campaigns that is frequently missed out on is producing custom-made audiences with the explicit purpose of not marketing to them.

The purchasers metric is a good example of this due to the fact that you can develop an audience with all users who have made a purchase and after that exclude that audience from all your Google Advertising campaigns.

Landing Page Conversion Rate

Picture you’re examining your analytics, and you see that a person of your 5 landing pages has an exceptionally bad conversion rate compared to the others.

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

You can even develop an offer or unique message simply for them that you include in the Google Display advertisements that you develop for the project.

Occasion Count

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

You can include all visitors that clicked the “Rates Alternatives” menu button to a GA4 audience and remarket to them with a free trial deal for your software application.

Not only that, however you can produce another audience that targets visitors who clicked the “Product Characteristic” menu and show them a totally various Google Advertisements Display campaign.

Average Session Duration

Let’s say you offer life insurance coverage policies and notice that the greater the average session period a user has on their first check out, the more likely they are to arrange a conference with you on their second see to the website.

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

Every metric offers ideas about your audience, and they can all be utilized to produce audiences in GA4 that can then be utilized with Google Ads campaigns to better target your perfect user.

There Is So Much More For Google Analytics 4

These were just 3 “concealed” metrics, but there are much more.

June 30th, 2023, is the last day UA will collect information on your site, so dig into the platform and start using GA4 data to optimize your Google Ads campaigns as soon as possible.

More resources:

Included Image: Sergey Nivens/Best SMM Panel