Get to Know Google Analytics 4 Properties
With the latest Google Analytics experience, you can examine your data in new ways, without the limitations of pre-defined reports. Discover how to use the features and navigate the interface of Google Analytics 4 properties.
In this module, you’ll learn:
- What’s new with reporting and analysis
- How to navigate the new reporting interface
- About some of the different techniques available in the Analysis tool
- How to find what you need with the search tool
The next generation of reporting and analysis
Reporting and analysis are complementary areas in the latest Google Analytics experience. They’re designed to provide actionable insights into your website and app data, so you can explore data and insights at the level you need, from technical analysis to high-level reporting.
If you’re using a Google Analytics 4 (GA4) property for the first time, the interface might look similar to Universal Analytics (UA) properties at first glance. But there are some key differences — let’s explore some of them below.
Historically, Google Analytics organized your data into predefined reports, designed to reveal valuable insights. As more features became available in Analytics over time, more and more new reports became available to cover these new use cases, until there were dozens of available reports.
If you’ve used Analytics in the past, you may have noticed that you can customize these predefined reports to an extent with Custom Reports. But if the information you’re looking for isn’t available in any of the existing reports, you may have difficulty finding the insight you’re looking for.
In GA4 properties, reporting is simplified. Instead of a very long list of predefined reports that try to cover every use case, a handful of overview reports each cover a single insight about your business in a summary card, like „What are your user demographics?“
If you want to go deeper, you can drill into a more comprehensive report by selecting the link at the bottom of each summary card. This experience gives you more flexibility and can provide you with deeper insights.
If you’re looking for insights that the reports don’t cover, the Analysis feature gives you more customizable ways to analyze your data. With Analysis, you can drag and drop the dimensions and metrics you’re interested in. You can also quickly and easily filter, segment, sort, and refactor your data to home in on the insights you care about.
Once you’ve discovered interesting data sets, you can export them as Google Analytics segments or audiences. You can share your analyses with stakeholders throughout your organization and beyond. You can also export the data for use in other tools.
In the latest Google Analytics experience, both reporting and the Analysis tool use machine learning to make your data more meaningful, accessible, and actionable.
Check your knowledge
What are two things you can do with the Analysis tool in GA4 properties?
Drag and drop the dimensions and metrics you’re interested in
Choose from a long list of predefined reports to find the insight you’re looking for
Filter, segment, sort, and refactor your data to home in on the insights you care about
View a handful of overview summaries that cover a single insight about your business
Get to know reporting in Google Analytics 4 properties
You’ll find many different reports listed on the left side of the Analytics interface. These reports can show you information about your users, like how they found your business and how they’re engaging with it. Each report shows a high-level snapshot of these insights using summary cards.
If you want to go deeper into a particular topic, you can explore a more comprehensive report by selecting the link at the bottom of each summary card.
The Realtime report
With the Realtime report, you can monitor activity as it happens. This report shows you events that took place between five seconds and 30 minutes ago.
The card-based layout is designed to quickly answer important questions about how your users are currently interacting with your business. Each card represents a stage in the marketing funnel. In this report you can:
- See different segments of users side by side to compare how they’re performing in real time
- Easily create a new segment that you can also use in other reports
Get to know the Analysis techniques
Looking to go deeper? Analysis lets you easily configure and switch between a number of powerful techniques to better understand your data. These techniques include:
Let’s take a closer look.
The Exploration technique allows you to visualize your data with flexibility and ease. To conduct an ad hoc analysis, just drag and drop the variables you’re interested in onto a canvas to see instant visualizations of your data. Don’t see the variable you’re looking for? Select the plus icon to view the full list of dimensions and metrics you can use.
This tool presents your data in a cross-tab layout, where you can arrange the rows and columns as you like and add the metrics you’re most interested in. You can also apply different visualization styles, including bar charts, pie charts, line charts, scatter plots, and maps.
If you spot a significant data point, right-click on that data point to easily create an audience or segment from it and use it in other analyses. If you use the line chart visualization, you’ll see an automatic feature enabled called anomaly detection. This feature uses machine learning to identify outliers in your data according to your parameters.
Funnel analysis lets you visualize the steps your users take toward a key task or conversion. This tool helps you identify sequences of key events and understand how your users navigate these steps. You’ll be able to see where users enter your funnels, as well as where they drop off.
You can use this information to improve your site or app and reduce inefficient or abandoned customer journeys. You can also easily create audiences of users based on where they enter or exit the funnels you define.
With this tool, you can define up to 10 steps in your funnels, up from five steps in UA properties‘ Custom Funnels. Plus, you can now analyze both closed funnels (where users must enter at the beginning of the funnel) and open funnels (where users can enter the funnel at any point).
Path analysis lets you understand how people progress from one stage in the customer journey to the next.
Like funnel analysis, path analysis explores the steps users take through your site or app. But while funnels only analyze a single, predefined path, path analysis is free-flowing and can follow any number of undefined paths, even ones you weren’t aware of or didn’t intend. For example, it could uncover looping behavior, which may indicate users becoming stuck.
Plus, you can define paths using either a starting point or an ending point. This helps you understand how users got to a certain step on their journey and shows you what they did after.
Get to know the Analysis hub
The Analysis hub is the main landing page for Analysis. It shows previously created analyses and templates for new analyses. It also allows you to create new analyses from scratch. You can start with a blank canvas or use the templates for each of the techniques outlined above. You can also see analyses that other users have shared with you.
Analyses are private by default. If you’re the creator, only you can view and edit them unless you choose to share.
Find what you need with the search tool
Want to find a specific report or insight? Use the search box at the top of your Analytics account! When you select the search box, you’ll also see recent searches and reports you’ve opened.
Search is available in all languages supported by GA4 properties in Google Analytics.
- Reporting in GA4 properties is simple: A handful of overview reports each cover a single insight about your business, with the option to learn more by selecting the link at the bottom of each summary card.
- Use the Analysis tool to drill even deeper into your data. The different Analysis techniques allow you to home in on the specific insights you care about and export custom data sets.
- Use the search box at the top of your Analytics account to find what you need.
To learn more about reporting, analysis, and search in GA4 properties, select the links below.
Show what you know
Answer this question correctly to mark the module complete.
Which of the following descriptions isn’t true about the features and interface of Google Analytics 4 properties?
The Analysis hub shows previously created analyses and templates for new analyses.
The card-based layout in the Realtime report illustrates how users are currently interacting with your business, with each card representing a stage in the marketing funnel.
By default, anyone with access to your account can view and edit analyses.
You can view different segments of users side by side to compare how they’re performing in real time.
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