More and more digital marketing channels contribute to achieving your e-commerce goals. However, you want to know what share each channel has in the success. A single source of data is therefore essential. Google Analytics 4 (GA4) is an analysis tool where you can view and compare the performance of your channels.
Below are some unique features that show why you should send your E-commerce data to GA4 today.
1. Path Exploration
Because GA4 is entirely event-based, it is possible to see all user actions in a navigation flow. This makes it much easier to see and understand which steps a customer takes before, for example, deciding to add a product to the wishlist. The advantage of path exploration is that you can investigate the navigation flow from a starting point or an endpoint. It is possible to investigate which events led to a customer adding a product to the shopping cart, but also which steps a customer takes after a product is added to the shopping cart.
2. Funnel Exploration
Once you have gained insight into the steps the customer takes, it is also possible to add them to a funnel. In GA4, you can customize this funnel entirely to your own preference. In the example below, this funnel again starts with adding a product to the shopping cart. Then how many of these users also view their cart, and then how many of them fill in the required information and ultimately make a purchase. This way, you can easily see where customers drop out of the checkout process. For example, if you see a large drop between shipping information and payment information, it might be wise to investigate whether you are offering the right payment options.
Another major advantage is the fact that you can set up the funnel after collecting the data; you can easily add and remove events. It is also possible to segment the data, for example, if you only want to see users coming from an advertising campaign.
3. Segment Overlap
Previously, this feature was only available in Analytics 360, but now it is available to everyone. With segment overlap, it is possible to easily compare and visualize segments. This makes it even easier to share your results and gain quick insights.
These are just a few of the possibilities that Google Analytics 4 has to offer, and new ones are regularly added. Do you want to get started with GA4 or have questions? Contact the specialists at Follo!
