Google Analytics 4: 3 Metrics You Must Know To Optimize Google Ads

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

A lot of online marketers understand the GA4 fundamentals, however there are still plenty of advantages and features of GA4 that are worth understanding.

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

And since Google Analytics is everything about numbers, here are 3 metrics marketers need to know to drive impact when enhancing Google Advertising campaigns.

What Is A Metric

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

The main Google definition of “metric” is:

“A quantitative measurement, such as an average, ratio, portion, and so on. It’s constantly a number instead of text.”

While that meaning may appear quite simple, the word “metrics” is in some cases puzzled with “measurements.”

A measurement is an element or detailed aspect of the data, and the metric procedures that information. For example, in Google Analytics 4, the name of an occasion that a user sets off is the measurement.

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

With the meaning of the word metric detailed, let’s look at 3 interesting metrics and how they can enhance your Google Advertising campaigns.

1. Active Users

The Active Users metric is explained by Google as:

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

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

That pleads the concern: 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 complex, the main thing to remember is that an Active User is somebody who seems rather interested in the content on your site.

The Active User metric is important for two factors.

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

In Universal Analytics (UA), whenever you observe the metric “Users,” it refers to the “Overall Users” meaning.

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

This new metric permits a fast, detailed take a look at the quality of users’ sees and engagement level with your web content.

  • Where to discover it: Reports > Acquisition > Traffic Acquisition
  • How to utilize it: The most obvious way to utilize data on Active Users is to develop audiences for remarketing.

Screenshot from GA4, October 2022

Screenshot from GA4, October 2022

By developing audiences consisted of Active Users, remarketing will reach Active Users more likely to return to your website and transform in the future.

This is an easy way to lower your general expense per conversion(CPC)in your Google Ads campaigns. You can utilize custom audiences filled with Active Users in remarketing

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

be with your advertisement copy and innovative, the better. A project targeting previous Active Users on your site will give you a fantastic possibility at transforming them at a lower expense than cold traffic.

There is more to come on the topic of customized audiences later in the post.

2. Event Count

The occasion count metric is substantial because it replaces a similar metric found in UA called Overall Events, which does not exist in Google Analytics 4.

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

“Events represent a fundamental data design difference in between Universal Analytics and Google Analytics 4 properties.”

The most significant thing to bear in mind is that now in GA4, all actions are thought about occasions.

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

Events in GA4 are more high-level, and they are a broad metric needing much deeper digging for granular information. In contrast, occasions in UA are specific, self-contained systems representing specific actions.

For example, in UA, you would create different occasions for every private button on your site labeled “sign up.”

In GA4, you create one occasion called “register button” that would be set off whenever any sign-up button on your site is clicked.

  • Where to find it: Report > Engagement > Events
  • How to use it: Best using event count depends on what your specific metrics inform. While I can’t inform you exactly what to do, I can tell you that the products getting the most significant occasion counts are things you wish to keep an eye on.

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

Undoubtedly, regular occasions like pageviews and app opens will probably constantly be at the top of your list.

However if you begin to see an occasion that seems to be getting more hits than similar events or events on the very same page, then dig deeper and use that information 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 crucial 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 enjoy the rest.

A better-performing landing page will constantly make your PPC campaigns perform much better. So utilize info like event count to your advantage!

3. Develop Your Own Metrics With Custom Metrics

A customized metric is your chance to view structured information on almost any criterion.

Google Analytics 4 gathers many metrics by default, however there are times when you require something other than the default. That is where custom metrics comes in.

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

  • Where to find it: Configure > Custom-made Definitions.

Before we move on to how you can utilize customized metrics in your Google Ads campaigns, you initially need to implement them by means of Google Tag Manager or through customized JavaScript code.

You can discover more info on how to do simply that on Google’s official Analytics aid site.

  • How to use it: Custom-made metrics are an excellent method to narrow the focus of your Google Advertising campaigns to target the right audience, with the best message, at the right time. Google Advertisements is becoming significantly good at discovering the broad swath of users that may be an excellent fit for your product or service. But, I have actually found that if you truly wish to reduce certified public accountant, customized metrics are a fantastic tool.

Custom-made metrics are all about getting down to the fundamentals of who your user is and what they do on your web residential or commercial property.

How many clients take 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 metrics that narrate about your user.

Once you know the story, use that to enhance your Google Advertising campaigns in the following methods:

  • Target a promo at consumers that checked out as a guest, and get them back to create an account.
  • Boost bids on keywords similar to popular terms in your page titles.
  • Usage that popular article as the basis for a new landing page.
  • Produce a brand-new project centered around the page for that popular menu link.

It’s hard to get particular here since the alternatives for what you can track and the decisions you can make based upon that data is nearly unlimited, but that’s likewise the great part about custom metrics.

Customized Audiences

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

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

Active Users

Active Users are prime candidates for remarketing considering that you currently understand they seem interested in what you provide.

Add 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 client.


One of the most convenient methods to improve the ROI of your Google Ads campaigns that is often missed out on is creating customized audiences with the specific purpose of not marketing to them.

The buyers metric is a fine example of this due to the fact that you can develop an audience with all users who have bought and then omit that audience from all your Google Advertising campaigns.

Landing Page Conversion Rate

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

You can even produce an offer or unique message simply for them that you include in the Google Display ads that you produce for the campaign.

Event Count

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

You can include all visitors that clicked the “Pricing Choices” menu button to a GA4 audience and remarket to them with a complimentary trial offer for your software application.

Not only that, but you can create another audience that targets visitors who clicked on the “Product Features” menu and reveal them an entirely different Google Advertisements Display project.

Average Session Duration

Let’s state you sell life insurance policies and see that the greater the average session duration a user has on their first go to, the more likely they are to schedule a meeting with you on their 2nd check out to the site.

You can develop an audience with every visitor that is in the top 50% of typical 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 So Much More For Google Analytics 4

These were just three “hidden” metrics, but there are many more.

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

More resources:

Included Image: Sergey Nivens/Best SMM Panel