The Value of Data

• Data is useless; insights are what matter: Data itself has no value. The key is to identify problems from it and transform those findings into strategies that improve performance or conversion rates.
• Short-term data is only a reference; focus on long-term trends: A single data point often fails to reveal the full picture. Only long-term trends can demonstrate true value.

GA4 Reports Overview

GA4 provides reports in the following four core areas:

1. Acquisition: Understand how users arrive at your website.
2. Engagement: Analyze user behavior and interactions on the site.
3. Monetization: Track website revenue (requires an engineer to implement advanced e-commerce code).
4. Retention: Analyze the ratio of new to returning customers.

Report Interpretation Guide

Understanding Top-Selling Products

• Daily sales performance of top-selling products.
• A list of high-volume, low-profit products.
• Compare sales rates and view rates to identify issues.

Traffic Source Analysis

• Effectiveness of ad-driven traffic.
• Traffic contribution from external sites like social media and forums.
• Trends in organic traffic.
• Use source data to analyze visitor performance from different countries and regions, identifying high-potential markets for focused promotion.

E-commerce Reports

E-commerce Conversion - Abandonment

• Cart abandonment: The percentage of users who add items to their cart but do not complete the purchase.
• Checkout abandonment: The percentage of users who start the checkout process but do not complete the purchase.

Returning Customer Analysis

• High-value vs. low-value returning customers
• New customers who made only one purchase

High-Value Actions

• Users who clicked on internal promotions but did not purchase.
• Users who searched for products but did not purchase.
• Users who watched videos but did not purchase.

P.S. If you find that the monetization amount in GA4 is 0, an engineer needs to implement e-commerce events to send order information to GTM, which then forwards the data to GA.

Conversion Rate

Conversion rate is a key performance indicator (KPI) for e-commerce websites, used to measure the proportion of visitors who complete a target action. The most common is the order conversion rate.

Formula:

Conversion Rate = Number of Conversions / Total Number of Visits

Example:

• Number of Orders: 3834
• Sessions (Number of Visits): 347311

3834 / 347311 = 0.011

Besides order conversion rate, you can also monitor the following metrics:

• Purchase conversion rate
• Registration conversion rate
• Click conversion rate
• Page conversion rate
• Add-to-cart conversion rate

Custom Events and Goal Setting

GA4 offers powerful customization features, allowing users to set goals for specific actions and conversions, including:

• Tracking user behavior: Such as button clicks, video views, form submissions, etc.
• Funnel conversion analysis: Custom events can help build conversion funnels to analyze user drop-off at each stage.
• Measuring content interaction: Track article read completion, scroll depth, etc., to optimize content strategy.
• Monitoring web page traffic: Such as visits to promotion pages and watched product pages.
• Automated goal monitoring: Set custom events as goals to enable automated reporting for key conversion actions.
• Multi-platform data integration: Unify tracking for similar events on both apps and websites to achieve cross-platform analysis.

Setting Goals for Specific URLs

• Goal: Understand the performance of a specific URL or page.
• Set up a custom event to track the number of visits to a specific page.

Example:

Ad Performance Metrics

Interpreting Key Metrics

• CPC (Cost Per Click): The cost for each click, used to measure the cost of driving traffic.
• CPA (Cost Per Action): The cost for each action, focusing on conversion costs.
• CTR (Click Through Rate): The click-through rate, reflecting the attractiveness of an ad.
• ROAS (Return on Ad Spend): The return on ad spend.

ROAS is a very important metric. This number represents how many dollars you earn for every dollar invested in advertising.

Example:

• Ad Spend: $10,000
• Ad Revenue: $50,000

50,000 / 10,000  = 5

Finally

We have designed a series of custom reports for different business needs to help you gain deeper insights into customer behavior and website performance:

1. Shopping Cart Abandonment Rate Analysis
   Explore cart abandonment scenarios and their causes to find optimization opportunities.

2. Scroll Depth Tracking
   Understand the level of user interaction on the site to evaluate content appeal.

3. High Bounce Rate Page Ranking
   Identify the pages users most frequently exit from and analyze areas for improvement.

4. Customer Search Behavior Report
   Track customer search queries on the site to identify popular keywords.

5. Order Analysis by Time of Day
   Identify peak sales periods to inform marketing strategies.

6. Order Conversion Rate Tracking
   Evaluate conversion efficiency to optimize the sales process.

7. Login Method Preference Analysis
   Understand customers' preferred login methods (e.g., Normal, Discord, Google).

8. Popular Game Preference Report
   Analyze which games customers are most interested in to guide game recommendations.

Additional Notes

• (not set): When "Session source / medium" shows as "(not set)," it means GA4 could not determine the user's source and medium, possibly due to direct URL entry or other reasons.
• If the number of users within a date range is too low, it may prevent reports or explorations from displaying data. P.S. Google Signals will be removed from reporting identity on February 12, 2024.