Google Analytics 4 (GA4) is the latest iteration to the web analytics platform that is Google Analytics. Marketers who have been in the industry for a while should be familiar with Universal Analytics (UA) which was the default platform for Google Analytics. Universal Analytics mainly tracks your website performance and is separated into different properties. GA4, on the other hand, has the ability to track both app and web visits in one property. This makes it easier to handle all your data under one roof.
However, there are striking differences between GA4 and UA. For example, the segmentation of data is different in UA and GA4. In UA, we can create User and Sessions segmentations. However, GA4 allows 3 types of segmentation – User, Sessions and Events. In GA4, segments exist in a new area of the platform called, “Explorations”.
Using explorations in your analytics allows you to uncover deep insights about your users, their behavior, and also the journey that they have undertaken on your website and app. This article will help you get started on using the explorations tool.
Creating A New Exploration
1. Click “Explore” on the left
2. Select “Blank” or create from a template
For this example, we will use “Blank”.
3. Drag and drop what you want to measure from the variables tab.
4. Select a technique to choose how to visualise the data.
5. Choose and add segments to filter the kind of data you want to display.
Here are the different kinds of preset canvas you can use:
Free-form exploration
In a familiar crosstab arrangement, go through your data. In addition to bar charts, pie charts, line charts, scatter plots, and geo maps, you may use numerous additional visualisation techniques in free form.
Cohort exploration
Learn about the behaviour and performance of groups of users that have common characteristics.
Funnel exploration
Visualise the steps visitors take on your site or app to trigger events and discover how you can improve the user experience and uncover under- or over-performing audiences.
Segment overlap
Examine how various user segments interact with one another. Use this approach to find new user segments that satisfy a variety of criteria.
User exploration
Examine the people who are part of the segments you’ve created or imported. You may also look at the actions of certain users.
Path exploration
Visualise the pathways your visitors take when they utilise your website or app.
User lifetime
Examine user behaviour and value over the course of their relationship with you.
Variables
The left-hand panel provides access to the dimensions, metrics, and segments that may be used in the investigation. In the Variables panel, you may also modify the exploration’s period.
Tab Settings
Configure the currently chosen tab using the Tab Settings settings. Choose a method, then add items from Variables and adjust technique-specific settings.
Add techniques to the exploration
The way data is examined is governed by techniques. The free form table is the default approach for a fresh blank exploration. You may add tabs in a variety of ways (or the same):
Click the Add new item icon at the top of the canvas.
For the new tab, choose a method.
To change the name of a tab, click it.
Click the down arrow to the right of a tab’s name to duplicate or delete it from the exploration.
Add dimensions, metrics, and segments to Variables
The word “variable” in Explorations refers to the dimensions, metrics, and segments from your Google Analytics account. In the Variables and Tab Settings panels, these appear as “chips.” You get a default set of variables when you start a new investigation. You may add more variables to your investigation to make them available for usage, as well as preload the data for quicker display.
Click the Add new item icon to the right of the DIMENSIONS, METRICS, or SEGMENTS area under Variables.
Then click APPLY after selecting the items you want from the list.
To find the dimension or metric faster, type it into the search box.
An exploration can have up to 20 dimensions and 20 metrics. To create room for new fields, hover your cursor over the field in Variables and click X.
Conclusion
After you have created an exploration, share your insights with your colleagues as well. You can either directly share it or export it for sharing later. Have fun exploring!
