KRISTA SEIDEN: Hey, everyone.
I'm Krista Seiden, and I'm here today
to give you a walkthrough of the Google Analytics 4 user
interface.
We'll go through some of the most common reports
that you'll see so that you can feel comfortable actually
going ahead and using Google Analytics 4.
With that, let's go ahead and dive on into the demo.
All right, so here we are in the user interface
of Google Analytics 4.
We're looking at the demo account for the Google
Merchandise Store.
And as you may know, the Google Merchandise Store
is a place where you can go and buy Google-branded gear.
So this is an e-commerce store.
So they'll definitely be a few e-commerce specific things
that we'll see throughout this demo.
So when you open up your Google Analytics 4 property,
you'll land here on the home screen.
And the home screen has a lot of different info
that Google has decided might be interesting to you
for a quick snapshot.
So if it see things like users and new users trending
over time, your real-time widget of users in the last 30
minutes, some insights, which are going to be automatically
generated using machine learning, as well as
a bunch of other quick overview widgets
that will look at data pulling from some of the other reports
within Google Analytics 4.
One other thing I wanted to call out before we move on
is the search bar.
So this search bar is new and improved in Google Analytics 4.
It allows you to look at things like reports
or ask questions to be answered by intelligence.
It will also help you find many different things
within the Google Analytics 4 user interface.
So if you're having any troubles at all,
you can definitely try searching within this search bar
to get you started.
So moving on, we'll pull up our real-time report.
Now, if you're used to real-time analytics
within Universal Analytics, this might look different to you.
And that's great because it is new and improved
for Google Analytics 4.
So we'll see an overview of where our users are
in the world as well as how many people
over the last 30 minutes.
But if you scroll down, you'll see a whole lot more
information here, like users by source or audience, your page
title or screen name that people are landing on,
event counts, event names, and user properties
all in real time.
Next, we're going to go ahead and move on
to our lifecycle reports.
And there's several reports in this section.
We'll start with acquisition in our Overview Report.
And as the name suggests, this is
an overview about where our users are coming from.
So we'll have a trended view of users and new users over time.
But as we scroll down, we start to see other cards looking
at new users by medium or sessions
by medium or by campaign.
And you can change all of these things
to any of the different campaign parameters
that you might be sending.
User acquisition and traffic acquisition
look at a deep dive on those topics.
So we'll look at, in this case, new users by medium.
But, of course, we can change this
again to any of the different campaign parameters
that we have.
And one thing to note here in any table
report within Google Analytics 4, you'll see this plus button.
And you can go ahead and add a secondary dimension
to this report similar to how you would
do this in Universal Analytics.
Moving on, we have our engagement section.
And here, we'll go ahead and look at an overview.
And this is looking at engagement of your website.
So how much time are people spending?
What events are they doing?
And you can look at engagement by events or by pages
and screens by looking through some
of these other reports for more details on engagement topics.
Next, we have monetization.
And here, we'll go ahead and look at an overview.
Monetization is the new term for e-commerce reporting
within Google Analytics 4.
So you see here we have an overview of the revenue
that a store is taking in.
And total buyers, scrolling down more
of those different e-commerce metrics we might be used to.
And then, of course, important to any e-commerce business
are E-commerce Purchase Report.
So what items are most popular in our site?
What items are being purchased on a site?
And you can scroll down and see in this case,
looks like the Google Land & Sea Unisex Tee
is the most popular product being purchased
over the last month or so.
Maybe I should consider getting myself one of these.
There's a few other reports here for in-app purchases
and publisher ads if you have app reporting and integrations
with publisher ads.
Next, we have retention.
So we'll look at this overview report.
And as the name suggests, again, this
is how we're retaining users over time.
So we're looking at new users in this first graph.
But then we're looking at actual user retention
by a cohort and engagement in the following reports.
Moving on to our user section, we'll start with demographics.
And there's a Demographic Overview Report and a Detail
Report.
So the Overview Report is actually
going to bring together a lot of the different individual
reports that you might have seen in Universal Analytics
into a single overview here, where
we're looking at users by country, by city, by gender,
by interest, language, age--
all of those various things that you
would think of when it comes to demographics.
And then the Details Report is going
to be a table report where you can
focus in on any one of those different demographic
dimensions.
Moving on, we have our tech section.
This is going to be pretty similar in terms of there being
an overview that brings together a lot of the various reports
that you might have seen separately
in Universal Analytics into one section here.
We can look at users by platform.
And in the case of the Google Merchandise Store,
they only have a web store.
They don't have an app.
So we're seeing 100% of our users coming from web here.
But if you have both an app and a website,
this is where you'll see that overlap Venn diagram
to see how much of your data is coming from which platform.
You'll also see things like operating system, platform,
device category, browser, and so on in this report.
Again, these are things that you should be used
to from Universal Analytics.
But this is how they appear in Google Analytics 4.
Next, we'll move on to our Events Section,
and we'll start with conversions.
Now, conversions are going to be the most important event
for your business.
So for the Google Merchandise Store,
these are going to be things like we can check out, first
visit, and purchase, because these
are things that are often important
to e-commerce businesses.
But, of course, we have all of our events
to be able to report on in our All Events Report.
And this is going to be a table report of all
of the different events that you're collecting
in Google Analytics 4.
Now, if you look through this table
here for the Google Merchandise Store,
you'll see that there's a lot of e-commerce specific events.
And that makes sense since it is an e-commerce store.
So you have add payment info, add shipping info,
add to cart, those kind of things.
But you can add any type of event that you want here
that's either automatically collected,
recommended events, or custom events.
Moving onto our Explore Section, we have analysis.
And this is probably my favorite section of Google Analytics 4.
And that is because analysis used
to only be available in Universal Analytics
to Google Analytics 360 customers.
But in Google Analytics 4, it is available to everyone
out of the box.
And so you can actually go ahead and click
on this template gallery link and see
a whole bunch of different reports or techniques
that you can use in analysis.
Some of my favorite techniques are the exploration technique,
funnel analysis, and pathing.
But if you scroll down, there's some new templates
for use cases in industries that are really
useful for many businesses.
So if we click into acquisition, for example,
it's going to load an analysis report.
But this report is already going to contain
several different tabs of data that are specifically
looking at acquisition.
Now, I'm not going to go into too much detail here
about analysis.
We'll be looking at that further in a separate video.
But I did want to let you know that this is here
in the user interface.
And it's a great way to explore your data in more detail.
Coming back over here, we're now going
to look at our audience section.
This is under Configure.
So here, we have various audiences
that we've built such as users in San Francisco.
And these are audiences that we might
be able to share in something like Google Ads
for use in our ad campaigns.
Then we have user properties.
These are things that you would have considered
to be a user scope customer dimension and Universal
Analytics.
They're now called user properties
in Google Analytics 4.
Finally, we have Debug View.
I'm not going to go into there.
But it's just a list of all of the events and things that
are happening within your website or your app
that you can actually look at in real time
as you're debugging something before you go ahead
and push it to production.
Finally down at the bottom, we have our admin section.
And if you click into Admin, we'll
get into our admin screen.
And you might land here and immediately think,
hmm, this looks different than I'm used to,
and you would be right.
So in Universal Analytics, there are three columns here.
There is an account column, a property column, and a view
column on the far right.
In Google Analytics 4, we only have two columns--
account and property.
And most of your settings are going
to live under the property area under property settings
or data streams.
Data streams is where you'll be able to bring in your data
from your different apps, your iOS, or your Android
app in your web, as well as data settings.
Really quickly in data streams, one of my very favorite things
here is something called enhanced measurement.
Now, I know we're getting into a lot of detail.
But I did just want to show you, if you click in here,
enhanced measurement is great because it
allows you to actually toggle on and toggle off measurement
for various things like page views scrolls, outbound clicks,
and more.
So that is all I have to show you today.
As I mentioned, we will be going into more detail
on many of these features in future videos.
So definitely stay tuned for those
so that you can learn more about Google Analytics 4.