If you didn’t know already, Google has officially migrated from tracking analytics on GA3 (Universal Analytics) to GA4. While you may be familiar with the reports used to monitor, measure, and understand the engagement from your website from Universal Analytics, it’s important to engage in the new reports while using GA4 – specifically reports that are used to measure SEO campaigns.
While having access to data is important, it is essential to remember that your success will come from applying that data to your marketing plan.
Voltage President and CEO, Corey Morris, discusses what he considers to be the most important reports to measure SEO campaigns in his Search Engine Journal article “Essential GA4 Reports You Need To Measure Your SEO Campaigns.”. In this article, Corey explains five reports to measure SEO and how to access them through the platform. We touch on a few of them here.
Traffic Acquisition reports are by far the most essential for measuring SEO campaigns, and for good reason. These reports allow you to compare your site performance to your direct competition along with measuring a bundle of other comparative data.
How many visitors come from organic search compared to search? How engaged are organic visitors compared to those coming from email? There are so many comparisons and details to dig into here. This is one of the first and most important data sources for connecting many of the dots between natural and intentional influences you have over getting audiences to your website content.
GOOGLE SEARCH CONSOLE REPORTS
GA4 allows you to integrate your Google Search Console directly into your analytics account to make the most out of your data. While accessing this report may take a little longer than expected because it is unpublished by default, being able to see the data of how organic viewers are engaging with your site is valuable.
The Google Search Console Report offers a comprehensive understanding of landing pages and your website’s visibility in Google’s search results. It provides detailed metrics such as impressions, clicks, click-through rates, and keywords, which are crucial in driving organic traffic to your landing pages.
LANDING PAGE REPORTS
Landing Page reports make it easy to find out a user’s position within the funnel based on how they interacted with your site.
By analyzing this data, you can identify high-performing pages that are attracting organic visitors and optimize other pages accordingly. You can also evaluate the bounce rate, average time on page, and conversion rate for each landing page to further refine your SEO strategy.