Marketers who use Google Analytics as their primary tool have likely started using Google Analytics 4 (GA4) after Google announced that all users should migrate from Universal Analytics (GA3) to Google Analytics 4. Many have encountered various problems because GA4 is still under development, resulting in missing features or functions that are not fully operational. This has led some to hesitate to fully switch to GA4.
Recently, Google announced the launch of new metrics that will help marketers better utilize this data in their work strategies. Let’s take a look at what they are.
Google Updates New Metrics on Google Analytics 4
Google confirms that users can use these metrics to immediately check various performance aspects in their work, including:
Let’s take a closer look.
1. Bounce Rate
The first metric that Google has added to Google Analytics 4 is Bounce Rate. For those who don’t know what Bounce Rate means, simply put, it’s when a user visits your website and then “leaves immediately,” which may be due to the content or other elements of the website not being of sufficient quality. However, if the website is a landing page or a blog with only one page, a high Bounce Rate is not necessarily alarming. Nevertheless, a high Bounce Rate is not desirable, as it may indicate that the website does not meet the needs of the audience.
Users who want to check Bounce Rate on Google Analytics 4 can enable it in the Explorations and Reporting Customization pages. However, the calculation of Bounce Rate in Google Analytics 4 will differ from the calculation of Bounce Rate on Universal Analytics (GA3). You can read more details here.
2. UTM Term and UTM Ad Content
The UTMs that Google has added to Google Analytics 4 are tools for Website or Landing Page Tracking to analyze user behavior and where the traffic to the website comes from. The latest update on Google Analytics 4 adds two UTM parameters: UTM Term and UTM Ad Content.
3. Conversion Rate
The final metric added to Google Analytics 4 is Conversion Rate. Users can view this Conversion Rate in every Conversion Event to reduce complexity and help users check data to improve their performance.
The additional updates on Google Analytics 4 that we have brought to you are good news for all users and marketers who use Google’s Analytics tools as their main tool. Certainly, these added metrics will help streamline work and allow data to be used to develop work strategies in the future. We hope that any marketers who haven’t yet switched to Google Analytics 4 may now be the time to move all work to GA4 to prepare according to Google’s plan (Google announces plan to discontinue UA service).
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