How to Track Events in Google Analytics 4

Google has announced it will sunset Universal Analytics on July 1, 2023. After that date, anyone who wants to monitor their website’s metrics will need to use Google Analytics 4 (GA4).

If you haven’t yet had any exposure to the new Analytics interface, you may want to take some time to learn how it works. In particular, you’ll need to know how to track events in GA4.

Luckily, the experienced marketers at FZA Digital are here to show you the ropes!

What Are Events in Google Analytics 4?

In Google Analytics 4, an event is a user interaction with an element of a website or mobile app. It is quite similar to what marketers have traditionally referred to as a “goal” or “conversion.”

GA4 can track just about any user interaction as an event. The most common events include:

  • Submitting a contact form
  • Click-to-call actions
  • Downloading a document
  • Logging into an account
  • Clicking on a button
  • Watching a video
  • Scrolling down a page
  • Buying a product, and
  • Scheduling an appointment

Monitoring these events can help businesses measure the success of their SEO campaigns.

How to Set Up Event Tracking in Google Analytics 4

There are four types of events in Google Analytics 4. They are:

  1. Automatically collected events
  2. Enhanced measurement events
  3. Recommended events, and
  4. Custom events

Each of these event types has a different setup process.

1. Automatically Collected Events

GA4 automatically collects data on basic app/website interactions, such as:

  • Ad clicks
  • App updates
  • Page views, and
  • File downloads

You do not need to add any tags to your site or app to track these automatically collected events in GA4.

2. Enhanced Measurement Events

It’s possible to increase the number of events Google Analytics 4 automatically logs by enabling “enhanced measurement.” To turn this setting on, just follow these steps:

  1. Log into your Google Analytics account.
  2. Click on the Admin button.
  3. Navigate to the property you want to edit.
  4. Click Data Streams > Web under the Property column.
  5. Slide the Enhanced Measurement switch to the On position.

This process takes less than five minutes. It will give you the ability to track your outbound clicks and scrolls.

3. Recommended Events

Recommended events” are events suggested by Google based on the nature of your business. GA4 does not automatically track them.

If you want to monitor recommended events, you’ll need to add a global site tag to your website or app. GA4 recognizes a wide range of tags, including:

  • Sign_up: Triggers when a user signs up for an account.
  • Tutorial_complete: Triggers when a user finishes a tutorial.
  • Generate_lead: Triggers when a user submits a contact form
  • Add_payment_info: Triggers when a user submits their payment details.

You may also be able to add these tags via the Google Tag Manager.

When creating recommended events, be sure to use the exact names and parameters provided by Google. Spelling mistakes and other errors can prevent GA4 from tracking events correctly.

4. Custom Events

GA4 gives you the ability to track custom events. To do so, you’ll need to follow these steps:

  1. Log into your Google Analytics account.
  2. Click Configure in the left pane.
  3. Select Events.
  4. Choose a data stream.
  5. Click Create.
  6. Enter the name of your new event.
  7. Specify when your custom event should be triggered.
  8. Click Create.

Creating custom events can be a fairly complex process. As such, Google suggests checking to see if there is a pre-configured event that provides what you need before you proceed.

How to Access the Events Report in Google Analytics 4

Accessing the events report in Google Analytics 4 is easy. Simply follow these steps:

  1. Log into your Google Analytics account.
  2. Navigate to the desired property.
  3. Click on Reports in the left pane.
  4. Select Engagement > Events.

Once the events report is open, you can use the search bar to find a specific event, and click on it to view more detailed data.

Need Google Analytics Help? Contact the Experts at FZA Digital!

If you need help creating or monitoring events in Google Analytics 4, please don’t hesitate to get in touch with the support team at FZA Digital. We have been helping organizations like yours thrive online for years, and we’d love to add your name to our long list of happy partners! 

To talk to a member of our team, all you need to do is fill out our brief online contact form or give us a call at (424) 232-0810. We look forward to working with you! 

A guide to choosing the right Google Analytics goals

Guide to Choosing the Right Google Analytics Goals

Your website is your company’s first impression on the world. If you want to make sure it is performing to the best of its abilities, you will need to create and monitor goals in Google Analytics.

What Are Goals in Google Analytics?

Goals in Google Analytics measure how well your company’s site achieves its target objectives. Each goal represents a completed activity (known as a conversion) that contributes to the continued growth of your business.

Examples of common Google Analytics goals include:

  • Submitting a contact form
  • A “click to call” action
  • Visiting a specific webpage
  • Watching an informational video
  • Signing up for a newsletter, and
  • Purchasing a product or service

Creating these goals allows Google Analytics to provide your organization with the information it needs to make improvements to its website.

How to Create New Goals in Google Analytics

To create a new goal in Google Analytics, just follow these six steps:

  1. Log into your Google Analytics account.
  2. Navigate to the Admin page.
  3. Click “Goals” in the “View” column.
  4. Select “+ New Goal” or “Import from Gallery.”
  5. Choose the type of goal you wish to create.
  6. Follow the on-screen prompts and hit “Save.”

There are three main options for creating goals in Google Analytics. They are:

  1. Goal Templates: This route gives you the ability to build a goal from a predefined setup based on common business objectives.
  2. Custom Goals: This option allows you to create a goal from scratch.
  3. Smart Goals: This path lets you build a goal using machine learning.

You can create up to 20 goals in each view in Google Analytics.

Factors to Consider When Creating Google Analytics Goals

There are plenty of factors that may impact the types of goals you create in Google Analytics, such as:

The Age of Your Company and Its Products

Young companies usually have different objectives than more established organizations. Consider this distinction when adding your goals in Google Analytics.

For example, if your business is a startup that will release its first product in six months, you may want to build Google Analytics goals that will help you generate hype, increase your visibility, and add people to your mailing list.

On the other hand, if your organization has been offering its products and services for several years, it might make more sense to monitor sales and appointment requests.

The Nature of Your Organization’s Sales Process

Your company’s sales process can have a substantial impact on the types of goals you should create in Google Analytics. 

For instance, if your sales cycle is short and your products are relatively affordable, goals that track revenue and sales should generally be your main focus. However, these goals may not be the best option if you have an extended sales cycle or your products are more expensive.

Car dealerships and real estate companies often find it makes more sense to set goals that track video views, product page visits, and contact form submissions. These types of goals often better reflect the performance of their website than sales-based goals.

Your Company’s Long-Term Objectives

When creating goals in Google Analytics, it can be easy to focus solely on your organization’s short-term plans. However, if you want to ensure your firm continues to grow, you should also take some time to consider your long-term objectives.

If, for instance, you would like to expand into a new city, state, or country in the coming years, you may want to set up goals that will help you track user locations. Similarly, if you wish to create a product that targets a new audience, you can build goals that allow you to monitor the demographics of the people who visit specific pages or view particular videos.

Need Google Analytics Assistance? Contact FZA Digital Today!

At FZA Digital, we have been helping companies like yours build beautiful, high-converting websites for years. Our experts know everything there is to know about Google Analytics. If you need any help creating, editing, or monitoring your goals, you can count on us.

To speak to a member of our experienced marketing team, all you need to do is pick up the phone and give us a call at (424) 232-0810 or fill out our short online contact form. We look forward to working with you!

 

How to Measure The Success Of Your Marketing Campaign

Whenever you are advertising a business, you need to measure your performance. Of course, you can’t measure digital marketing results with a stopwatch. To understand how well your efforts are working, we recommend looking at the following metrics:

New Visitors

The primary goal of many digital marketing campaigns is to generate new customers. When measuring your success, you may be tempted to look at the raw number of visitors that clicked through to your site after seeing your ad. However, there’s another important angle: new visitors.

Raw visitor numbers, which can mean users or sessions, includes both new and returning users. They’re useful on their own, but it doesn’t tell the story of how much new business you generated.

You can learn quite a bit about the efficacy of your marketing plan by solely looking at the first-time visitors from your ad. This figure tells you how successful you were at attracting the attention of people who were previously unfamiliar with your business, its products, or its services.

While new users are a great starting point, you still need to see how they interacted with your site to tell if they were truly interested or left disappointed. This leads us to our next statistic.

Average Session Duration

When your digital marketing campaign drives visitors to your website, it is essential to pay attention to their on-site actions and behaviors. One of the first areas you should look at is the average time spent on your site.

The ideal duration depends on industry. However, a short duration time (usually under 30 seconds) could indicate that:

  • Your ad was misleading or confusing
  • Your website feels untrustworthy to the user, or
  • Your website is difficult to use or navigate

But what if your users are spending an exceedingly long time on your site? Maybe around 30 minutes?

Before you celebrate, this could also indicate a problem. Your customers could be struggling to find the product, service, or page that they are looking for.

What you should aim for is normally around a 5-15 minute session duration, depending on your campaign type and vertical. That sweet spot will give you an idea if your customers are getting what they need in an efficient manner.

Your Website’s Conversion Rate

So you understand how your users are getting there and what they are doing on your site . The next step? Convert them.

What you count as a conversion will depend on your goal as a business. The common types of conversion are purchasing a product or submitting a lead.

The most straightforward way to see if your visitors are taking these actions is to check your conversion rate.

Not to be vague, but your conversion rate mileage will vary. Typically, a conversion rate of 1% is common in most verticals. If you need help, here’s a handy guide on how to find your conversion rate.
If you don’t see any conversions, you may have a problem! First, check if you have them set up. If they aren’t, do so ASAP.

The most common tool to track goals is Google Analytics. They have a host of guides and resources on how to set up goal tracking if you haven’t done it before.
If they are in there, well, you might have to dig a little further. Here are some questions you might want to check out. We ask ourselves these exact questions improve our own ads.:

  • Does your ad have a dedicated landing page?
  • Is your site easy to navigate?
  • Can we make our ad simpler?

If, on the other hand, you notice that your conversion rate is through the roof, jackpot! You should boost those campaigns until they start to level out and your conversion rate starts to decrease. That is your sales ceiling for that ad.

Your Overall Return on Investment (ROI)

When you invest thousands of dollars into your marketing, you’re not doing it because it’s fun; you expect to get something in return. As such, the most important metric is your return on investment (or ROI).

In most cases, the best way to figure out how much money your company is making is to carefully track each of your leads. At the end of the month, see how many of those leads became customers and how much revenue they generated. Compare that to how much you spent and you have your ROI.

That figure ultimately decides if your campaign was a success. If your returns were quite a bit lower than you had initially anticipated, make some substantive changes to your ad before re-launching. It doesn’t mean it cannot be successful, it just may need some tweaks. However, if you made a sizable profit, see what worked well and emulate that in your next campaigns.

Need Some Assistance with Your Digital Marketing Campaign?

If, despite your best efforts, you just can’t seem to create an ad campaign that delivers the results you are looking for, don’t panic. Help is available.

FZA Digital has been assisting small, medium, and large businesses from every corner of the United States with their marketing needs for many years. We understand what it takes to create engaging ads and convert visitors into customers. Contact us online or give us a call at (424) 229-2923 to learn more about how we can help your company reach new heights.

How to Improve Your Website's Bounce Rate

Have you been struggling to convert your visitors into clients?

If so, your site’s bounce rate may be too high.

What is a Website’s Bounce Rate?

A site’s bounce rate is the percentage of its visitors that enter a page and leave without taking any further action. Visitors who bounce do not click on any links, select a menu item, or engage with the website in any other way.

A high bounce rate is a clear signal that there is an issue with the site.

Those issues could be:

  • Site’s design is confusing
  • The link to the page is misleading or incorrectly labeled
  • Your page’s information is not useful

For most sites, a bounce rate above 70% should be looked into.

How Can You Improve Your Website’s Bounce Rate?

Once you have identified that your website has a bounce rate problem, it is vital that you take swift action to address it. You can do so in the following ways:

Improving Your Site’s Loading Times

When users search for information on Google or Bing and click through to your website, they expect to find the answers they need quickly. They do not expect to spend an inordinate length of time waiting for the page to load.

If you keep them waiting, they will quickly leave and head to your competitor’s site instead.

So, how quickly should web pages load? Research has found that around half of all consumers expect pages to load in less than two seconds.

If users consistently wait more than three seconds to view your site, you may wish to take some of the following steps to speed things up a little:

  • Reduce or eliminate redirects
  • Optimize your images
  • Enable browser caching
  • Boost your server response time

Once you take these speed-boosting steps, it won’t be long before you notice an improvement in your bounce rate as well.

Improving the Readability of Your Content

If a user visits your website and immediately sees a massive wall of text, they will probably leave. Nobody wants to spend time scouring through dozens of compacted lines of content to find the information they need.

To encourage your visitors to stick around, you should try to focus on making your content as easy-to-read as possible. You can do so by:

  • Using relevant headings
  • Using plenty of subheadings
  • Keeping paragraphs short
  • Using bullet points and numbered lists
  • Including relevant images

If your users enjoy reading your content, they are much more likely to click through to another page. As a result, your bounce rate will drop.

Setting External Links to Open in New Tabs

Your website is almost certainly filled with external links. They are an excellent way to show your users that your content is thoroughly researched.

There is one problem, though. When one of your visitors clicks on an external link, they are directed away from your website. This fact can cause your bounce rate to skyrocket.

Fortunately, there is an easy solution: Setting all of your external links to open in new tabs.

In taking this action, you retain the benefits of external linking without driving users away from your site. As soon as they have finished finding the information they need on the external web page, they can exit the tab and immediately return to your site to continue browsing.

Your visitors will most likely enjoy the usability of not having to hit the back button to reload the page.

Perfecting Your Call to Action

When striving to improve your bounce rate, it is vital that you have a compelling call to action (CTA) on just about every page. No matter how readable your content is or how quickly your site loads, your visitors may still leave if you do not encourage them to take another step.

At FZA Digital, we recommend following these easy tips to create a highly effective call to action:

  • Use Strong Command Verbs: Consider starting your CTA with words like “buy,” “subscribe”, or “order” to encourage visitors to take immediate action.
  • Give Users a Reason to Act: The best way to convince your visitors to click through to a new page is to offer them a discount, free item, or another incentive.
  • Use Numbers Where Possible: A CTA that reads, “Order today to get $50 off!” is likely to perform far better than one that says, “Order today to save money!”
  • Make it Obvious: Your CTA should stand out from the rest of your content. Consider using a different color or putting it in a box to draw the user’s eye.

Before long, you will have a CTA that your visitors won’t be able to resist and your bounce rate will be massively improved.

 

Need a Little Help?

The team here at FZA Digital has been helping businesses optimize their web presence for many years. As such, we understand what it takes to create an effective and user-friendly website.

If you need some assistance implementing any of the bounce rate-reducing strategies outlined above, please do not hesitate to give us a call at (424) 229-2923 or contact us online.