Google Analytics 4 (GA4) enables a comprehensive view of a user’s behaviour on your website. GA4 can be used to track the customer journey by identifying the sequence of pages that users visit, the events that they trigger, and the goals that they achieve.
One way to use GA4 to understand the customer journey is to use the Path Exploration report. This report shows you the paths that users take through your website, from the first page that they visit to the last page that they visit. This information can be used to identify the most popular pages on your website, as well as the pages where users are dropping off.
Another way to use GA4 to understand the customer journey is to use the Events report. This report shows you the events that users trigger on your website, such as clicking on a button or filling out a form. This information can be used to identify the actions that users are taking on your website, as well as the actions that are leading to conversions.
By using GA4 to track the customer journey, at Website DNA we can gain a deeper understanding of how users are interacting with a company website and what they are doing at each stage of the journey.
We use this information to make changes to the website design, content, and marketing to create a more seamless and enjoyable customer experience. The changes we make enable the website to perform better at whatever the company is trying to achieve through its website objectives, which may be to generate more enquiries, increase online transactions or build brand awareness.
This data is also used to enhance our marketing campaigns on delivering high quality potential customers to the website (through Google Ads, Social Media and SEO) and increasing the probability that they will convert to actual customers.