A Deeper Dive into User Analytics with GA4's Enhanced Features
The transition from Universal Analytics to GA4 has transformed the way user interactions are tracked on websites. Reflecting on this change, Shean Kirin observes, “In Universal Analytics, we used to go into this top conversion Paths report… It was the best version that you had in Google Analytics, of knowing what the actual visitor profile is.”
The ‘Top Conversion Paths’ report in Universal Analytics was instrumental in understanding how users first interacted with a site, often via social channels, and how they returned. This report provided a holistic view of the visitor’s journey.
However, with the advent of GA4, this report was replaced by ‘Top Conversions’. Kirin notes the significance of this new feature: “What top conversions does is it looks at the users on your website, as an individual user and what is the early touch point? What were the middle touch point and what were the late touch points before they left.”
This new approach in GA4 offers a detailed breakdown of the user’s journey, segmenting it into early, middle, and final interactions. This change signifies a more granular and user-centric approach to analytics, allowing for a deeper understanding of how individual users engage with a website.
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