Hello Epic Family!


This week, we’re putting the focus on data. Specifically, GA4 data and how you can leverage those analytics to propel your business forward. The Epic team uses loads of data every month to drive strategy changes and today, they’re sharing their secrets!


Key Metrics That Matter


Total Users - Think of this as your website’s fan club. This metric shows the total number of unique users who have interacted with your site or app. Monitoring this helps you understand your overall reach and audience growth. 


        Example: If you notice a significant increase in total users after launching a new marketing campaign, it indicates that your campaign is effectively reaching a broader audience.


        Actionable Tip: Use this data to identify which campaigns are most successful and replicate their strategies in future efforts.


Engagement Rate - This is the percentage of engaged sessions (sessions that lasted longer than 10 seconds, had a conversion event, or included 2 or more page views). A higher engagement rate suggests that users find your content valuable and are interacting meaningfully with your site. 


       Example: A blog post with a high engagement rate suggests that the content resonates well with your audience. Conversely, a low engagement rate might indicate that the content         needs improvement.


       Actionable Tip: Analyze the content with high engagement rates to understand what works and apply those insights to other areas of your site.


Conversions - The number of times users completed a predefined goal, such as making a purchase or signing up for a newsletter. This metric is crucial for measuring the success of your website in achieving its business objectives. 


       Example: If a particular landing page has a high conversion rate, it’s a good idea to study its design, content, and call-to-action to replicate its success on other pages.


       Actionable Tip: Regularly A/B test different elements on your site to continuously improve conversion rates.


Source/Medium - The origin of your traffic (e.g., google/organic, direct/none). Understanding where your visitors are coming from helps you identify which marketing channels are most effective and where to focus your efforts. 


       Example: If you find that most of your traffic comes from organic search, it indicates strong SEO performance. If paid ads are driving traffic, it shows the effectiveness of your ad               campaigns.


       Actionable Tip: Allocate more resources to the channels that are driving the most traffic and conversions.


Average Engagement Time - The average amount of time users spend actively engaging with your site or app. Longer engagement times typically indicate a better user experience and more compelling content. 


       Example: If users spend more time on pages with videos, consider incorporating more video content across your site.


       Actionable Tip: Use heatmaps to understand how users interact with your site and identify areas for improvement.


By focusing on these key GA4 metrics and leveraging advanced features, you can gain a comprehensive understanding of your website’s performance and make data-driven decisions to optimize your digital strategy.


Reach out! We’d love to set your digital strategy on the right path - what questions can we answer for you?

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