经过 - Neal Cole

在Google Analytics 4中创建探索报告

Google Analytics中的探索报告示例4

A Step-By-Step Guide to Create an Exploration Report in Google Analytics 4

Google Analytics 4 offers users a powerful suit of insight tools in the form of the Analysis Hub. I have previously coveredhow to create a funnel report in Google Analytics 4,这应该是您的一份报告,以优化您的网站或应用程序。在这篇文章中,我将带您通过如何在Google Analytics 4中创建探索报告。

The exploration report in Google Analytics 4 displays your data in a dynamic table format and provides advanced functionality which is not available in Universal Analytics (UA). This includes the ability to apply multiple custom segments and filters to uncover new insights to help you optimise your digital experience. The exploration report replaces custom reports in the UA version of Google Analytics.

The Analysis Hub in Google Analytics 4 makes it worthwhile upgrading to GA4 and complements what you already get from Universal Analytics. If you want to know more about how GA4 compares to Universal Analytics checkout my post onhow to upgrade to Google Analytics 4 with GTM.

1. Create Events for GA4:

在Google Analytics中创建探索报告之前,您需要在GA4中配置密钥事件,并使用GTM设置自定义事件。你可以阅读我的帖子如何使用Google标记管理器跟踪Google Analytics 4中的事件

如果要在GA4中实施增强的电子商务,请退房Simo的博客帖子在这里

2.分析中心:

转到GA4属性并转到分析>分析中心,然后单击探索报告。

1. The Analysis Hub in GA4

3. Exploration Report in Google Analytics 4:

This will open up the Exploration interface which containers three tabs, Variables, Settings and the output tab. The first two allow you to tailor and configure the exploration report to your specific needs. However, this requires some planning and preparation to ensure you have access to the correct segments, dimensions and metrics for your report.

2。The exploration report in Google Analytics 4

4.变量:

The variables tab is where you configure the data you want to use in your exploration report in Google Analytics 4. This requires some planning as you can only access dimensions and metrics that are being sent to your GA4 property. This tab covers:

      • 报名名称
      • Date range
      • Segments
      • 方面
      • 指标

4.1 Report Name:

Give your report name a descriptive title and bear in mind that in the Analysis Hub listing it won’t display the type of report (e.g., funnel or exploration) it is.

3. Variables tab - name

4.2日期范围:

Set the period you want the report to cover, but consider when you first created your GA4 events, as this may limit the date range you can use. You can use a pre-set date range (e.g., Last week) or set a custom date range and compare data to the previous period.

4. Time period for exploration report

4.3细分:

该细分市场允许您将您的探索报告结果与不同的诉讼群体进行比较。默认段可能不相关,通常不完整。删除您不需要的段,并创建您感兴趣的新段。有四种类型:

5. GA4中勘探报告的细分

      • 用户段:符合设定标准的访客。例如,点击谷歌(付费流量)或来自个别国家的付费广告的访客。

      • Session segment:When sessions meet defined criteria. For example, all sessions where users were acquired from a set campaign or are in a set age group.

      • 活动细分:这些细分由特定事件定义,例如时事通讯注册,添加到购物车或购买。

      • 建议细分:These include three types of segments:
      1. 一般部分如最近的活跃用户和非购买者。
      2. Templates涵盖这些部分人口统计(例如,年龄或性别),收购和技术。
      3. Predictive segmentsallow you to build预测观众based on purchasing and churning events. To be eligible to use predictive segments your site or app will need to meet these criteria:

在七天的时间内,至少有1,000名返回用户在过去28天内满足预测标准(即购买或搅拌)。

在七天的时间内至少有1,000名未在前28天购买或搅拌的用户。

这必须在七天期间维持,并且必须将合格的数据作为购买或App_Purchase事件发送到属性。

然后每天为每个活动用户生成预测度量。然后可以使用此数据来构建一个audience for remarketing通过Google广告对这些用户。

一旦您决定哪些段对您的数字体验很重要,请通过使用相应的类型来创建这些段。例如,我想将移动流量与桌面用户进行比较。在这里,我通过搜索设备类别并选择包含或等于“桌面”来创建桌面流量的段。

6.桌面交通段

4.4维度:

您还将看到默认尺寸列表。就像SEGMENTS一样,您可以通过单击“+”按钮来创建新尺寸并删除无关的尺寸。尺寸可用于创建过滤器以排除不能转换的用户,以便更详细地分析探测表。

7. Dimensions

您最多可以在ROWS中具有最多五个维度,为GA4探索报告中的两个列。

4.5指标:

指标define the nature of the analysis by transforming your report into actionable data. You may want to add metrics such as transactions, conversions, and user engagement to go along side more generic metrics like active users.

8. Metrics

5. Tab settings:

This column allows you to create your exploration report and configure what it looks like. We are concentrating on the exploration report, but you can change this in the Technique drop-down menu where you can select other reports such as Cohort analysis, path analysis and Funnel Analysis.

5.1可视化:

在技​​术下拉菜单下方,是可视化选择器,您可以在其中选择:

      • 桌子
      • Donut chart
      • 线条图表
      • Scatterplot
      • Bar chart
      • Geo map

根据您选择的类型的可视化类型,您将在报告的自定义方面具有不同的选择。我将在此处专注于桌面,因为这最多使用,您可能开始识别新的见解。

5.2线条图:

However, the line chart is also worth briefly mentioning because this is useful to see if metrics are changing over time as a result of your optimisation activity.

9.可视化选项

界线图允许您设置不同级别的粒度,以反映数据量以及您想要测量关键指标的频率。

10. Line chart granularity

线图也异常探测器启用d by default. This allows GA to automatically indicate when something is causing a problem and so can save you valuable time during the analysis process. The training period determines how much data is collected to calculate the expected value. This means the longer the training period the more likely any anomaly will be real and so set the higher value here.

Sensitivity determines the sizes of the anomaly required to trigger the indicator. The higher the setting, the narrower the area of the expected value will be able to signify an anomaly.

11. Line Graph Anonmaly Detection

5.3 Table Visualisation:

Going back to the table visualization, the next setting to consider is the segment Comparison. You can include up to 4 segments in your data table to compare your performance. Double click each segment or click and drag into the Segment Comparison widget.

12.细分比较

探索报告示例此处具有以下配置:

      • 两个部分 - 购买者和非购买者
      • Browser dimension in the row section
      • 列段中的设备类别
      • Active user as the chosen metric

5.4 Pivot Table Options:

探索报告为您提供四个枢轴表选项可供选择。默认选项为“第一列”,这意味着段显示在第一列中。这是看起来的样子。

13. Google Analytics中的探索报告中的第一列段4

The next option is ‘First row’. This means the segment appears first in every row and looks like this:

14. Google Analytics 4中探索报告中的第一行段

第三个选项是“最后一行”。这意味着段显示在每一行中,它看起来像这样。

15. Segment in last row in exploration report in Google Analytics 4

最后,'最后一列。这意味着段在所有列尺寸之后显示。

16. Google Analytics中的探索报告中的最后一列段4

5.5行:

这是您在报表中选择行的维度的位置。这里我为我的表选择了浏览器,因此每行在表中显示一个不同的浏览器。

17. Rows in pivot table

您可以在报告中具有多个维度。在这里,我已添加浏览器版本以沿浏览器进行。您还可以决定从哪一行开始,并设置要显示的最大行数。

18. Two dimensions in pivot table

但是,如果您希望拥有多行,您可能希望切换到嵌套,以便根据第一行进行分组第二行。在这里,第二行是浏览器版本,因此在显示其他浏览器之前首先显示所有Safari浏览器版本。

19.嵌套的行

5.6列:

这允许您将尺寸添加为列。单击并拖动到行部分。在这里,我将设备类别添加为列。同样,您可以决定从哪个列开始显示数据和每单维列的最大列数。

20.。Columns and Start column

5.7 Values:

Simply click and drag the metrics that you want to display in your table into the Values section. You can add up to 10 metrics in a single exploration report. The cell type allows you to choose how to display the metric cell based on its value and the ratio to other rows in the same column. The options here are:

条形图 - 这将在每个度量标准单元中显示水平条图。

Plan text – no visual enhancement is shown if this is selected.

热图 - 与其他相同尺寸柱的其他行相比,如果它们的值更高,细胞的颜色更暗。

20.。Columns and Start column

5.8过滤器:

This allows you to exclude certain users or events to reduce noise from the analysis. For example, here I use City to exclude users from outside London as the website only delivers within the boundaries of Greater London. You might want to exclude users who are logged in or visitors from certain countries, depending upon what kind of analysis you wish to undertake.

22.过滤器

6. The Exploration Report:

既然您在Google Analytics 4中配置了探索报告,您现在可以复制它以更改技术类型(例如,使其成为行图)或添加新选项卡以开始创建完全新的探索报告。您还可以将报告下载到各种格式,包括Google纸张和PDF。

23 Duplicate and add new tab

By default, all your exploration reports are only visible to you. This means that you will need to share the report with other users of the GA4 account if you want other users to be able to access the report. If other users wish to edit the report, including changing the date range, they will have to duplicate the report so that they become the report owner.

6.1 Right-Click:

如果您右键单击报告中的单元格,请为您提供以下选项:

      • Include section
      • 排除部分
      • 从选择创建段
      • 查看用户

24. Right click on table cell

仅包括选择。这将根据您单击的单元格添加到表中的包含过滤器,因此将使您能够相应地缩小报告。

Exclude selection.根据您单击的单元格添加到表中的排除过滤器。

创建段选择。这将自动打开段创建界面,其中一些条件基于您选择的单元格预填充。

查看用户。This will open an explorer report with users who make up the same selection.

7. Summary:

The exploration report in Google Analytics 4 offers an extensive range of features to deep dive into your data. However, preparation is the key to success. Ensure you have created the events needed for your analysis using the GA4 interface and GTM.

Similarly, consider what segments you want to compare against in your report. If you have the required volume of purchasers you could create predictive segments and use these for remarketing. Next, set up the dimensions you want to breakdown your exploration report by as you will need these to be in the variables tab to add them to your report.

Ensure you also have your metrics defined as you can add up to ten to your exploration report. You can then decide which segments, dimensions and metrics to create your report. Remember to set appropriate filters to reduce noise and narrow your audience as required.

  • About the author:Neal (@northresearch) provides web analytics and CRO consultancy services and has worked in many sectors including financial services, online gaming and retail. He has helped brands such Hastings Direct, Manchester Airport Group Online and Assurant Inc to improve their digital marketing measurement and performance.

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