2 Ways Google Analytics 4 Can Help You Book More Parties

Google Analytics 4 is the latest iteration of Google Analytics. If you've logged into your Analytics account at any point in the last year, you've probably seen a notification to "make the switch" by July 2023! 

In short, GA4 offers an array of enhanced features, functions, and insights that'll allow you to better track a customer’s journey across multiple platforms.

In this article, we're going to discuss some of the new features available, why they matter, and how they can help FEC owners book more parties!

Google Analytics 4: Overview of New Features 

As mentioned, Google Analytics 4 allows you to track customer activity across different platforms, including websites and mobile applications. It also provides users with predictive analytics based on Google's AI.

In GA4, all measurements are marked as "events." Previously, page views were the most important metric in Universal Analytics. But by tracking all measurements as "events", GA4 allows you to get more granular to fully understand user behavior. 

There are also new metrics available, called Engagement Metrics, which track user engagement with your website or app. 

One of the coolest features, however, is predictive analytics. Based on the data collected, Google now offers purchase probability, churn probability, and revenue prediction analytics. This can help you make proactive decisions for your business!

There are plenty of other changes and enhancements too, so in order to maximize your use of GA4, we highly recommend signing up for Skillshop and going through the GA4 course to understand the platform and learn how to set it up for your business. Alternatively, check out this article for all of the key steps!

2 Ways Google Analytics 4 Can Help You Book More Parties

1. Track and Measure Overall Marketing Channel Performance

In Google Analytics 4, you can track the following:

• What pages are customers most engaged with? How long are they engaged? Any trends? Is a specific attraction more popular than another? 
• How many views does your online booking page get? Who's likely to make a purchase in the next X amount of days? 
• How many engaged sessions convert to parties booked?
• Which page leads customers “bouncing,” or leaving the site most often?
• How many people visit your site daily, and what events cause that to spike? Should you be running any specials on these days?
• Where do customers come from? Social media, search, other sources? What are your most common user demographics? 

Google Analytics 4 will help you learn more about your customers and how they behave on your website. This will enable you to make more intentional, data-backed marketing decisions.

Note that in Universal Analytics, you would measure conversions by setting up goals, but in Google Analytics 4, "there is no distinction between goals and e-commerce; you measure all conversions via GA4 events."

To understand how to set up your own unique conversions, we highly recommend signing up for Skillshop and going through the GA4 course.

2. Decide What Channels to Optimize

Just knowing your traffic numbers and sources is not enough. If you get 1000 visitors a month from Google and only 1% of them are purchasing a party, then there is no point in driving more traffic with your existing strategy. It's time to optimize.

Here's how Google Analytics helps with optimization:

• You can track every website visitor from the beginning to the end of their journey on your website. You will be able to see, for example, how many customers came to your site via Facebook and ended up booking an event. If that percentage is high (anything above 7% is high) then you know this is a good channel and you should continue to invest in it. If that percentage is low, you may consider optimizing this channel!
• Google Analytics 4 shows you which pages on your website are not performing well. One way to see this is by looking at the Bounce Rate. This is a stat that measures the percentage of people who get to a certain page on your website and then leave right away. You can now also see this more clearly via Engagement Metrics. Once you know that a certain page on your website has a high bounce rate or discover poor engagement, then you can start to fix it by adding images, shrinking the amount of text, adding more CTAs, or making your site more mobile-friendly.
• As mentioned previously, with Google's AI & machine learning feature, you'll also receive predictive insights that'll help you make better decisions for your business. 

Leave a Comment, We'd Love to Hear Your Thoughts!

What did you think about the Google Analytics 4 tips in this post? Let us know in the comments below!