Measuring time on page in Google Analytics means tracking how long visitors stay engaged with your content. In GA4, this is now called Average Engagement Time, which measures the moments when users are actively viewing your site.

Since GA4 replaced Universal Analytics, many users have struggled to find this data. It’s still there, just under a new name and buried in different reports.

In this guide, I’ll show you how to find it, understand what it means, and see an easier way to track the same insights with OnePageGA.

What “Time on Page” Means in Google Analytics 4

In GA4, “Time on Page” has been replaced with Average Engagement Time, which measures how long users actively view or interact with your site. It only counts when your page is visible on screen, not when it’s open in a background tab.

This shift gives you a more accurate picture of real engagement instead of just page duration. Here’s how the new metrics compare to the old Universal Analytics terms:

Understanding these differences helps you read GA4 data correctly. Instead of guessing how long people stayed, you can now see when they were truly engaged.

How to Measure Time on Page in GA4

To measure time on page in GA4, open your property and go to Reports » Engagement » Pages and Screens.

In this report, look for the column labeled Average engagement time. This shows how long visitors are actively engaging with each page while it’s visible on screen.

By default, the table displays Page path and screen class, which lists your page URLs. If you’d rather view page titles, click the dropdown above the table and choose Page title and screen class.

You can also click the “+” icon beside the dimension name to add a secondary dimension. A useful example is Device category, which lets you compare engagement time across mobile, tablet, and desktop users. This helps you see if visitors on one device type spend less time on your pages than others, which could indicate layout or speed issues.

This setup gives you a complete view of how users engage with your content and which pages or devices drive the most attention.

How to Measure Time on Page in OnePageGA

If GA4 feels overwhelming, OnePageGA makes measuring time on page simple. It connects directly to your GA4 property and displays your key engagement metrics, including session duration and engagement rate, all in one clear dashboard.

OnePageGA is designed for marketers, founders, and small teams who want fast, visual insights without digging through complex GA4 reports. Setup takes less than two minutes, and once connected, you can choose up to seven metrics to track, such as Average Session Duration, Page Views per User, and Engagement Rate.

Unlike GA4, OnePageGA also includes familiar metrics from Universal Analytics, such as Bounce Rate and Average Session Duration. These make it easier to interpret GA4’s engagement data using terms you already recognize.

Here are some of the metrics you can view in OnePageGA:

To display these metrics in your OnePageGA report, go to your connected dashboard and click Edit Metrics.

Choose up to seven from the list, then click Save to update your view. You can then click each metric to instantly see the data in a simple, one-page layout.

With OnePageGA, you can skip the complex tables and custom explorations. You get a clear snapshot of how long visitors stay, how engaged they are, and which pages perform best, all on one simple page.

How to Interpret Time-on-Page Metrics in GA4

Understanding your engagement time helps you see how well your content holds attention. GA4’s Average Engagement Time shows how long users actively view or interact with a page, giving you insight into what keeps them interested.

What counts as a “good” engagement time depends on the type of page. For example, a Contact page might only need a few seconds of engagement if users quickly find your phone number or form, while a blog post should naturally keep visitors for a minute or more.

Use this table to interpret your data and decide what to do next:

Tracking these trends over time helps you spot what works and what needs improvement. If you want to see these engagement insights faster, OnePageGA brings them together in a single, visual report.

FAQs About Measuring Time on Page in GA4

See Your Engagement Time Clearly

GA4 makes it possible to track how long visitors stay active on your pages, but finding and interpreting that data can take time. Tools like OnePageGA simplify the process by showing your engagement metrics in a single, easy-to-read view.

Try OnePageGA for Free

You may also find the following GA4 guides helpful:

• What Is a Conversion in Google Analytics
• How to Increase Organic Search Traffic to Your Website
• How to Add Annotations in Google Analytics 4
• How to Find Your Top Converting Traffic Sources in GA4

If you have questions or want to join the conversation, you can also find us on X and Facebook.

You can’t import full Universal Analytics (UA) data into Google Analytics 4 (GA4). That might sound worrying, but you’re not completely out of options.

GA4 doesn’t accept direct historical imports because its entire tracking model is different. However, there are still ways to bring in specific types of data and safely preserve your old reports for future reference.

In this guide, I’ll walk you through what you can import, why GA4 doesn’t accept full UA history, and the best methods I use to keep my historical analytics data accessible for long-term reporting.

What Data Can You Actually Import into GA4?

You can’t move everything from Universal Analytics into GA4, but you can import certain data types that help fill in the gaps. These imports are especially useful if part of your customer journey happens outside your website.

Offline Conversion Data

Offline conversions are actions that happen away from your website, like phone orders, in-store purchases, or leads collected in your CRM. GA4 lets you import this information so it connects back to what those users did online.

To do this, you’ll need to upload your offline conversions as event data. Each event should include a matching User-ID or Client-ID so GA4 can link it to the right person or session. Use Client-ID for anonymous visitors and User-ID for logged-in users or returning customers.

If you also collect information such as an email address, use it in your own records to find the correct identifier before uploading.

This approach works best for businesses that collect leads or sales through multiple channels. For example, if someone fills out a form on your site and later completes their purchase over the phone, you can record both actions as part of the same customer journey.

Limited Ecommerce Data

You can also import enhanced ecommerce data into GA4, but there are limits. Universal Analytics tracked product views and cart adds as separate hit types, while GA4 treats them as events with parameters.

That means you can move structured sales information such as product IDs, categories, and order values, but not every old metric has a direct match.

For most site owners, this type of import is helpful only if you depend on revenue tracking for long-term reports or want to double-check that your new GA4 ecommerce setup is accurate.

Why You Can’t Import UA History into GA4

You can’t import your old Universal Analytics history into GA4 because the two platforms store and measure data in completely different ways. They may look similar on the surface, but the data underneath isn’t compatible.

Here’s a simple comparison:

Think of it like trying to pour water from a square container into a round one. The shapes don’t align, so some of the data simply won’t fit.

GA4’s system is designed to collect richer, more flexible data, but that also means your older session-based records can’t be reprocessed in the same way.

4 Ways to Preserve and Access Your Historical Data

Now that Google has fully sunset Universal Analytics as of July 1, 2024, your old data doesn’t have to be lost. If you exported or backed up your reports before access ended, there are still several ways to store, view, and compare that information alongside your GA4 results.

Below are four practical methods you can use to keep your historical insights accessible today.

1. Export Key Reports from Universal Analytics

If you downloaded reports before Universal Analytics shut down, those files are now your best source of historical data.

Start by organizing your saved exports in one place, such as Google Drive or Dropbox. Then, focus on reports that give you meaningful long-term insights, such as:

• Audience Overview for total users and sessions
• Acquisition → All Traffic for traffic sources
• Behavior → Site Content for top pages and engagement
• Conversions → Goals or Ecommerce for leads and sales

If you missed the export window, check your inbox for any scheduled email reports or dashboards saved as PDFs. These can still help you benchmark performance against your GA4 data.

2. Connect Universal Analytics to BigQuery (Free Option)

If you linked Universal Analytics to BigQuery before the sunset, you already have one of the most reliable long-term backups available.

BigQuery is Google’s cloud-based data warehouse that stores your analytics data in full detail. It lets you run custom queries or connect the data to reporting tools like Looker Studio.

Here’s what to do next:

1. Open your BigQuery project and confirm your exported UA tables are still available.
2. Check your data retention settings to make sure nothing is set to expire automatically.
3. Create a new dataset for your GA4 exports so you can view both data sets side by side.
4. Use Looker Studio to build reports that show year-over-year changes.

BigQuery is ideal if you have a large website or need complete access to past data for audits and long-term trend analysis. It includes a free monthly quota for both storage and queries, but costs can apply if you exceed those limits.

Always monitor your usage to stay within your free tier. The allowance is generous, and most small business sites will never hit the limit.

3. Use Looker Studio Dashboards

If you exported data or connected it to BigQuery before Universal Analytics was sunset, you can still visualize that information in Looker Studio. It lets you combine your old UA data with your new GA4 property for side-by-side comparisons.

To do this, upload your saved UA data as a CSV or Google Sheet, then add GA4 as a separate data source.

From there, you can create charts showing how traffic, engagement, and conversions have changed over time.

If building dashboards in Looker Studio feels overwhelming, OnePageGA can help with the GA4 side of your analysis.

It doesn’t import UA data, but it simplifies your current GA4 reporting with ready-made dashboards for WordPress sites. That way, you can quickly understand your new metrics without getting lost in GA4’s complex interface.

4. Create a Manual Data Log

If you never exported your Universal Analytics data before the sunset, a manual record is the next best fallback. It won’t give you exact numbers, but it helps preserve useful benchmarks for long-term reference.

Start by checking any screenshots, old reports, or email summaries you might have saved. Record key metrics such as total sessions, top pages, and conversions in a simple spreadsheet.

Here’s an example format you can use:

This type of log can’t replace your full analytics data, but it gives you enough context to track growth over time. Even rough historical numbers are better than losing your performance record completely.

How to Compare Old and New Data

Comparing Universal Analytics and GA4 can feel tricky at first, but it’s clearer once you understand how each platform measures activity. The goal isn’t to make the numbers match exactly, but to recognize how GA4 interprets user behavior differently.

Run a Parallel Tracking Period

If you had both properties active before the Universal Analytics sunset, look at overlapping date ranges to understand how your results differ. You’ll likely see changes in users, sessions, and bounce rates because GA4 calculates engagement in new ways.

These differences don’t mean your data is wrong. GA4 uses an event-driven model, while UA relied on sessions and hits. Use that overlap period as your baseline when reviewing future trends.

Here’s a quick guide to help you interpret your data more accurately:

If you used custom events or goals in UA, you can recreate most of them in GA4 by defining events and marking them as conversions.

Frequently Asked Questions

In my experience, the biggest mistake people made during the GA4 switch was not saving their old Universal Analytics data in time. If you backed up your reports, you can still use them for comparisons and long-term insights.

Now the focus should be on learning GA4 and keeping your new data organized, so you don’t run into the same problem again later.

To help with that, take a look at these GA4 guides:

• How to Add Google Analytics to Your Website
• Engagement Rate vs Bounce Rate in GA4
• How to Find Your Top Converting Traffic Sources in GA4

If you have questions or want to join the conversation, you can also find us on X and Facebook.

Google Analytics 4 (GA4) is a free tool from Google that tracks how people use your website. It’s powerful, but many business owners find it complicated and time-consuming.

OnePageGA makes things easier. It connects to GA4 and turns the data into a simple dashboard that highlights the numbers you actually need to grow.

In this guide, I’ll compare OnePageGA vs Google Analytics 4 so you can decide if GA4 on its own is enough, or if using it with OnePageGA is the better choice for your business.

How I Compared OnePageGA vs GA4

To make this a fair comparison, I looked at the areas that matter most when choosing an analytics tool:

• Ease of setup and learning curve: How easy is it to set up and start using? Do you need technical skills?
• Reporting and dashboards: Are the reports clear and simple to understand? Can you find data quickly?
• Focus on business metrics: Does it highlight the numbers that matter most, like conversions and top pages?
• Customization and flexibility: Can you adjust the dashboards and reports to fit your goals?
• Integrations and workflow: Does it connect with other tools and fit smoothly into daily use?
• Pricing and support: How much does it cost, and what kind of help is available if you get stuck?

These criteria give a clear framework for comparing GA4 and OnePageGA side by side, so you can see which tool better fits your needs.

What is Google Analytics 4?

GA4 is Google’s latest tool for tracking what people do on your website. It replaced Universal Analytics and is now the standard way to collect website data.

GA4 tracks actions, called events, instead of only counting page views. An event can be anything a visitor does, like clicking a button, scrolling a page, or making a purchase. This makes it easier to see the full customer journey.

Key features include:

• Event tracking without extra setup
• Insights powered by machine learning
• Custom reports for deeper analysis

GA4 is free and very flexible, but it also has a steep learning curve and can feel confusing to new users.

What is OnePageGA?

OnePageGA is a web-based tool that works with GA4 to make your data easier to understand. Instead of showing dozens of menus and complex reports, it puts the most important numbers into one clear dashboard.

The setup is quick, and you don’t need technical skills to use it. Once connected, you can see key business metrics like conversions, top content, and referral traffic in one place.

Key features include:

• A simple dashboard that’s easy to read
• Focus on business goals instead of every possible metric
• Fast setup with no coding required

OnePageGA doesn’t replace GA4. You still need GA4 to collect the data. But OnePageGA saves you time by turning that data into insights you can act on right away.

GA4 vs OnePageGA: Feature Comparison

Now that you know what each tool does, let’s compare them side by side. I’ll break down how GA4 and OnePageGA stack up in the areas that matter most for business owners.

Ease of Setup & Use

GA4 can be tricky to get started with. You need to create a property, add tracking code to your site, and often set up Google Tag Manager if you want to track specific events.

It’s flexible, but for most small business owners the process feels technical and time-consuming.

If you do want to give it a try, I’ve written a full guide on how to add GA4 to your website that walks you through the steps.

OnePageGA, on the other hand, is built for speed. You simply connect it to your GA4 account, pick your website, and your dashboard is ready. No coding, no tags, no long setup process.

In my experience, GA4 is better suited for analysts who enjoy digging into setup, while OnePageGA is the clear winner if you just want to get insights right away.

Dashboards & Reporting

One of GA4’s strengths is that it can show almost any report you can imagine. The problem is you often have to build those reports yourself, and the default views don’t always highlight the numbers a business owner cares about.

With OnePageGA, reporting is ready from day one. Instead of digging through menus, you see your most important numbers in a single view. It focuses on clarity rather than showing everything at once.

If you enjoy customizing reports and exploring data in depth, GA4 gives you endless flexibility. But if you’d rather skip the setup and get clear answers fast, OnePageGA makes reporting simple and practical.

For a complete walkthrough, you can also see our guide on how to create simple Google Analytics reports.

Metrics That Matter

GA4 tracks almost everything that happens on your site, from page views to scrolls to custom events. That level of detail is powerful, but it also makes it easy to get lost in the data.

See our guide to learn what is a metric in Google Analytics. Most small business owners just want to know what is driving sales or signups.

OnePageGA narrows the focus. Instead of showing every possible number, it highlights the key growth metrics that tie directly to your goals. This makes it easy to see what is working without wasting time digging through reports.

In short, GA4 is best if you want complete flexibility, while OnePageGA is built for clarity and speed.

Customization & Flexibility

GA4 gives you almost unlimited ways to customize your reports. You can build dashboards from scratch, apply filters, and even design advanced funnels that track every step of a customer journey.

This flexibility is great if you know what you are doing, but it takes time to master.

OnePageGA offers light customization that stays simple. You can choose which metrics to show, reorder sections, adjust date ranges, and apply basic filters.

You can also tailor the dashboard to your goals without touching code.

If you need full control and do not mind the work, GA4 is the better fit. If you want quick adjustments with a clean, focused view, OnePageGA keeps things simple.

Integrations & Workflow

GA4 fits naturally into the Google ecosystem. It integrates with Google Ads, BigQuery, and Looker Studio, making it a strong choice if you already rely on those tools.

The workflow, however, can feel heavy. You often need to jump between platforms to pull insights together.

OnePageGA keeps things simple. It connects directly to your GA4 account and pulls the most useful data into one dashboard. While it doesn’t replace advanced integrations like BigQuery, it makes day-to-day analytics easier for business owners and marketers.

Pricing

GA4 is completely free to use, which makes it appealing for anyone who wants to track site data without extra cost. The trade-off is the time you spend learning how to use it.

OnePageGA offers a 14-day free trial with no credit card required. After that, pricing depends on the plan:

• Personal: $10/month – best for individual site owners
• Business: $99/month – designed for ecommerce and marketing teams
• Agency: from $20/month per site – made for agencies managing multiple websites

The real value comes from the time saved. Instead of digging through GA4, OnePageGA gives you a clear view of the numbers that matter most.

When to Use GA4 Alone vs With OnePageGA

GA4 is the right choice if you have the time and skills to dive into complex reports. It works well for data analysts, larger teams, or enterprises that need complete control and advanced integrations.

For small business owners, solo creators, and marketers, GA4 alone can feel like too much. This is where OnePageGA shines. By connecting it to your GA4 account, you get the clarity you need without the steep learning curve.

Here are a few examples:

• A blogger who wants to see which posts bring in the most traffic and signups will get faster answers with OnePageGA.
• An ecommerce shop can track top products and referral sales without building custom GA4 reports.
• A marketing agency can roll out OnePageGA across client sites to give business owners easy-to-read dashboards while still using GA4 for deeper analysis.

In short, GA4 works well on its own for technical users. But pairing it with OnePageGA makes analytics practical for everyday business use.

Pros & Cons

Every tool has its strengths and weaknesses. Here’s how GA4 and OnePageGA compare at a glance.

For a more detailed overview, see these Google Analytics 4 Pros and Cons.

FAQs About OnePageGA vs Google Analytics 4

GA4 is powerful but overwhelming for most business owners. OnePageGA makes it practical by turning complex reports into a clear view of the numbers that matter.

If you want quick insights without the hassle, try OnePageGA free for 14 days and see the difference for yourself.

You may also find the following guides helpful:

• How to Increase Organic Search Traffic to Your Website
• How to Find Average Session Duration in Google Analytics
• How to Find Bounce Rate in Google Analytics 4
• How to Find Your Top Converting Traffic Sources in GA4
• How to Add Annotations in Google Analytics 4

If you have questions or want to join the conversation, you can also find us on X and Facebook.

A conversion in Google Analytics is any event you mark as a result that matters, like a purchase, lead form, or signup. GA4 dropped the old “goals” system, so now you decide which events count.

When I moved client sites over, this shift caused the most confusion. They just wanted to know, “Did we get sales or signups?” but GA4 hid those answers under layers of reports.

In this guide, I’ll show you what a conversion means in GA4, how it works, and how to set it up so you actually see results. And if you’re tired of digging, OnePageGA puts conversions front and center on one clear page.

What Is a Conversion in Google Analytics?

A conversion in Google Analytics is any event you choose to track as a success. GA4 is fully event-based, so instead of the old “goals” from Universal Analytics, you mark an event, like a purchase or form submission, as a conversion.

This shift makes GA4 more flexible. You’re not stuck with only destination goals or limited types. Any user action can be turned into a conversion if it aligns with your business goals.

Macro vs Micro Conversions

Not every conversion is equal. Some are “big wins,” while others are smaller steps that support the journey.

• Macro conversions: Sales, booking a service, submitting a lead form
• Micro conversions: Signing up for a newsletter, downloading a guide, playing a video

Here’s a quick side-by-side example for a typical website:

And the impact can be huge. For example, McDonald’s Hong Kong used GA4’s predictive audiences to target users most likely to buy. In just two months, they boosted conversions by 550% and cut acquisition costs by 63%.

How to Set Up Conversions in GA4 (Step-by-Step)

GA4 gives you a lot of flexibility in what you mark as a conversion, but the setup process can feel overwhelming if you’re new to it. The good news is that it only takes a few steps to go from a simple event to a tracked conversion in your reports.

Here’s a clear step-by-step walkthrough you can follow:

Step 1: Plan Your Event

Before you mark anything as a conversion, take a moment to decide what actions actually matter for your business. For most sites, that means sales, lead forms, or sign-ups. For others, it could be a booking, a donation, or a key content download.

Give each event a clear, simple name that matches its purpose.

For example, use purchase or lead_form_submit instead of something vague like event1.

This makes your reports easier to understand later.

Step 2: Configure Events in GA4

In your GA4 property, go to Admin → Events.

This is where you’ll see a list of all the types of events Google Analytics is currently tracking on your site.

If the event you want already shows up in the list, you’re set. If not, you’ll need to create a custom event.

To do this, simply click the Create Event button, then fill in the fields. GA4 lets you build events by setting conditions based on page views, button clicks, or other triggers.

For example, you could create an event for when someone visits a /thank-you page after completing a form or when they click a “Buy Now” button on your site.

For more details, see our guide on what are GA4 events.

Step 3: Turn It Into a Conversion

Once your event is created, you need to tell GA4 to treat it as a conversion. This is what makes the action show up in your reports as a key result.

In the same Admin → Events screen, find your event in the list and click the star icon next to it to mark it as a key event. The star icon will light up, showing it’s now a tracked conversion.

If you’re running ads, you can also import these conversions into Google Ads. That way, you’ll see which campaigns drive the most valuable actions on your site.

Step 4: View Your Conversions in GA4

Once you’ve marked your events as conversions, they’ll start showing up in GA4 reports. You can find them in areas like the Engagement or Traffic Acquisition reports, but it usually takes several clicks and filters to get to the numbers you need.

This is where OnePageGA makes things simple. It’s a clean, one-page dashboard for GA4 that shows your most important metrics, like conversions, traffic sources, and top pages, without the clutter.

You connect it to your Google Analytics account once, and from then on you can see your key results in seconds instead of digging through reports.

If you only care about knowing whether your marketing is driving sales, sign-ups, or leads, OnePageGA puts that data front and center so you can focus on decisions, not clicking through menus.

Understanding Conversion Rates: Session vs. User

In GA4, conversion rates are now labeled as key event rates. You’ll see two types: session key event rate and user key event rate. They may sound similar, but they give you different insights into performance.

Session Key Event Rate

This shows the percentage of sessions where at least one key event happened. For example, if your site had 100 visits and 5 of those included a purchase or form submission, your session key event rate would be 5%.

User Key Event Rate

This shows the percentage of unique users who completed a key event. If 80 people visited your site, and 5 of them signed up for your newsletter, your user key event rate would be 6.25%, even if some of those users came back multiple times before converting.

How to View These Rates in GA4

You can add both metrics to reports like Traffic Acquisition to compare them side by side.

Session key event rate tells you how effective your site is per visit, while user key event rate shows how persuasive it is overall. Looking at both gives you a clearer picture of performance.

Making Sense of Your Conversions

By now, you know that a conversion in Google Analytics is just a key event you have marked as important, whether that is a purchase, a lead form, or a signup. Tracking them shows you which actions actually drive results and helps you cut through the noise of less meaningful metrics.

The challenge with GA4 is that it can feel cluttered. Important numbers are buried under menus, and it is easy to lose sight of what matters.

That is why many site owners prefer using OnePageGA. It puts your conversions, top pages, and traffic sources on one clean page so you can see results instantly without sorting through multiple reports.

When you focus on conversions, you stop guessing about what works and start making data-driven decisions that grow your site.

FAQs About GA4 Conversions

You now know what a conversion in Google Analytics is, how GA4 tracks them, and why they matter for your business. Conversions show you the actions that drive growth so you can focus on results instead of vanity metrics.

If you want a simpler way to keep track, OnePageGA puts your conversions, traffic sources, and top pages on one clear dashboard. No more wasting time hunting for numbers, just the insights you need at a glance.

You may also find the following guides helpful:

• How to Find Bounce Rate in Google Analytics 4
• How to Track Website Visitors The Easy Way
• What Is a User in Google Analytics? Total vs Active vs New vs Returning
• How to Find Your Top Converting Traffic Sources in GA4
• Engagement Rate vs. Bounce Rate in GA4: What’s the Difference?

If you have questions or want to join the conversation, you can also find us on X and Facebook.

I know how frustrating it feels to add a contact form or signup box to your website and then wonder if anyone actually hit “submit.” You can track form submissions in Google Analytics 4 using Enhanced Measurement, but the setup isn’t always obvious.

This matters because form submissions usually mean leads, signups, or sales. They are the real conversions that show if your site is doing its job.

In this guide, I’ll walk you through turning on GA4’s built-in tracking, explain where it falls short, and show you the easiest way to view your data. I’ll also share how OnePageGA puts everything in one clear dashboard.

How to Track Form Submissions with Enhanced Measurement

The easiest way to track form submissions in GA4 is by using Enhanced Measurement. This feature automatically records when users start filling out a form and when they hit submit, so you can see results without adding extra code.

Step 1: Enable Enhanced Measurement

Go to Admin » Data Streams in your GA4 property and select your website stream.

Under Enhanced Measurement, make sure the toggle is turned on.

This setting allows GA4 to automatically track key interactions like scrolls, outbound link clicks, file downloads, and form interactions.

Step 2: Turn On Form Interactions

In the Enhanced Measurement settings, check that Form interactions is enabled.

If you don’t see it turned on, click the cog icon next to Enhanced Measurement. A menu will slide out where you can select Form interactions and save your changes.

GA4 will then track two events for you:

• form_start → when a visitor begins filling out a form
• form_submit → when a visitor successfully submits a form

These events let you see both engagement and completions.

Step 3: Verify in Reports

After turning on form tracking, test it on your site. Open a form, fill it out, and submit it.

In GA4, you can check:

• Realtime report → to confirm form_submit events are firing as you test.
• DebugView → for troubleshooting if events don’t appear right away.

You’ll usually see a form_start event when someone begins typing. However, depending on how your form is built, GA4 may log the submission as either form_submit or generate_lead.

Google’s Recommended Events documentation explains that generate_lead is the official event for form submissions or information requests. This means it’s normal if you see generate_lead instead of form_submit, especially for AJAX-based forms or WordPress plugins like WPForms.

Limitations of Enhanced Measurement

Enhanced Measurement is helpful, but it isn’t perfect. Here are the main issues to watch out for:

• It doesn’t always track AJAX or plugin-based forms.
• Submissions can be double counted if a user reloads the page or missed entirely if they abandon mid-process.
• You won’t get useful context such as the form ID, type of form, or which page the submission happened on.

These limits matter because they can make your reports misleading or incomplete. If you need more accuracy, other tracking methods are worth considering.

Other Ways to Track Forms in GA4

If Enhanced Measurement isn’t giving you the full picture, there are other ways to track form submissions:

• Google Tag Manager (GTM): The most flexible option. You can fire a custom event only when a form is truly submitted.
• Thank-You Page Tracking: Works if your forms redirect to a separate thank-you page. Be careful, though — reloading that page can inflate your numbers.
• Success Message Tracking: Fires an event when a success message element appears on the page. This is more accurate but requires setting up CSS selectors.

For most beginners, Enhanced Measurement is the easiest starting point, even if it’s not perfect.

How to See GA4 Form Submission Data

Turning on tracking is only half the job. The real value comes from knowing where to find form submission data in GA4 and how to mark it as a conversion. This way, you can measure which pages and campaigns actually drive results.

View Form Submissions in GA4 Reports

Step 1: Open the Events Report

Go to Reports » Engagement » Events.

This is where GA4 lists every event it’s tracking on your site.

Step 2: Look for the Form Submit Event

In the Events list, scroll until you see form_submit. If your form uses AJAX or a plugin that GA4 interprets differently, you might see generate_lead instead.

Both events indicate a successful form submission.

Step 3: Mark the Form Submit Event as a Conversion

Next to the form_submit (or generate_lead) row, click the 3 dots icon to see more options.

In some cases, Google marks form submissions as a key event by default. If you see that, you don’t need to change anything.

If it’s not already set as a key event, the option will say Mark as key event, so click that to turn it on.

Step 4: (Optional) Explore Form Submission Data

For a deeper look at your form submissions, go to Explore in GA4 and create a new Blank exploration.

Add Event name and Landing page as dimensions. Then, use Event count as the metric.

This lets you see how many times form_submit or generate_lead fired and which landing pages drove those submissions.

You can also compare performance across traffic sources or campaigns by adding more dimensions.

For more details, please see my guide on how to create simple Google Analytics reports.

See Form Submissions in OnePageGA

Google Analytics 4 does track form submissions, but finding the data often means digging through multiple menus or building custom reports. That’s where OnePageGA can make things easier.

OnePageGA is a simple dashboard that connects to your GA4 account and shows your most important metrics in one place — including form submissions.

Instead of hunting through the Events report or Explore, you can see your form_submit and generate_lead events right alongside traffic, conversions, and top pages.

With OnePageGA you can:

• Quickly compare which landing pages drive the most form completions
• See which traffic sources or campaigns lead to more signups
• Skip the setup work of building custom reports in GA4

For example, you might notice that your newsletter form converts best on blog posts, while your contact form works better on your services page. In OnePageGA, these insights are visible in just a few clicks.

With OnePageGA, you can track your form submissions without the GA4 learning curve.

FAQs About Tracking Form Submissions in GA4

Next Steps

The easiest way to track form submissions in Google Analytics 4 is with Enhanced Measurement, but it has limits. Depending on your forms, you may see events logged as form_submit or generate_lead. Once you’ve found them, mark the right event as a key event so GA4 treats it as a conversion.

If you want a clearer view without extra steps, OnePageGA gives you a simple dashboard that shows your form submissions, traffic sources, and top pages in one place.

For more help with GA4, check out the following guides:

• Types of Events in Google Analytics
• How to Find Top Converting Traffic Sources in GA4
• How to Find Bounce Rate in Google Analytics 4
• How to Find Average Session Duration in Google Analytics

If you have questions or want to join the conversation, you can also find us on X and Facebook.

Opening GA4 for the first time can feel like stepping into another language. One of the first things you’ll see are “events,” and they’re the core of how GA4 works.

In GA4, events record every action a visitor takes, from clicking a button to watching a video. They’ve replaced the old way of tracking in Universal Analytics, so understanding them isn’t optional. GA4 is already used on about 14.8 million websites worldwide, roughly 43% of all Google Analytics sites, making it the new standard.

In this guide, I’ll explain what are GA4 events, the different types you’ll see, and which ones are worth tracking so you can focus on the data that matters.

What Are GA4 Events?

GA4 events are how Google tracks every action a visitor takes on your site or app. Clicks, page views, scrolls, and form submissions, for instance are all now recorded as events.

There are no more separate hit types like in Universal Analytics. Every interaction is now treated the same way, with extra details added through parameters.

For example, a button click is logged as a click event, and parameters can show which button was clicked or where it happened. This new approach makes it easier to track and compare different user actions in one place.

GA4 vs Universal Analytics: What Changed?

The biggest change is that GA4 doesn’t use different hit types like pageviews, events, and transactions. In Universal Analytics, each interaction had its own category, action, and label structure.

In GA4, every interaction is simply an event. That means a pageview, a video play, and a purchase are all tracked the same way, just with different event names and parameters.

You also don’t need Google Tag Manager for many basic events. GA4 can automatically track common actions like clicks and scrolls once you turn on Enhanced Measurement in your Data Stream settings.

This event-based model makes it easier to compare actions side by side and build custom reports without juggling multiple tracking methods.

For more details, here’s an easy guide to how Google Analytics 4 works.

What Are Event Parameters in GA4?

Event parameters are extra details that describe an event, such as what was clicked or which page was viewed. They add context so you know more than just the action itself.

Earlier, we saw that GA4 tracks every interaction as an event. Parameters work alongside these events to capture specifics.

For example:

• A page_view event might include a page_location parameter with the exact URL visited.
• A click event could have a link_url parameter showing which link was clicked.

GA4 allows up to 25 custom parameters per event, compared to just 4 in Universal Analytics. This extra detail is especially useful when you’re tracking conversions or building audiences based on precise actions.

What Are the Different Types of GA4 Events?

GA4 groups events into four main types. Some are tracked automatically, while others need to be turned on or created manually.

• Automatically collected events — tracked from the moment you set up GA4, such as page_view or first_visit.
• Enhanced Measurement events — built-in options you can enable to track actions like scroll or file_download.
• Recommended events — predefined by Google for things like ecommerce or sign-ups, which you need to set up using exact names and parameters.
• Custom events — created by you to track unique actions that are not covered by the other types.

If you want examples and setup details for each one, see my detailed guide on the types of events in GA4.

Which GA4 Events Should You Track?

Not every event in GA4 is worth monitoring. The most useful setup is one that focuses on actions that move you closer to your goals, whether that is getting more leads, sales, or engaged readers.

Here are the ones I typically prioritize on most sites I work with:

• Form submissions — track when visitors complete contact forms, quote requests, or newsletter signups. These are strong signals of interest and potential conversions.
• Button clicks — especially for your main call-to-action buttons like “Sign Up,” “Book a Demo,” or “Download Guide.” These clicks often mark the start of your sales funnel.
• Add to cart and checkout — for ecommerce, these events show buying intent and help identify where customers drop off before purchasing.
• Scroll — GA4’s built-in scroll event fires when a visitor reaches 90% of a page. This can be a quick way to see if users are making it to the end of your most important content.
• Conversion actions — any event you have marked as a conversion in GA4. This could be a purchase, form submission, booking confirmation, or other revenue-related action.

Events you don’t need to prioritize include things like every outbound link click or generic file downloads, unless they directly support your business goals.

A smart approach is to start with one event per goal. Once you’re confident you are getting clean, useful data, you can expand your tracking to capture other meaningful actions.

How to View Events in GA4

You can see all the events GA4 is tracking in the Reports section. Go to Reports » Engagement » Events to view the list.

The table shows each event name along with how many times it happened. If you’ve marked an event as a conversion, you’ll also see a column showing how many conversions it generated.

For testing or troubleshooting, open Admin » DebugView. This shows events in real time so you can confirm your tracking is working correctly.

Remember, an event has to fire at least once before it appears in your reports.

For more help, you can see this guide on how to set up simple Google Analytics reports.

How to Make GA4 Event Tracking Easier

GA4’s event reports can feel overwhelming, especially if you’re not used to handling multiple menus and filters. It can take time to find the numbers you need and even longer to turn them into something useful.

If you want a simpler view, you can use a tool like OnePageGA to see your most important events in one place.

OnePageGA is a simple, single-page Google Analytics dashboard built for people who don’t have time to dig through GA4. It pulls your most useful metrics, such as top events, conversions, traffic sources, and engagement, into one clear report.

More importantly, you don’t need to set up custom explorations or learn GA4’s complicated navigation.

With OnePageGA, you can quickly check:

• Your top events by volume
• Which events are marked as conversions
• Key actions like clicks, scrolls, and form fills

Instead of building custom reports, you get a clean dashboard that shows you exactly what is working without the extra noise.

FAQs About GA4 Events

Making GA4 Events Work for You

Understanding GA4 events is the key to making sense of your analytics. When you know which actions matter and how to track them, you can focus on changes that actually improve your site’s performance.

You don’t need to track everything. Start with the events that align with your goals, keep your data clean, and build from there.

If you want to see your most important events at a glance without digging through GA4, OnePageGA brings them together in a clear, single-page dashboard so you can make faster, better decisions.

You may also find the following GA4 guides helpful:

• How to Find Your Top Converting Traffic Sources in GA4
• What Is a User in Google Analytics?
• How to Find Average Session Duration in Google Analytics
• Engagement Rate vs. Bounce Rate in GA4
• How to Find Bounce Rate in Google Analytics 4
• How to Add Annotations in Google Analytics 4

Every click, scroll, and pause a visitor makes on your website tells a piece of a story. User behavior analytics tools help you see that full story instead of just the summary.

For a long time, I focused only on that summary, which left me guessing about the plot. I wanted to understand the full narrative of a person’s journey on my site.

This is where user behavior analytics tools completely changed the game for me. They let you see the detailed story of each visit as it unfolds.

Instead of just a number, you get to see a path. You learn what caught their eye and what might have caused a moment of hesitation.

I’m going to walk you through my favorite tools for this. They’ll help you read these valuable stories and connect more deeply with your visitors.

Compare the Top User Behavior Analytics Tools

Here’s a quick side-by-side look at the tools I’ll be covering below. You can compare pricing and who each tool is best for at a glance.

How I Chose The Best User Behavior Analytics Tools

I wanted this list to be genuinely helpful, so I focused on tools that work well for beginners and small teams. Every option I included met these criteria:

• Beginner-friendly: You don’t need to be a developer to use them.
  Clear visual reports: Heatmaps, funnels, and recordings that are easy to understand at a glance.
• Affordable or free plans: Tools that fit most budgets without cutting essential features.
• Trusted performance: Either tested by me or widely recommended by site owners I trust.

These are the tools I’d feel confident using on any of my own websites.

Best User Behavior Analytics Tools

Now that you know what these tools do and how I chose them, let’s look at the ones I recommend most.

Some are simple and free. Others offer deeper insights if you want to invest a little more. I’ve organized them so you can start with the most essential options and work your way down, depending on what you need.

1. Google Analytics

Google Analytics (GA4) is where I start with every site I work on. It gives me the big picture: how much traffic I’m getting, where it’s coming from, and which pages are pulling their weight.

One feature I use constantly is the Traffic Acquisition report. It shows me which channels (search, social, email, etc.) are driving visitors so I can double down on what’s working.

I also like being able to set up events to track conversions and micro-actions like form submissions or video plays.

The downside? GA4 can feel overwhelming. There are dozens of reports, and it’s easy to get lost if you only want a quick read on user behavior. That’s why I often pair it with simpler tools (like OnePageGA) to surface the insights I care about most.

Pros:

• Free and powerful
• Integrates with most platforms
• Excellent for tracking conversions and sources

Cons:

• Steep learning curve for beginners
  Limited visuals for click or scroll behavior

Verdict: GA4 is the foundation for understanding your audience. Use it for traffic trends and marketing attribution, then layer on other tools from this list for deeper behavior insights.

See my guide to learn how to set up Google Analytics on your website.

2. OnePageGA

OnePageGA is the tool I use when I want my GA4 data to make sense fast. It pulls in your Google Analytics data and organizes it on a single, clean dashboard. No more digging through reports to figure out which pages are holding people’s attention and which ones are losing them.

I like that I can toggle on specific metrics, like average session duration or engagement rate, and immediately see how they trend over time. This makes it much easier to catch problems early, like a sudden drop in scroll depth on a key page.

The interface feels approachable, even if you don’t know GA4 inside and out. But because it’s tied to GA4, you still have access to the depth of data if you want it.

Pros:

• Turns GA4 data into clear, simple visuals
• Shows engagement and funnel performance without custom setups
• Works great for small sites and busy teams

Cons:

• Only works with GA4 data
• Doesn’t include session replays or heatmaps

Verdict: If GA4 makes your head spin, OnePageGA is the fastest way to actually understand your user behavior data. It surfaces the insights you need in minutes instead of hours.

Here’s a guide on how OnePageGA’s easy Google Analytics works.

3. Microsoft Clarity

Microsoft Clarity is the first behavior analytics tool I recommend to anyone on a budget because it’s completely free, and surprisingly powerful.

I use it to watch session recordings, which show exactly how someone moved through a page. It’s amazing how quickly you can spot issues this way, like users repeatedly clicking on something that isn’t clickable or bailing halfway through a form.

The built-in heatmaps are also helpful. They show me which parts of a page get attention and which get ignored, so I know where to place my most important content or calls-to-action.

There’s no limit on the number of sessions you can track, which is rare for a free tool. The trade-off is that Clarity doesn’t have deep funnels or advanced integrations.

Pros:

• Completely free with no limits
• Heatmaps and recordings are easy to use
• Highlights frustration signals automatically

Cons:

• Lacks advanced reporting
  No direct eCommerce tracking

Verdict: If you want to start understanding user behavior today without spending a cent, Microsoft Clarity is your best bet.

4. Hotjar

Hotjar is one of the most well-known user behavior analytics tools, and for good reason. It combines heatmaps, session replays, and user feedback tools in one platform.

I’ve used Hotjar’s on-site surveys to ask visitors why they didn’t complete a signup form, and the answers were eye-opening. Pairing that direct feedback with the heatmaps and recordings makes it easy to figure out why people leave a page or where they get stuck.

The free plan is solid for smaller sites, but you’ll hit limits on the number of recordings pretty quickly. The paid plans open up more data and features like advanced targeting for surveys.

Pros:

• Combines visual behavior data with user feedback
• Heatmaps and recordings are intuitive
• Surveys and polls can run directly on your site

Cons:

• Free plan is limited
• Pricing can add up for larger sites

Verdict: Hotjar is a great all-in-one option if you want to combine behavioral data with user feedback to get the full picture.

5. Crazy Egg

Crazy Egg is one of the easiest ways to add heatmaps and scroll maps to your site. I’ve used it to quickly see which elements get the most clicks and how far users are making it down a long page.

One feature I like is the built-in A/B testing. You can make small design tweaks, like changing a button color or moving a form higher, and see which version performs better without needing a separate tool.

The interface is straightforward, but Crazy Egg doesn’t go as deep as some of the others when it comes to funnels or advanced reporting. It’s best for quick, visual insights.

Pros:

• Simple to set up and use
• Heatmaps and scroll maps are clear and detailed
• Includes basic A/B testing

Cons:

• Limited analytics beyond heatmaps
• Paid plans only (beyond free trial)

Verdict: Crazy Egg is a solid choice if you want fast, visual insights about where people click and how far they scroll.

6. FullStory

FullStory is the tool I reach for when I want the most detailed look at how users experience a site. Its session replays are incredibly high quality. You can see every movement, click, and scroll almost exactly as the user saw it.

I’ve used FullStory’s error tracking to uncover bugs that would have been impossible to spot with other tools. It captures console errors and network issues alongside the session recording, so you can see what went wrong from both the user’s and the developer’s perspective.

The analytics side is also strong. You can build funnels, filter by user behavior, and analyze retention trends in detail. It’s more than most small sites need, but larger businesses and SaaS companies will appreciate the depth.

Pros:

• Extremely detailed session replays
• Powerful debugging tools for developers
• Advanced funnels and retention analytics

Cons:

• Pricing is custom and can get expensive
• Too advanced for very small sites

Verdict: If you need enterprise-level insights and debugging, FullStory is hard to beat. It gives you both the “what” and the “why” behind user behavior.

7. Mixpanel

Mixpanel is a great solution for product analytics. If you run a SaaS app or any site where user retention is key, its event-based tracking is invaluable. You can see exactly how users move through a funnel, which features they use most, and when they drop off.

I’ve used Mixpanel’s cohort analysis to spot patterns in churn. For example, I discovered that users who didn’t complete onboarding within the first 48 hours rarely came back. That insight helped me redesign the onboarding flow and boost retention.

The free plan is generous, but you’ll need a paid plan for more data history and advanced features. It’s also a bit more technical to set up compared to other tools on this list.

Pros:

• Excellent for tracking user journeys over time
• Cohort analysis gives actionable retention insights
• Real-time dashboards keep you updated

Cons:

• Learning curve for beginners
• Paid plans required for deeper data and features

Verdict: Mixpanel is perfect if you’re serious about understanding user retention and behavior in depth, especially for SaaS or product-based businesses.

8. Amplitude

Amplitude is a popular choice for teams that need advanced journey and retention analytics. While I’ve only tried the platform briefly, it’s easy to see why product-focused companies use it.

Its journey analysis tools let you visualize how users move through your product or site step by step. You can also build detailed funnels and retention reports to understand where people drop off and which actions lead to long-term engagement.

One standout feature is its predictive analytics, which can help you identify which users are most likely to convert or churn. This allows you to act before you lose customers, something many analytics tools can’t do.

Pros:

• Extremely detailed journey and retention analysis
• Predictive analytics for proactive action
• Scales well for larger products and teams
  

Cons:

• Can be complex for small teams or basic use cases
• Pricing can climb as you grow

Verdict: Amplitude is worth exploring if you’re running a growing product or app and want enterprise-level insights, but it’s probably more than you need for a simple website.

9. Heap

Heap is different from most tools because it automatically tracks every user action on your site or app. This includes clicks, taps, form submissions, you name it. You don’t have to set up events ahead of time.

I’ve found this auto-capture feature really useful when I want to analyze behavior I hadn’t thought about tracking before. For example, I was able to go back and see how many users clicked a non-essential element during onboarding and if that affected completion rates, without ever setting up a manual event.

Heap’s retroactive analysis is another big win. You can build funnels and segments after the fact and still get the full data picture. The trade-off is that it can feel like overkill for smaller sites with limited data.

Pros:

• Tracks all user actions automatically
• Retroactive analysis makes it flexible
• Excellent for detailed journey mapping

Cons:

• Pricing is higher than some alternatives
• Can feel complex for small sites

Verdict: Heap is a great option if you want to capture everything users do and dig into advanced funnels and cohorts later on.

10. Lucky Orange

Lucky Orange is a good all-in-one option if you want behavior analytics and live chat in the same tool. I like that it includes heatmaps, session recordings, and conversion funnels alongside features like surveys and real-time chat.

This makes it especially useful for ecommerce sites. You can watch where customers are dropping out of the checkout funnel and then use live chat to nudge them back before they leave.

It’s not as polished as Hotjar or Microsoft Clarity on the behavior side, but the built-in engagement tools give it an edge if you want to talk directly to your visitors.

Pros:

• Combines heatmaps, recordings, and chat in one platform
• Funnels help identify checkout or form drop-offs
• Affordable for the feature set

Cons:

• Interface can feel cluttered
• Behavior analytics features aren’t as deep as standalone tools

Verdict: Lucky Orange is worth a look if you run an ecommerce site and want to reduce abandoned carts with real-time support and feedback.

Bonus: MonsterInsights for WordPress Users

If your site runs on WordPress and you want an easier way to see your GA4 reports, MonsterInsights is worth a look. It pulls Google Analytics data right into your WordPress dashboard, so you don’t need to log into GA4 separately.

It’s not a full user behavior analytics tool, so you won’t get heatmaps or session replays, but it’s a great add-on if you want quick access to your core metrics.

What’s the Best User Behavior Analytics Tool for You?

If you just need a clear way to understand GA4, OnePageGA is the fastest way to see your key metrics on a single dashboard.

Microsoft Clarity is the strongest free option, especially if you want heatmaps and session recordings. If surveys and polls matter too, Hotjar or Lucky Orange combine those with behavioral data.

Crazy Egg is ideal for testing landing pages and layouts with quick A/B tests.

And if you’re running a SaaS or product-focused site, Mixpanel, Amplitude, and Heap will give you the deepest funnel and retention insights. For debugging alongside replays, choose FullStory.

Start with the tool that matches your biggest goal, then add others as your needs grow.

FAQs About User Behavior Analytics

Get Started with User Behavior Analytics

If you want to understand how people really use your site, these user behavior analytics tools will get you there.

I recommend starting with OnePageGA if GA4 feels overwhelming. It turns your analytics into a simple, single-page dashboard, so you can focus on what matters most.

From there, you can add tools like Microsoft Clarity or Hotjar for heatmaps and session recordings or Mixpanel and Heap for deeper funnel and retention analysis.

Want to keep learning? Check out these related guides:

• Best Ecommerce Analytics Tools
• Top Web Analytics Tools
• Engagement Rate vs Bounce Rate in GA4
• What Is a Metric in Google Analytics (And What to Track)

If you have questions or want to join the conversation, you can also find us on X and Facebook.

I poured so much of myself into my first website. I was sure that once I hit publish, people would just show up.

But for a long time, the only visitor was me, checking my own stats. It was a quiet and slightly lonely place to be.

That experience taught me something vital. The people who need what you have to offer are out there looking for you. You just need to build a clear path for them to find their way to your digital doorstep.

And that path is what organic search traffic is all about. In this guide, I’ll show you how to increase organic search traffic using clear, simple steps that actually work.

My Favorite Ways to Increase Organic Search Traffic

There’s no magic trick to growing organic search traffic. But there are a few key habits I’ve picked up that make a real difference.

Before you can grow what’s working or fix what’s not, you need to understand what your traffic looks like right now. That’s always where I start.

1. Check Your Current Organic Traffic

Before making changes, it’s helpful to know what’s already working. You might have pages bringing in search traffic right now without realizing it.

Use GA4’s Acquisition Report

To check your organic traffic in GA4:

1. Go to Reports » Acquisition » Traffic acquisition
2. In the table, click the row labeled Organic Search

You’ll see how many sessions, users, and conversions are coming from search. I usually compare this over the last 30 days versus the previous 30 to spot trends.

Later in this post, I’ll show you how to go deeper, like seeing which landing pages bring in organic visitors and what content leads to conversions.

Use OnePageGA for Simpler Reporting

If GA4 feels like too many clicks, this part is easier with OnePageGA.

OnePageGA is a simple dashboard that connects to your Google Analytics account. It shows your top traffic sources, landing pages, and conversions in one place. You can filter by “organic” to quickly see which content is bringing in search traffic.

For help with this, see my guide on how to find top converting traffic sources in GA4.

2. Fix SEO Fundamentals First

I used to think publishing good content was enough.

But I’ve learned that even the best post won’t bring in traffic if Google can’t find it or understand what it’s about.

So before I focus on new content, I always check the basics.

Make Sure Google Can Index Your Site

The first thing I check is whether my site is actually being indexed.

I’ve accidentally blocked whole sections of my site before thanks to a stray noindex tag or a plugin setting I didn’t notice.

Here’s what I do now:

• Use Google Search Console to inspect a few key URLs
• Make sure they’re listed as indexed
• If they’re not, I check for any noindex settings or robots.txt blocks
• And I always make sure I’ve submitted a sitemap

Even one blocked page can be the reason a post isn’t showing up.

Improve Site Speed and Mobile Friendliness

Next, I check how fast my site loads, especially on mobile.

I use PageSpeed Insights or GTmetrix to run a quick test. If it’s slow, it’s usually because of the following reasons:

Fixing those issues made a big difference in my bounce rate and rankings.

Optimize On-Page Elements

Once the technical stuff is sorted, I look at the page itself.

For each post I want to rank, I double-check:

• Is the main keyword in the title and first paragraph?
• Am I using proper H1, H2, H3 headings?
• Did I write a helpful meta description that makes someone want to click?

I also add 1–2 links to other helpful posts. We’ll cover more on internal linking later.

These are small changes, but they add up, especially if you’re updating older posts.

3. Create Content People Are Searching For

Good content isn’t enough if no one’s looking for it.

Instead of guessing what to write, I start by finding real questions people are already searching for. Then I build my content around those.

Target Long-Tail, Low-Competition Keywords

A keyword is just the word or phrase someone types into Google.

If you write a blog post called “How to Start a Podcast” and someone searches for that exact phrase, that’s your target keyword.

The trick is choosing the right ones. You don’t necessarily need those with the most search traffic, but the most realistic.

That’s why I focus on long-tail keywords. These are longer, more specific phrases like:

• “best podcast mic for beginners”
• “how to promote a podcast without social media”

They don’t get huge search volume, but they’re easier to rank for and attract readers who are ready to take action.

I usually find them through:

• Google Autocomplete
• The “People Also Ask” box
• Keyword research tools like LowFruits which help spot easy wins

Use Helpful, Searchable Formats

The way you structure your content matters just as much as the topic.

I’ve had the best results with how-to guides, tutorials, checklists, and simple comparisons. These formats line up with how people actually search for help.

Instead of guessing, I ask: Would someone type this into Google? If the answer is yes, that’s a format worth using.

Clear, direct formats also make your content easier to scan and more likely to show up in AI search results.

Focus on Evergreen Topics

Some posts bring in traffic for a week. Others keep working for years. That’s the power of evergreen content, which are topics that stay useful over time.

Instead of chasing news or trends, I write about things people always need help with. For example:

• How to track website visitors
• What bounce rate means
• How to set up basic SEO

It pays off. According to Parse.ly, over half of the top 100 websites get more than 5% of their page views from evergreen content.

It’s these kinds of posts that build steady traffic and are easier to update when things change.

4. Improve Underperforming Content

Sometimes the fastest way to get more search traffic isn’t by writing something new. It’s by fixing something that’s almost working.

I check for pages that are showing up in search but not quite making it to the top results. A few small changes can often make a big difference.

Find Pages Ranking on Page 2

I open Google Search Console and sort my pages by impressions and average position.

Then I look for pages that:

• Are ranking between positions 6 and 20
• Have decent search volume
• Have a low click-through rate (CTR)

These are the easiest wins. They’re already showing up in search, just not high enough to get real traffic.

Once I’ve found a few, I pick one to update and improve.

Refresh and Expand the Content

When a post is close to ranking well, small updates can push it over the line.

I usually start by reading through the whole thing with fresh eyes. If something feels thin, outdated, or hard to follow, I fix it.

Here’s what I often add:

• Missing subtopics or steps the reader might expect
• A short FAQ section with real questions from search
• Updated stats or clearer examples

If the intro is weak, I rewrite it. If the formatting is dense, I break it up with headings and bullet points. I also make sure the content matches what people are actually searching for today, not what they needed two years ago.

Google’s People Also Ask section is a great place to learn what people are already asking questions about:

5. Build High-Quality Backlinks

Backlinks are still one of the strongest signals Google looks at for ranking your content.

Studies show that pages ranking on the first page of Google typically have significantly more backlinks than those on page two or beyond. According to one analysis, the top-ranking page usually has nearly 4 times more backlinks than pages in positions 2 to 10.

To get results, I focus on quality over quantity.

Create Content Worth Linking To

I’ve seen backlinks earned more naturally when I publish things that others find genuinely useful, like:

• A template or checklist
• A simple tool or calculator
• A post with original data or real-world examples

If it helps others do their work better, there’s a good chance they’ll share it or link to it in their own content.

Do Outreach or Guest Posting

Sometimes good content needs a little nudge.

If I publish something link-worthy, I’ll send it to a few people who might genuinely find it helpful. For example, bloggers, newsletter writers, or site owners in my niche.

I also write guest posts or submit expert comments when I can. Not the spammy kind, but real articles for sites I read myself. It’s a win-win: they get free, useful content, and I get a link back to something relevant on my site.

I don’t push my homepage or sales pages. I usually link to a supporting blog post that adds context.

Build a Strong Internal Link Network

Not every link has to come from another site. The ones you add inside your own content matter too.

I make it a habit to link from older posts to newer ones and from high-traffic pages to ones that need a boost. It helps Google crawl my site better and gives readers more ways to explore related topics.

When adding internal links, I focus on:

• Link from older content to newer or underperforming pages
• Use clear, descriptive anchor text
• Link between posts on similar topics

It’s simple, but it works, and it’s completely in your control.

Optimize for AI Search Visibility

Search is changing fast. Tools like Google’s AI Overviews are pulling answers straight from content and showing them in the results.

That means it’s not just about ranking anymore. Your content needs to be easy for AI tools to understand and pull from.

Here’s how I format my posts so they actually show up in these new search features.

Use Clear, Descriptive Headings

I write every heading like it could stand alone.

That means I skip vague phrases like “More tips” or “Next steps”. Instead, I use headings that sound like real search queries:

• What is organic search traffic?
• How to fix bounce rate in GA4
• Best reporting tools for small business websites

Clear headings help readers scan faster and help AI tools find the exact part of your content to show.

Start Sections with Summary Answers

Right after each heading, I try to include a short, clear answer, like I’m writing a response for a search snippet.

Think of it as the takeaway in one or two sentences. Then I expand below if needed.

For example:

What is bounce rate in GA4?
Bounce rate in GA4 is the percentage of sessions that lasted less than 10 seconds and had no conversion or second page view.

That kind of clarity helps your content get picked up in AI Overviews and makes it easier for real people to get what they came for.

Use Chunked, Structured Formatting

AI tools (and human readers) don’t do well with giant walls of text.

So I break my content into small, self-contained chunks. Each section covers one idea, with clear headings, short paragraphs, and bullet points when they help.

This kind of formatting also increases the chances your content will be pulled into featured snippets or AI summaries.

Boost Engagement and Clarity

Once people find your content, the next challenge is keeping them there.

If someone lands on your post and bounces right away, that can hurt your rankings over time. So I focus on keeping readers engaged and making sure the content actually delivers on what they came for.

Keep Readers on the Page

Every section needs a strong opening, a clear takeaway, and a reason to keep reading.

I always:

• Start with a quick summary that answers the main question
• Link to deeper content when someone wants more detail
• Check that the post fully answers what the headline promised

If the page feels useful and easy to navigate, people stick around and that sends the right signals to search engines.

Use Visual Aids and Tables

People process visuals faster than text. I use charts, tables, and screenshots whenever they help explain something more clearly.

For example:

• A table comparing bounce rate vs engagement rate
• A screenshot showing where to find organic traffic in GA4
• A callout box summarizing next steps

Just make sure visuals are actually helpful. For example, I avoid decorative images and focus on things that add clarity or make a process easier to follow.

Tables should always be built in real HTML, not as images. That way, AI tools and screen readers can understand them too.

Reduce Bounce Rate with Better UX

If people land on your site and leave right away, that’s a signal something isn’t working.

I’ve found that bounce rate often improves with a few simple UX fixes:

• Clear navigation
• Fast load times
• No annoying popups or autoplay videos
• Mobile-friendly layout

In GA4, bounce rate is calculated differently than in Universal Analytics. It now means someone visited your site but didn’t stay at least 10 seconds or engage.

If you’re not sure where to find it, here’s my guide on how to find bounce rate in GA4.

Track What’s Working With Better Reports

If you’re putting effort into growing your organic traffic, you need to know what’s actually working.

I check my reports regularly to see which pages are bringing in search traffic, where people are landing, and what leads to conversions.

Use GA4 to Track Organic Landing Pages

In GA4, you can track which pages are bringing in organic traffic by going to:

1. Go to Reports » Engagement » Landing page
2. At the top, click Add comparison
3. Under Dimension, select Session source / medium
4. For the value, enter google / organic
5. Click Apply

This shows you which pages people are entering your site through and how those sessions perform.

Now, look for patterns. Are certain topics converting better? Are some pages getting traffic but no engagement?

Use OnePageGA for Easier Tracking

GA4 can be powerful, but it’s not always easy to use. That’s why I use OnePageGA to simplify things.

It connects to your Google Analytics account and shows your key metrics in one clean dashboard.

I can:

• Filter for organic traffic
• See top landing pages, bounce rate, and conversions
• Spot trends and drops without digging through menus

It saves me time and helps me catch what’s working, or not, before it becomes a bigger problem.

Set Up Event Tracking

To understand what’s working, I track what people actually do, not just whether they visited.

In GA4, you can track:

These give you a better sense of what content leads to action, not just views.

You can set up events manually in GA4, or use connected tools like Tag Manager or OnePageGA’s simplified dashboard. For a breakdown of options, see my guide on types of events in GA4.

FAQs About Organic Search Traffic

Make Organic Growth Easier to Track

Growing your organic search traffic takes time, but the steps in this guide actually work, especially if you stay consistent.

If you want a faster way to see what’s working, OnePageGA gives you clear, simple reports that show your top sources, landing pages, and conversions without the GA4 mess.

You might also find these guides helpful for growing your website:

• How to Find Average Session Duration in Google Analytics
• Content Marketing Metrics That Matter
• Simple Google Analytics Reports

If you have questions or want to join the conversation, you can also find us on X and Facebook.

I used to rely on bounce rate all the time in Universal Analytics. It was how I spotted underperforming pages quickly. Then GA4 came along and changed the rules.

Bounce rate got replaced by engagement rate, which tracks meaningful sessions, like someone spending time on your site or clicking around. At first, I wasn’t sure what counted or when I should still check bounce rate.

If you’ve wondered the same thing, this guide clears it up. I’ll explain how both metrics work in GA4, how they’ve changed, and when to use each one.

What Is Engagement Rate in Google Analytics 4?

Engagement rate tells you how many sessions actually mattered. Not just visits, but sessions where someone stuck around or interacted with your site.

In GA4, a session is a visit to your website that includes all the activity from one user during a short period of time. By default, GA4 ends a session after 30 minutes of inactivity, so if someone comes back later, it counts as a new one.

A session is counted as engaged if the user:

• Stayed on your site for 10 seconds or longer
• Viewed two or more pages or screens
• Triggered a conversion event (like a form submit or a purchase)

So if someone scrolls, clicks, or completes an action, GA4 sees that as real engagement. If they land and leave without doing anything, it doesn’t count.

You’ll find engagement rate under Reports » Engagement » Overview.

It shows up as a percentage, along with metrics like engaged sessions and average engagement time.

Key Takeaway: Engagement rate shows how many sessions involved real interaction, not just a visit.

What Is Bounce Rate in GA4? (And How It’s Different Now)

Bounce rate used to mean one thing: someone landed on your site and left without clicking or doing anything else. In Universal Analytics, that counted as a bounce.

In GA4, the definition changed.

Now, bounce rate is the percentage of sessions that had no engagement. That means the user didn’t stay for at least 10 seconds, didn’t view a second page, and didn’t trigger a conversion event.

Basically, bounce rate is the opposite of engagement rate. GA4 calculates it like this:

Bounce rate = 100% minus engagement rate

You won’t see bounce rate in GA4 reports by default. To add it:

Go to Reports » Engagement » Pages and Screens, click the pencil icon to edit the report, then add “Bounce rate” as a metric.

If you’re not sure where to find it, here’s a guide on how to find bounce rate in GA4.

Key Takeaway: In GA4, bounce rate shows sessions without engagement. It’s a reversal of engagement rate and is harder to interpret by itself.

Engagement Rate vs Bounce Rate: What’s the Real Difference?

Engagement rate and bounce rate are tied together in GA4, but they tell you very different things.

Engagement rate shows what users did.
Bounce rate shows what they didn’t do.

One focuses on positive behavior. The other flags a lack of activity.

Here’s a quick comparison:

Both metrics come from the same set of data, but engagement rate gives you more to work with. You can track what’s working, what content holds attention, and where users actually interact.

When Should You Use Engagement Rate?

If you want to know what’s working on your site, engagement rate is the metric to watch.

I use it when I’m testing landing pages, updating blog content, or checking traffic from paid campaigns. It tells me if people are actually interacting instead of loading the page and leaving.

It’s especially helpful for:

• Landing pages
• Blog posts
• Paid ads with UTM links
• Email campaigns
• Mobile vs desktop comparisons

For most blogs and landing pages, I aim for 60 percent or higher. If I see a drop below 40 percent, I take a closer look to see what’s not working.

You can segment by traffic source, page, or device in GA4. I like pairing this with the top converting traffic sources in GA4 to figure out which ones bring visitors who actually stick around.

I also usually check OnePageGA instead because it shows engagement rate alongside everything else in one view.

When Should You Look at Bounce Rate?

Even though bounce rate isn’t as useful as it used to be, I still check it when something feels off.

A high bounce rate can point to:

• Broken or slow-loading pages
• Bad-fit traffic from ads or social posts
• Misleading meta titles or descriptions
• Content that doesn’t match search intent

But it’s not always a problem. Some pages are meant to be quick. That includes a contact page, a thank-you page, or a single-page guide. In those cases, a high bounce rate might be completely fine.

If bounce rate is high and engagement rate is low, that’s when I dig in and look closer.

How to Track Engagement Rate and Bounce Rate the Easy Way

If GA4 feels like too much clicking and not enough clarity, OnePageGA can help.

It’s a single-page GA4 dashboard that shows your most important metrics, including engagement rate and bounce rate, all in one place. You don’t need to build custom reports or dig through menus. Just connect your site, choose what you want to see, and get a clear view of your data.

Here’s how to view both metrics in OnePageGA:

1. Click Edit Metrics
2. Select Engagement Rate and Bounce Rate
3. Apply filters by traffic source, page, or campaign

You can quickly spot what’s getting results and what needs attention, without clicking through multiple reports or trying to decode the data.

FAQs About Bounce Rate vs Engagement Rate

What I Focus On (and You Should Too)

I’ve moved away from bounce rate as a core metric. These days, I rely on engagement rate to understand what content is actually working — especially when I’m testing campaigns or updating older blog posts.

If you’re still stuck clicking through GA4 trying to compare the two, give OnePageGA a try. It shows both metrics side by side so you can make faster, clearer decisions without the guesswork.

Want to keep digging into GA4? These guides might help:

• How to Find Average Session Duration in Google Analytics
• How to Add Annotations in Google Analytics
• Types of Events in Google Analytics (With Examples)

If you have questions or want to join the conversation, you can also find us on X and Facebook.

Last year, I spent weeks writing a blog post I thought would be a hit. I checked my analytics the next day and saw a huge spike in pageviews — over 3,000 people in one weekend. I was thrilled.

But here’s the thing. Almost all of them bounced.

They didn’t click anything. No one signed up. No one shared it. For a while, I kept chasing pageviews, thinking that was the sign of success. It took me a while to realize I was tracking the wrong thing.

If you’ve ever opened Google Analytics 4 and felt completely lost, you’re not alone. It’s packed with data, but figuring out which numbers actually matter can feel overwhelming.

That’s what this guide is for.

I’ll show you the content marketing metrics that actually matter, how to track them in both GA4 and OnePageGA, and most importantly, how to use them to make better decisions about your content.

What Are Content Marketing Metrics?

Content marketing metrics are the numbers that show how your content is performing.

Content marketing isn’t a side tactic anymore. It’s a core part of most strategies — 73% of B2B marketers and 70% of B2C marketers use it to reach their audience.

These metrics tell you how people are finding your site, what they do after landing on a page, and whether your content is helping you reach goals like signups or sales.

Some common examples include:

• Traffic — how many people visit your content
• Engagement — how long they stay and what they interact with
• Conversions — actions like purchases, form fills, or email signups
• Behavior — things like scroll depth or which pages they visit next

I use these to answer simple but important questions. Is this post attracting the right audience? Are people actually reading it? Is it doing anything useful for the business?

Before I write something new or spend time promoting a piece, I always check these numbers. If something’s working, I want to know why. If it’s not, I want to fix it.

Here’s the part that took me a while to figure out. Some of these metrics matter more than others. A few will give you real answers. The rest just fill up space on a dashboard.

So instead of tracking everything, I focus on the ones that help me make better decisions.

Next, I’ll show you which metrics those are and how I use them.

The Content Marketing Metrics That Actually Matter

You don’t need to track everything. In fact, trying to monitor too many numbers can slow you down and make things more confusing than helpful.

What you really need is a small set of metrics that tell you what’s working, what’s not, and where to focus next. That’s what I rely on in my own content strategy.

Let’s start with the first one I always look at.

Traffic by Source

One of the first things I check is where my traffic is coming from. If most of my visitors are finding me through search, I know my SEO is working. If social or email is bringing in more clicks, that tells me where to focus next.

It also helps me spot gaps. I’ve seen campaigns where most of the effort went into social media — which makes sense, since 73% of content marketers use it. But when the traffic reports showed that search was performing way better, I knew I needed to shift my priorities.

You can track traffic sources in GA4 by going to Reports » Acquisition » Traffic acquisition.

In OnePageGA, just open the Sources report and filter by Channel or Source/Medium.

If you haven’t used OnePageGA yet, it’s a simple Google Analytics 4 dashboard that shows all your key metrics on one screen. It connects directly to your GA4 account but removes all the noise, so you can get answers fast without clicking through endless menus.

If you’re running any kind of campaign, I always recommend using UTMs. That way, you can see exactly which links are driving results without having to guess later.

Engagement Rate

GA4 doesn’t show bounce rate by default anymore, and honestly, I don’t miss it. These days, I use engagement rate instead. It tells me how many people are actually interacting with my content instead of just clicking and leaving.

In GA4, a session is counted as engaged if the visitor stays for more than 10 seconds, views at least two pages, or triggers a conversion event. So when I see a high engagement rate, I know people are sticking around and doing something useful.

This matters because attention is hard to earn. One study found that personalized content creates a 20% increase in sales opportunities, but only if people actually engage with what you’re publishing.

To check engagement rate in GA4, go to Reports » Engagement » Pages and screens, then click the pencil icon to customize the report.

From there, you can add Engagement Rate as a visible metric.

In OnePageGA, you can see it right on the main dashboard or drill into it in the Pages report.

I use this number all the time to spot weak intros or pages that need a clearer call to action.

Average Engagement Time

Average Engagement Time shows how long people are actively paying attention to your content. It’s not just how long the tab is open, it’s how long they’re actually scrolling, clicking, or interacting with the page.

I use this metric when I want to see if a piece is really holding interest. Low numbers usually mean something went wrong. Maybe the headline didn’t match the content, or the intro lost people before they got to the good stuff.

But when engagement time hits a minute or more, I know readers are sticking around. That usually means they’re reading, exploring, and getting value from what they’re seeing.

It lines up with what Nielsen Norman Group found. Most people leave a page within 10 to 20 seconds unless they find something useful.

In GA4, you can find this under Reports » Engagement » Pages and screens.

Key Conversions / Events

At the end of the day, this is the metric that matters most — are people taking action?

For me, that means tracking things like email signups, purchases, or contact form submissions. If a piece of content is getting views but not leading to any conversions, I know something’s missing. Maybe the CTA isn’t clear enough. Maybe the offer doesn’t match the reader’s intent.

GA4 lets you track these actions as either events or conversions. You can find them by going to Configure » Events, then mark the ones that matter most to you as conversions.

In OnePageGA, it’s much faster. Just open your Events report and filter by the conversion actions you care about — things like generate_lead, sign_up, or purchase.

This is how I connect content to actual results. Views are nice, but conversions show whether it’s doing real work.

Vies per Session

This metric, formerly called “Pages per Session” in Universal Analytics, shows how many pages someone views during a single session. I use it to get a feel for how engaging and connected my content is. If people are reading one post and then checking out more, that tells me I’m on the right track.

But if most sessions stop after one page, it might mean my internal links aren’t strong enough or the next step isn’t clear. Sometimes it’s just a layout issue. Either way, this number helps me spot it.

In GA4, you’ll need to use Explore reports to view Views per Session, since it’s not available in standard reports.

It’s a small metric, but it gives me useful clues about whether my site structure and content flow are doing their job.

Backlinks and Referral Traffic

Backlinks and referral traffic help you see which other websites are sending visitors your way. I check this to find out which partnerships, mentions, or guest posts are actually driving results.

It’s also a helpful way to spot content that’s building authority. When credible sites link to you, it often means the content is useful, and that can give your SEO a boost too.

In GA4, head to the Acquisition report and filter by Referral to view this traffic.

If you want to see exactly who’s linking to you, tools like Google Search Console, Ahrefs, or Semrush will give you the backlink data GA4 doesn’t show.

This is one of the ways I decide which posts are worth updating, promoting, or repurposing. If someone’s already linked to it, that’s a signal it’s worth keeping fresh.

Top Landing Pages

Your landing pages are the first thing people see when they visit your site. I always keep an eye on which ones bring in the most new users. These are the pages doing the most work, whether the traffic is coming from search, social, or other sites.

When a landing page is performing well, I ask a few simple questions. Is there a clear call to action? Does the content feel current? Can I add internal links to help people keep exploring?

In GA4, you can find this information by going to Engagement » Landing page.

In OnePageGA, open the Pages report and sort by Users to see which content is attracting first-time visitors.

If you want to improve conversions or get more value from your traffic, this is one of the best places to start.

How to Use These Metrics to Improve Your Content

By now, you’ve seen how each of these metrics can help you spot what’s working and what needs improvement. Here’s how I pull it all together when I’m reviewing content:

• Low engagement rate? Rewrite the intro or break up the layout.
• High time on page but no conversions? Add or improve your call to action.
• Top landing page? Update it, link to it more, or turn it into a lead magnet.
• Low scroll depth? If you’ve enabled scroll tracking, check where people drop off. I’ve used that to spot weak sections in tutorials and blog posts that lose readers halfway through.

I usually check these once a week for new content, then review everything else about once a month. It doesn’t take long, and it keeps my content moving in the right direction.

If you’re making changes, I also recommend adding annotations in GA4 or OnePageGA. It helps you see what changed and why performance shifted later on.

Want Content Marketing Metrics in One Place?

GA4 is powerful, but let’s be honest, finding your way around it can be a pain. Even simple questions take too many clicks, and important metrics are buried in different reports.

That’s why I started using OnePageGA.

It’s a clear, one-page dashboard that connects to your Google Analytics account and shows all your key content metrics in one place. You can filter by source, page, campaign, or event without having to dig through endless menus.

If you want to spend less time clicking around and more time improving your content, it’s worth a look.

Start your free 14-day trial — no credit card needed.

FAQs About Content Marketing Metrics

The Simple Metrics I Keep Coming Back To

Content marketing gets easier once you know what to measure. You don’t need fancy reports or dozens of charts — just a few key numbers that help you make better decisions.

Start with the basics, check them regularly, and use what you find to improve one thing at a time. That’s how I’ve grown my own sites, and it’s still the process I trust most.

If you want a simpler way to track what’s working, try OnePageGA. It shows all your key content metrics on one screen, no setup headaches or confusing menus.

Start your free 14-day trial

Want to keep improving your content strategy and get more from your analytics? Here are a few helpful guides:

• What Is a Metric in Google Analytics?
  A beginner-friendly breakdown of what counts as a metric — and why it matters.
• How to Track Website Visitors
  Simple steps to understand who’s visiting your site and where they’re coming from.
• Best Web Analytics Tools
  A curated list of analytics tools, including GA4 alternatives, to help you track what matters.

If you have questions or want to join the conversation, you can also find us on X and Facebook.