Understanding User Behavior by Marketing Tactics in Google Analytics 4
Analyzing user behavior based on manual marketing tactics is crucial for measuring the effectiveness of your marketing initiatives. This analysis helps you understand which marketing efforts drive the most engaged users and highest value sessions, enabling you to optimize your marketing budget and strategies. We'll show you how to create this insightful report in Google Analytics 4.Basic Report Structure
- Report Type: Free Form Exploration
- Primary Dimension: Session manual marketing tactic
- Secondary Dimensions: User source, User medium
- Key Metrics: Total users, Average engagement time, Engaged sessions
- Visualization: Table format with optional bar chart
Steps to Create the Report
- Open GA4 and navigate to Explore section
- Click the Blank template to start a new exploration
- Under the Dimensions tab, click the + button and search for Session manual marketing tactic, User source, and User medium, check the checkboxes and click Import
- Under the Metrics tab, click the + button and search for Total users, Average engagement time, and Engaged sessions, check the checkboxes and click Import
- Drag Session manual marketing tactic to the Rows section
- Drag Total users, Average engagement time, and Engaged sessions to the Values section
- Add User source and User medium as secondary dimensions if needed
- Set your desired date range in the report settings
- Optional: Add a filter to exclude empty marketing tactic values
Important Dimensions and Metrics
- Session manual marketing tactic: Shows the specific marketing initiative assigned to each session
- User source: Indicates where users originated from
- User medium: Shows the marketing medium that brought users to your site
- Total users: Number of unique users per marketing tactic
- Average engagement time: How long users from each tactic engage with your site
- Engaged sessions: Number of quality sessions generated by each tactic
Actionable Insights
- Identify which marketing tactics drive the most engaged users and allocate budget accordingly
- Compare engagement metrics across different tactics to optimize campaign messaging
- Use the combination of source/medium with manual tactics to discover unexpected successful marketing channels
- Analyze time periods where specific tactics performed well and replicate those conditions
Answers Similar Questions
- How to track marketing campaign performance in GA4
- Google Analytics 4 marketing tactics report setup
- GA4 user analysis by marketing channel
- Track manual campaign attribution in Google Analytics
- Marketing effectiveness reporting in GA4
