The conversion rate is a critical metric in Google Analytics 4, representing the percentage of website visitors who take a desired action, such as making a purchase, subscribing to a newsletter, or any other significant action that you define as a conversion.
In GA4, there are two main types of conversion rates for Ecommerce that you need to be familiar with: Session Conversion Rate and User Conversion Rate.
Session Conversion Rate vs User Conversion Rate in GA4
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The Session Conversion Rate in Google Analytics 4 (GA4) is calculated by dividing the number of sessions with at least one conversion event by the total number of sessions. This metric provides insights into the immediate effectiveness of your sessions in driving conversions.
To find and analyze conversion rates in GA4, follow these steps:
Step 1) Access GA4: Log into your Google Analytics account and navigate to GA4.
Step 2) Go to ‘Explore’: On the left sidebar, click on ‘Explore’.
Step 3) Select or Create a Report: Choose an existing exploration or click on ‘Free Form’ to create a new report.To set up your report for conversion rate analysis, add relevant dimensions and metrics:
Step 4 ) Add Dimensions
Go to the ‘Dimensions’ section and click on ‘+’.
Search and select ‘Session Source / Medium’ or ‘Session Default Channel Grouping’. Click ‘Import’ to add the dimension to your report.
Step 5) Add Metrics
Navigate to the ‘Metrics’ section and click on ‘+’.
Select and import ‘Sessions’, ‘Total Users’, ‘Conversions’, ‘Session Conversion Rate’.
Double click on these dimensions and metrics to add them to the report.
NOTE: It’s important to consider the context of these metrics, as the journey to conversion can vary significantly between users, and focusing solely on session conversion rate might overlook other vital aspects of user engagement and experience.”
This is where User Conversion Rate comes into play. This metric looks at users instead of sessions.
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Focusing on individual users, the User Conversion Rate in GA4 is calculated by dividing the number of users who have triggered any conversion event by the total number of users. This metric offers a broader perspective, considering user behavior over multiple sessions.
We follow the same steps that we outlined above for calculating the “session conversion rate” when finding the “user conversion rate”. The only difference is that you need to add “user conversion rate” to the metrics section as well.
However, it’s crucial to delve deeper and understand the nuances of each user journey to optimize the conversion path effectively.
If you want to dig deeper and be more specific, you should check out how to find your collection/category conversion rate in GA4.
Understanding these metrics is key to optimizing your digital marketing strategies:
If you want to better understand Goals & Conversions in GA4 you can watch our video!
Navigating through the complexities of digital marketing, ads, and SEO requires vigilance and a deep understanding of analytics. Sometimes, despite doing everything seemingly right, the expected increase in revenue remains elusive.
Let’s explore typical issues in Google Analytics 4 accounts that may go unnoticed and how to address them proactively.
1) Unsuccessful Product Promotions
Issue: Promoting products that don’t convert can significantly lower your conversion rate.
Common Problems: These products may be out of stock, understocked, or priced uncompetitively.
Solution: Regularly audit the products you promote across various channels. Ensure that they are in stock, available in a wide range of sizes, and competitively priced.
2) Page Load Speed and Its Impact
Issue: High loading speeds on crucial landing pages can deter potential customers.
Statistical Insight: For every second delay in mobile page load, conversions can fall by up to 20%.
Solution: Monitor the loading times of your landing pages, especially during new campaign launches. Address any technical issues promptly to prevent loss of potential sales.
3) Internal Site Search and User Satisfaction
Issue: A high exit rate from internal site search results can indicate dissatisfaction and lead to lower conversions.
Insight: Customers who use site search are more likely to convert and make a purchase.
Solution: Regularly review the exit rates of search terms. If they are higher than industry standards, this could indicate an issue with the relevancy of search results. Adjust your site search settings and content accordingly.
4) Diversifying Promotion Channels
Issue: Relying on a single promotional channel can limit your visibility and reduce conversion rates.
Solution: Ensure your landing pages receive traffic from multiple channels and include both new and returning users in your audience targeting.
5) Product Visibility in Ads
Issue: Promoting a limited range of products can decrease potential conversions.
Solution: Regularly review and adjust your ads to ensure a broad range of products is being promoted. Be vigilant about any platform issues that might restrict product visibility.
6) Addressing Payment Referral in GA4
Issue: Incorrect GA4 configuration can lead to lost original traffic source data and misattributed transactions.
Solution: Ensure your GA4 property is correctly configured to preserve original traffic source data, even after a user completes a transaction through a payment system.
7) Identifying UX Issues in the Purchase Funnel
Issue: Problems at any stage of the user’s shopping experience can lead to a drop in conversion rates.
Solution: Regularly audit each step of the user journey, from product view to purchase, and address any identified issues promptly.
We highly recommend taking a look at our comprehensive guide on offline conversions!
You should also check out our comprehensive guide to GA4 ecommerce funnels to create custom funnels and get better funnel reports.
Mastering the art of conversion tracking in GA4 is essential for any digital marketer looking to optimize their online presence and drive conversions.
By understanding and effectively analyzing Session and User Conversion Rates, you can gain valuable insights into user behavior, tailor your marketing strategies, and ultimately, enhance your business’s online performance. Dive in, apply these insights, and watch your conversion rates soar!