GA4 KPI essentials
- Evolution: We're talking about "engaged sessions" and "events", not just page views
- The must-sees : Engagement rates, conversions, acquisition sources
- Strategy: A good KPI answers a specific business question
- Profit : Manage your investments based on real evidence
Faced with the complexity of GA4, many people feel drowning under a deluge of numbers. What are the KPI that really deserve your attention so you can steer your strategy with confidence?
Understanding GA4 logic
GA4 analyzes everything in the form of events. A KPI is no longer an isolated piece of data, but a piece of a puzzle that tells the story of your visitors. The idea is to understand real engagement: did the user really interact with your content?
The three KPI families
Engagement and audience
- Committed sessions
- Commitment rate
- Average engagement time
- Page views per session
Conversions
- Number of conversions
- Conversion rates
- Value of conversions
- Conversion funnel
Traffic acquisition
It's vital to know where your best customers come from: SEO, SEAsocial networks? By analyzing the Source/Support pairing, you can identify the most profitable channels and allocate your budget efficiently.
Structuring your follow-up
Track no more than 5 or 6 key metrics on a daily basis. Always contextualize: a 10% increase in traffic is good news, but where does it come from, and does it generate more sales? Think about retention too: bringing a customer back costs less than acquiring a new one.