If you manage a website or are engaged in web analytics, you’ve likely pondered the most effective methods for tracking visitor behavior and identifying recurring patterns. These insights are invaluable for refining website usability, optimizing content, and enhancing marketing strategies.
Google Analytics 4 can assist you in various ways. It serves as a robust and dependable tool for:
- Monitoring website traffic and acquisition channels.
- Measuring performance by assessing metrics related to conversion objectives, such as user registrations, adding items to carts, and completing sales.
- Calculating advertising returns by analyzing costs and results.
All of these functionalities, when utilized with diligence, could already be adequate for conducting analyses and implementing improvements.
However, if you aim to fully leverage the multitude of capabilities offered by the tool while ensuring compliance with privacy regulations, the forthcoming version 2.2.0 of My Agile Pixel will enable you to effortlessly utilize “user properties.”
What are user properties and what are they used for?
User properties are pieces of information that are sent to GA4 when specific conditions are met. For simplicity, think of these user properties as tags or labels.
Consider an e-commerce site with a “catalog” section showcasing products and their details, and a separate “news,” “blog,” or “articles” section.
By tracking whether a user has viewed a blog article before making a purchase, and segmenting users based on their engagement with the blog, you can uncover differences in yield and conversion rates between the two sections.
For instance, understanding that a high “like” rate on blog articles may indicate the need to improve the content to better explain the features and uniqueness of products in the catalog. Conversely, analyzing conversion rates may reveal that reading articles significantly increases purchase metrics.
Whether you’re a website owner or a marketing consultant, knowing which actions to take and where to focus your efforts to maximize your advertising budget can make a significant difference.
That’s where My Agile Pixel comes in, allowing you to track this information, attribute behavioral-based “properties” to users, and leverage them effectively.
Can you give a further example of user ownership?
For example, you might want to assign a property to a user since a blog page is displayed.
Thus, let us assume, by way of example: blog = 1.
Then you might want to “tag” a user, since they come from a landing page instead, for example: landing_page = 1.
Or you would like to differentiate who visited men’s products: men = 1.
o for women: women = 1.
Or, again, you might have different types of articles in your blog, some informative, such as general news, others more directed toward selling or performing a task such as registering, starting a trial period, etc.
Here then you may have:
blog_generic = 1 or blog_sales = 1.
This sounds interesting to me: the use of these user properties though, how can it help me concretely with marketing?
Analyzing data and understanding which on-site operations to carry out is already valuable.
Discovering that reading your articles increases the likelihood of purchase may prompt you to reconsider the transactions made through newsletters.
Segmenting and creating audience groups, and using Google Ads remarketing lists, could lead you to display banners specifically for people who have visited your products but not the blog, and have not yet made a purchase, thus potentially recovering customers and sales.
The possibilities are numerous, and delving into these capabilities could significantly improve website performance, all while ensuring compliance with GDPR and privacy regulations.
