How to Use GA4 to Understand and Optimise Your Customer Journey

In the ever-evolving world of digital marketing, understanding your customer’s journey is paramount to success. To stay ahead of the curve and make informed decisions, business owners and marketing managers need powerful tools that provide in-depth insights into user behaviour. One such tool is Google Analytics 4 (GA4), which has introduced several innovative features to help you gain a deeper understanding of your customers and optimise their journey. In this article, we’ll explore how to use GA4 effectively to achieve just that.

What is GA4, and Why Should You Care?

Google Analytics 4 (GA4) is the next generation of Google Analytics, now putting to bed Google Universal Analytics (UA) which started back in 2005. It offers a more comprehensive and flexible approach to tracking user interactions across websites and mobile apps. GA4 provides valuable insights into user behaviour, helping businesses make data-driven decisions to improve their marketing strategies and customer experiences.

Here are a few compelling reasons why business owners and marketing managers should care about GA4:

  • Cross-Platform Tracking: GA4 seamlessly integrates web and app tracking, enabling you to see how users interact with your brand across different platforms, providing a more holistic view of their journey.
  • Event-Driven Data Model: GA4 moves away from the traditional pageview-centric model and focuses on events, allowing you to track specific user interactions, such as clicks, purchases, video views, and more, with greater precision.
  • Enhanced User Privacy: With an emphasis on user privacy, GA4 is designed to help businesses comply with data protection regulations while still collecting valuable insights.
  • Machine Learning-Powered Insights: GA4 leverages machine learning to provide predictive metrics, such as churn probability and revenue predictions, helping you make informed decisions to retain and convert customers.

Now that we understand the significance of GA4, let’s dive into how to use it effectively to understand and optimise your customer journey.

Setting Up GA4

Before you can harness the power of GA4, you need to set it up correctly. Here are the basic steps to get started:

  • Create a GA4 Property: Log in to your Google Analytics account and create a new GA4 property for your website or app. Google provides clear instructions on how to do this.
  • Install the GA4 Tracking Code: Once your property is created, you’ll need to install the GA4 tracking code on your website or app. Follow Google’s installation guide to ensure accurate data collection.
  • Configure Events: Identify the key user interactions you want to track, such as form submissions, button clicks, or video views. Set up these events in GA4 using the Events feature.
  • Enable Enhanced Measurement: GA4 offers an Enhanced Measurement feature that automatically tracks common user interactions like pageviews, scroll tracking, and outbound clicks. Enable this feature for a more comprehensive view of user behaviour.

You will need to link with Google Tag Manager and you may require more technical assistance for this, most digital marketing agencies will be able to help.

Understanding Your Customer Journey with GA4

With GA4 set up, you can start gaining valuable insights into your customer journey. Here are some essential features and reports within GA4 to help you achieve this:

1. Event Tracking

In GA4, events are at the core of tracking user interactions. You can set up customised events to monitor actions that matter most to your business, such as product views, add-to-cart actions, or completed purchases. Use event tracking to identify where users are engaging with your website or app and where they might be dropping off.

2. User Engagement

The User Engagement report in GA4 provides a detailed view of user interactions over time. It helps you understand how frequently users return to your site or app and how long they stay engaged. This data is crucial for optimising your content and marketing efforts to keep users coming back.

3. User Explorer

User Explorer allows you to drill down into individual user journeys. You can track specific users’ interactions across different sessions and devices, see the pages they visited, and identify their behaviour patterns. This feature is invaluable for understanding user personas and tailoring your marketing strategies accordingly.

4. Path Analysis

Path Analysis in GA4 helps you visualise the most common paths users take through your website or app. It’s useful for identifying popular conversion funnels and potential bottlenecks in the customer journey. By analysing user paths, you can make informed decisions about optimising your website’s navigation and content.

5. Conversions

Tracking conversions is a fundamental part of understanding and optimising the customer journey. In GA4, you can set up specific conversion events, such as form fills, email clicks, phone calls or completed purchases. The Conversions report provides insights into how well your website or app is performing in terms of achieving your business goals.

Optimising Your Customer Journey with GA4 Insights

Now that you have a better understanding of your customer journey through GA4, it’s time to put those insights to work. Here are some actionable steps to optimise your customer journey:

1. Identify Drop-Off Points

Use event tracking and path analysis to identify the points in the customer journey where users are dropping off or abandoning their interactions. Is there a specific page or step that’s causing friction? Address these issues to improve the overall user experience.

2. Personalise Content

Leverage the insights from User Explorer to create personalised experiences for different user segments. Tailor your content, offers, and messaging to match the preferences and behaviours of your target audience, increasing engagement and conversions.

3. Optimise Conversion Funnels

With conversion tracking in GA4, you can monitor the performance of your conversion funnels. Funnel Exploration helps in identifying the steps users are taking to complete tasks and assess their success or failure at each step. Identify any steps with a high drop-off rate and optimise them to reduce friction and improve the conversion rate.

4. A/B Testing

Use GA4 to set up A/B tests to compare different variations of your website or app. Test changes using multiple variants on the same webpage in design, messaging, or functionality to see which versions perform better and lead to improved user journeys.

5. Monitor User Engagement

Regularly review the User Engagement report to track user retention and engagement trends. If you notice a decline in user engagement, take action to re-engage users through targeted marketing campaigns or content updates.


Understanding and optimising your customer journey is a continuous process, and GA4 is an invaluable tool to help you achieve these goals. By setting up GA4 correctly, tracking events/conversions and leveraging its insightful reports, you can gain a deeper understanding of user behaviour and make data-driven decisions to enhance the customer experience. 

Remember that the customer journey is not static, so regularly analyse your data, implement improvements, and stay agile in your marketing strategies to meet the evolving needs of your audience. Staying informed and up-to-date with any latest changes or updates within GA4 is also essential, ensuring you are making the most of this tool, whilst maintaining accuracy. 

GA4 is new and Google will be working hard to make this as user friendly as possible, so do expect more and more useful tools coming out. With GA4 as your ally, you’re well-equipped to navigate the ever-changing digital landscape and drive success for your business. 

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