In today’s digital age, understanding web analytics is a critical component of running a successful business. Digital analytics tools enable you to track your website’s performance, analyze user behavior, and gain valuable insights into your audience through reporting. However, simply having access to web statistics isn’t enough. It’s essential to comprehend how to effectively use the data to set measurable goals and track conversions. One of the most powerful features of digital analytics is the ability to track events, which are specific interactions that users have with your website. By tracking these events, you will gain a deeper understanding of your users’ behavior and identify areas for improvement. In this article, we’ll explore the importance of digital analytics, the significance of tracking events, and how to effectively use web statistics to set goals and track conversions. Continue reading to gain a better understanding of GA4 reporting and analytics.

The Importance of Digital Analytics

Digital analytics play a crucial role in today’s digital age. In fact, almost every business operates online in some capacity. Here are a few reasons why digital analytics are so important.

Tracking Website Performance with GA4 Reporting and Analytics

Digital analytics tools enable businesses to track the performance of their website. They often include metrics such as page views, bounce rate, and average time on page. This information can be used to optimize website design and improve user experience. And with SiteSource 5, our latest innovation in backend website tech, we revolutionize your dealership website.

Understanding User Behavior with Reporting and Analytics

By analyzing user behavior, businesses can gain valuable insights into their audience. Digital analytics tools allow you to track user behavior, such as which pages are most frequently visited, which links are clicked, and which forms are filled out. This information can be used to create better targeted marketing campaigns and improve your dealer digital marketing.

Setting Measurable Goals with GA4 Reporting and Analytics

Digital analytics enable businesses to set measurable goals, such as increasing website traffic or improving conversion rates. By tracking progress towards these goals, businesses can make data-driven decisions and adjust their strategies accordingly.

Identifying Areas for Improvement with Reporting and Analytics

By analyzing web statistics, businesses can identify areas for improvement. Furthermore, they can use these numbers to make data-driven decisions about how to optimize their website and marketing campaigns. Using this data can identify ways to strengthen your search engine marketing and drive PPC campaigns.

In short, digital analytics are important because they provide businesses with the insights and data they need to make informed decisions and improve their online presence. However, if you’ve never done a deep dive on how to interpret these numbers, it can be overwhelming. If you need professionals on your side when, it comes to your website data, we are here to help. From full-service dealer digital marketing to optimizing paid search campaigns, we’re here to make you successful. You can also explore our range of other services which includes proactive website maintenance.


Understanding the Customer Engagement Process through Reporting and Analytics

Whether you’re analyzing the numbers or we are, the goal is always to move your customer along in the Buyer’s Journey. The customer engagement process in marketing is often represented by a purchase funnel, which comprises various stages. These stages include:

  • Acquisition, which involves generating user interest and awareness.
  • Behavior, where users interact with your business.
  • Conversion, where users become customers and engage in transactions with your business.

Measuring this process offline can be difficult, but with digital analytics, we can monitor multiple aspects of the funnel online. By analyzing the online behavior that led to purchases, we can gain valuable insights to make informed decisions about reaching both new and existing customers.

NSM Buyer's Journey

Introducing GA4 for Reporting and Analytics

Google Analytics 4 is a modern property designed to measure website analytics for the future. It is capable of collecting both website and app data, providing a better understanding of the customer journey. Instead of relying on session-based data, it utilizes event-based data. Additionally, it offers privacy controls like cookie-less measurement and behavioral and conversion modeling. It also comes equipped with predictive capabilities that offer guidance without the need for complex models. To facilitate driving actions on your website or app, it has direct integrations with media platforms.

Note that the Universal Analytics was previously the go to web stat program and is being replaced by GA4. Starting from July 1, 2023, Universal Analytics properties will no longer process data. While you will still be able to view your Universal Analytics reports for a certain period after that date, only Google Analytics 4 properties will be able to continue tracking data. Read more about the transition from UA to GA4 on our blog and learn how to make the switch to GA4 here.


Analytics and reporting metrics

Important Website Tracking Metrics for Reporting and Analytics

A metric refers to a measurable quantity, such as an average, ratio, percentage, or any other numerical value, as opposed to text or qualitative data. Metrics are sometimes subjected to mathematical operations, and they provide a quantitative view of a particular aspect of a business or website. For instance, “Event Count” is an example of a metric that reveals the total number of times an event occurs.

The metrics that matter most to your company depend on your goals and website optimizations. Continue reading to understand some important metrics for monitoring website performance and user engagement.

Acquisition Reporting & Analytics

In Google Analytics, “acquisition” refers to the process of acquiring new visitors to your website. Acquisition monitoring tracks how users find and access your website, which helps you understand where your traffic is coming from and where to focus your marketing efforts.

Google Analytics provides a range of acquisition reports that allow you to monitor various channels through which users arrive at your website. These channels may include organic search, direct traffic, social media, referral, paid search, and others. Each report provides detailed information about the performance of each channel, including metrics such as the number of visitors, the bounce rate, and the conversion rate.

Acquisition monitoring in Google Analytics can help you answer questions such as:

  • Where are my website visitors coming from?
  • Which marketing channels are driving the most traffic and conversions?
  • What is the performance of each marketing campaign?
  • How effective is my SEO strategy?
  • How is my website being shared on social media platforms?

By tracking acquisition metrics in Google Analytics, you can make data-driven decisions to optimize your marketing efforts and improve the user experience on your website.

Custom Grouping in GA4 Reporting and Analytics

In Google Analytics, a channel group refers to a group of channels that are categorized based on specific rules related to your website’s traffic sources. By default, Analytics provides a set of predefined channels as the default channel group. However, businesses can create their own custom channel groups for their website traffic, which is what we do for our clients at NetSource.

By creating custom channel groups, you get a more accurate and detailed view of how users are arriving at your website. Additionally, you can better analyze your website’s traffic sources and gain insights into user behavior. This allows you to make informed decisions to optimize your content, and marketing efforts, and improve the user experience.


Website Engagement reporting and analytics


In Google Analytics, “engagement” refers to the extent to which users are actively interacting with your website. More specifically, it includes various metrics such as the duration of a user’s visit, the number of pages visited, the bounce rate, and the conversion rate.

Engagement monitoring in Google Analytics is important because it helps you understand where visitors find value on your website. By analyzing engagement metrics, you can determine the effectiveness of your content and design and identify areas for improvement.

For example, if you have a high bounce rate, it may indicate that your webpage is not engaging enough to keep visitors interested in exploring the rest of your site. On the other hand, if you have a high number of pageviews per session and a low bounce rate on a webpage, it may indicate that your content is engaging and relevant to your audience.

Additionally, engagement monitoring helps you track user behavior over time. This is useful in identifying trends and patterns. For instance, if you notice a drop in engagement on a particular webpage or section of your website, you can investigate and identify potential issues that may be causing visitors to lose interest.

Overall, engagement monitoring in Google Analytics is crucial for optimizing your website or app. More specifically, it helps with improving the user experience and driving conversions. By understanding how users are interacting with your site, you can adjust to your audiences’ behaviors and cater to their preferences.

Engagement Metrics in GA4 Reporting and Analytics

Measuring engagement in Google Analytics is an important aspect of analyzing website performance and user behavior. Of course, keep in mind that engagement metrics vary across industries and specific websites.  Engagement on an e-commerce site is usually defined as the act of viewing product details or spending a specific duration of time on a page. Conversely, engagement on an online financing webpage is typically measured by submitting a form. On a dealership services webpage, engagement may involve watching an educational video. Ultimately, engagement is measured by several factors including user engagement and average engagement time.

User Engagement

In GA4, user engagement refers to the duration of time that a user spends with your website in focus. This metric helps to measure in depth how captivating your site is for users.

Average Engagement Time

You can determine the duration of a user’s engagement on your website in GA4. User engagement is measured by the amount of time someone spends actively viewing and engaging with your webpage. This indicates the extent to which users are actively utilizing your site.

The term “Average engagement time” refers to the mean duration for which a user’s browser keeps your website active on their device. This is calculated by dividing the total duration of user engagement by the number of active users.

Bounce Rate

Bounce rate tracks the percentage of visitors who don’t interact with your website. In Google Analytics 4, the bounce rate represents the percentage of sessions that did not engage with the content. This is the opposite of engagement rate. A bounce occurs when a user exits a single-page session without triggering an event. The bounce rate is the percentage of visitors who navigate away from your website after viewing only one page. 

A high bounce rate often indicates that visitors are not finding what they are looking for on your site or that the user experience needs improvement. In some cases, it means that your website is attracting the wrong type of visitors or that your content is not relevant to their needs. By monitoring the bounce rate, you can identify which pages on your website may be causing visitors to leave, allowing you to make informed decisions to improve the user experience.

Additionally, a high bounce rate can negatively impact your website’s search engine rankings. Search engines, such as Google, consider bounce rate as a factor when determining the quality of a website. A high bounce rate typically indicates to the search engine that the website is not providing value to visitors. Unfortunately, this may result in a lower ranking in search results.

It is crucial to be aware of bounce rate because it provides insights into user behavior. Consquently, it  allows you to make informed decisions to improve the user experience and search engine rankings.



In digital analytics, a conversion refers to a specific action taken by a user that holds significant value for the business or website. Depending on the business, this could include a purchase, completing a contact form, or scrolling through a website inventory search. The action is counted and tracked as it reflects the user’s engagement with the business and their progress toward achieving a specific goal. Note that conversions in GA4 have replaced the goals tracking that was available on UA.

Understanding Conversion Events in GA4 Reporting and Analytics

To comprehend conversion events, it’s essential to understand that in Google Analytics, a conversion refers to any interaction or occurrence that has value for your business. To record a conversion, all you need to do is designate an event that measures the particular interaction or occurrence as a conversion.

The primary way to measure a Google Analytics conversion is by creating or identifying an event that captures significant user interactions and marking it as a conversion. Do this by creating an event on your website using Google tag or Tag Manager and then labeling the event as a conversion in Google Analytics. When you work with our team at NetSource Media, we will create custom conversion events for your business and set up the tracking in GA4 for you.

Conversions we often track for clients include:

  • Contact Us (form submissions)
  • Locate Dealer (form submissions)
  • Get Sale Price (form submissions)
  • Contact Seller (form submissions)
  • Phone Call (click to call from website)


GA4 also tracks pages and shows the pages on your website that people visit and engage with most frequently. Metrics that can be tracked on every page include average engagement time, conversions, event count, total revenue, pageviews, views per user, and users.

Monitoring Pages to Measure User Experience

Monitoring pageviews on Google Analytics is important because it provides valuable insights into how visitors are interacting with your website. By analyzing the number of pageviews, you can determine which pages on your website are the most popular and which ones are not receiving much traffic. This information helps you make data-driven decisions on where to focus your efforts to improve the user experience and increase engagement.

Additionally, tracking pageviews helps you understand user behavior on your website. You can see which pages have a high bounce rate, indicating that visitors are leaving the site after viewing only one page. You can also see which pages have a high exit rate, indicating that visitors are leaving the site from that page. This information helps you identify any usability or content issues on those pages that may be causing visitors to leave.

Landing Pages

The landing page data provides insight into visitor behavior on your website by showing the first page they land on and the number of visitors on each page. This data helps you determine the performance of your pages and areas that need improvement.

Magnifying Lens

Key Terms for Deciphering Web Stats, GA4 Reporting and Analytics


An audience is a group of users who share specific characteristics or exhibit particular behavioral patterns that have been defined by a business or website. These audiences can be leveraged in various ways, such as being segmented for targeted marketing or used as dimensions in reports to analyze user behavior. Additionally, audiences are perfect for remarketing campaigns to re-engage with users who have previously shown interest in the business or website.


In Google Analytics, traffic refers to the visitors or users who access your website. It is a measure of the amount of activity on your website, and it is broken down into different categories. These include direct traffic (users who enter your website URL directly into their browser), organic traffic (users who find your website through search engines), referral traffic (users who come to your website from another website), and more.


Users who have initiated at least one website session during the selected date range on GA4.

New Users

The total number of first-time users to your website during the selected date range.


A session refers to a cluster of user interactions with your website or app that happen during a specific time frame. In Analytics, a session begins when a user either opens your app in the foreground or views a page or screen, and there is no active session (e.g., their previous session has timed out). The default session timeout period is 30 minutes of user inactivity, but you can modify this timeout duration. There is no maximum duration for a session.

Number of Sessions per User

This refers to the mean value of the sessions that each user has on your website.

Engaged Session

An engaged session refers to a session that lasts for more than 10 seconds, includes a conversion event, or has at least 2 pageviews or screenviews.

Engaged Sessions per User

This metric represents the mean count of sessions where the user was actively involved. An engaged session is defined as a session that satisfies at least one of the following criteria: lasted for 10 seconds or more, included a conversion event, or had two or more page or screen views.


Pageviews is the total number of pages viewed. Note that repeated views of a single page are counted.


Pages/Session, also known as Average Page Depth, represents the mean number of pages that a user views within a session. This metric takes into account multiple views of the same page by a single user.

Avg. Session Duration

The average duration of a session indicates the typical amount of time that a user spends on your website.

Bounce Rate

The percentage of single-page sessions in which there was no interaction with the page. A bounced session has a duration of 0 seconds.


Channel Groupings are rule-based groupings of your traffic sources. Throughout Analytics reports, you can see your data organized according to the Default Channel Grouping, a grouping of the most common sources of traffic, like Paid Search and Direct. This allows you to quickly check the performance of each of your traffic channels.

Puzzles together

Let Our Analytics Experts Help You!

In conclusion, understanding digital analytics is critical for any business that wants to succeed online. By tracking key metrics and understanding the customer engagement process, businesses can gain valuable insights into their audience and make data-driven decisions about how to improve their online presence. GA4 is a powerful tool to do just that.

However, we know these numbers are a lot to examine. While we hope this blog helps you understand GA4 reporting and how to apply it to your business, you don’t have to do it alone. When you work with us on your website design or dealer digital marketing, our team breaks all of these analytics down for you. We glean the insights from Google Analytics 4 that will help improve your business. Then, we use the data to craft an impactful online strategy that will grow your business. With select services, you’ll even get a monthly breakdown of what your analytics tell us and what steps we’ll take to make them even better.

Think of us as your Google Analytics translators and guides on what to do with the data. Don’t miss out on what your analytics are telling you about your business and your customers! Trust our experts to show you exactly what you need to know and make an effective marketing strategy from it.

Get expert help turning analytics into strategy

Our #1 priority at NetSource Media is helping you sell more online. All of our tools and sites are built with that goal in mind. We will get your units found online and drive qualified leads to you with SEO, PPC, Social Media Management & More!

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