With sun setting on Google Analytics Universal, it has become difficult for many of us to dive into data when conversion rates or number conversions go down on the website. Google Analytics 4 still lags the easy user interface of GA Universal but it has some cool new features that ca be used to dive down a page and figure whats going on.
Here is a step wise way of investigating a conversion problem on a specific page. It is important to make sure none of the reports that you pull are sampled, that skews results a lot.
- Channel Exploration: Using a free form exploration create a new report that plots users to the page by session default grouping. Add the page you are investigating as a “Page Location” filter. An exploration like this gives a broader view of how the user flow to the page going. In the example below, clearly there is something wrong with the traffic refered through the paid search channel that needs a deeper dive into that channel as that could be impacting conversions.
- Funnel Exploration: In a new tab in the same exploration create a funnel exploration report. Plot the paths from product page view to checkout in the report making sure to cover all steps in the path. Events can be used for botton clicks and “Page Location” for page paths. The funnel steps should “indirectly follow” each other if the user often move in and out of the funnel to compare products and get more information. In the example below, there are lesser people reaching the cart page, indicating a pricing or landing page content problem.
- More Explorations: Different problems require different types of explorations to dig deeper. Free Form and Funnel explorations are used the most. Its a good idea to organize explorations by product/landing page and then add different types of explorations for that product/landing page in different tabs.
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