What GA4 is and what you should measure
Google Analytics 4 (GA4) is full of numbers, and that scares a lot of people off. The good news: for a small business, only a handful of metrics truly matter.
In short
- ✓Focus on conversions, not raw traffic
- ✓Check your sources — if everything is "direct", tracking is broken
- ✓Set up key events before you run ads
- ✓Engagement below 50% = a problem on the site
The 4 numbers that matter
Sessions (visit volume), Users (distinct people), Conversions (the valuable actions — the most important), and Engagement rate (how "hooked" your visitors are).
Where people come from
The source/channel report shows whether traffic comes from organic, ads, social or direct.
If 90% is "direct" and "unassigned", tracking is badly configured and you can't optimise anything.
📌 Concrete example
A site has 10,000 sessions/month but no conversions set up. The owner thinks it's going well. In reality they don't know how many buy — and they can't optimise their ads towards sales.
Common mistakes
- ⚠️Looking at traffic instead of conversions.
- ⚠️Not setting up key events.
- ⚠️Ignoring your traffic sources.
What to keep an eye on
- →Conversions (key events)
- →The distribution of traffic sources
- →The engagement rate
How eFlo helps you
eFlo sets up GA4 correctly, defines the right conversions and brings the numbers that matter straight into your portal, live.
Want to see how your business is doing?
eFlo turns concepts into tasks, reports and recommendations for your account.
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