How to Use GA4 for PPC: A Data Nerd's Guide

By: Thuha Wright, Paid Search Specialist

Are you struggling to make sense of Google Analytics 4 (GA4) for your PPC campaigns? Don't worry, you're not alone. GA4 is a powerful tool, but it can be overwhelming to navigate, especially if you're used to the old Universal Analytics.

In this blog post, I'll share my tips and guide you through the essential GA4 reports for PPC analysis, helping you get valuable insights and optimize your campaigns.

Why GA4 Matters for PPC

GA4 is the latest version of Google Analytics, and it's designed to provide a more complete picture of your customer journey across devices and platforms. For PPC marketers, this means access to more granular data and insights that can help you make better decisions about your campaigns.

Key GA4 Reports for PPC

User Acquisition Report: This report shows you how many users each channel (or campaign) is driving. To get a more detailed view, add the "First User Campaign" dimension. This will help you identify which campaigns are most effective at attracting new users.

Traffic Acquisition Report: This report reveals how much traffic each channel is generating. Use the "Session Campaign" dimension to see how your PPC campaigns compare to other channels like organic search or social media. This can help you understand how PPC fits into your overall marketing strategy.

Attribution Reports: These reports provide insights into how different channels contribute to conversions. The "Model Comparison" report, in particular, can help you understand how different attribution models (like last-click and data-driven) impact your results. This can guide your budget allocation decisions.

Tips for Getting the Most Out of GA4

Ask the Right Questions: Before diving into GA4, think about what you want to learn. What are your goals for your PPC campaigns? What metrics are most important to you? Having clear questions in mind will help you focus your analysis.

Use the Blue Plus Button: Don't forget to add dimensions to your reports for deeper insights. The blue plus button is your friend!

Understand Dimensions and Scope: Some metrics can only be viewed with certain dimensions. Make sure you're using the right combinations to get the data you need.

GA4 is a powerful tool that can help you take your PPC campaigns to the next level. By understanding the key reports and using the tips shared in this post, you can get valuable insights and make data-driven decisions that drive better results for your ads.

Thuha Wright has been a paid search specialist since 2006. She's a complete data nerd who loves the new GA4 (perhaps one of very few!). She's experienced in the travel and ecommerce industries, working with small to large budgets of £1K a month to £30K a day.

If you need a scientific approach to your paid search strategy, or if you or your team need training on how to use GA4 for marketing, then Thuha is the expert to speak to.

You can find her on LinkedIn