Oct 18, 2023

Walkthrough: GA4 Tips - User Reports

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byCathal Melinn

Posted on Oct 18, 2023

Walkthrough: GA4 Tips - User Reports

There are two main categories for reporting in Google Analytics 4. These enable you to understand website user interactions and traffic sources.

  • Lifecycle reports consist of four types: Acquisition, Retention, Engagement, and Monetization.
  • User reports consist of two types: Demographics and Technology.

In this walkthrough, we’ll look in detail at User Reports to explore who is coming to your website.

Pro Tip: Check out our walkthrough on Aquisition Reports to see how you can learn about how users are coming to your site.

What do the GA4 User Reports Cover?

The User reports in your GA4 dashboard provide insights into ‘who’ the people are on your site and using your mobile app. With information such as the locations where people visit and buy, the devices they use, and their age and gender, you can gain insights into who your users and customers are, and then you can optimize your campaigns and website or app according to these customers’ needs as a way to drive performance.

The Demographics report can help your configure your campaigns on paid social, paid search, and so on, by choosing the locations and demographic data that reflects your most valuable customers. It looks at: 

  • Engagement rate and average engagement time
  • Conversions and revenue by age and gender
  • Locations (country, region, city, etc)
  • Language
  • Interests, according to a list of predefined interests specified Google Ads

The Technology report enables you to view information about devices your visitors use (mobile, desktop tablet, smart TV, and so on), web browser types, screen resolution and operating systems.

This content is available to Power Members only.

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Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.