4.
Overview of GA4 pre-made reports
Before starting the exercise, explain the function of each report:
GA4 pre-made report Main question answered Business meaning
Acquisition
Engagement
Monetization
Retention
Task A. Identify the role of each pre-made report
Instructions
Go to: Reports
Then locate these report groups: Acquisition, Engagement, Monetization, Retention
Complete the table below.
Report What information does it Why is it useful for a marketing
group provide? manager?
Acquisition
Engagemen
t
Monetizatio
n
Retention
Guiding questions
1. Which report tells us how users find the website?
2. Which report tells us what users do after arriving?
3. Which report tells us whether users purchase products?
4. Which report tells us whether users return after their first visit?
Task B. Acquisition report: analyse traffic sources
Instructions
Go to: Reports → Acquisition → Traffic acquisition
Set date range: Last 28 days
Use the dimension: Session default channel group
The Traffic acquisition report is a pre-made detail report designed to help users understand
where website and app visitors come from. It shows where both new and returning users
come from, while the User acquisition report focuses on how new users first found the
website or app.
Collect the top five channels.
Chann User Session Engaged Engagement Average engagement time per
el s s sessions rate session
1.
2.
3.
4.
5.
Questions
1. Which channel brings the highest number of sessions?
2. Which channel has the highest engagement rate?
3. Which channel seems to bring the best-quality traffic?
4. What does this report suggest about the website’s marketing performance?
5. Should the marketing manager focus only on the channel with the most sessions?
Why or why not?
Task C. Engagement report: analyse user behaviour and content
Instructions
Go to: Reports → Engagement → Overview
Then go to: Reports → Engagement → Pages and screens
Use date range: Last 28 days
The Engagement overview report helps compare engagement metrics over time, understand
which pages and screens people visit, and identify features users interact with. The Pages
and screens report can be found under Reports → Engagement → Pages and screens.
Collect the top five pages by Views.
Page View Active Views per active Average Event
title s users user engagement time count
1.
2.
3.
4.
5.
Questions
1. Which page has the highest number of views?
2. Which page has the highest average engagement time?
3. Which page appears to attract the deepest attention?
4. If a page has many views but low engagement time, what might this indicate?
5. What should the marketing manager improve on the website based on this report?
Task D. Engagement report: analyse events
Instructions
Go to: Reports → Engagement → Events
Date range: Last 28 days
Collect five important events.
Event Total Business
Event name
count users meaning
page_view
session_start
user_engagement
scroll
purchase / add_to_cart /
begin_checkout
Questions
1. Which event has the highest event count?
2. What does page_view tell us?
3. What does scroll tell us?
4. Which event is most important for ecommerce performance?
5. How can event data help improve website performance?
Task E. Monetization report: analyse ecommerce performance
Instructions
Go to: Reports → Monetization → Overview
Then go to: Reports → Monetization → Ecommerce purchases
Date range: Last 28 days
The Monetization overview report summarises revenue data and helps users understand
which products are selling, whether promotions are bringing in new users, and whether app
ads generate revenue where applicable.
Collect ecommerce performance indicators.
Valu
Metric Interpretation
e
Total revenue
Purchase revenue
Purchases
Valu
Metric Interpretation
e
Average purchase
revenue
Items viewed
Items added to cart
Items purchased
Then collect top five products/items.
Item Items Items added to Items Item
name viewed cart purchased revenue
1.
2.
3.
4.
5.
Questions
1. Which product has the highest number of views?
2. Which product has the highest number of purchases?
3. Is the most viewed product also the most purchased product?
4. Which product appears to generate the most revenue?
5. What does the report suggest about customer purchase behaviour?
Retention report: analyse returning behaviour
Instructions
Go to: Reports → Retention
Date range: Last 28 days
The Retention overview report summarises how well the website or app retains users,
including how much time users spend engaged after acquisition and the percentage of users
who return during the first 42 days.
Complete the table below based on the Retention report.
Retention indicator Observation Interpretation
New users
Returning users
User retention by
cohort
User engagement by
cohort
User activity over time
Questions
1. Does the website appear to attract more new users or returning users?
2. What does user retention tell us about website loyalty?
3. What does low retention suggest for an ecommerce website?
4. What actions can a marketing manager take to improve retention?
Task G. Compare pre-made reports
Instructions
After completing Tasks B–F, students compare the four report groups.
Required output
Main metric(s) Main Managerial decision
Report
used insight supported
Acquisition
Engageme
nt
Main metric(s) Main Managerial decision
Report
used insight supported
Monetizatio
n
Retention
Questions
1. Which report is most useful for evaluating marketing channels?
2. Which report is most useful for evaluating website content?
3. Which report is most useful for evaluating ecommerce sales?
4. Which report is most useful for evaluating customer loyalty?
5. Why should a marketing manager use all four reports together instead of only one
report?
Final group report
Students submit a short report of 3–4 pages.
Required structure
Section Required content
1. Introduction Briefly explain the purpose of GA4 pre-made reports.
2. Acquisition analysis Present top five traffic channels and interpret traffic quality.
Present top five pages and five key events; interpret user
3. Engagement analysis
behaviour.
Present ecommerce revenue and top five products; interpret
4. Monetization analysis
sales performance.
5. Retention analysis Interpret new users, returning users, and retention indicators.
6. Managerial Suggest three evidence-based actions to improve website
recommendations performance.