After launching your website or mobile app, it is important to understand how your target audiences are using your platform as you evaluate the performance of your business. You might be asking questions like: Where are users coming from? Which pages are visited the most and which pages have the highest bounce rate? What paths are users on before taking high-value actions?

This is where Google Analytics 4 (GA4) comes in. GA4 brings digital analytics to the next level by providing valuable insights on how users are interacting with your site or app. Here are four ways you can use GA4 to grow your startup:

1. Create performance review dashboards

Monitor your business performance with dashboards using GA4 Reports, which include overview reports on acquisition, engagement, monetization, and retention.

2. Track customer journeys with Explorations

Explorations is a collection of advanced techniques that create custom data reports to uncover deeper insights about customer behavior. For example, the Funnel Exploration helps visualize the steps your users take leading up to a key task or conversion.

3. Set up Conversion Events

Aside from automatically collecting standard events such as page views and first visits, you can customize events to track the conversions specific to your startup. For example, startups that use a freemium pricing model can set a Conversion Event to when users upgrade to a paid plan.

4. Monitor marketing campaigns

Assess the effectiveness of your marketing campaigns by tracking how users engage with your advertisements. GA4’s Advertising snapshot provides insight into paths to conversion as well as attribution models that assign credit for the conversions to touch points along conversion paths.

By utilizing GA4’s powerful features, you can optimize your startup’s performance to help you gain a deeper understanding of your users and make improvements to your site or app that add value.