5 helpful GA4 dashboards for native web optimization


The important thing to local SEO knowledge is in its identify – it’s native. With out it, a marketing campaign might not obtain essential insights to regulate its central technique.

Should you’re focusing on Manhattan, N.Y., however 80% of your customers are visiting from units in Brooklyn, N.Y., you’re lacking one thing. However how do you discover these gaps in Google Analytics 4?

Insights beforehand accessed via Common Analytics are scattered throughout a number of dashboards in GA4, with new processes on the platform for filtering and accessing native knowledge. Moreover, sure settings and configurations should be enabled to make sure native knowledge assortment.

A neighborhood web optimization practitioner ought to repeatedly analyze details about natural consumer places, behaviors, and touchdown pages accessed from search outcomes.

Via these key reviews in GA4, we are able to evaluate natural knowledge that displays key native behaviors:

  • Demographic particulars
  • Site visitors acquisition and consumer acquisition
  • Touchdown web page
  • Library (customized reviews)
  • Discover

Nevertheless, none of those reviews are excellent. Every report poses flaws and challenges that complicate our knowledge. I’ll embrace troubleshooting suggestions and context for every report to make sure the info evaluation is as useful as attainable.

Just a few essential parts of GA4 impression total native web optimization reporting throughout these dashboards: the Natural Search filter and Thresholding.

‘Natural Search’ filter

For many reviews in GA4, we’ll have to filter to natural search outcomes utilizing the Add filter function on the high of the dashboard.

Add filter

A filter column will seem on the appropriate aspect of the dashboard.

Relying on whether or not periods or customers are most popular, we’ll select Session default channel group or First consumer default channel group because the filter.

Choose precisely matches, examine Natural Search, after which click on Apply.

Filter settings

This natural filter is used via most of our native web optimization dashboards in GA4.


Google’s out-of-the-box reviews typically apply thresholding, indicating knowledge is a pattern.


The “Warning” image on this report signifies that Google is presenting an combination illustration of our knowledge reasonably than actual numbers. 

In GA4, data thresholding is carried out throughout quite a few key natural reviews to anonymize customers’ privateness. 

Anonymization often occurs when one thing will be inferred concerning the consumer, like when there’s restricted knowledge or if the demographic details about customers is simply too detailed. 

For native companies, particular person location pages typically obtain fewer customers since they’re a small piece of the overall site visitors depend. 

So, remember that native web optimization knowledge is usually an estimate reasonably than an actual depend. We will use this knowledge as a illustration of total consumer knowledge. 

Nonetheless, when the distinction between in contrast knowledge units is >20 customers or periods, we most likely shouldn’t depend on it to make main choices about our technique.

1. Demographic particulars

The place to seek out the info in GA4: Experiences > Consumer > Consumer Attributes > Demographic Particulars

By default, this report lists the place customers visited by nation, however we are able to change this by deciding on the dropdown subsequent to Nation, and altering it to Area or Metropolis.

Demographic details - Country

From there, we are able to see the highest cities by consumer: 

Demographic details - City

Why the demographic particulars report is helpful

The demographic particulars report conveys the area or metropolis the place a consumer accessed the web site.

We will evaluate this consumer location knowledge with location web page site visitors or proximity-based rankings in a geo matrix monitoring software.

Within the screenshot above, we see that the highest cities visited by customers in the USA are additionally a number of the most populous: New York, Chicago and Los Angeles.

We must always be sure that native touchdown pages are arrange for these places, in addition to key suburbs close to these places. 

Points with the demographic particulars report

With the appropriate configuration, worker IP addresses shall be excluded from GA4 reviews, and their cities gained’t seem on this dashboard. 

Nevertheless, if staff are required to make use of a VPN for work, it could show trickier for the demographic particulars report to stay correct. A VPN might anonymize worker knowledge from cities worldwide, scattering location-based attribution.

Moreover, sure settings inside GA4 should be configured to make sure that the monitoring platform is amassing particulars a few consumer’s location. 

To verify that consumer location data is being tracked, go to Admin > Knowledge Settings > Knowledge Assortment and be certain that Granular location and gadget knowledge assortment toggle is checked.

Granular location

As beforehand famous, the Demographic particulars report will apply sampling, which implies it gained’t present an actual depend of customers from every location.

Generally, these reviews might embrace a row that claims (not set), which usually occurs as a result of Analytics doesn’t classify the primary occasion on the web page as page_view

An occasion like user_engagement would possibly set off previous to page_view, which isn’t alleged to occur however would possibly relate to rendering points on the web site. 

Total, the answer to analyzing (not set) would require time to both configure a customized touchdown web page report or alter the web site’s rendering points. 

These duties are sometimes excessive effort and low impression for native web optimization until there are giant knowledge discrepancies – i.e., 50% of the reported site visitors is (not set).

2. Site visitors acquisition and consumer acquisition

The place to seek out this knowledge in GA4: There are two varieties of labeling for this dashboard, relying on whether or not GA4 was arrange earlier than or after April/Might 2023:

  • Earlier than April-Might 2023
    • Experiences > Life cycle > Acquisition > Consumer acquisition
    • Experiences > Life cycle > Acquisition > Site visitors acquisition
  • After April-Might 2023
    • Experiences > Enterprise aims > Generate leads > Consumer acquisition
    • Experiences > Enterprise aims > Generate leads > Site visitors acquisition

The Site visitors acquisition and Consumer acquisition dashboards each report on the varieties of advertising and marketing channels that drove site visitors to the web site: natural, paid, social, and many others. Nevertheless, GA4 has break up them into separate dashboards resulting from a distinction in knowledge assortment:

  • Consumer acquisition: Solely attributes the primary go to from a consumer.
  • Site visitors acquisition: A number of periods of site visitors from the identical consumer.

So, site visitors acquisition will embrace a paid session for a consumer who clicked an advert at some point and counts an natural session for that very same consumer the following day. 

Consumer acquisition would attribute the consumer solely to the paid site visitors channel as a result of it drove the primary go to to the positioning.

Figuring out whether or not we must always monitor consumer or site visitors acquisition in native web optimization depends upon our objectives for the marketing campaign.

If we wish to learn about any time a consumer visited the positioning from natural search outcomes, then site visitors acquisition is a greater match. Nevertheless, session-based knowledge turns into sophisticated with model and non-brand site visitors.

If individuals discover “Tom’s Dental,” as an advert after which go to the positioning, then they may bear in mind this native enterprise. Just a few days later, they sort “Tom’s Dental,” into search outcomes and click on an natural consequence. 

If a quantity of customers are deciding on natural outcomes with a branded search, this may occasionally end in a man-made enhance in periods on the Site visitors acquisition dashboard.

In these eventualities, counting on the Consumer acquisition dashboard to evaluate our native web optimization progress is likely to be extra correct.

Why the consumer acquisition and site visitors acquisition reviews are helpful

These dashboards carefully resemble the Channels report in Common Analytics and are an awesome place to begin for figuring out whether or not native natural site visitors has improved. 

In native web optimization, knowledge inside these dashboards can present perception round:

  • UTM parameters from Google Enterprise Profile.
  • Filtering to our location web page paths to evaluate natural site visitors.

For simplicity, examples shall be from the Consumer acquisition report, however the identical filters and changes can be utilized to the Site visitors acquisition dashboard. 

UTM parameters

UTM parameters are added to the tip of a enterprise URL within the Web site area on Google Enterprise Profile.

For instance:


From these UTM parameters, we are able to assess the success of our GBP profiles with GA4.

Use the dropdown on the Consumer acquisition dashboard to replace our dimension from “First consumer default channel group to First consumer supply/medium.

UTM parameters

After updating our most popular dimension to First consumer supply/medium, we’ll analyze site visitors channels to know consumer conduct.

Google Enterprise Profile UTM parameters use supply and medium to point the kind of site visitors (medium) and its origin (supply).

Right here, the web site’s UTM was configured like this, with GoogleLocalListing because the supply and natural because the medium:

GA4 UTM source medium


https://www.web site.com/places/atlanta?utm_source=GoogleLocalListing&utm_medium=natural

As a result of the supply within the screenshot was specified as GoogleLocalListing, we are able to differentiate customary search outcomes (google / natural) from GBP clicks (GoogleLocalListing / natural). 

We see that in a 28-day interval, conventional search outcomes acquired barely extra natural site visitors than GBP. This knowledge would possibly point out that we have to enhance our rankings within the Native Pack.

Location pages

By filtering our location pages, we are able to perceive which places obtain probably the most natural site visitors. 

Utilizing GA4 to match the success of our numerous location pages is essential to a profitable native web optimization technique as a result of it helps us decide precedence. 

When we have now 50 places however just a few hours to commit throughout them, it’s most impactful to dedicate our time to the places most want progress.

First, add a column to the desk dashboard that specifies Touchdown web page + question string:

Add column

Click on the “+” so as to add a column.

Landing page

Seek for touchdown web page and choose Touchdown web page + question string.

Subsequent, use a filter to restrict knowledge to natural site visitors and our location pages.

Filter to location page

Observe the steps outlined initially of this text for filtering natural site visitors and add a situation for Touchdown web page + question string to the trail of your location pages.

Be aware: In an effort to analyze the success of location pages, they will need to have been organized inside a father or mother path folder, which is often one thing like this: https://www.web site.com/places/atlanta

If location pages aren’t nested inside a father or mother path folder, then the Touchdown web page + question string filter gained’t work, and assessing native web optimization progress shall be tougher.

Top locations

Primarily based on our filters, we are able to see that the highest GA4 places accessed by new customers are Atlanta and Denver.

Our places with the least natural new customers have been New York and Columbus, the place we might focus our native web optimization efforts transferring ahead.

Points with the site visitors and consumer acquisition reviews

Should you’re not seeing UTM parameters seem inside these GA4 reviews, verify that GA4 can show this data by visiting Admin > Knowledge Streams > Redact knowledge.

Redact data

Ensure that URL question parameters is not checked.

Moreover, GA4 generally has points displaying the “marketing campaign” UTM parameters. 

If this occurs, the marketing campaign listed within the UTM parameter would possibly must be added as a custom dimension

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3. Touchdown web page

The place to seek out this knowledge in GA4: There are two varieties of labeling for this dashboard, relying on whether or not GA4 was arrange earlier than or after April/Might 2023:

  • Earlier than April-Might 2023
    • Experiences > Life cycle > Engagement > Touchdown web page
  • After April-Might 2023:
    • Experiences > Enterprise aims > Generate leads > Touchdown web page

The Touchdown web page report is populated with session knowledge, that means {that a} touchdown web page go to is recorded every time a consumer visits a website after half-hour of inactivity.

Why the touchdown web page report is helpful

The Touchdown web page report is one other option to entry location web page knowledge, just like the Touchdown web page + question string filter in site visitors and consumer acquisition.

Nevertheless, the info within the Touchdown web page report is likely to be barely totally different as a result of it’s a set dashboard, so we don’t want so as to add the Touchdown web page + question string column. 

The desk on the dashboard routinely types by periods reasonably than new customers.   

Landing page report
Filters for Natural Search and Touchdown web page + question string have been utilized to this knowledge.

As a result of GA4 applies thresholding, estimates would possibly fluctuate throughout its out-of-the-box dashboards, most likely due to our filters. 

When evaluating the Location pages dashboard with the filters in Consumer acquisition, the order of high pages adjustments, with Denver receiving extra periods whereas Atlanta receives extra new customers.

Report comparison

Points with the touchdown web page report

Google added the touchdown pages report back to GA4 in December 2022. Earlier than this, GA4 customers needed to build a landing page report manually. 

In case your web site’s GA4 account was configured previous to December 2022, then the Touchdown web page report is likely to be lacking. 

Moreover, the out-of-the-box touchdown web page report for these older GA4 accounts would possibly battle with a manually constructed touchdown web page report.

4. Customized reviews

The place to seek out this knowledge in GA4: When working with any out-of-the-box report in GA4, click on the Edit icon within the higher proper nook of the dashboard to configure a customized report. 


After setting the filters as desired, click on Save and provides the report an applicable identify.

Report name

To evaluate customized reviews, navigate to Experiences > Library on the decrease left a part of the dashboard.

Custom location report

Why customized reviews are helpful

A consumer saves time by accessing the customized report reasonably than making use of these filters each time GA4 is accessed. 

Every out-of-the-box report defined on this article will be saved as a customized report. Listed here are some examples of what these is likely to be referred to as:

  • Customers in California Cities
  • GBP Customers
  • Periods by Native Touchdown Web page
  • Natural Location Pages

In the end, the customized reviews filter is nice in case you repeatedly reference the identical knowledge inside a set date vary.

Points with customized reviews

The date vary for a customized report can’t be modified. Knowledge in a customized report will seem based mostly on the chosen date vary when the report was first created.

Date range

If the date vary is ready as “Final 28 days,” then then final 28 days of information will all the time seem within the customized report. 

So, if a customized report ought to replicate year-over-year natural site visitors progress, then you should definitely choose Examine previous to saving the report. If a brand new date vary is required, you’ll must construct a brand new customized report.

Moreover, customized reviews can’t be exported. Any of GA4’s out-of-the-box reviews will be exported by clicking the Share this Report icon on the higher proper portion of the dashboard, which might then be downloaded as a PDF or CSV file.

Custom reports issues

Primarily based on these limitations, customized reviews in GA4 appear to be designed as an ongoing reference, reasonably than a troubleshooting or deep evaluation software. 

5. Discover

Discover is designed to deal with deeper GA4 questions that can not be answered with an out-of-the-box report. It’s much less of a dashboard in GA4 and extra of an information platform – every Discover report is a customized configuration. 

For instance, Discover is helpful if we wish to pull a report evaluating demographic location knowledge to our natural location pages.


On this instance, we see that some customers are visiting the web site from Honolulu, HI, however there is no such thing as a Honolulu location web page on the web site.

This knowledge suggests Honolulu would possibly match our subsequent location web page effectively. 

Combining demographic knowledge with touchdown web page knowledge may give us deeper insights into the marketing campaign’s subsequent steps.

Dozens of reviews like the instance above will be pulled with Discover utilizing the ideas of the out-of-the-box reviews. Nonetheless, these configurations are superior and require extra time to be taught the GA4 platform.

Uncover key native web optimization insights utilizing GA4

Total, the out-of-the-box dashboards in GA4 can present beneficial insights for our native web optimization campaigns. Listed here are some examples of questions we are able to reply with this native knowledge: 

  • Does my website want extra location pages?
  • Which location pages want extra optimization?
  • Which GBP’s are driving probably the most natural site visitors?
  • Is key phrase progress for a location web page driving site visitors?

Whereas GA4 is a useful gizmo for gathering these insights, we must always not rely upon it as our sole supply of information.

Native web optimization knowledge from GA4 must be contextualized with different reporting knowledge from Google Search Console, GBP Insights, geo-matrix monitoring instruments, and different key phrase reporting platforms. 

For instance, if we see a rise in GA4 natural periods for a location web page, is that this due to rating progress or a rise in branded queries? 

We will’t decide the supply of progress till we cross-reference why customers visited the web page.

The brand new GA4 platform contains loads of insights for our native web optimization campaigns so long as we perceive the larger context of our wins and losses.

The publish 5 useful GA4 dashboards for local SEO appeared first on Search Engine Land.

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