Learn how to track what matters on your website with Google Analytics 4 from setup to smart SEO reporting.
If you have a website, it’s crucial to understand how people use it. You need to know things like:
- How many people visit your site
- Which pages do they look at
- Where do they come from
That’s where Google Analytics helps. It’s a free tool that shows how people interact with your site. This data enables you to improve your content, layout, and marketing.
This blog will guide you through the steps to create a Google Analytics report. The goal is to help you track what matters, even if you’re starting.
What Are Google Analytics & Why Does It Matter for SEO?
Google Analytics is a tool that helps you track what’s happening on your website. It shows you how many people are visiting, which pages they like, how long they stay, and where they come from — like Google, Facebook, or other websites. This data helps you make better decisions. You can fix what’s not working and focus more on what’s bringing results.
Now, if you are trying to grow your website through search engines like Google, this becomes even more important. That’s where SEO analytics plays a role. It means using data to understand how your site is performing in search.
Universal Analytics vs Google Analytics 4
Earlier, most people used something called Universal Analytics. It worked well, but Google replaced it with Google Analytics 4 (GA4).
Here’s a simple difference:
| Feature | Universal Analytics | GA4 |
| Focus | Page views | User actions (events) |
| Setup | Easier for basic use | More flexible, but different |
| Tracking | Mainly websites | Websites + apps together |
| Reports | Standard views | Custom explorations |
GA4 might look confusing at first, but once you learn it, it gives better insights. It shows how users interact with your site, not just what pages they view, but also what buttons they click, what forms they fill, and more. This makes it a powerful tool for anyone trying to improve website performance through search.
Getting Started: Setting Up Google Analytics for Your Website
To track any data, you must first set up Google Analytics. Don’t worry — the process is easy, and you don’t need to know coding.
This is a beginner’s guide to Google Analytics 4 (GA4).
1. Create your Google Analytics account
Visit analytics.google.com and log in with your Google account. Click on “Start Measuring” and enter your account name, this could be your business or website name. This account will keep your properties and information safe.
2. Add a property for your website
A property in Google Analytics refers to the site you want to track. Input your website name, choose your reporting time zone and currency, and proceed. This creates a space for your website data to be collected.
3. Set up a data stream
Google Analytics 4 tracks everything via data streams. Select “Web” as your platform, and input your website URL. You can name your stream to keep things organised. This stream will start collecting data from your site, and GA4 allows you to add other platforms like mobile apps.
4. Include the tracking code on your website.
After creating the stream, you will get a distinct Measurement ID that starts with “G-“. Click on “View Tag Instructions” to find the global site tag. Copy and paste the code into your website’s HTML <head> section. If you use WordPress or any website builder, plugins like “Insert Headers and Footers” can make this step easier.
5. Connect Google Analytics to Search Console
Connect your account to Google Search to monitor your site’s Console presence. Go to the GA4 admin panel, click “Search Console Links,” and follow the steps to connect your site. This gives you access to keyword data, search impressions, and click-through rates, all essential for SEO.
Navigating the Google Analytics 4 Dashboard
After you’ve set up your account, the next step is to understand how to navigate within Google Analytics 4. The dashboard may look a little different if you’ve used older versions, but it’s designed to show you the most important data simply.
- Reports: This is where most of your website data lives. Under Reports, you’ll find information about how many people visit your site, which pages they go to, how long they stay, and more. This section is the heart of your SEO analytics because it tells you what content works and what’s not.
- Explore: The Explore section lets you build custom reports. If you want to dig deeper into specific data, like tracking how users move from one page to another or comparing traffic between different sources, this is the place to do it. It’s useful for advanced tracking, but even beginners can use basic templates here.
- Advertising: If you’re running Google Ads, this section shows how your ads perform. It’s not directly related to SEO, but it helps you compare paid vs organic results.
- Admin: The admin section is where you manage your property settings. You can set up user permissions here, link your account to other tools, and manage your data streams.
Key Metrics to Watch for SEO
Here are some simple terms you’ll often see in Google Analytics 4, especially when focusing on SEO analytics:
- Users: The count of individuals visiting your site.
- Sessions – How often was your site visited (including repeat visits)?
- Engagement rate – Shows how many users interacted with your site (like scrolling, clicking, or visiting more than one page).
- Bounce rate – The bounce rate refers to the percentage of users who exit your site after viewing only a single page. A high bounce rate may suggest that visitors did not find the content they were seeking.
- Traffic sources – This tells you where your visitors are coming from: Google search, social media, direct links, etc. It’s very helpful in measuring your SEO performance.
Learning the dashboard might take a little time, but you can find what matters most once you know where things are. Whether tracking growth or fixing issues, Google Analytics 4 gives you all the tools to support your SEO and content decisions.
How to Create a Google Analytics Report (GA4)
Creating a custom Google Analytics report in GA4 may look different from older versions, but it’s much more flexible. You can build reports that focus on exactly what you want to track — SEO performance, user behaviour, or traffic sources.
Here’s a step-by-step way to do it using the Explore section.
Step 1: Go to the Explore Tab
Navigate to your GA4 dashboard and select the Explore tab from the left-hand menu. Then select Blank exploration to start building your report from scratch.
Step 2: Choose Your Dimensions
Dimensions are the categories of your data. For example, if you want to know where your visitors come from or what devices they use, you’ll choose dimensions like source, landing page, or device. These help you break down your data and make it easier to read.
Step 3: Choose Your Metrics
Next, you’ll add the numbers you want to measure, metrics. For SEO tracking, useful metrics include sessions, bounce rate, and conversions. These show how users interact with your content and whether your SEO work is paying off.
Step 4: Build Your Report with Drag and Drop
Now comes the fun part. GA4 allows you to drag and drop your selected dimensions and metrics into rows and columns. You can also add visual charts like tables, pie charts, or line graphs to make the report easy to understand at a glance.
Step 5: Refine the Data Using Filters
You can add filters to focus on a specific segment, like just organic traffic from Google. This helps you refine the data and see only what matters for your SEO analysis.
Step 6: Save and Share Your Report
Once your report looks the way you want it, you can save it inside GA4. You can also export it as a PDF or CSV file and share it with your team or client.
Prebuilt vs Custom Reports for SEO
When using Google Analytics 4, you can work with two types of reports: prebuilt (standard) reports and custom reports. Both are useful but serve different purposes depending on what you want to learn.
1. Prebuilt Reports (Standard GA4 Reports)
These are the default reports that come with GA4. You can locate them under the “Reports” tab. They give you quick access to useful data without setting anything up. For SEO, some of the most useful prebuilt reports include:
- Traffic Acquisition – This shows where your website visitors are coming from (Google Search, social media, direct, etc.).
- Landing Pages – Helps you identify the first pages visitors land on when they access your site.
- Engagement Overview – Gives a summary of how users interact with your site.
- Tech Overview – Tells you what devices and browsers your visitors use.
These reports are great for a quick overview, especially if you’re just learning how to use Google Analytics.
2. Custom Reports (Explorations)
Custom reports are created using the Explore feature. These allow you to dig deeper and view exactly the data you want. For example:
- See which blog posts bring in organic traffic from Google
- Track form submissions coming only from mobile users
- Compare bounce rates between different landing pages
This is where you get the most value for SEO analytics. You’re not limited to preset views; you can filter, break down, and segment your traffic in any way that supports your SEO goals.
Which One Should You Use?
If you’re just starting out, use prebuilt reports to understand basic traffic patterns. As you get more comfortable, build custom reports to track SEO performance more closely.
Whether you use ready-made or custom views, looking at the data regularly is key. This helps you identify what’s effective and what requires adjustment.
Using GA4 Reports to Improve SEO Strategy
Once your Google Analytics report is set up, the next step is learning how to use that data to improve your SEO. The reports inside Google Analytics 4 can help you find what’s working and what needs attention.
Here are some key things you can track using GA4 (and Search Console) to make your SEO efforts more effective:
1. High-Traffic but Low-Conversion Pages
Sometimes a page gets a lot of visitors but doesn’t bring results like form fills, signups, or purchases. Go to the Engagement section and choose the Pages and Screens report to analyze page views in relation to conversions.
If the numbers don’t match, check:
- Is the call-to-action clear?
- Does the page match the visitor’s intent?
- Is the content trustworthy and easy to read?
Use this insight to tweak these pages and improve conversions.
2. Bounce-Heavy Pages Needing Optimisation
A high bounce rate or low engagement rate suggests that visitors are exiting without engaging in any actions. You can spot these pages in the Engagement reports by checking “average engagement time” or “bounce rate” (if you’ve enabled it).
To fix bounce-heavy pages:
- Improve the page speed
- Make your content more engaging
- Add internal links or better formatting
This is a key part of SEO analytics, identifying where users drop off too soon.
3. User Journey Drop-Offs
The Explore section helps you build a custom funnel to see how users move across pages. For example, if many users visit a blog, but very few go to the product page, there may be a disconnect.
This tells you where people lose interest or get stuck. You can adjust internal links, buttons, or content flow to better guide them.
4. How to Track Keyword Traffic Using GA + GSC
Connect Google Analytics to Google Search Console to track the keywords driving traffic to your website.
Once connected, go to the Search Console reports inside GA4. You’ll find:
- Top search queries
- Landing pages ranked in Google
- Clicks, impressions, and average position
This helps you match SEO performance with actual keyword traffic, giving you a full picture.
5. How to Measure Blog or Landing Page Performance
You can filter in the Pages and Screens report to show only blog posts or landing pages. Check:
- Page views
- Average time on page
- Scroll depth (if set up as an event)
- Conversions from that page
If a blog gets good traffic but low time on page, improve its layout or content. Check your headline and form placement if a landing page gets traffic but no leads.
These small insights help shape your ongoing SEO content plan.
Conclusion
Using Google Analytics 4 is no longer just an option — it’s a must for any business looking to grow online. By learning how to create Google Analytics report and tracking the right metrics, businesses can clearly understand their website performance, fix what’s not working, and improve what is. GA4 helps uncover valuable SEO insights that drive better content decisions, stronger traffic, and actual long-term results.
Savit Interactive offers comprehensive SEO services that include strategic reporting, keyword analysis, and website performance tracking for businesses that want to make the most of these insights but prefer expert support. With the right tools and expert guidance, turning website traffic into growth becomes not only possible but consistent.
Frequently Asked Questions
What is Google Analytics used for?
Google Analytics offers valuable insights into the activities taking place on your website. It shows who’s visiting, what pages they look at, how long they stay, and where they come from. This helps you enhance your site and marketing efforts.
Is Google Analytics 4 free to use?
Yes, Google Analytics 4 is completely free. You only need a Google account to set it up and start tracking your website traffic and user behaviour.
Do I need coding skills to use Google Analytics?
You don’t need to know coding to set up GA4. Most website platforms and plugins allow you to add this code easily without touching any technical settings.
What kinds of reports can be created in Google Analytics?
You can create reports that show where your traffic comes from, how users behave, which pages perform best, and how well your site is converting. You can tailor reports to concentrate exclusively on what matters most to you.
