Google Analytics

3 ways to unlock hidden insights in your Google Analytics data:

When you log into GA4, you see a wealth of data.

But the default reports can only tell part of the story.

In our #LazyAnalystBetterReporting series, we’ve explored how extracting raw data and integrating additional sources can reveal deeper insights.

Today, we’re not only looking at Google Analytics’ internal limitations but also at key challenges that call for external data integration.

1️⃣ Advanced Customer Journey & Attribution

Many e-commerce teams struggle to map the entire multi-touch journey leading to conversion.

That you?

GA’s standard attribution models miss the nuances of your customer journeys.

(Flashback to our @LazyAnalystAttribution series)!

Exporting raw session and event data lets you reconstruct custom paths and analyze conversion lag times, tailoring attribution models to your business.

2️⃣ Granular Segmentation & Revenue-Based Analysis

Native segmentation in GA4 is broad.

When you need to slice data by demographics, device type, or behavior, GA’s default views fall short.

By merging dimensions and metrics from exported data, you can perform deeper segmentation, calculate revenue-based lifetime value, and execute robust RFM analysis.

3️⃣ Deep E-Commerce Funnel & Cart Abandonment Insights

GA4 provides an aggregated view of the checkout process that masks key drop-off points and product affinities.

Exporting transaction, product, and checkout event data allows you to rebuild the funnel, segment drop-offs, and identify trends such as cart abandonment and cross-sell opportunities.

Now, let’s address the top three challenges that require additional external data!

This is the real exciting stuff not mentioned in the clickbait 🤓 !

⭐ Profitability Analysis

Google Analytics captures revenue and transaction details but omits critical cost factors like product cost, shipping fees, and returns.

By integrating GA data with your accounting or ERP system, you can calculate true profit margins and product profitability.

⭐ Full Marketing ROI Analysis

While GA shows revenue per campaign, it lacks ad spend details – especially for non-Google campaigns…

Shocker, I know.

Incorporating spend data from platforms like Facebook Ads, TikTok Ads, or your internal budgets enables you to derive accurate ROI for each campaign.

⭐ Operational Impact & Internal Process Efficiency

Internal changes, such as website redesigns or IT updates, affect user behavior but aren’t explained in GA4.

Augmenting GA data with process logs and change management records lets you correlate internal shifts with user engagement trends.

How are you addressing these reporting challenges?

@LazyAnalyst – less work, more insights!

We help you unlock those hidden insights in your GA4.