Looker Studio free SEO report. 3. Google Analytics 4

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Looker Studio free SEO report. 3. Google Analytics 4

Here is the third part of the freemSEO report in the Looker Studio sequence. In previous parts (part 1, part 2 links) we have connected various data sources, and created a free SEO report using Google Universal Analytics. 

I have already prepared exactly the same page but connected to GA4, as a consequence fields are somehow different. Let’s observe the page!

Here is the link for video, if you prefer this format:

KPI section

As you may have noticed, I use different metrics. Universal Analytics is a more sessions oriented source whereas GA4 is users and events focused. 

So, what metrics have I used?

  • Sessions – I prefer this metric to users because one user may use different kinds of traffic several times, so presenting the number of sessions seems to be more logical for me. 
  • Engaged sessions
  • Engagement rate
  • Sessions per user
  • Event count – I haven’t set the conversions up for my account, but conversion is the most suitable metric here
  • Events per session – or it could be conversion rate, if you have conversions

Comparison

Data blend overview

I have created a data blend to compare organic traffic to all website data as we’ve done earlier. 

I used a left outer join based on the date field. The left table contains all website data like All Sessions, All Engaged Sessions, All Total Users, All Event Count whereas the right table contains Organic Sessions, Organic Engaged sessions, Organic Total users, Organic event count and the right table has Organic filter. 

Organic traffic vs All website data

To see the sessions dynamic I used a time series chart with Date as dimension, Session source as a breakdown dimension and Sessions as a metric, and I have added an Organic traffic filter. 

As we can see, we have two more session sources – tagassistant.google.com and search.google.com. Universal Analytics considers them to be referral traffic sources, that is why we didn’t have such a problem there. To get rid of it, I created a complex filter: 

Include Session default channel grouping contains organic search

And

Exclude Session source contains tagassist

Pages related sections

We reconnect the existing table with Pages performance data to GA4 and add an Organic filter. We can add the same metrics that we’ve observed in the KPI section or you can get some inspiration from Google Analytics. There are not that many options here, Google needs to update it, because there are certain fields in GA that are not available in Looker Studio. That is why I used our KPIs here. 

Reconnection applies to our pivot as well. Here I need to fix some settings. 

Row dimension: Page title

Column dimension: Date (change type to Year Month)

Filter: GA Organic

If you are curious about Looker Studio and you want to get a profound knowledge about this data visualization tool, I invite you to my Looker Studio course! Read more about it.

Hope this article was interesting and educational for you! Tell me your impressions in the comments section!

You can read more articles of mine in my Medium.