1. PATH ANALYSIS. Track interactions or events in an automatic or enhanced way: when the user views a page, if they scroll, when they log in, if it is their first visit, etc. You need to define a completion event (e.g., purchase), and from there you can learn how users get there. It is ideal to see the impact of campaigns, conversion support content (FAQ, contact-form), path to a certain page or conversion.

1. FUNNEL. Customize this tool with the steps of each funnel and you can know which users are advancing and which are dropping off. They work to see those who continue in a funnel, those who enter at a certain step, the time in which they completed, to create user segments or for retargeting and personalization strategies.
2. USER LIFETIME. Which groups of customers are of value to the company over time or in a specific period and through which channel they arrived. These are very important because you can think about a long-term business relationship with them. Also, for RFM reports in which you analyze the days elapsed since the last purchase, the frequency in which they are made and the monetary value of their purchases in a certain period.
3. SEGMENT OVERLAP. It allows you to combine two events and see the users that meet these two conditions. For example, an intersection of those who saw the promotion or ad with those who bought or purchased through each channel. It is also ideal to review the consumption of different types of content, different destinations or combine conversion processes.
4. COHORT ANALYSIS. Define how long it takes a user from one first event to another. It helps to see which activities to undertake with recurring users and which with occasional users. Help with user retention and the revenue they leave behind.

Remember to configure according to your data architecture – don’t waste any more time to start using GA4!