NEWSLETTER
ANTERIOR
Working with large volumes of marketing data—whether it’s web traffic, keywords, users, or campaigns—can feel overwhelming. These data sets often aren’t organized or categorized in a useful way, and facing them can feel like trying to understand a conversation in an unfamiliar language.
Funnel visualizations show, sequentially, the user journey towards conversion.
They help identify friction points, measure and compare performance, and facilitate the understanding of user behavior, leading to better data-driven decision-making.
Before starting, the first step is to identify which events we want to measure, as the setup will differ if the conversion is filling out a form or making a purchase.
Step 1 - Connect GA4 to Looker Studio
The first step is to set up the data source connection. In this case, we will connect Looker Studio with GA4. If you have already set up the connection correctly, you can skip to step 2. If not, you can follow the steps described in this article.
Step 2 - Create the Custom Dimension
Next, we will create a custom dimension to rename the events, where we will use the ones we defined earlier. In this case, we want to visualize the following: begin_checkout, add_shipping_info, add_payment_info, and purchase.
To create the custom dimension, go to "Manage Data Sources" and enter the edit section. Once inside, click on "Add a Field," and define the custom dimension in the following format:
Step 3 - Create the Filter to Include Only the Relevant Events
The filter we will create next allows us to include only the events we want to display in the chart.
We will use the following regular expression to ensure that only the events begin_checkout, add_shipping_info, add_payment_info, and purchase are displayed:
^begin_checkout$|^add_shipping_info$|^add_payment_info$|^purchase$
Step 4 - Import the Funnel Visualization
Once everything is set up, it's time to import the funnel visualization.
To do this, go to the top menu and select the "Community Visualizations" option, located to the right of "Add a Chart."
Once inside "Build Your Own Visualization," scroll down and enter the following link: "gs://true-metrics-funnelgraph/graphviz."
Select the only option that appears and accept the permissions. Once done, you can place the visualization in your report and proceed to the final step.
Step 5 - Configure and Customize the Funnel
Finally, it's time to configure the funnel to visualize the events we've chosen. The steps to follow are as follows:
- The first step is to select the custom dimension we created in step 2.
- Next, select the metric we want to analyze, such as total users.
- Now, add the filter to include only the events we want to analyze.
- The last step is to customize the funnel to your liking.
Remember, depending on the journey and conversion goal, you can adjust the funnel configuration according to your needs.
That’s all for today. If you liked this article, don’t forget to visit our blog, where you’ll find more related articles.
