An Agency Guide to Creating GA4 Custom Metrics

Google Analytics 4 (GA4) is one of the most powerful analytics platforms, and it’s popular with agencies of all shapes and sizes. In fact, many agencies find GA4’s out-of-box functionality to be more than capable of providing the data and insights required to optimize client campaigns.

But even if you’re a pro at tracking and analyzing GA4’s hundreds of default metrics, using Custom Metrics can take your Google Analytics 4 client reporting up a notch (or two). Not only do Custom Metrics allow you to track the specific actions and behaviors that really matter to clients, but they will also give agencies a deeper understanding of how to better engage their client’s audience…

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