3 reports in GA4 that use analytics to eliminate customer friction [Video]

Feel like your marketing team is drowning in analytics reports? You’re not alone. Data surrounds today’s marketers, making it difficult to understand how to connect business problems to the data that offers a solution.

One use case for web analytics data is reducing customer friction points. 

In a presentation at the Fall MarTech Conference, Julie Jones, product manager at Baylor Scott & White Health, demonstrated for marketers how to create an actionable list of events they need to track and the reports they need to create to eliminate customer friction points.

The key to quick, actionable insights about friction points, Jones said, is thoughtful event tracking and the right event structure. 

Thoughtful event tracking doesn’t mean tracking everything, because that’s not the key to identifying friction points.

“Tracking everything creates a number of problems,” Jones said, “including too much data. If you’re on a free platform like Google Analytics 4 (GA4), you’ll hit platform limitations if you try to …