Track customer journeys, improve sales

Running a mattress business is like steering a ship through the shifting tides of retail. Without the right tools, it’s easy to drift off course. That’s where Google Analytics 4 (GA4) comes in – your navigation system for understanding what your customers want and how they interact with your brand. In 2023, Google introduced GA4, replacing the older Universal Analytics. This new version makes tracking customer interactions – like clicks, searches and purchases – much easier and more flexible.

In simpler terms, GA4 offers clearer insights into customer behavior, both online and in-store, helping you make smarter decisions. Whether you’re tracking website visits or monitoring product interest, GA4 provides the data you need to stay competitive and grow sales. If you haven’t started using GA4 yet, now’s the time.

Setting up google analytics 4 for your business

Setting up GA4 for your business is simpler than you think.

1. Create a GA4 property. Log into your Google account and go to the “Admin” tab in Google Analytics. From there, select the option to create a new GA4 property. Follow the on-screen prompts to enter your website URL and set up basic details. Semrush provides a step-by-step guide through the process.
2. Install the tracking code. Once your property is set up, you’ll receive a tracking code (also called “Measurement ID”). If you’re using a platform like WordPress, you can add this easily with a plugin.
3. Link to eCommerce features. In GA4, go to “Data Streams” and enable tracking for product views, cart additions and checkouts to help you understand your customers’ behavior.

Pro tip. Track key events that matter most, such as which products receive the most views or how often customers abandon carts. You can customize these events in GA4 to meet your goals. Use Google Tag Manager for an easier setup and to manage all your tracking tags in one place, saving time and reducing errors.

Key metrics mattress to track

Once GA4 is set up, understanding which metrics matter most for your business is key.

1. User engagement. See how long visitors stay on product pages, which products attract the most attention and where they drop off. If people leave your site quickly, it may signal the need to improve content or navigation.
2. Conversion rate. This helps you understand how many visitors turn into buyers. If you’re seeing a lot of traffic but few sales, it might indicate an unclear call to action or complicated checkout process. 
3. E-commerce tracking. If you sell online, track which products are viewed and purchased the most. This data helps optimize your online merchandising, just as you do in your physical store.

GA4 excels at tracking the full customer journey, from the first visit to final purchase. By identifying patterns – like customers who browse and abandon their cart – you can retarget them with personalized offers.

Pro tip. If you notice high cart abandonment, set up automatic emails with special offers like free shipping or discounts. Small tweaks can turn potential lost sales into conversions.

Leveraging insights to improve your marketing

Once you’ve gathered valuable data through GA4, turn those insights into actionable marketing strategies. GA4 offers tools that help you connect with the right customers at the right time, based on their behaviors and preferences.

• Audience segmentation. GA4 allows you to divide your audience into different segments based on demographics (age, location, etc.), purchase behavior and website interactions. For example, you can identify a segment of customers who frequently view premium products but haven’t purchased, allowing you to send more targeted messages.
• Personalized campaigns. After segmenting your audience, create personalized campaigns. If a customer shows an interest in a particular product but hasn’t purchased, send them a targeted email highlighting that product, perhaps offering a limited-time discount. Personalized outreach shows customers that you understand their needs, which can make them more likely to complete the sale.

Pro Tip: Use your GA4 insights to time your promotions perfectly. For instance, if you notice a spike in interest of a particular mattress in a specific region, offer a local promotion such as free delivery or a discount for customers nearby. This kind of timely, location-based personalization helps bridge the gap between online browsing and in-store purchases, making your marketing feel more personal and boosting sales.

Using GA4 to optimize your in-store and online strategy

One of the biggest advantages of GA4 is its ability to track customer behavior both online and in-store, providing a full view of how customers interact with your brand across channels.

Cross-channel tracking. GA4 shows how customers move from browsing online to visiting your physical store. For example, if data shows a spike in interest for a specific mattress, feature that model prominently in-store.

Real-time reporting. GA4’s real-time reporting shows customer behavior as it happens, allowing you to make quick adjustments to promotions or sales. For example, if a promotion is driving traffic but not sales, tweak your offer or marketing message in real-time.

Pro tip. Use GA4’s real-time reporting to optimize the in-store experience. If you notice a surge in online traffic for a specific mattress during a promotion, alert your team so they’re ready to answer questions and highlight that model in person. This real-time alignment between online activity and in-store strategy can enhance the customer experience, leading to higher satisfaction and more conversions.

GA4 offers valuable insights into customer behavior, allowing you to track their journey from online interest to in-store visits. With these insights, you can create more personalized marketing campaigns, adjust your sales strategies in real-time and optimize both your online and offline operations. GA4’s shift to event-based tracking makes it easier than ever to understand customer preferences and respond effectively.

Now is the time to implement GA4 to stay ahead of the competition and maximize your marketing efforts. With the right data, you can make informed decisions that drive sales and enhance the customer experience. Don’t let your business fall behind – start using GA4 today and unlock the full potential of your customer data.