It's no secret that making use of website data can help business owners to optimize their efforts and expand their potential for growth, and Google Analytics has consistently been an incredible resource to those ends. With Google's switch from Universal Analytics to GA4, we've seen some new and enhanced features, the full implications of which are still to be seen. Let's explore one of them: anomaly detection in your data points.
What's anomaly detection?
Anomaly detection is Google's use of AI to algorithmically map your data and through analysis identify data points that stand out from the typical pattern. Through identifying these outliers, businesses can gain even more insight about users and events on their site. Although this isn't a new feature, GA4's use of "events" as units for data has dramatically improved it. With GA4, there are two core kinds of anomalies: "within metrics over time" and "within segments," and each provides different insights.
What Do I Do About Anomalies?
How you respond to and interpret anomalies is going to differ from the kind of anomaly identified and from situation to situation. Sometimes their presence can help you to identify opportunities for growth. Sometimes they illuminate obstacles in the way of your success. Perhaps a few examples will demonstrate how you might respond in different instances.
Anomalies Within Metrics Over Time
Anomalies Within Segments
How do I use it?
Anomaly detection is automatically active in GA4, so there's nothing you need to do to start getting this data. It's already at your disposal. To learn about anomalies on your site, you can go to the "Reports Snapshot" in the "Reports" area of GA4. From there, if you scroll a bit, you should see a report card titled "Insights." This is where anomalies will be reported if there are any. You can also search for anomalies in the search bar. But of course, don't panic if there aren't any. It's just a simple thing to look out for.
Previously, marketers and business owners would have to comb through endless data and reports just with the hopes of finding an anomaly like this. Now these kinds of insights are readily at our fingertips thanks to algorithmic logic. It's an incredible benefit we hope you'll use. Want to learn more? Check out our digital marketing resources or collaborate with Greyphin to maximize the impact of your site.