5 useful GA4 dashboards for local SEO

5 useful GA4 dashboards for local SEO


The important thing to local SEO knowledge is in its title – it’s native. With out it, a marketing campaign might not obtain essential insights to regulate its central technique.

In case you’re focusing on Manhattan, N.Y., however 80% of your customers are visiting from gadgets in Brooklyn, N.Y., you’re lacking one thing. However how do you discover these gaps in Google Analytics 4?

Insights beforehand accessed by means of Common Analytics are scattered throughout a number of dashboards in GA4, with new processes on the platform for filtering and accessing native knowledge. Moreover, sure settings and configurations should be enabled to make sure native knowledge assortment.

A neighborhood search engine marketing practitioner ought to often analyze details about natural consumer areas, behaviors, and touchdown pages accessed from search outcomes.

By these key experiences in GA4, we will evaluation natural knowledge that displays key native behaviors:

  • Demographic particulars
  • Site visitors acquisition and consumer acquisition
  • Touchdown web page
  • Library (customized experiences)
  • Discover

Nevertheless, none of those experiences are excellent. Every report poses flaws and challenges that complicate our knowledge. I’ll embrace troubleshooting suggestions and context for every report to make sure the info evaluation is as useful as doable.

Just a few essential components of GA4 impression total native search engine marketing reporting throughout these dashboards: the Natural Search filter and Thresholding.

‘Natural Search’ filter

For many experiences in GA4, we’ll must filter to natural search outcomes utilizing the Add filter function on the high of the dashboard.

Add filter

A filter column will seem on the correct facet of the dashboard.

Relying on whether or not classes or customers are most popular, we’ll select Session default channel group or First consumer default channel group because the filter.

Choose precisely matches, test Natural Search, after which click on Apply.

Filter settings

This natural filter is used by means of most of our native search engine marketing dashboards in GA4.


Google’s out-of-the-box experiences usually apply thresholding, indicating knowledge is a pattern.


The “Warning” image on this report signifies that Google is presenting an combination illustration of our knowledge somewhat than precise numbers. 

In GA4, data thresholding is applied throughout quite a few key natural experiences to anonymize customers’ privateness. 

Anonymization often occurs when one thing might be inferred concerning the consumer, like when there’s restricted knowledge or if the demographic details about customers is simply too detailed. 

For native companies, particular person location pages usually obtain fewer customers since they’re a small piece of the whole visitors rely. 

So, remember that native search engine marketing knowledge is commonly an estimate somewhat than an actual rely. We are able to use this knowledge as a illustration of total consumer knowledge. 

Nonetheless, when the distinction between in contrast knowledge units is >20 customers or classes, we in all probability shouldn’t depend on it to make main choices about our technique.

1. Demographic particulars

The place to seek out the info in GA4: Studies > Person > Person Attributes > Demographic Particulars

By default, this report lists the place customers visited by nation, however we will change this by choosing the dropdown subsequent to Nation, and altering it to Area or Metropolis.

Demographic details - Country

From there, we will see the highest cities by consumer: 

Demographic details - City

Why the demographic particulars report is beneficial

The demographic particulars report conveys the area or metropolis the place a consumer accessed the web site.

We are able to examine this consumer location knowledge with location web page visitors or proximity-based rankings in a geo matrix monitoring device.

Within the screenshot above, we see that the highest cities visited by customers in the US are additionally a number of the most populous: New York, Chicago and Los Angeles.

We should always ensure that native touchdown pages are arrange for these areas, in addition to key suburbs close to these areas. 

Points with the demographic particulars report

With the correct configuration, worker IP addresses shall be excluded from GA4 experiences, and their cities received’t seem on this dashboard. 

Nevertheless, if workers are required to make use of a VPN for work, it might show trickier for the demographic particulars report to stay correct. A VPN may anonymize worker knowledge from cities worldwide, scattering location-based attribution.

Moreover, sure settings inside GA4 should be configured to make sure that the monitoring platform is gathering particulars a couple of consumer’s location. 

To verify that consumer location info is being tracked, go to Admin > Information Settings > Information Assortment and make sure that Granular location and machine knowledge assortment toggle is checked.

Granular location

As beforehand famous, the Demographic particulars report will apply sampling, which implies it received’t present an actual rely of customers from every location.

Typically, these experiences might embrace a row that claims (not set), which generally occurs as a result of Analytics doesn’t classify the primary occasion on the web page as page_view

An occasion like user_engagement would possibly set off previous to page_view, which isn’t imagined to occur however would possibly relate to rendering points on the web site. 

Total, the answer to analyzing (not set) would require time to both configure a customized touchdown web page report or alter the web site’s rendering points. 

These duties are sometimes excessive effort and low impression for native search engine marketing until there are massive knowledge discrepancies – i.e., 50% of the reported visitors is (not set).

2. Site visitors acquisition and consumer acquisition

The place to seek out this knowledge in GA4: There are two forms of labeling for this dashboard, relying on whether or not GA4 was arrange earlier than or after April/Might 2023:

  • Earlier than April-Might 2023
    • Studies > Life cycle > Acquisition > Person acquisition
    • Studies > Life cycle > Acquisition > Site visitors acquisition
  • After April-Might 2023
    • Studies > Enterprise targets > Generate leads > Person acquisition
    • Studies > Enterprise targets > Generate leads > Site visitors acquisition

The Site visitors acquisition and Person acquisition dashboards each report on the forms of advertising and marketing channels that drove visitors to the web site: natural, paid, social, and so on. Nevertheless, GA4 has cut up them into separate dashboards on account of a distinction in knowledge assortment:

  • Person acquisition: Solely attributes the primary go to from a consumer.
  • Site visitors acquisition: A number of classes of visitors from the identical consumer.

So, visitors acquisition will embrace a paid session for a consumer who clicked an advert sooner or later and counts an natural session for that very same consumer the following day. 

Person acquisition would attribute the consumer solely to the paid visitors channel as a result of it drove the primary go to to the positioning.

Figuring out whether or not we must always monitor consumer or visitors acquisition in native search engine marketing is determined by our targets for the marketing campaign.

If we wish to learn about any time a consumer visited the positioning from natural search outcomes, then visitors acquisition is a greater match. Nevertheless, session-based knowledge turns into difficult with model and non-brand visitors.

If folks discover “Tom’s Dental,” as an advert after which go to the positioning, then they may bear in mind this native enterprise. Just a few days later, they kind “Tom’s Dental,” into search outcomes and click on an natural consequence. 

If a quantity of customers are choosing natural outcomes with a branded search, this may increasingly lead to a synthetic improve in classes on the Site visitors acquisition dashboard.

In these situations, counting on the Person acquisition dashboard to evaluate our native search engine marketing progress may be extra correct.

Why the consumer acquisition and visitors acquisition experiences are helpful

These dashboards intently resemble the Channels report in Common Analytics and are an important start line for figuring out whether or not native natural visitors has improved. 

In native search engine marketing, knowledge inside these dashboards can present perception round:

  • UTM parameters from Google Enterprise Profile.
  • Filtering to our location web page paths to evaluate natural visitors.

For simplicity, examples shall be from the Person acquisition report, however the identical filters and changes may also be utilized to the Site visitors acquisition dashboard. 

UTM parameters

UTM parameters are added to the top of a enterprise URL within the Web site subject on Google Enterprise Profile.

For instance:


From these UTM parameters, we will assess the success of our GBP profiles with GA4.

Use the dropdown on the Person acquisition dashboard to replace our dimension from “First consumer default channel group to First consumer supply/medium.

UTM parameters

After updating our most popular dimension to First consumer supply/medium, we’ll analyze visitors channels to grasp consumer habits.

Google Enterprise Profile UTM parameters use supply and medium to point the kind of visitors (medium) and its origin (supply).

Right here, the web site’s UTM was configured like this, with GoogleLocalListing because the supply and natural because the medium:

GA4 UTM source medium


https://www.web site.com/areas/atlanta?utm_source=GoogleLocalListing&utm_medium=natural

As a result of the supply within the screenshot was specified as GoogleLocalListing, we will differentiate customary search outcomes (google / natural) from GBP clicks (GoogleLocalListing / natural). 

We see that in a 28-day interval, conventional search outcomes acquired barely extra natural visitors than GBP. This knowledge would possibly point out that we have to enhance our rankings within the Native Pack.

Location pages

By filtering our location pages, we will perceive which areas obtain probably the most natural visitors. 

Utilizing GA4 to match the success of our numerous location pages is essential to a profitable native search engine marketing technique as a result of it helps us decide precedence. 

When now we have 50 areas however just a few hours to commit throughout them, it’s most impactful to dedicate our time to the areas most want progress.

First, add a column to the desk dashboard that specifies Touchdown web page + question string:

Add column

Click on the “+” so as to add a column.

Landing page

Seek for touchdown web page and choose Touchdown web page + question string.

Subsequent, use a filter to restrict knowledge to natural visitors and our location pages.

Filter to location page

Observe the steps outlined in the beginning of this text for filtering natural visitors and add a situation for Touchdown web page + question string to the trail of your location pages.

Notice: With a view to analyze the success of location pages, they should have been organized inside a mum or dad path folder, which is often one thing like this: https://www.web site.com/areas/atlanta

If location pages aren’t nested inside a mum or dad path folder, then the Touchdown web page + question string filter received’t work, and assessing native search engine marketing progress shall be tougher.

Top locations

Based mostly on our filters, we will see that the highest GA4 areas accessed by new customers are Atlanta and Denver.

Our areas with the least natural new customers have been New York and Columbus, the place we may focus our native search engine marketing efforts shifting ahead.

Points with the visitors and consumer acquisition experiences

In case you’re not seeing UTM parameters seem inside these GA4 experiences, affirm that GA4 can show this info by visiting Admin > Information Streams > Redact knowledge.

Redact data

Be sure that URL question parameters is not checked.

Moreover, GA4 generally has points displaying the “marketing campaign” UTM parameters. 

If this occurs, the marketing campaign listed within the UTM parameter would possibly must be added as a custom dimension

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3. Touchdown web page

The place to seek out this knowledge in GA4: There are two forms of labeling for this dashboard, relying on whether or not GA4 was arrange earlier than or after April/Might 2023:

  • Earlier than April-Might 2023
    • Studies > Life cycle > Engagement > Touchdown web page
  • After April-Might 2023:
    • Studies > Enterprise targets > Generate leads > Touchdown web page

The Touchdown web page report is populated with session knowledge, which means {that a} touchdown web page go to is recorded every time a consumer visits a website after half-hour of inactivity.

Why the touchdown web page report is beneficial

The Touchdown web page report is one other technique to entry location web page knowledge, much like the Touchdown web page + question string filter in visitors and consumer acquisition.

Nevertheless, the info within the Touchdown web page report may be barely totally different as a result of it’s a set dashboard, so we don’t want so as to add the Touchdown web page + question string column. 

The desk on the dashboard mechanically kinds by classes somewhat than new customers.   

Landing page report
Filters for Natural Search and Touchdown web page + question string have been utilized to this knowledge.

As a result of GA4 applies thresholding, estimates would possibly differ throughout its out-of-the-box dashboards, in all probability due to our filters. 

When evaluating the Location pages dashboard with the filters in Person acquisition, the order of high pages adjustments, with Denver receiving extra classes whereas Atlanta receives extra new customers.

Report comparison

Points with the touchdown web page report

Google added the touchdown pages report back to GA4 in December 2022. Earlier than this, GA4 customers needed to build a landing page report manually. 

In case your web site’s GA4 account was configured previous to December 2022, then the Touchdown web page report may be lacking. 

Moreover, the out-of-the-box touchdown web page report for these older GA4 accounts would possibly battle with a manually constructed touchdown web page report.

4. Customized experiences

The place to seek out this knowledge in GA4: When working with any out-of-the-box report in GA4, click on the Edit icon within the higher proper nook of the dashboard to configure a customized report. 


After setting the filters as desired, click on Save and provides the report an applicable title.

Report name

To evaluation customized experiences, navigate to Studies > Library on the decrease left a part of the dashboard.

Custom location report

Why customized experiences are helpful

A consumer saves time by accessing the customized report somewhat than making use of these filters each time GA4 is accessed. 

Every out-of-the-box report defined on this article might be saved as a customized report. Listed here are some examples of what these may be known as:

  • Customers in California Cities
  • GBP Customers
  • Classes by Native Touchdown Web page
  • Natural Location Pages

Finally, the customized experiences filter is nice for those who often reference the identical knowledge inside a set date vary.

Points with customized experiences

The date vary for a customized report can’t be modified. Information in a customized report will seem primarily based on the chosen date vary when the report was first created.

Date range

If the date vary is ready as “Final 28 days,” then then final 28 days of information will all the time seem within the customized report. 

So, if a customized report ought to mirror year-over-year natural visitors progress, then you should definitely choose Examine previous to saving the report. If a brand new date vary is required, you’ll must construct a brand new customized report.

Moreover, customized experiences can’t be exported. Any of GA4’s out-of-the-box experiences might be exported by clicking the Share this Report icon on the higher proper portion of the dashboard, which may then be downloaded as a PDF or CSV file.

Custom reports issues

Based mostly on these limitations, customized experiences in GA4 appear to be designed as an ongoing reference, somewhat than a troubleshooting or deep evaluation device. 

5. Discover

Discover is designed to handle deeper GA4 questions that can’t be answered with an out-of-the-box report. It’s much less of a dashboard in GA4 and extra of an information platform – every Discover report is a customized configuration. 

For instance, Discover is beneficial if we wish to pull a report evaluating demographic location knowledge to our natural location pages.


On this instance, we see that some customers are visiting the web site from Honolulu, HI, however there isn’t a Honolulu location web page on the web site.

This knowledge suggests Honolulu would possibly match our subsequent location web page nicely. 

Combining demographic knowledge with touchdown web page knowledge can provide us deeper insights into the marketing campaign’s subsequent steps.

Dozens of experiences like the instance above might be pulled with Discover utilizing the rules of the out-of-the-box experiences. Nonetheless, these configurations are superior and require further time to be taught the GA4 platform.

Uncover key native search engine marketing insights utilizing GA4

Total, the out-of-the-box dashboards in GA4 can present priceless insights for our native search engine marketing campaigns. Listed here are some examples of questions we will reply with this native knowledge: 

  • Does my website want extra location pages?
  • Which location pages want further optimization?
  • Which GBP’s are driving probably the most natural visitors?
  • Is key phrase progress for a location web page driving visitors?

Whereas GA4 is a great tool for gathering these insights, we must always not depend upon it as our sole supply of information.

Native search engine marketing knowledge from GA4 needs to be contextualized with different reporting knowledge from Google Search Console, GBP Insights, geo-matrix monitoring instruments, and different key phrase reporting platforms. 

For instance, if we see a rise in GA4 natural classes for a location web page, is that this due to rating progress or a rise in branded queries? 

We are able to’t decide the supply of progress till we cross-reference why customers visited the web page.

The brand new GA4 platform consists of loads of insights for our native search engine marketing campaigns so long as we perceive the better context of our wins and losses.

The submit 5 useful GA4 dashboards for local SEO appeared first on Search Engine Land.


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