How to Build Detailed User-Focused Reports in GA4: A Guide for Marketers and Small Business Owners

Google Analytics 4 (GA4) represents a major shift in the way businesses track and analyze their online performance. Unlike Universal Analytics, GA4 focuses on events and users instead of sessions, offering marketers and small business owners powerful tools to understand their audiences on a deeper level.

But many users are still unaware of how to unlock GA4’s full potential, especially when it comes to creating detailed user-focused reports. These reports allow you to zoom in on individual user journeys, enabling you to improve marketing strategies, optimize customer experiences, and drive revenue growth.

In this guide, we’ll walk you through:

• What user-focused reports are and why they matter.
• The tools GA4 offers for creating them, including Explorations, User Explorer, and BigQuery.
• How to set up user-level tracking and build custom reports.
• How to use these insights to improve your marketing strategies.

Let’s get started!

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What Are User-Focused Reports in GA4, and Why Do They Matter?

User-focused reports in Google Analytics 4 (GA4) allow you to track and analyze individual users’ interactions with your website or app. Unlike Universal Analytics, which was built around session-based tracking, GA4’s event-based data model offers a more holistic view of user behavior over time.

Why User-Focused Reports Are Important

1. Understand the Full Customer Journey
   By focusing on users rather than isolated sessions, GA4 gives you a complete picture of how individuals interact with your brand across devices and platforms.
2. Identify High-Value Users
   User-focused reports help you pinpoint the behaviors and attributes of your most engaged or highest-converting users.
3. Improve Marketing Personalization
   Armed with detailed insights into individual user preferences and actions, you can tailor your campaigns to meet their specific needs, increasing the chances of conversion.
4. Support Long-Term Decision Making
   Instead of focusing on short-term trends, user-focused reporting enables businesses to analyze behavior across a user’s entire lifecycle, informing strategies for retention and re-engagement.

Key Features in GA4 That Enable User-Focused Reporting

GA4 includes several tools that make it easy to track individual users:

• User Explorer: Provides a user-level view of event streams, including their session history and interactions.
• Explorations: Offers customizable analysis tools for creating detailed reports that highlight user-level metrics, paths, and behaviors.
• BigQuery Integration: Enables advanced data analysis by exporting GA4 data to Google’s data warehouse, where you can analyze user-specific data using SQL queries.

Takeaway: User-focused reports are your key to understanding and engaging with your audience on a deeper level.

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Options for Creating User-Focused Reports in GA4

GA4 provides marketers with several tools to create user-focused reports, each suited to different levels of detail and complexity. From built-in features to advanced integrations like BigQuery, here’s how you can access and analyze user-level data.

GA4 Explorations

Explorations is GA4’s customizable analysis feature that allows you to dive deeper into user behavior. It’s ideal for marketers who want to create reports tailored to specific questions without requiring coding knowledge.

Key Features of Explorations:

• Funnel Analysis: Visualize the steps users take toward a conversion goal.
• Path Analysis: Analyze the sequence of actions users take on your website or app.
• Segment Overlap: Identify how different user segments interact or overlap.

How to Use Explorations for User-Focused Reports:

1. Navigate to Explore in the GA4 interface.
2. Select a template (e.g., Free Form, Funnel, or Path Analysis).
3. Add custom dimensions like user_role or other user properties to filter or segment small segments of users.
4. Customize your metrics, such as total events, engagement rate, or conversion rate.

Explorations are great for quick insights but are limited when it comes to advanced user-level data manipulation or combining data from multiple sources.

User Explorer

The User Explorer tool offers a built-in way to analyze individual users’ event streams. It shows detailed data about how a specific user interacts with your site or app.

How to Use User Explorer:

1. Navigate to Reports > User > User Explorer in GA4.
2. Select a user from the list to view their engagement timeline.
3. Analyze their actions, including events triggered, time spent, and devices used.

This tool is perfect for identifying the behaviors of specific high-value or at-risk users, but it’s quite limited in terms of properties that are displayed on this report. For example, User Explorer report does not show what pages the user visited. This makes it quite complicated to use for user journey analysis.

BigQuery Integration

For marketers looking to perform advanced user-level analysis, BigQuery is a game-changer. When you link GA4 to BigQuery, you gain access to raw data, which you can analyze with SQL queries to create custom reports tailored to your needs.

Why Use BigQuery for User-Focused Reports?

• Access Raw Data: Unlike GA4’s built-in tools, BigQuery lets you dig into the granular details of every user interaction and get all possible parameters for each interaction.
• Advanced Customization: Use SQL queries to extract, filter, and combine data points specific to your business needs.
• Scalability: Analyze large datasets over extended time periods.
• Combine Data Sources: Join GA4 data with other sources, such as CRM or advertising platforms, to create a complete picture of your users.

Example Query to Analyze User Behavior:
Here’s a sample SQL query to extract user activity based on user_id:

SELECT 
  user_id, 
  event_name, 
  event_timestamp, 
  param.key AS parameter_key, 
  param.value.string_value AS parameter_value 
FROM 
  `your_project_id.analytics_your_property_id.events_*`, 
 UNNEST(event_params) AS param 
WHERE
 user_id IS NOT NULL 
ORDER BY
 user_id, event_timestamp; 

This query will show the events triggered by each user, along with the specific parameters associated with each event.

How to Get Started with BigQuery Integration:

1. Link your GA4 property to BigQuery in the Admin settings.
2. Export your GA4 data to BigQuery.
3. Use SQL to query user-level data or visualize it with tools like Google Data Studio.

Which Option Should You Choose?

• Use Explorations for quick and straightforward user-focused analyses.
• Use User Explorer for detailed event timelines for specific users.
• Use BigQuery for advanced, scalable, and customizable user analysis.

Takeaway: Each tool serves a different purpose, so choose the one that aligns with the complexity of your data needs and the insights you want to uncover.

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Setting Up User-Level Tracking in GA4

To build meaningful user-focused reports in GA4, you need to configure user-level tracking. This involves tracking individual users using a unique identifier, known as the user_id. Here's a step-by-step guide to help you set it up.

What Is user_id Tracking and Why Is It Important?

• Definition: user_id is a unique identifier you assign to users, typically when they log in or authenticate on your website or app. It allows you to track their interactions across sessions and devices.

  Why it matters:  

  • Unifies user data across devices, creating a single user profile.
  • Enables deeper insights into individual user behavior over time.

Steps to Set Up user_id Tracking in GA4

Step 1: Define the user_id

• Identify the unique identifier you will use for tracking (e.g., a customer ID from your CRM or a login username).
• Ensure the user_id is consistent across all platforms (e.g., mobile apps and websites).

Step 2: Pass the user_id to GA4

Use Google Tag Manager (GTM) or directly modify your analytics implementation to send the user_id to GA4.

Here’s an example of how to send the user_id using GTM:

• In GTM, create a User ID variable: Go to Variables > New > Choose the type (e.g., JavaScript variable or Data Layer variable).
• Update your GA4 Configuration Tag: Add the user_id variable in the User Properties section.

Step 3: Test Your Implementation

• Use GA4’s DebugView to ensure the user_id is being sent correctly with events.
• Verify that events in your reports include the user_id parameter.

Linking GA4 to BigQuery for Advanced User Analysis

If you plan to leverage BigQuery for detailed user-focused reports, you’ll need to set up the integration. Here’s how:

Step 1: Enable BigQuery Linking

• Go to Admin > BigQuery Linking in GA4.
• Choose your Google Cloud project or create a new one, then select the dataset where GA4 data will be exported.

Step 2: Configure Export Settings

• Choose the export frequency (daily or streaming).
• Verify that user and event data, including user_id, is being sent to BigQuery.

Step 3: Access and Query Your Data

• In BigQuery, locate your GA4 dataset under the project you linked.
• Query the user_id field to analyze individual users’ event streams.

Best Practices for Setting Up User-Level Tracking

• Respect Privacy Regulations: Always comply with privacy laws like GDPR or CCPA when implementing user tracking. Use anonymization and inform users about tracking policies.
• Test Thoroughly: Validate the implementation using GA4’s DebugView and BigQuery export logs.
• Collaborate with Developers: Ensure your development team understands the tracking requirements, especially for passing user_id data.
• Monitor Data Quality: Check regularly for gaps or inconsistencies in the data.

Takeaway: By enabling user_id tracking and linking GA4 to BigQuery, you’ll unlock powerful capabilities to create detailed user-focused reports that drive actionable insights.

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How to Build and Customize User-Focused Reports

Once you’ve set up user-level tracking in GA4, it’s time to build and customize reports that reveal valuable insights about individual users. Whether you’re using GA4’s built-in tools or BigQuery, here’s how to create actionable user-focused reports.

Building Reports with GA4 Explorations

GA4 Explorations offers a no-code way to create tailored analyses of user behavior.

Steps to Build a User-Focused Report in Explorations:

1. Access Explorations:
   In the GA4 interface, go to the Explore tab.
2. Choose a Template:
   Use pre-built templates like Free Form, Funnel Exploration, or Path Analysis, or start from scratch.
3. Add Dimensions and Metrics:
   • Add user_role or other user-level dimensions (e.g., location, device type) to focus the report.
   • Select metrics like engagement rate, event count, or conversion rate to track user activity.
4. Apply Filters:
   Filter the data to isolate high-value users, such as those with multiple purchases or long session durations.
5. Visualize the Data:
   Customize charts to display trends, overlaps, or paths for a clearer picture of user behavior.

Example Use Case:

• Create a Funnel Exploration to track the steps users take from landing on your homepage to completing a purchase. Identify where users drop off and optimize those touchpoints.

Building Reports with BigQuery

For advanced reporting needs, BigQuery provides unmatched flexibility. With raw GA4 data at your fingertips, you can write custom SQL queries to uncover specific user insights.

Steps to Create a Custom User Report in BigQuery:

1. Access GA4 Data in BigQuery:
   Open your BigQuery project and locate the GA4 dataset linked to your property.
2. Write a SQL Query:
   Use the user_id field to analyze individual user behavior. Here’s a sample query:

   
   SELECT
    user_id,
    event_name,
    event_timestamp,
    param.key AS parameter_key,
    param.value.string_value AS parameter_value
   FROM
    `your_project_id.analytics_your_property_id.events_*`,
    UNNEST(event_params) AS param
   WHERE
    user_id IS NOT NULL
   ORDER BY
    user_id, event_timestamp;
   

   This query retrieves user actions, event details, and event parameters, enabling granular analysis.
3. Visualize the Results:
   Export the query results to Google Data Studio or another BI tool to create interactive dashboards.

Example Use Case:

Track all interactions of a specific user_id (e.g., a high-value customer) to see their engagement timeline and conversion history.

Customizing Reports for Actionable Insights

Whether you’re using GA4 or BigQuery, customization is key to extracting actionable insights. Here are some ways to tailor your reports:

1. Segment Users by Behavior:
   • Create segments based on engagement metrics (e.g., frequent purchasers, low-engagement users).
   • Use these segments to compare performance and design targeted campaigns.
2. Track Funnels and Paths:
   • In GA4, use funnel and path exploration to uncover bottlenecks in user journeys.
   • In BigQuery, analyze event sequences to identify common paths taken by high-value users.

3. Monitor Key Events and Parameters:

   • Focus on events critical to your business (e.g., add-to-cart, video views, or form submissions).
   • Use BigQuery to calculate event frequencies and trends for individual users.

4. Integrate External Data Sources:

   • Combine GA4 data with CRM, email, or ad platform data in BigQuery for a comprehensive view of user interactions.

Visualizing User Data

Great reports are easy to understand at a glance. Use tools like Google Looker Studio to turn your findings into intuitive dashboards.

This is a sample report created using GA4 BigQuery export.

Takeaway: By leveraging GA4 Explorations for quick insights and BigQuery for advanced custom reports, you can uncover powerful user-focused insights that drive smarter marketing strategies.

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How to Use These Reports to Improve Marketing Strategies

Detailed user-focused reports provide actionable insights that marketers and small business owners can use to enhance their strategies. By analyzing individual user behavior, you can make informed decisions to optimize campaigns, improve customer experiences, and drive higher conversions.

Here are some practical ways to leverage user-focused reports in your marketing efforts:

Identify and Nurture High-Value Users

Detailed reports in GA4 and BigQuery allow you to track your most valuable users—those who frequently convert or generate the highest lifetime value (LTV).

Action Steps:

• Segment users based on their behavior, such as frequent purchases, high engagement rates, or repeat visits.
• Create personalized marketing campaigns targeting these segments, such as offering exclusive promotions or early access to products.

Example:
A subscription-based business identifies its highest-value users and sends them a loyalty rewards offer to encourage retention and upsells.

Spot Churn Risks and Re-Engage Users

By analyzing user behavior trends, you can identify early warning signs of disengagement, such as a decline in activity or abandoned shopping carts.

Action Steps:

• Use path and funnel reports to determine where users drop off in their journey.
• Develop re-engagement strategies, such as sending reminder emails, retargeting ads, or offering discounts to incentivize action.

Example:
An e-commerce store identifies users who added items to their cart but didn’t complete the checkout process. They send an automated email offering a 10% discount to encourage users to finalize their purchase.

Optimize User Journeys

User-focused reports highlight how visitors interact with your site or app, revealing opportunities to refine the user experience and remove friction points.

Action Steps:

• Use funnel exploration to identify bottlenecks in the user journey.
• Make data-driven improvements, such as simplifying navigation, optimizing page load times, or reducing form fields.

Example:
A SaaS company notices that most users drop off during the account setup process. By simplifying the onboarding flow, they reduce friction and increase conversion rates.

Create Better Targeted Campaigns

User-level data enables precise audience segmentation, allowing you to tailor your campaigns to specific groups based on their behavior and preferences.

Action Steps:

• Combine user behavior data in GA4 with demographic data to create micro-segments.
• Develop highly targeted ad campaigns, personalized email sequences, or on-site experiences for each segment.

Example:
A travel agency uses user-focused reports to identify users who frequently browse vacation packages to beach destinations. They target these users with email campaigns showcasing exclusive beach vacation deals.

Measure the Impact of Personalization

User-focused reports can help you evaluate how personalization efforts impact your bottom line.

Action Steps:

• Track engagement metrics, conversion rates, and LTV for users who received personalized campaigns versus those who didn’t.
• Iterate based on the findings to improve the effectiveness of your marketing strategies.

Example:
An online fashion retailer uses user-level data to send personalized recommendations to users based on their browsing history. By comparing conversion rates, they validate the ROI of personalization and scale up their efforts.

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Best Practices for Using User-Focused Insights

To maximize the value of your reports, follow these best practices:

1. Focus on Metrics That Matter: Avoid being overwhelmed by data—prioritize KPIs aligned with your business goals.
2. Regularly Monitor Trends: Set up periodic reviews of user-focused reports to stay on top of behavior shifts.
3. Collaborate Across Teams: Share user insights with sales, customer service, and product teams to drive unified decision-making.

Takeaway: User-focused reports in GA4 and BigQuery empower you to make data-driven marketing decisions, enabling you to build stronger connections with your audience and achieve better results.

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Conclusion

Google Analytics 4 (GA4) has redefined how businesses track and analyze user behavior, offering tools that focus on individual users rather than sessions. For marketers and small business owners, the ability to create detailed user-focused reports is a game-changer. These reports not only provide a complete view of customer journeys but also enable data-driven decisions that drive results.

By leveraging Explorations, User Explorer, and BigQuery, you can unlock powerful insights about your audience. From identifying high-value users and optimizing user journeys to crafting personalized campaigns and re-engaging at-risk customers, the possibilities are endless.

Here’s a quick recap of the steps to get started:

1. Set up user-level tracking using user_id in GA4.
2. Explore built-in tools like Explorations and User Explorer for quick insights.
3. Use BigQuery for advanced data analysis and custom reporting.
4. Apply these insights to improve your marketing strategies, optimize customer experiences, and grow your business.

Ready to dive deeper into your data? Take the next step by exploring GA4’s advanced features or connecting your property to BigQuery for even greater analytical power.