If the main objective of your site or app is to build awareness for a product, service, cause, or issue, you can focus your key event measurement on user engagement, rather than specific interactions such as lead submissions or sales.
Build general awareness
You can use the GA4 engagement dimensions and metrics to measure your users' general level of awareness of and engagement with your content. For example, you can use the following metrics to monitor and optimize how users respond to changes and updates to your site or app:
- New users
- Engaged sessions per user
- User engagement
- User stickiness
- Views per user
Specific awareness actions
If you have assets designed to raise awareness on specific points, you can measure interactions with these assets as key events. To measure key events for these interactions, create new key events via the user interface. The table below outlines a few examples.
| Conversion action | Event | Parameters | Example new conversion event |
|---|---|---|---|
| View a page about company policy | page_view |
page/page_title | policy_page_viewed |
| 75% scroll on press page announcing company expansion | scroll |
page/page_title percent_scrolled |
company_expansion_75_percent_scroll |
| Download a PDF about your recruitment program | file_download |
file_name | recruitment_pdf_downloaded |
| Click through to a purpose-specific promotional subsite | click |
link_url | promo_subsite_clickthrough |
| Watch 50% of the company intro video | video_progress |
video_title |
corporate_video_50_percent |
Use custom dimensions to indicate topic or purpose
In GA4, you can create new custom dimensions and metrics from event parameters. Custom dimensions are useful for creating new categories or "buckets" of information.
For example, say you are working to raise awareness about a specific topic, such as "corporate carbon neutrality", and your site has multiple pages related to this topic. You can pass that topic as a parameter (page_topic=corporate_carbon_neutrality) with a page_view event, and map that parameter as an event-scoped custom dimension.
Similarly, if you want to capture the function of any page that is designed to raise awareness on a specific topic (rather than drive to a specific key event point), you can include a parameter such as page_purpose=awareness with your page_view events.
The default page_view event that is an automatically collected event and part of enhanced measurement doesn't accept additional parameters. Learn how to add custom parameters to automatically collected events.
Report on engagement
To view engagement and awareness-related dimensions and metrics, use the Engagement overview and Pages and screens reports. To measure your level of success with any specific key event you've defined for these objectives, refer to the Key events report.
A free-form exploration also provides great flexibility for analyzing and visualizing the metrics, built-in dimensions, and custom dimensions referenced above.