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One Time Only: Clone the Baseline Template Report

1. Navigate to the Explore section on the left-hand navigation.
2. Find the report “Generic Report - Please Make a Copy”
3. Click on the three dots on the right.
4. Select Duplicate
   1. Filters need reset on each tab!
5. To customize the information on those tabs, change the following information:
   1. Rename your report so that you can tell it apart from the other shared reports.
   2. Change the date range to your desired date range.
   3. In the second column, scroll all the way to the bottom to the Filters section. In that section, enter your website’s root URL (e.g. The Office of Admissions would be /admissions) and click Apply.

What to Expect While You’re Analyzing

The tabs are tiny and hard to spot at first as the titles default to just one letter.

• Caution and FYIs
  • Data only lasts 18 months - recommend an export for the year at end of each year or FY. Recommendation forthcoming.
  • FYI - if you want year-to-year comparison, you can use the default reports on the left; more laborious.

First Tab: Sessions & Engagement

Sessions: A group of user interactions (events) that occur within a given timeframe. In GA4, sessions are more flexible and event-driven.

Engaged Sessions: Sessions that last 10 seconds or longer, have 2+ pageviews, or result in a conversion event.

Helpful Tips

• Under visualization: line chart is an option.
• You can expand rows if you’d like.
• "Sessions" is the new pageviews.

Second Tab: Traffic Acquisition

Traffic Acquisition: Traffic acquisition refers to the process of attracting visitors to your website through various channels, such as organic search, paid ads, social media, or email campaigns - AKA where traffic is coming from. In GA4, the Traffic Acquisition report provides insights into how users first find your site, helping you analyze the performance of different traffic sources and identify which channels drive the most valuable traffic.

Helpful Tips

• You will just need to reset the URL filter. The Report name and date span changes will carry over from the first tab.
• For UTMs, do not link to node ID, link to url alias.
• If you see PANTHEON STRIPPED it is related to Kent State Today.

Third Tab: Campaigns

Campaigns: In GA4, campaigns refer to marketing efforts tracked through UTM parameters (tags added to URLs) to identify the effectiveness of specific initiatives, such as email newsletters, social media promotions, or paid ads. Campaign data helps you measure traffic, conversions and engagement for each effort, providing insight into what drives user activity and optimizes marketing strategies.

Helpful Tips

• You will just need to reset the URL filter. The Report name and date span changes will carry over from the first tab.
• Please work with Web Team to use the university-wide naming convention standards.
  • Submit a support ticket to request a UTM. 
• For UTMs, do not link to node ID, link to url alias.
• Filter tip: Page path and screen class contains.

Fourth Tab: Top Events

Top Events: In GA4, Top Events refer to the most frequently triggered user interactions on your website or app. These can include actions such as button clicks, video plays, downloads, or pageviews. The Top Events report highlights which events are driving the most engagement, helping you identify key user behaviors and optimize your site based on what matters most to your audience.

Helpful Tips

• You will just need to reset the URL filter. The Report name and date span changes will carry over from the first tab.

Fifth Tab: Scroll Depth

Scroll Depth: In GA4, Scroll Depth measures how far users scroll down a page, tracking the percentage of the page they view (e.g., 25%, 50%, 75%, 100%). This metric helps evaluate content engagement, indicating whether users are consuming the full content or dropping off at certain points. Monitoring scroll depth can provide insights for optimizing page layout and content placement.

Helpful Tips

• You will just need to reset the URL filter. The Report name and date span changes will carry over from the first tab.

Sixth Tab: Conversions

Conversions: Specific, high-value actions defined as key outcomes (like a purchase or form submission). These replace goals from Universal Analytics.

Helpful Tips

• You will just need to reset the URL filter. The Report name and date span changes will carry over from the first tab.
•  Conversions may not provide value outside of admissions - feel free to ignore.

Seventh Tab: Device Category

Device Category: In GA4, Device Category classifies the type of device used to access your website or app. Analyzing device categories helps you understand how users engage with your content across different devices, allowing you to tailor the user experience and optimize performance accordingly.

The three primary categories are:

1. Desktop: Traditional computers, such as laptops and desktops.
2. Tablet: Devices with larger touchscreens, like iPads or Android tablets.
3. Mobile: Smartphones and other small-screen devices.

Helpful Tips

• You will just need to reset the URL filter. The Report name and date span changes will carry over from the first tab.

You can export a report using the export link at the top right in the following formats: Google Sheets, TSV, CSV, PDF or PDF (all tabs is an option).