Top GA4 Reports for UK Businesses: Weekly Insights to Track in 2025
Discover the Most Useful Google Analytics 4 Reports for Smarter Decision Making
Not sure which GA4 reports actually help your UK business grow? You’re not alone. With so many metrics available, it’s easy to waste time digging through data that doesn’t matter.
In this guide, we break down the must-track GA4 reports for UK service providers, eCommerce stores, and local businesses — so you can measure what matters and improve results every week.
👉 Haven’t set up GA4 conversion tracking for your Shopify store yet? Read our step-by-step setup guide here to follow along before diving into reports.
📚 Quick Navigation – Top GA4 Reports for UK Businesses
- 📊 Report 1: Track How UK Visitors First Found Your Website in GA4
- 📄 Report 2: Discover Your Top Landing Pages (GA4 › Generate Leads › Landing Page)
- 🚦 Report 3: Understand Session-Level Engagement with the GA4 Traffic Acquisition Report
- 👁️ Report 4: Monitor Live Visitors on Your Website (GA4 → Realtime Overview)
- ✅ Report 5: Track Important User Actions on Your Site (GA4 › Engagement › Events)
- 📈 Report 6: Discover Top-Performing Pages on Your Shopify Site (GA4 › Pages and Screens)
- 🌍 Report 7: Discover Where Your Visitors Are Coming From (GA4 › Demographic Details)
📊 Report 1: Track How UK Visitors First Found Your Website in GA4
(GA4 > Reports > Business Objectives > Generate Leads > User Acquisition)
In GA4, you can view where users first discovered your site using the “User Acquisition” report. For UK businesses, this shows exactly how people arrived — via direct traffic, paid ads, Google search, or social platforms. This is especially useful when running Shopify or lead gen campaigns and need to understand what’s really working.
Screenshot: GA4 > Reports > Business Objectives > Generate Leads > User Acquisition – Ideal for understanding your Shopify or service business traffic mix.
Pro Tips for UK Brands:
- 🟢 If most of your traffic is “Direct,” you may not be tracking sources well — use UTM links in ads and emails.
- 🔵 Low “Organic Search” means your SEO might need attention — focus on ranking for UK-specific keywords.
- 🟣 Use this report to compare your Paid vs Organic ROI month-to-month.
Report 2: Discover Your Top Landing Pages (GA4 › Generate Leads › Landing Page)
The Landing Page report in GA4 tells you exactly which URLs users are landing on first — your homepage, service pages, blog posts, or anything else. For UK-based Shopify or service businesses, this helps measure what’s driving first impressions and if your content strategy is attracting traffic effectively.
Screenshot: GA4 › Reports › Business Objectives › Generate Leads › Landing Page – Ideal for content and funnel entry analysis.
Pro Tips for UK Businesses:
- High “/blogs” or post traffic: Means your blog is attracting SEO or social clicks — link it to service pages with CTAs.
- Homepage as top entry point: Great for branded traffic — but check bounce rate to improve navigation or lead capture.
- (not set): Often means users entered via direct or uncategorised links — use UTM tracking to fix this.
Report 3: Understand Session-Level Engagement with the GA4 Traffic Acquisition Report
The Traffic Acquisition report in GA4 helps UK brands see how users behave during each session — broken down by source (e.g. direct, referral, paid search). You can monitor metrics like engagement rate, average session time, and total events triggered.
Screenshot: GA4 › Reports › Business Objectives › Generate Leads › Traffic Acquisition – Track session engagement across marketing channels.
Pro Tips for UK Brands:
- High Engagement Rate (like Referral = 87.5%) means those users are interacting more — focus on those referral sources.
- Direct Traffic with Low Session Time could indicate weak landing page messaging — test different copy.
- Organic Search = Low Sessions? Prioritize SEO and blog visibility improvements for better traffic spread.
Report 4: Monitor Live Visitors on Your Website (GA4 → Realtime Overview)
The Realtime Overview report in GA4 gives you instant visibility into who’s currently visiting your site. This is especially helpful for UK businesses running live campaigns or just launched a new landing page — you can see how many users are on your site, where they came from, and what page they’re on.
Screenshot: GA4 › Realtime Overview – Shows live user source, device, location, and interaction activity.
🧠 What Happens When You Click "View user snapshot"?
Clicking “View user snapshot” opens a detailed, session-level view of what an individual visitor is doing — including:
- 🕒 Pages visited in real-time (with timestamps)
- 📱 Device and browser type
- 📍 Approximate location
- 🔍 Events they triggered (like scrolls, page_view, session_start)
💡 Pro Tips for UK Marketers:
- Use this report to test traffic during a new campaign launch or Shopify store update.
- Pair with UTM parameters to confirm real-time link tracking is working.
- Low or no activity? It’s a sign to check your ad delivery or Shopify install setup.
Report 5: Track Important User Actions on Your Site (GA4 › Engagement › Events)
This GA4 Events report helps UK business owners monitor key user interactions — from page views and scrolls to clicks and session starts. Accessible via Reports › Business Objectives › View User Engagement & Retention › Events, it’s essential for tracking how people actually engage with your Shopify site or service pages. For deeper context on how GA4 defines events and what each one means, you can explore Google’s official GA4 event guide ↗ .
Screenshot: GA4 › Reports › Business Objectives › View User Engagement & Retention › Events – Monitor what users do once they land on your site.
Pro Tips for UK Businesses:
- “click” events can reveal button/link interactions — ideal for tracking CTAs like “Book Now” or “Add to Cart.”
- “scroll” tracking shows how far users actually read — improve above-the-fold content if scrolls are low.
- “user_engagement” reflects time spent — a strong signal for ad retargeting or SEO content quality.
- Set up custom events if you want to track Shopify-specific actions like product views or checkout clicks.
Report 6: Discover Top-Performing Pages on Your Shopify Site (GA4 › Pages and Screens)
This report in GA4 shows which pages on your UK Shopify site are most engaging. You can monitor views, active users, engagement time per page, and event count. Use this data to identify high-performing blog posts, product pages, or service pages that drive user attention and conversions.
Screenshot: GA4 › Reports › Business Objectives › View user engagement & retention › Pages and Screens — Identify your most valuable pages by engagement and time on page.
- 🟢 Engagement Time: Blog pages with >2 min average time show strong content relevance.
- 🔵 Views per Active User: High repeat views may signal page interest or navigational confusion — analyse further.
- 🟠 Optimisation Tip: Internal link top-performing pages more prominently to improve time on site and reduce bounce rate.
Report 7: Discover Where Your Visitors Are Coming From (GA4 › Demographic Details)
The Demographic Details report in GA4 shows critical insights about your audience — including location, language, age, and gender (if available). This helps Shopify owners and UK service businesses better target ads, content, and product messaging.
Screenshot: GA4 › Reports › User › Demographic details – Great for understanding who your audience is.
Pro Tips for UK Brands:
- Use the country and city breakdown to tailor local landing pages or regional ad campaigns.
- If most users speak English (UK), use British spelling, cultural references, and pricing in GBP.
- If language is (not set) or broad, check browser/country settings and update UTM tracking clarity.
- Combine this with your Shopify order location data for stronger geo-targeting.
📊 Wrapping Up: Track What Matters, Grow Smarter in the UK
Google Analytics 4 isn’t just about dashboards — it’s about making better decisions every week. By focusing on the right GA4 reports, UK businesses can uncover what’s working, what’s not, and where to optimize next.
From tracking new users and top landing pages to measuring engagement and real-time activity, these reports offer a clear picture of your growth — especially when connected with your Shopify store or ad campaigns.
Need help setting up GA4, customizing reports, or building decision-ready Looker Studio dashboards? Let’s elevate your analytics strategy.
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