@friedbotstudio/create-baseline 0.1.0 → 0.2.1

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+# GA4 Reporting and Data Analysis
+
+Comprehensive guide to GA4 standard reports, Explorations, and data analysis techniques.
+
+## Overview
+
+GA4 provides standard reports for common metrics and Explorations for advanced analysis. Standard reports offer quick insights while Explorations enable custom, flexible analysis with drag-and-drop interfaces.
+
+## Standard Reports
+
+### Accessing Reports
+
+**Path:** Reports (left navigation)
+
+### Report Categories
+
+#### Realtime Reports
+
+**Path:** Reports -> Realtime
+
+| Data | Description |
+|------|-------------|
+| Active users | Users in last 30 minutes |
+| Views by page | Current page activity |
+| Events by name | Real-time event counts |
+| Conversions | Recent conversions |
+| User locations | Geographic map |
+
+#### Life Cycle Reports
+
+**Acquisition Reports:**
+- User acquisition (first touch)
+- Traffic acquisition (session level)
+- Channels, sources, campaigns
+
+**Engagement Reports:**
+- Events (all event activity)
+- Conversions (key events)
+- Pages and screens
+- Landing pages
+
+**Monetisation Reports:**
+- E-commerce purchases
+- Publisher ads (AdSense)
+- In-app purchases
+- Revenue metrics
+
+**Retention Reports:**
+- User engagement over time
+- Cohort analysis
+- User retention
+- Lifetime value
+
+#### User Reports
+
+**Demographics:**
+- Age, gender (requires Google Signals)
+- Country, city, language
+
+**Tech:**
+- Browser, device, OS
+- Screen resolution
+- App version
+
+### Customising Standard Reports
+
+**Add Secondary Dimension:**
+1. Click "+" next to primary dimension
+2. Select additional dimension
+3. View combined breakdown
+
+**Apply Filters:**
+1. Click "Add filter +"
+2. Choose dimension
+3. Set condition (equals, contains, etc.)
+4. Apply
+
+**Change Date Range:**
+1. Top-right date selector
+2. Choose preset or custom range
+3. Enable comparison if needed
+
+## Explorations
+
+### Accessing Explorations
+
+**Path:** Explore (left navigation)
+
+### Exploration Types
+
+#### 1. Free Form Exploration
+
+**Purpose:** Flexible custom reports with drag-and-drop interface
+
+**Components:**
+- Dimensions: User attributes
+- Metrics: Quantitative measures
+- Rows: Primary dimension
+- Columns: Secondary dimension
+- Values: Metrics to display
+- Filters: Limit data shown
+- Segments: Compare user groups
+
+**Use Cases:**
+- Custom traffic source reports
+- Product performance analysis
+- Custom conversion reports
+
+#### 2. Funnel Exploration
+
+**Purpose:** Analyse conversion funnels and drop-off points
+
+**Setup:**
+1. Add steps (events or page views)
+2. Configure funnel type:
+   - Closed: Must complete in order
+   - Open: Can enter at any step
+3. Analyse results
+
+**Example Steps:**
+1. page_view (homepage)
+2. view_item
+3. add_to_cart
+4. begin_checkout
+5. purchase
+
+**Insights:**
+- Completion rate per step
+- Drop-off percentage
+- Time between steps
+
+#### 3. Path Exploration
+
+**Purpose:** Visualise user journeys and navigation paths
+
+**Types:**
+- Starting point: Paths from specific event/page
+- Ending point: Paths to specific event/page
+
+**Visualisation:**
+- Node size = traffic volume
+- Arrows = path direction
+- Numbers = user count
+
+#### 4. Segment Overlap
+
+**Purpose:** Compare and analyse audience overlap
+
+**Setup:**
+1. Add 2-3 segments
+2. View Venn diagram
+3. Analyse:
+   - Unique users per segment
+   - Overlapping users
+   - Total reach
+
+#### 5. Cohort Exploration
+
+**Purpose:** Analyse user retention over time
+
+**Setup:**
+1. Cohort: User grouping (acquisition date)
+2. Granularity: Daily, weekly, monthly
+3. Metrics: Sessions, revenue, events
+4. Time period: Days/weeks since cohort start
+
+**Insights:**
+- Week 1 retention rates
+- Revenue per cohort
+- Long-term engagement patterns
+
+#### 6. User Exploration
+
+**Purpose:** Analyse individual user behaviour
+
+**Setup:**
+1. Add user identifier
+2. View user details:
+   - All events
+   - Event parameters
+   - Device, location
+   - Session timeline
+
+**Use Cases:**
+- Debug specific issues
+- Understand power users
+- Investigate anomalies
+
+#### 7. User Lifetime
+
+**Purpose:** Analyse user value over lifetime
+
+**Dimensions:** Acquisition source, campaign
+**Metrics:** Lifetime value, revenue, sessions
+**Time period:** Lifetime duration
+
+## Creating Segments
+
+### Segment Types
+
+| Type | Description |
+|------|-------------|
+| User segment | Users matching conditions |
+| Session segment | Sessions matching conditions |
+| Event segment | Events matching conditions |
+
+### Building Segments
+
+**Path:** Explorations -> Create new segment
+
+**Conditions:**
+- Demographics (country, age, gender)
+- Technology (device, browser)
+- Acquisition (source, medium, campaign)
+- Behaviour (events, conversions)
+- E-commerce (purchasers, revenue)
+- Custom dimensions/metrics
+
+### Segment Examples
+
+**High-Value Purchasers:**
+```
+Users where:
+- totalRevenue > 500
+- purchaseCount >= 3
+```
+
+**Mobile Converters:**
+```
+Sessions where:
+- deviceCategory = mobile
+- keyEvent: purchase
+```
+
+**Engaged Users:**
+```
+Users where:
+- sessionCount >= 5
+- avgEngagementTime > 120 seconds
+```
+
+## Comparisons
+
+### Creating Comparisons
+
+1. In report, click "Add comparison"
+2. Choose dimension or segment
+3. Select values to compare
+
+### Example Comparisons
+
+- Desktop vs Mobile
+- UK vs US traffic
+- This month vs last month
+- New vs returning users
+
+### Visualisation
+
+- Side-by-side metrics
+- Colour-coded lines in charts
+- Percentage differences
+
+## Key Metrics Reference
+
+### User Metrics
+
+| Metric | Description |
+|--------|-------------|
+| Total Users | All users in period |
+| New Users | First-time visitors |
+| Active Users | Users with engagement |
+| DAU/WAU/MAU | Daily/Weekly/Monthly active |
+
+### Engagement Metrics
+
+| Metric | Description |
+|--------|-------------|
+| Sessions | Session count |
+| Average Engagement Time | Time actively engaged |
+| Engagement Rate | % of engaged sessions |
+| Events per Session | Average event count |
+
+### Conversion Metrics
+
+| Metric | Description |
+|--------|-------------|
+| Conversions | Key event count |
+| Conversion Rate | % with conversion |
+| Total Revenue | Sum of revenue |
+| ARPPU | Revenue per paying user |
+
+### E-commerce Metrics
+
+| Metric | Description |
+|--------|-------------|
+| Purchase Revenue | Revenue from purchases |
+| Transactions | Purchase count |
+| Average Purchase Revenue | Revenue per transaction |
+| Items Viewed/Added/Purchased | Item counts |
+
+## Attribution
+
+### Accessing Attribution
+
+**Path:** Advertising -> Attribution
+
+### Attribution Models
+
+| Model | Description |
+|-------|-------------|
+| Data-driven | ML-based credit assignment |
+| Last click | Full credit to last touch |
+| First click | Full credit to first touch |
+| Linear | Equal credit to all |
+| Time decay | More credit to recent |
+| Position-based | More to first and last |
+
+### Comparing Models
+
+- View conversions by channel per model
+- Understand attribution impact
+- Optimise marketing spend
+
+## Analysis Best Practices
+
+### Finding Insights
+
+1. **Start broad:** Review standard reports
+2. **Identify anomalies:** Look for unusual patterns
+3. **Drill down:** Add dimensions, apply filters
+4. **Use Explorations:** Build custom analyses
+5. **Export and share:** Download or share links
+
+### Common Analyses
+
+**Conversion Funnel:**
+- Identify drop-off points
+- Optimise low-performing steps
+- A/B test improvements
+
+**Traffic Source Performance:**
+- Which sources drive conversions?
+- Cost per acquisition by channel
+- ROI by campaign
+
+**User Retention:**
+- Return rate after first visit
+- Active duration
+- Best retention sources
+
+**Product Performance:**
+- Most viewed products
+- Conversion rate by product
+- Revenue by category
+
+## Exporting Data
+
+### Export Options
+
+**From Reports:**
+- Download as CSV/PDF
+- Share report link
+
+**From Explorations:**
+- Export to Google Sheets
+- Download as CSV/PDF
+
+**To BigQuery:**
+- Admin -> BigQuery Links
+- Raw event data export
+
+## Report Limits
+
+| Limit | Value |
+|-------|-------|
+| Explorations per property | 200 |
+| Shared Explorations per user | 50 |
+| Segments per Exploration | 100 |
+| Rows per Exploration | 1,000,000 |
+
+## Quick Reference
+
+### Exploration Types
+
+- Free Form: Custom flexible reports
+- Funnel: Conversion path analysis
+- Path: User journey visualisation
+- Segment Overlap: Audience comparison
+- Cohort: Retention analysis
+- User: Individual behaviour
+- User Lifetime: LTV analysis
+
+### Segment Scopes
+
+- User: Users matching conditions
+- Session: Sessions matching conditions
+- Event: Events matching conditions