今回は、GA4に関して、よく頂くご質問の一つに取り組ませていただきました。
GA4で、ユーザーが「コンバージョン前に見たページ」を集計して分析したい。
というご質問を、弊社GA4無料コミュニティ（https://discord.gg/H48gPszEuP）などで、何度か頂きました。
ここから先の解説ですが。。。
そもそも「探索」を使う必要はないのでは？
GA4のデータをBigQueryにエクスポートして、
SQLで処理すれば、効率的だし、
速いのでは？
と思われる方も多いと思います。
そこでここからは、
自分自身は、SQLを扱えない。
SQLを頼める人がいない。
BigQueryにGA4のデータをエクスポートしていない。
という方を対象にご説明させていただきます。
かなり手作業、人力作業という感じの部分がありますので、何卒ご容赦いただきますよう、お願いいたします。
レポート > ライフサイクル > エンゲージメント > ページとスクリーン
GA4の標準レポートでは、ページを閲覧したユーザーがCVしたかどうかは分かります。しかし、CVの前に見たか、後に見たかは分かりません。
GA4「経路データ探索」は逆方向の解析ができる。＝遡って解析できる。
GA4「経路データ探索」は逆方向の解析ができます。すなわち、遡って解析できるのです。
現在使用できるのは、
- イベント名
- べージ タイトルとスクリーン名
- ページ タイトルとスクリーン クラス
です。
Googleが公開している、GA4のサンプルデータを使って、CVの前に見たページを解析。
Googleが公開している、GA4のサンプルデータを使って、CVの前に見たページを解析します。Googleのネットショップのデータがサンプルデータとして提供されています。
サンプルデータを使って、実際の解析を行ってみましょう。
https://support.google.com/analytics/answer/6367342?hl=ja
今回使用する、デモアカウントのデータは、こちらから、どなたでもアクセスできます。
デモアカウントのGA4のデータを、自分のGoogleアカウントでログインして扱うことができます。
GA4の探索「経路データ探索」
「探索」をクリックし、「テンプレート ギャラリー」から、「経路データ探索」を選択します。
この記事では、2022年9月1日のデータを使用しています。
今回作成するデータは、後でUI（ユーザーインターフェイス）改善に利用することが目的なので、「デバイス カテゴリ」のフィルタを掛けて、「mobile」「desktop」で、データを別々に作成することをおすすめします。この記事、並びに、ご提供しているスプレッドシート（後述）のデータには、「デバイス カテゴリ」のフィルタは掛けておりませんのでご了承ください。
「最初からやり直す」をクリックします。
逆方向の解析をするので、「終点」をクリックします。
「イベント名」をクリックします。
今回はイベント名「purchase」を検索して、クリックします。
ここから先は、purchaseイベントに至ったページの閲覧を逆方向＝左方向へと辿っていきます。
この後、「ステップ -1」、「ステップ -2」と左方向（逆方向）に進んでいきますが、全てのステップで「ページ タイトルとスクリーン名」を選択してください。
経路図の青色の長方形をクリックすることで、経路を遡ることができます。「ステップ -9」まで遡ることができますが、それよりも短いステップの経路は途中で終わりとなります。
左サイドメニューは、赤線で囲んだ部分をクリックすると最小化できます。
左サイドメニューを最小化すると、画面が広く使えるので、便利です。
経路データは横に広がるだけでなく、縦に伸びていきます。
今回使用したサンプルデータで「ステップ -9」まで遡ると、全体像は、このような形になりました。
デモアカウントのサンプルデータを使用している場合は、「ダウンロードボタン」が表示されません。
ユーザー自身のサイトの解析を行っている場合は、ダウンロードボタンが表示されます。Google スプレッドシートにダウンロードしたり、CSVダウンロードをしたいところですが、現時点では、PDFでのダウンロードしかできません。
データを数値として扱いたいので、Google スプレッドシート か、Excelで扱いたいのですが、今回はGoogle スプレッドシート で扱うとします。
まず、「経路データ探索」にて画面全体を上記のように選択状態にします。
Google スプレッドシート の 特殊貼り付け > 値のみ貼り付け で、貼り付けてみてください。
文字列だけでも全部取得できていればいいのですが、残念ながら長めのページタイトルは、全て途中で切れています。
ここからは手作業（かなりの力業（ちからわざ））になってしまいますが、「ステップ -1」「ステップ -2」といったステップ毎に、表形式に整理します。
途中までしかペーストできないページタイトルは、一括置換するとよいでしょう。
今回扱っているサンプルデータは、purchaseが64回発生しているので、9ステップ×64列の表になります。（9ステップより短いルートもあります。）
完成した表は上記のようになります。実際のスプレッドシートを公開しております。
このように、表に整理することで、ユーザーがCV前に見たコンテンツのPV数を集計することができるようになりました。作成した表は1セル＝1ページビューを意味しています。
=COUNTIF($K$3:$K$586,B4)といったかたちで集計すると、上記の表のようにPV数が集計できます。
これで、CV前に見たコンテンツのPV数が集計できました。
当然のことながら、CV（今回の場合はpurchaseイベント）のプロセスに直接関わるページがPV数の上位に来ています。
表中の「その他」という文字列は、「経路データ探索」に実際に表示された文字列です。
今回の解説は、ここまでとなります。
とても参考にさせていただいております。
GA4の探索にアクセスして、デモデータでpurchaseを検索する内容がございますが、このpurchaseが現在に運営しているサイトのイベントで設定していない場合はどのような設定を行い、イベント名をpurchaseとしたらよろしかったでしょうか？
いつも参考にさせていただいております。
GA4の探索にアクセスして、デモデータでpurchaseを検索する内容がございますが、このpurchaseが現在に運営しているサイトのイベントで設定していない場合はどのような設定を行い、イベント名をpurchaseとしたらよろしかったでしょうか？
お返事が大変遅くなり申し訳ございません。
purchaseの設定は、eコマースを計測する設定の中の一部として解説させていただいておりますので、このサイトの下記の記事に、設定方法を解説させていただいております。
https://ga4-quick.and-aaa.com/archives/1132
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