How to Measure Search Effectiveness: A Step-By-Step Guide

Before we delve into GA4 and figure out how to measure search effectiveness, let's solidify your search goals. What's the ultimate purpose you envision for your site search? Is it to boost conversions to new heights, minimize user exits after searches, or streamline the search refinement process? The key is to craft goals that are SMART:

• Specific: Clearly define your desired outcome. Aim for a 10% increase in search result click-through rate (CTR), for example.
• Measurable: Quantify your goals for easy tracking. A 10% CTR increase allows you to measure progress and success.
• Achievable: Be ambitious but realistic. Consider your website traffic, current search performance, and resources. A 10% CTR increase from 5% within three months might be achievable.
• Relevant: Align search goals with your overall website objectives. Is user experience improvement the focus? Target a reduction in "no results" searches and search refinement rates.
• Time-bound: Set a timeframe. Reduce "no results" searches by 15% in the next quarter, for example. This allows you to measure progress over time.

By setting SMART goals, you lay the ground for your overall analysis of the site search and further optimization.

Not all website search metrics play nice with GA4 yet. Setting up Search Term tracking is a breeze, but others remain elusive. This isn't surprising, as configuring metrics from Universal Analytics can be tricky in GA4. However, there's good news! We can still track those missing metrics using other Google tools. Before diving in, let's explore which metrics are GA4-friendly and which require a different approach.

Can Be Set Up In GA4

Search Terms

Search terms reveal what users are actively seeking in your store. This data eliminates guesswork, helping you optimize your online store's efficiency. With that data you can identify high-demand products and remove unpopular ones or refine product descriptions for better search relevance.

While GA4 currently provides basic data through the "view_search_results" event, it doesn't reveal specific search terms. We'll explore how to unlock this valuable data in the next section.

Time Spent on Search Results Page

Do you know how much time people spend on the search results page in your store? It’s quite a viable metric that indicates how long users spend reviewing results. A short time suggests irrelevant results or poor search experience.

Can Be Tracked via Google’s Products

Here are the old metrics available in Google Universal Analytics that can be found and tracked but not set up in GA4.

Sessions with Search

The metric focuses purely on quantity. It tells you the raw number of website visits (sessions) where someone used the site's search function at least once. It generally shows how many users actively seek information, potentially indicating navigation issues or a complex site structure if the number is high.

Percentage of sessions that used internal search

The metric takes things a step further. It calculates the portion of total website visits that involved a search. This helps you understand how prevalent search is among your visitors. A high percentage might suggest site issues or struggling to find the intended item.

Total Unique Searches

The metric provides a clear picture of overall search bar usage on your website. It meticulously tracks the number of distinct search submissions, eliminating the clutter of repetitive searches within the same session. This metric empowers you to gauge how frequently users are actively engaging with your search bar.

Results Pageviews / Search

The metric delves into user engagement after a search. It calculates the average number of search result pages a user views after initiating a search. It helps you understand how deeply users explore results on average.

Search Exits

The metric focuses on negative outcomes. It counts the number of times a user performed a search and then immediately left the website. This could signify frustration with search results or a lack of relevant information.

Percentage of Search Exits

The metric refines the previous one. It calculates the proportion of searches that led to the user leaving the site.

Search Refinements

The metric analyzes user actions after seeing search results. It counts the number of times a user performs a new search immediately after viewing results from a previous search. This shows how often users need to refine their search terms, a high number potentially suggests ambiguity or unhelpful filters.

Percentage Search Refinements

The metric provides a deeper perspective on search refinements. It calculates the percentage of times viewing search results leads users to refine their search terms.

Time after Search

The metric shows the average time users remain browsing after initiating a search. This data reveals whether users are finding what they're looking for and staying engaged on your site.

Search Depth

The metric analyzes how users navigate your website after initiating a search. It unveils the average number of pages viewed, letting you know how thoroughly users explore search results. A high number could be a sign of complex information architecture or insufficient search result filtering.

Check out this page to learn more about the formulas behind these metrics.

You must be eager to learn your metrics. Let’s not rush and set up GA4 first.

Unlocking valuable insights from your site search requires proper tracking setup within Google Analytics 4 (GA4). Here's a step-by-step guide to get you started:

1.GA4 Property Initialization (if not previously established):

2.Integration of GA4 with Shopify:

3.Data Synchronization Period:

Recall our previous discussion on the search terms within the "view_search_results" event? It's time to shed light on this hidden data and unlock its potential!

1.Empowering GA4 with Custom Dimensions:

2.Patience is Key:

There is another way to display search queries in GA4 in a separate report:

1.Constructing a Search Term-Specific Report:

2.Organizing the Report within the GA4 Library:

3.Accessing the Dedicated Search Term Report:

Beyond the previously established methods, Google Analytics 4 (GA4) presents a third, arguably more streamlined, approach to analyzing search term data: leveraging the Free Form exploration technique.

1.Access Exploration Interface: Navigate to the Explore section within GA4 and select the Free Form exploration template.

2.Configure Variables:

3.Refine Exploration Settings:

4.Apply Filter: Set a filter where the Event Name exactly matches "view_search_results" to ensure the analysis focuses solely on search-related events.

5.Assign Exploration Name: Rename the exploration to a descriptive title such as "Free Form Search Term Analysis" for ease of identification.

6.Utilizing the Free Form Exploration for Insights:

That's it as far as search terms are concerned, you can customise them to your liking using the three main ways described above.

Now let's look at how you can track the time your customers spend on the search results page.

1.Configuring the Free Form Exploration:

2.Exploration Settings Refinement:

3.Filter Application (Optional): Consider implementing a filter to isolate specific search results pages or categories based on page title or screen class criteria for a more granular analysis.

4.Exploration Naming: Assign a descriptive title to the exploration, such as "Search Results Page Engagement Analysis," for ease of identification and future reference.

Setting up and tracking old metrics from Google Universal Analytics is challenging and requires some technical knowledge. Without further ado, let’s get started.

Now, you need to connect GA4 to BigQuery and Looker Studio to build a custom dashboard. This dashboard will house key metrics previously available in your Site Search reports.

Connect GA4 to BigQuery

BigQuery is Google’s database that allows you to retrieve data using SQL commands. It’s a great platform for building reports or sharing data with other platforms so you can visualize data beautifully.

Before you start connecting services, make sure you have configured BigQuery if you haven't already.

1.Verification Step:

2.Granting Access Step (if service account is absent):

• Initiate Access Granting Process: Click on the Grant Access button within the IAM & Admin panel.
• Specify New Principal: In the New Principals field, input or copy-paste the following service account email address:

firebase-measurement@system.gserviceaccount.com

• Assign Role: Utilize the filter function to locate and select the BigQuery User role.
• Finalize and Save: Click the Save button to grant the BigQuery User role to the specified service account.

3.Post-Verification Step:

As a side note, the service is free, however, to learn more about pricing, check out this article.

With data flowing into BigQuery, you're ready to create your first SQL query!

Type this:

You need to replace project-id, dataset-id, and date with respective values from your project. The easiest way is to click on the event's three dots, click Copy ID, and paste it inside the backticks.

It should look something like this:

Then just run it and you'll see a table in the results, but that's not what we really need, it's hard to understand.

Prepare SQL Command

We need to prepare an SQL command beforehand to visualize the old metrics, such as search exit rate or search refinements, in Google Looker Studio.

This is the one you’re going to use a bit later. Just don’t forget to replace project-id and dataset-id.

Create a Beautiful Dashboard in Google Looker Studio

Now, let’s create a report in the Looker Studio. Please keep in mind that we’re going to use SQL commands heavily.

1.Blank Canvas: Hit the ground running with a brand new report in Looker Studio.

2.BigQuery Bridge: Choose BigQuery as your data source to connect to your GA4 data treasure chest.

3.SQL Superpowers: Unleash the power of SQL with "Custom Query" for data shaping and retrieval.

4.Project Pick: Select the GA4 project linked to the BigQuery dataset brimming with your e-commerce data.

5.SQL Magic: Paste your pre-built SQL query (from before) or craft a custom one for your reporting goals.

6.Date Dial: Enable "Enable date range parameters" for on-the-fly date filtering in your report.

7.Finalize & Add: Click "Add" to connect everything and integrate your custom query into your Looker Studio report.

That’s not it. We still have to add custom fields and charts.

Add Custom Fields

Imagine adding custom data points directly within your reports, saving you time and effort. With calculated columns, you can transform existing data from your source using powerful query-side functions. These custom fields become especially handy when you reference the same calculation across multiple reports.

Session ID with Search Term

1.Access Data Tab: Find the Data tab to access data field settings and modifications.

2.Initiate Field Addition: Locate and click on the Add a field button and choose Add calculated field.

3.Assign Field Name: Provide a clear and descriptive name for the calculated field, such as "Session ID with Search Term."

4.Input Formula: In the formula field, enter the following expression:

5.Save Calculated Field: Click the Save button to finalize the creation of the calculated field and incorporate it into your report's data schema.

Is Refinement

1.Access Data Tab: Navigate to the Data tab to manage and modify data fields.

2.Initiate Field Addition: Click on the Add a field button and choose Add calculated field.

3.Assign Field Name: Name the calculated field "Is Refinement."

4.Input Formula: In the formula field, enter the following expression:

Add Charts

Now, when we are done with custom fields, we can create beautiful data charts.

1.Access the Insert Menu: Navigate to the "Insert" menu situated within the topmost navigation bar of Looker Studio.

2.Select Time Series Chart: Choose the "Time Series Chart" option from the available chart types to visualize data points over time.

3.Incorporate Data Fields: Leverage the drag-and-drop functionality to directly add relevant fields from the dedicated "Data" tab onto the chart surface.

4.Add Metric Button (Alternative): Click the "Add Metric" button within the "Metrics" section of the "Chart" tab.

Sessions with Search

1.Find the Metric: Identify the metric named "unique_session_id."

2.Activate the Edit Menu: Click on the pencil icon to the right of the metric.

3.Craft a Clear Name: Within the edit window, enter a name "Sessions with Search"

4.Copy-Paste: Replicate the rest of the picture.

All Searches

1.Find the Metric: Identify the metric named "Record Count."

2.Activate the Edit Menu: Click on the pencil icon to the right of the metric.

3.Craft a Clear Name: Within the edit window, enter the name "All Searches."

4.Copy-Paste: Replicate the rest of the picture.

Unique Searches

1.Find the Metric: Identify the metric named "Session ID with Search Term."

2.Activate the Edit Menu: Click on the pencil icon to the right of the metric.

3.Craft a Clear Name: Within the edit window, enter the name "Unique Searches."

4.Copy-Paste: Replicate the rest of the picture.

Pageviews/Search

1.Add New Metric: Click on the Add Metric button and Add Field button.

2.Craft a Clear Name: Within the edit window, enter the name "Pageviews/Search."

3.Input Formula: In the formula field, enter the following expression:

5) Copy-Paste: Replicate the rest of the picture.

Search Exit Rate

1.Add New Metric: Click on the Add Metric button and Add Field button.

2.Craft a Clear Name: Within the edit window, enter the name "Search Exit Rate."

3.Input Formula: In the formula field, enter the following expression:

4.Choose the Right Type: Pick “Percent.”

5.Copy-Paste: Replicate the rest of the picture.

Search Refinement Rate

1.Add New Metric: Click on the Add Metric button and Add Field button.

2.Craft a Clear Name: Within the edit window, enter the name "Search Refinement Rate."

3.Input Formula: In the formula field, enter the following expression:

4.Choose the Right Type: Pick “Percent.”

5.Copy-Paste: Replicate the rest of the picture.

Final Look

This current view offers valuable insights, but let's explore how we can elevate its functionality with two key features: a dynamic date range picker and a dedicated data table.

Dynamic Date Exploration:

Imagine being able to effortlessly switch between different timeframes and analyze your data for specific periods. Look for the "Insert" menu within Looker Studio and click on "Date Range Control." This will introduce a handy date picker directly onto your dashboard. Now you can select the specific dates you want to focus on, allowing for a more dynamic exploration of your data.

Unveil Underlying Data with a Table:

Want to delve deeper into the raw numbers behind your visualizations? Navigate back to the "Insert" menu and click on "Table." This will incorporate a dedicated data table within your dashboard. Remember the report-building principles you mastered in GA4, and feel free to leverage the familiar formulas you already applied in Looker Studio. This table will provide a detailed breakdown of the data powering your visualizations, offering additional insights for further analysis.

So, how to measure search effectiveness? Now that you have all the data, it's time to bring up clearly defined site search goals. Let's look at a few methods for understanding metrics.

After analyzing the abovementioned metrics, you may be lost on what to do next. What if the metrics are poor, and your site search is far from being perfect? Then we have a few suggestions on improving your site search with Searchanise Search & Filter. It’s a Shopify app with all the tools to boost your search relevance, drive your conversion rates, bring you money, and improve user experience in your Shopify store. Let’s see what can be done to improve your search in most cases.

A dip in search sessions could signal a hidden obstacle in your website's search experience. Let's delve into strategies to empower your users:

Spotlight the Search Bar: Is your search bar easily discoverable? Don't leave it lurking in the shadows. Position it strategically to make it the first port of call for users seeking information.

Streamline Search Refinement: Imagine users typing queries and receiving instant suggestions as they go. This is the magic of search suggestions and autocomplete functionalities. By implementing these features, you refine searches in real-time, leading to more accurate results and a smoother user journey.

By prioritizing user-centric design for your search bar, you unlock a stress-free search experience. This translates to happier customers who can easily find what they need, ultimately boosting user satisfaction and engagement.

Customers abandoning your site after searching can be a mystery. Perhaps they couldn't find what they needed, leading to frustration and a quick exit. The answer lies in leveraging AI personalization to refine search results based on user queries.

Empowering Personalized Search: Imagine a world where search results adapt to individual needs. This is the magic of data-driven personalization. AI personalization can analyze search queries that lead to exits and refine search results for those terms. This allows you to tailor results, eliminating irrelevant content and streamlining the user journey. Frustration fades away, replaced by happy customers who effortlessly find what they're looking for.

The benefits are clear. By prioritizing a user-centric search experience, you unlock a surge in conversions and sales. Satisfied customers who find what they need become loyal patrons, returning to you.

Encountering a high number of search refinements can indicate user frustration. Here's how to address it:

Expand Your Search Vocabulary: Consider incorporating synonyms into your search functionality alongside autocomplete features. This broadens the reach of your search engine and helps users find what they need, even if they don't use the exact term.

Analyze Refinement Trends: Don't ignore those search refinements! Analyze the queries with the highest refinement rates. This valuable data helps you identify potential gaps in your search terminology and allows for targeted improvements.

By implementing these proactive strategies, you can tame "search fatigue" and ensure a smoother exploration experience for your users. This translates to increased user satisfaction and a higher likelihood of them finding what they're looking for on your website.

Customers leaving your shop after searching can be a serious red flag. What's the cause? Disappointment from search results that aren't relevant. Here's how to win them back:

Understand User Behavior: Delve into user behavior on your search results page. What usability issues might be hindering their experience? Analyzing this data helps identify and address any roadblocks that prevent users from finding what they need.

A/B Test for Improvement: Don't be afraid to experiment! Try A/B testing different search result layouts. This allows you to optimize the information displayed and find the layout that resonates most with your users, leading to improved user engagement.

Empower with Filters: Imagine empowering your users to narrow down their search with ease. That's the power of filters! By allowing users to filter results based on specific criteria, you expedite their search process and increase the likelihood of them finding relevant content quickly. This fosters a deeper dive into your product categories and, ultimately, a more satisfying shopping experience.

By following this advice, you can transform your search functionality from a source of frustration to a tool that gives relevant results to your customers. This translates to a happier customer base, increased engagement, and, ultimately, a boost in sales.

Answering the question "how to measure search performance," we found a way to understand and optimize this crucial element of your online shop. We explored Google Analytics 4, BigQuery, and Looker Studio, finding tools to analyze user search behavior and uncover hidden patterns.

While GA4 provides a solid foundation, the combined power of BigQuery and Looker Studio elevates the level of analysis by giving you access to a richer data set, including cherished metrics from the Universal Analytics era. This depth of insight allows you to make data-driven decisions, transforming site search from a simple function to a finely tuned tool for customer satisfaction and conversions.

However, the journey doesn't end at analysis. To unlock the potential of site search, consider a solution like Searchanise Search & Discovery. This app offers a full suite of features designed to solve the challenges of site search, bridging the gap between knowledge and action.

By combining GA4's analytics capabilities with Searchanise's optimization capabilities, you can create a site search experience that goes beyond mere functionality. It will become a passageway to delighting customers, increasing conversions, and ultimately guiding your e-commerce venture to enduring success.