Google Analytics + Kite

Kite runs reports on the Google Analytics 4 property you connect. It chooses the metrics that answer the question at hand, such as sessions, active users, views, engagement rate, and conversions, and groups them by the dimension that matters, such as page, landing page, channel, source and medium, country, or device. It sets the date range and compares one period against another so a change shows up as a number, not a hunch.

This is the reading every other job builds on. When you want to know which pages lost traffic last month or whether a new channel is pulling its weight, Kite gets the figures from your own property rather than asking you to build the report yourself. It can also run a realtime report when you need to see the last half hour, for example while a launch or a campaign is going live.

Kite runs a Google Analytics 4 funnel report to see where people leave before they convert. It defines the ordered steps a visitor takes, such as viewing a page, starting a form, creating an account, and completing a purchase, then reads how many people reach each step and how many fall out before the next one.

To measure the right finish line, Kite reads the conversion events and key events your property already has, so the funnel ends on the action you actually count as a conversion. The result is specific: the one step that loses the most people, which is the page or moment worth fixing first. That diagnosis is the starting point for the conversion work in the use case below.

Kite reads conversions broken down by channel group, source and medium, campaign, and landing page, so you can tell which efforts produce customers rather than just clicks. A campaign that drives plenty of sessions but few conversions reads differently from one that sends fewer people who convert, and Kite puts those side by side.

To give credit to the right campaign, Kite reads the property's attribution settings, including the attribution model and the lookback window. That keeps its read of "which campaign gets the conversion" consistent with what you see in the Google Analytics interface.

Kite lists the audiences configured on your property and can create an audience export, a snapshot of the users in an audience at a point in time, then query the rows in that export. When you want the snapshot to refresh on its own, Kite creates a recurring audience list that rebuilds daily from the latest data.

This turns an audience you defined in Google Analytics, such as people who started a trial or viewed the pricing page twice, into a list Kite can read and act on.

When a report can't answer your question because the data was never captured, Kite can add the measurement. It creates a custom dimension or a custom metric on the property so a specific event parameter or user property becomes something future reports can break down or total. It archives a custom dimension you have stopped reporting on.

Kite can also send events to the property through the Measurement Protocol, which records actions that happen away from the page, and it validates those events before they go to production so the data lands correctly.