Using GA4 to Improve Content and UX in Drupal-Powered Sites
Time: Wednesday 13th May 10:10-10:40
Room: Waterfront
Track: User Experience & Content
Digital teams put huge effort into designing flexible content models, accessible templates, and scalable platforms - but how do we know what’s actually working for users?
Google Analytics 4 can help teams understand audience needs, prioritise improvements, and make better decisions with limited time and budget. But GA4 data can be hard to interpret, and even harder to turn into action.
This talk focuses on how to use GA4 and other insight tools to improve website content and user experience. We’ll look at how AI-driven search (including Google’s AI Overviews) is changing how users discover content, and what that means for measurement. You’ll learn how to move beyond page-level metrics to understand journeys, content performance at scale, and real user needs.
Drawing on real-world examples from large, content-heavy organisations, Lana will show how analytics has informed content strategy, information architecture, and UX decisions - leading to measurable improvements, not just better reports.
Topics include:
What data is actually useful for digital teams
AI-driven discovery
Site-wide vs page-level performance
Using audience insight to inform content decisions
What’s next for digital analytics
Google Analytics 4 can help teams understand audience needs, prioritise improvements, and make better decisions with limited time and budget. But GA4 data can be hard to interpret, and even harder to turn into action.
This talk focuses on how to use GA4 and other insight tools to improve website content and user experience. We’ll look at how AI-driven search (including Google’s AI Overviews) is changing how users discover content, and what that means for measurement. You’ll learn how to move beyond page-level metrics to understand journeys, content performance at scale, and real user needs.
Drawing on real-world examples from large, content-heavy organisations, Lana will show how analytics has informed content strategy, information architecture, and UX decisions - leading to measurable improvements, not just better reports.
Topics include:
What data is actually useful for digital teams
AI-driven discovery
Site-wide vs page-level performance
Using audience insight to inform content decisions
What’s next for digital analytics
Speakers
Lana Gibson
Lana Gibson is a data strategist from Wellington, New Zealand who specialises in analytics and SEO / AIO for large content-driven websites.
Over the past 15 years, she has worked with Air New Zealand, GOV.UK, Silverstripe, Te Papa, and all levels of the New Zealand government.
She helps clients make the most of their data with dashboards, and GA4 setup and training. She helps teams build data cultures, so they can own their performance and get the best results.
Over the past 15 years, she has worked with Air New Zealand, GOV.UK, Silverstripe, Te Papa, and all levels of the New Zealand government.
She helps clients make the most of their data with dashboards, and GA4 setup and training. She helps teams build data cultures, so they can own their performance and get the best results.
Over the past 15 years, she has worked with Air New Zealand, GOV.UK, Silverstripe, Te Papa, and all levels of the New Zealand government.
She helps clients make the most of their data with dashboards, and GA4 setup and training. She helps teams build data cultures, so they can own their performance and get the best results.
Over the past 15 years, she has worked with Air New Zealand, GOV.UK, Silverstripe, Te Papa, and all levels of the New Zealand government.
She helps clients make the most of their data with dashboards, and GA4 setup and training. She helps teams build data cultures, so they can own their performance and get the best results.
Additional speakersNA