GA4 Explorations in 2025: Reports Advertisers Should Actually Build

Summary: GA4 Explorations reveal patterns platform dashboards miss—paths, cohorts and content engagement that inform decisions.

Explorations to build

1. Assisted paths: campaign → page cluster → conversion.
2. Cohort LTV: acquisition month × channel; revenue, refunds, AOV.
3. Landing engagement: engaged sessions, scroll, outbound clicks by section.
4. Query → Content: search terms feeding pages; mirror language in headings.
5. Experiment log: creative/LP launches annotated vs CAC/ROAS shifts.

Parameters to log

• Value (revenue/score), product/category, coupon, experiment IDs.
• UTM discipline for channel, creative angle and audience.

Internal links

• GA4 + Tag Manager Conversion Setup
• Best Tools for Online Ads

Conclusion

Build once, revisit weekly and connect findings back to creative and LP changes.