Here's how you can leverage GA4 data to uncover potential partnership opportunities. Finding the right partners can be time-consuming and uncertain, but GA4 can help you identify websites that are already sending relevant traffic and customers to your business.

Begin by accessing the acquisition report in GA4. Pay attention to both first user and traffic data as they both offer valuable insights. Filter the report by source medium or referral, depending on your preference. Then, narrow down the data to include only referrals by filtering with the keyword "referral." If your data is limited, consider expanding the timeframe to gather more comprehensive insights.

Next, focus on identifying websites that are driving conversions rather than just traffic. Look specifically at the conversions you are optimizing for, whether it's top-of-funnel engagement or bottom-of-funnel purchases. Sort the data by purchases to identify which referral websites are generating the most conversions.

When analyzing these referral websites, consider various metrics such as conversion rate, revenue, conversions, and session volume, not just the number of purchases. Some websites may send a large amount of traffic but have a lower conversion rate, while others may have fewer sessions but a higher conversion rate. Evaluate if there's potential to increase traffic volume from these websites, as they could be valuable partners.

While scrolling through the report, you may encounter referral websites like Google sites or social media platforms, which might not be ideal for partnerships. However, continue exploring to find more promising options. Take the time to research these websites and understand why they are referring traffic to your site. Explore their websites to identify opportunities for guest posts, joint projects, or affiliate deals.

Keep in mind that the Google merchandise store used as an example may not perfectly represent your situation, as it often receives random referral data due to being a demo site for GA4. However, as you analyze your own data, you may uncover valuable partnership opportunities worth exploring further.