GA4 Fundamentals
Google Analytics 4 represents a fundamental shift in how marketing is measured. Event-based tracking and machine learning create new possibilities for understanding customer behavior.
Event-based model changes everything. All interactions are events.
Privacy-first design. Built for a cookieless future.
Our analytics services help companies implement and leverage GA4 effectively.
GA4 vs. Universal Analytics
What changed in GA4.
Event-based model. Everything is an event, not pageviews and sessions.
Cross-platform tracking. Web and app together.
Machine learning. Predictive metrics and insights.
Privacy focus. Less reliance on cookies.
BigQuery integration. Free BigQuery export.
Core Concepts
Fundamental GA4 concepts.
Events. All interactions tracked as events.
Parameters. Additional data attached to events.
User properties. Attributes of users.
Conversions. Important events marked as conversions.
Engagement. New engagement-based metrics.
Data Model
Understanding GA4's structure.
Event + parameters. How data is collected.
User-centric. Focus on users across sessions.
Engagement time. Active time on site.
Engaged sessions. Quality session metric.
Setup and Configuration
Basic Setup
Get GA4 running.
Create property. Set up GA4 property.
Install tracking. Add GA4 tag to site.
Verify data. Confirm data collection.
Configure settings. Basic configuration.
Event Configuration
Set up event tracking.
Automatic events. Built-in event collection.
Enhanced measurement. Toggle additional events.
Recommended events. Industry-standard events.
Custom events. Your specific events.
Conversion Setup
Track what matters.
Mark conversions. Flag important events.
Conversion counting. Once or multiple per session.
Conversion value. Assign values to conversions.
Verify tracking. Test conversion tracking.
Google Ads Integration
Connect advertising data.
Link accounts. Connect GA4 and Google Ads.
Import conversions. Send conversions to Google Ads.
Audience sharing. Use GA4 audiences in ads.
Cost data. See ad costs in GA4.
Marketing Reports
Acquisition Reports
Understand traffic sources.
User acquisition. How users first arrive.
Traffic acquisition. Session-level source data.
Channel groupings. Organized traffic channels.
Campaign tracking. UTM parameter reporting.
Engagement Reports
Measure user interaction.
Pages and screens. Content performance.
Events. Event occurrence data.
Conversions. Goal completions.
Engagement time. Time spent engaging.
Monetization Reports
E-commerce and revenue.
Purchase reporting. Transaction data.
Revenue metrics. Sales performance.
Product performance. Item-level data.
Purchase journey. Path to purchase.
Retention Reports
User loyalty and return.
New vs. returning. User segments.
Retention curves. Return rates over time.
Lifetime value. User value projections.
Cohort analysis. Group performance.
Analysis Techniques
Exploration Reports
Ad-hoc analysis in GA4.
Free-form exploration. Custom reports.
Funnel exploration. Conversion path analysis.
Path exploration. User journey mapping.
Segment overlap. Audience comparison.
User exploration. Individual user analysis.
Funnel Analysis
Understand conversion paths.
Create funnels. Define step sequences.
Open vs. closed. Funnel configuration.
Breakdown analysis. Segment funnel data.
Conversion optimization. Identify drop-offs.
Segment Creation
Define audience groups.
User segments. Based on user attributes.
Session segments. Based on session behavior.
Event segments. Based on specific actions.
Predictive segments. Based on ML predictions.
Comparison Analysis
Compare performance.
Date comparisons. Period over period.
Segment comparisons. Group differences.
A/B test analysis. Experiment results.
Advanced Features
Predictive Metrics
Machine learning insights.
Purchase probability. Likelihood to purchase.
Churn probability. Likelihood to leave.
Revenue prediction. Projected user revenue.
Predictive audiences. Audiences based on predictions.
BigQuery Integration
Advanced data analysis.
Free export. Export data to BigQuery.
SQL analysis. Query raw data.
Custom reporting. Build custom dashboards.
Data warehouse. Integration with data stack.
Custom Dimensions and Metrics
Extend GA4 capabilities.
User properties. Custom user attributes.
Event parameters. Custom event data.
Calculated metrics. Computed measurements.
Audiences
Build targetable segments.
Audience triggers. Actions that add users.
Audience duration. How long users remain.
Audience export. Use in Google Ads.
Predictive audiences. ML-based segments.
Attribution
Understand conversion credit.
Data-driven attribution. ML-based credit.
Attribution models. Different credit models.
Attribution reports. Conversion path insights.
Model comparison. Compare attribution approaches.
Google Analytics 4 success requires understanding the new data model, proper configuration, effective reporting, and leveraging advanced features. Marketers who master GA4 gain deeper insight into customer behavior and marketing performance.