Beginner's Guide to Google Analytics 4 (GA4)

1. Event-Based Data Model - GA4 shifts from the session-based model to an event-based one. In Universal Analytics, a session represented a user's actions within a given time period, while GA4 tracks individual actions (events) regardless of session length. This makes it easier to track complex user journeys across devices and platforms.
2. Cross-Platform Tracking - One of GA4’s standout features is its ability to track users across both websites and mobile apps. This is essential for businesses with both an app and a website, as it offers a holistic view of how users interact with your brand across platforms.
3. Machine Learning Insights - GA4 leverages Google’s machine learning to provide insights on user behaviour. It can predict user actions like churn probability or purchase likelihood, helping businesses make data-driven decisions without needing to set up complicated custom reports.
4. Privacy-First Approach - GA4 was designed with privacy in mind. With increased global regulations like GDPR and the phasing out of third-party cookies, GA4 focuses on cookieless tracking and has tools to manage data collection more transparently. It’s built to handle future privacy challenges, making it more future-proof than previous versions.
5. Enhanced Reporting - Reporting in GA4 is much more customisable. While Universal Analytics provided predefined reports, GA4 allows you to create your own custom reports, ensuring that you’re focusing on metrics that are most relevant to your business goals. It also includes Exploration reports, which offer deep dives into user behaviour and custom funnels.

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1. Create a GA4 Property

To start using GA4, the first thing you need to do is set up a GA4 property. If you’re already using Universal Analytics, you can upgrade your existing property to GA4.

• In Google Analytics, go to Admin.
• Under the Property column, click GA4 Setup Assistant.
• Follow the prompts to create your GA4 property.

2. Install the GA4 Tracking Code

To collect data, you’ll need to add the GA4 tracking code to your website. If you’re using Google Tag Manager (GTM), this process is streamlined:

• In GTM, create a new tag.
• Select Google Analytics: GA4 Configuration.
• Enter your GA4 Measurement ID (you can find this in your GA4 property settings).
• Publish your tag.

Alternatively, you can directly add the tracking code to your website’s header.

3. Configure Events

GA4 tracks several key events by default, such as page views, scrolls, outbound link clicks, and file downloads. However, for more advanced tracking (e.g., button clicks, video plays, etc.), you’ll want to set up custom events. You can define these in your GA4 settings or using Google Tag Manager.

4. Set Up Conversions (Key Events)

To track important user actions as conversions (like form submissions or purchases), go to your GA4 property and:

• Navigate to Events.
• Mark any event that signifies a conversion as a Conversion Event (now known as key events). This helps you measure key performance indicators (KPIs) that align with your business goals.

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GA4’s interface may feel unfamiliar at first, but once you get the hang of it, it’s highly customisable and intuitive. Here's a breakdown of the main sections:

• Home: Provides an overview of recent data, including user counts, event counts, and revenue metrics.
• Real-Time: Shows live user activity on your website or app, with data on where users are coming from and what actions they’re taking.
• Reports: This is where you can access default reports and create custom reports. The “Life Cycle” section gives insights into how users interact with your business across acquisition, engagement, monetisation, and retention.
• Explore: This section allows you to build custom explorations, like funnels, path analysis, or segment overlaps, to dig deeper into user behaviour.

1. More Granular Insights
   With GA4’s event-based model, you can track user interactions with much greater detail, giving you a deeper understanding of customer behaviour.
2. Cross-Platform Analytics
   Businesses with both websites and mobile apps can seamlessly track users across devices, providing a comprehensive view of customer journeys.
3. Predictive Metrics
   GA4's predictive insights are powerful tools for forecasting user behaviour. You can identify users likely to churn or those most likely to convert, allowing you to tailor your marketing efforts.
4. Future-Proofed for Privacy
   With a privacy-first approach, GA4 helps businesses comply with regulations like GDPR and adapt to the changes in cookie tracking, making it a sustainable choice for long-term analytics needs.