Google Analytics 4: A Comprehensive Guide

In today’s digital age, data has become the lifeblood of successful digital marketing strategies. As businesses strive to understand their online presence and user behavior, they need robust tools to unlock valuable insights and make data-driven decisions. When it comes to web analytics, one tool that stands out: GA4.

Google Analytics 4 was announced as the biggest change ever to Google Analytics in October 2020. With major updates, it’s normal to have questions about how this will impact your business or job. But what is Google Analytics 4 (GA4), exactly?

In this comprehensive guide, we delve into the world of Google Analytics 4, exploring its features, benefits, and how it can empower businesses to gain a deeper understanding of their customers!


What is Google Analytics 4?

Google Analytics 4 or GA4 is an analytics platform that enables you to measure traffic and engagement across your websites and apps. It’s designed to provide greater insights compared to the previous version of Google Analytics. Additionally, it has an easier integration with other products such as Google BigQuery and Google Ads and offers a more user-friendly interface.

Importance of GA4

GA4 helps you gain an in-depth understanding of customer behavior, enabling you to better personalize experiences and optimize conversions. It provides a range of features, such as cross-device tracking, funnel analysis, user-level data, event tracking, and enhanced measurement capabilities for apps and websites.

What are the benefits of using Google Analytics 4?

benefits of using google analytics 4

Track Across Both Your Web and Your App

Before, you had to use Google Analytics specifically for tracking your website and Firebase for tracking your app. However, now you have the option to track both your website and app in a single platform.

Improved Measurements Based on Events

In the past, Google Analytics would only track basic events automatically, and anything else needed manual setup in Google Analytics and Google Tag Manager. However, it now includes additional built-in measurements such as scrolling, outbound link clicks, document link clicks, and website searches. This means marketers can track more without relying on developers to set up custom events.

Visualize the Buyer’s Journey Through Pathways

Pathways help you visualize users’ steps on your website and understand their journey toward conversion. This allows you to identify areas that need optimization and help you create hypotheses to improve them. You can also work backward from the conversion point and map the journey leading up to it.

Who should use Google Analytics 4?

who should use ga4

Google Analytics 4 offers a wealth of features and insights that can benefit a wide range of professionals. People that should use GA4 include:

Digital Marketers

For digital marketers who seek a thorough insight of the performance of their website or app, GA4 is a must-have too! It offers insightful data on user activity, conversion tracking, and campaign success, empowering marketers to make data-driven choices and adjust their tactics.

Website Owners

GA4 can help you assess the success of your online presence, whether you manage an e-commerce site, a blog, or a business website. Website owners may improve user experiences, increase conversions, and promote growth by measuring user interactions, finding popular content, and knowing user demographics.

App Developers

GA4 gives its monitoring capabilities to mobile apps in addition to websites, which makes it essential for app makers. With GA4, developers can learn more about user engagement, retention rates, and in-app activities, which enables them to improve the user experience overall and pinpoint areas for improvement.

How Does Google Analytics 4 Calculate Data?

how does ga4 calculate data

Traditional monitoring methods and cutting-edge machine learning algorithms are combined to calculate data in Google Analytics 4 (GA4). Let’s dive deeper into how GA4 processes data and how it can help your business:

Event-Based Tracking

Instead of only counting pageviews, GA4’s tracking technology also looks at user events. User events are things like button clicks, form submissions, and video plays. You must implement software development kits (SDKs) or code snippets in your website or app in order to track these occurrences. GA4 keeps track of these occurrences and provides insightful data on user activity.

Enhanced Measurement

Enhance measurement is a function in GA4 that automatically gathers crucial data without the need for manual configuration. With no need of any configuration, this function can record frequent actions, including page scrolls, outbound clicks, and site searches. This function makes it simpler to acquire essential information about user interactions by decreasing the need for manual event tracking.

User-Centric Analysis

In GA4, analysis is done using a new method that puts users before sessions. It collects data and offers a thorough overview of user interactions across numerous devices and platforms using an event-based approach. Because of this, GA4 can track users across many sessions and devices, giving a more accurate picture of their behavior and trip.

Cross-Platform Tracking

The goal of GA4 is to monitor consumer interactions with brands across various digital channels, such as websites and mobile apps. This enables companies to evaluate the success of their marketing initiatives and better understand how their clients interact with them. 


Businesses may enhance the consumer experience and maximize their marketing efforts by tracking user activity.

When Should You Switch to GA4?

Switching to Google Analytics 4 (GA4) before July 1, 2023, is recommended if you want to maximize historical data and ensure it meets your specific needs, as Universal Analytics standard properties will stop processing data. This is a reminder to make the switch in a timely manner.

Make the Switch to GA4 Effortless!

GA4 empowers businesses to unlock the full potential of their data, enabling them to make data-driven decisions, optimize marketing strategies, and drive growth! However, we understand that implementing and effectively utilizing GA4 can be a complex task.


OH Marketing helps you focus on what you do best – running your business – while we handle the technical aspects of GA4 implementation and analysis. We provide a variety of services, and our dedicated team will work closely with you to understand your goals, track the right metrics, and provide insights that drive results. Get in touch with us to learn how we can help you leverage GA4 to its fullest potential!


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