Introduction to Google Analytics 4: What You Need to Know

Google Analytics 4 (GA4) is the newest web analytics measurement tool introduced by Google. It is set to replace Universal Analytics on July 1, 2023.

 

With Google Analytics 4, website owners gain access to a range of advanced tracking and reporting features that leverage machine learning technology. This enables them to analyze the performance of their websites more accurately and comprehensively across various platforms.

 

For existing users of Universal Analytics, it is crucial to prioritize early migration to ensure the establishment of your current data structure and collection in the new platform. If you forget to migrate your data on GA4, then this may result in the loss of important data history that could be valuable for future reference.

 

Now, these changes might leave you with questions: Where should you begin? What is the optimal setup for GA4?

 

If you find yourself unsure about how to get started, you are in the right place. In this Google Analytics 4 tutorial, you will get precise directions on how to set up GA4 effectively. Whether you are a beginner or have some experience with previous versions of Google Analytics, this blog will help you navigate the new features and ensure a smooth transition to GA4.

 

 

What is Google Analytics 4?

 

Google Analytics 4 (GA4) is the latest update of Google’s website analytics tool. It is designed to provide website owners and marketers with advanced insights into user behaviour and website performance. GA4 offers a comprehensive and user-centric approach to tracking and analyzing data.

 

One of the critical features of GA4 is its enhanced machine-learning capabilities. By leveraging machine learning models, GA4 can provide more accurate and detailed insights about user interactions on websites and apps. This enables businesses to gain a deeper understanding of their audience, identify trends, and make data-driven decisions to optimize their digital strategies.

 

With GA4, website owners can track user interactions across various platforms, including websites, mobile apps, and even offline interactions. This cross-platform tracking allows for a more holistic view of user engagement, providing valuable insights into how users interact with a brand across different touchpoints. Furthermore, GA4 introduces a more streamlined and intuitive interface, making it easier for users to navigate and access the wealth of data available. It also offers improved data controls and privacy features to align with evolving data protection regulations.

 

 

Google Analytics 4 vs Universal Analytics: What Has Changed in Google Analytics 4?

 

 

Introduction to Google Analytics 4: What You Need to Know Google Analytics 4 vs Universal Analytics

 

Google Analytics 4 and Universal Analytics are two versions of Google’s web analytics tools with 4 key differences. These distinctions highlight the advancements and enhanced capabilities of GA4 compared to its predecessor, Universal Analytics.

 

1. Multi-platform Measurement

Unlike Universal Analytics, Google Analytics 4 allows you to gather data from not only your website but also iOS and Android apps. This enables a comprehensive view of user interactions across various platforms.

 

2. Privacy Configuration

Google Analytics 4 introduces new privacy controls, including cookieless measurement, to ensure the ethical collection of user data. Additionally, the platform no longer stores IP addresses, enhancing user privacy.

 

3. Event-based Tracking

Google Analytics 4 replaces session-based tracking with event-based tracking. This shift provides a more detailed understanding of user behaviour and enables the measurement of conversions, offering insights into the entire customer journey.

 

4. Predictive Metrics

Leveraging Google’s machine learning model, Google Analytics 4 offers predictive analytics capabilities. It can project future user behaviour, such as purchase or churn probabilities, and predict revenue. This empowers businesses to make data-driven decisions and optimize their strategies.

 

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What are the Benefits of Using Google Analytics 4?

 

GA4 brings several benefits to businesses and website owners looking to gain valuable insights into user behaviour and optimize their online presence. There are some key advantages of using Google Analytics 4.

 

1. Enhanced Cross-Platform Tracking

One of the significant benefits of GA4 is its ability to track user interactions across multiple platforms. With GA4, you can collect data not only from websites but also from iOS and Android apps. This comprehensive view allows you to analyze user behaviour across different channels and gain a deeper understanding of their interactions.

 

2. Privacy-Centric

GA4 introduces new privacy controls to address growing concerns regarding user data protection. It offers options for cookieless measurement, ensuring that website owners can collect data in a more privacy-friendly manner. Additionally, GA4 no longer stores IP addresses, further enhancing user privacy and compliance with data protection regulations.

 

3. Events-Based Model

GA4 shifts from traditional session-based tracking to event-based tracking. This means that instead of focusing on individual sessions, GA4 places more emphasis on tracking specific user actions or events. This approach provides a more granular and detailed analysis of user engagement, allowing you to measure actions such as clicks, video views, downloads, and more. It enables you to gain a comprehensive understanding of user behaviour throughout their entire journey.

 

4. Machine Learning-Powered Insights

GA4 leverages Google’s advanced machine-learning capabilities to provide powerful insights. It offers predictive metrics that allow businesses to forecast future user behaviour, such as the likelihood of conversion or churn and predicted revenue. These predictive insights enable businesses to make data-driven decisions and optimize their strategies for better outcomes.

 

5. Streamlined Reporting and Analysis

GA4 introduces a more streamlined reporting interface and enhanced analysis capabilities. It offers pre-built reports and templates that provide valuable insights into user acquisition, engagement, and conversion. The updated interface makes it easier to navigate and explore data, allowing you to uncover actionable insights more efficiently.

 

6. Future-Proof Solution

As Google’s latest analytics tool, GA4 is designed to meet the evolving needs of businesses in the digital landscape. By adopting GA4 early on, businesses can future-proof their analytics infrastructure and stay ahead of the curve. It allows you to take advantage of new features and updates as they are rolled out, ensuring that your analytics capabilities remain up-to-date and relevant.

 

By leveraging the capabilities of GA4, businesses can gain valuable insights, optimize their marketing strategies, and make informed decisions to drive growth and success.

 

What do you mean by Events in GA4?

 

An event in Google Analytics refers to a specific action or incident that occurs on your website or app. It provides valuable data about user interactions and system behaviour. For instance, you can track events to measure when a page is loaded, a link is clicked, or a purchase is completed. Additionally, GA4 events can be used to monitor system performance, such as app crashes or impressions served. By defining and tracking events, you gain insights into the various actions and behaviours of your users, allowing you to analyze their engagement and optimize your website or app accordingly. Events play a crucial role in understanding user behaviour and improving the overall user experience.

 

Now, a question arises in your mind what are the types of events in GA4?

 

GA4 introduces a new event model that offers more flexibility and granularity in tracking various types of user actions. Here are some of the critical types of events in GA4:

 

1. Automatically Collected Events

GA4 automatically collects certain standard events without requiring any additional configuration. These events include everyday user interactions such as page_view, scroll, click, video_start, video_complete, and more. By default, GA4 captures these events to provide basic analytics on user engagement.

 

2. Enhanced Measurement Events

Enhanced measurement events in GA4 enable you to capture additional valuable data beyond the automatically collected events. These events include file_download, ad_click, ad_impression, video_progress, and more. By implementing enhanced measurement, you can track specific actions that are relevant to your business goals and gain deeper insights into user behaviour.

 

3. Recommended Events

GA4 provides a set of recommended events based on industry best practices and common user actions. These events cover different aspects of the customer journey, including e-commerce, app-specific actions, and more. Recommended events include add_to_cart, remove_from_cart, start_checkout, purchase, generate_lead, and many others. Implementing these events allows you to track and analyze key conversion activities specific to your website or app.

 

4. Custom Events

Custom events offer the flexibility to track and measure unique actions and behaviours that are specific to your business needs. You can define and implement custom events to monitor user interactions that are not covered by the automatically collected or recommended events. Custom events allow you to track events such as form submissions, specific button clicks, social media interactions, or any other action that is important for your analytics goals.

 

 

What are the Methods to Set Up Google Analytics 4?

 

Google Analytics 4 offers flexibility in terms of setup, catering to both websites and applications. Depending on your situation, there are two distinct setup processes to follow.

 

• Using Universal Analytics

• Using Google Tag Manager

 

For existing users who have been using Universal Analytics and want to transition to GA4, the Setup Assistant feature is another option. This process allows you to migrate your existing Universal Analytics properties to GA4 seamlessly.

 

A new Google Analytics account is described below:

 

a) Create an Analytics account

 

To set up Google Analytics 4, your initial step is to create an Analytics account.

 

• Access the Admin section of Google Analytics.

• In the Account column, click on “Create Account”.

• Provide a name for your account that accurately represents your website or application.

• Configure the data-sharing settings according to your preferences, determining the data you want to share with Google.

• Click “Next” to proceed and add the first property to your account.

 

 

b) Create a new Google Analytics 4 property

 

Make sure you have the Editor role for the Google Data Analytics account. If you created the account, you automatically have the Editor role.

 

To create a property in Google Analytics 4, you need to follow these steps:

 

1. Access the Admin section of Google Analytics.

 

2. In the Account column, ensure that you have selected the correct account.

• In the Property column, click on “Create Property”.

• Enter a name for the property, such as “My Business, Inc website”. Also, select the reporting time zone and currency. It is essential to choose the appropriate time zone to accurately record visitor activity.

• If your chosen time zone observes Daylight Saving Time, Analytics will automatically adjust for time changes.

• If you prefer not to adjust for Daylight Saving Time, you can use Greenwich Mean Time. Please note that changing the time zone only affects data moving forward. Any existing data will remain associated with the previous time zone.

• It is recommended to change the time zone for the property no more than once per day to allow Analytics to process the change effectively.

 

3. Click “Next” to select your industry category and business size.

 

4. Click “Next” and indicate how you intend to use Google Analytics. Google Analytics customizes the default reports based on the information you provide about your intended use. For example, if you select “Generate more leads”, you will see a collection of reports tailored to measuring lead generation.

 

• Click “Create” and, if you are setting up a new account, accept the Analytics Terms of Service and the Data Processing Amendment.

• To start collecting data, proceed to “Add a data stream”.

 

 

c) Add a data stream

 

If you have already created a property in Google Analytics 4, you can follow these steps to add a data stream:

 

• Access the Admin section of Google Analytics.

• Verify that you have selected the desired account in the Account column.

• Verify that you have selected the desired property in the Property column.

• In the Property column, click on “Data Streams” and select “Add stream”.

• Choose the appropriate option for your data stream, i.e., iOS app, Android app, or Web.

 

This allows you to track and analyze data from specific platforms such as iOS apps, Android apps, or web applications, depending on your selection. After setting up GA4, you can now track the performance of your website.

 

 

Google Analytics 4 in 2025: What’s New and How to Stay Ahead

 

With over 14.2 million websites now using GA4, businesses have moved beyond just adopting GA4, they are now focused on optimizing and automating their analytics workflows. 

 

1. Advanced Machine Learning Capabilities

GA4 now offers enhanced predictive metrics, allowing businesses to forecast user behavior more accurately. By leveraging these insights, you can anticipate customer actions and tailor your marketing strategies accordingly.

 

2. Refined Event Tracking

The event-based tracking model has been further optimized, providing a more granular understanding of user interactions. This improvement enables more precise data collection, facilitating better analysis of user engagement.

 

3. Enhanced Privacy Controls

In response to evolving data privacy regulations, GA4 has introduced advanced privacy settings, including cookieless measurement and IP anonymization. These features help ensure compliance while maintaining data accuracy.

 

4. Cross-Platform Data Integration

GA4's improved integration capabilities allow for seamless data collection across websites and mobile apps, providing a holistic view of user journeys. This unified approach aids in understanding cross-platform user behavior.

 

5. Customizable Reporting Dashboards

The latest updates offer more flexibility in creating custom reports, enabling businesses to focus on the metrics that matter most to them. This customization facilitates more effective data analysis and decision-making.

 

 

Best Practices for 2025:

 

• Regularly Update Event Configurations: As your business evolves, ensure that your event tracking aligns with current goals and user interactions.

• Leverage Predictive Insights: Utilize GA4's machine learning predictions to inform marketing strategies and improve user engagement.

• Prioritize Data Privacy: Stay informed about data privacy laws and configure GA4 settings to maintain compliance while optimizing data collection.

 

By embracing these updates and best practices, you can maximize GA4's capabilities to drive informed decision-making and stay competitive in the digital landscape of 2025.

 

Conclusion

 

Google Analytics 4 is a powerful analytics tool that empowers businesses to gain valuable insights into user behaviour, make informed decisions, and optimize their online presence for better performance and engagement. Migrating from Universal Analytics to GA4 is crucial to maintaining data history and leveraging the new platform’s capabilities. So, leverage the new features and functionalities of GA4 and track your website’s performance.

 

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Frequently Asked Questions

 

1. What is the full form of GA4?

GA4 stands for Google Analytics 4, the latest version of Google’s web and app analytics platform, designed to provide more advanced tracking, privacy compliance, and AI-driven insights.

 

2. What is GA4 lifetime value?

GA4’s Lifetime Value (LTV) metric helps businesses measure the long-term revenue potential of users by analyzing their interactions over time. This metric is used to predict customer retention and engagement.

 

3. When was GA4 released?

Google Analytics 4 was officially released on October 14, 2020, as the successor to Universal Analytics, with a full transition completed by July 1, 2023, when Universal Analytics stopped processing data.

 

4. How is GA4 better than Universal Analytics?

GA4 introduces event-based tracking, cross-platform measurement, and AI-powered insights, providing a more comprehensive and privacy-focused approach than Universal Analytics, which relies on session-based tracking.

 

5. Is Google shutting down Google Analytics?

Google has not shut down Google Analytics, but it discontinued Universal Analytics on July 1, 2023. Users must now transition to GA4 for tracking website and app data.

 

6. Why is GA4 so different?

GA4 replaces session-based tracking with event-driven analytics, introduces privacy-first data collection, and removes reliance on third-party cookies, making it fundamentally different from Universal Analytics.

 

7. How much does GA4 cost?

GA4 is free for standard use, but enterprises needing advanced data processing and expanded data retention can opt for GA4 360, a paid version with premium features, with pricing varying based on usage.

 

8. Is GA4 mandatory?

While GA4 is not technically mandatory, businesses must use it if they want to continue using Google Analytics, as Universal Analytics has been phased out.

 

9. What apps is Google shutting down?

Google regularly discontinues underperforming apps and services. In 2024–2025, Google Optimize and Google Business Profile’s website builder have been shut down, among others.

 

10. Do people still use Google Analytics?

Yes, Google Analytics remains the most widely used web analytics tool, with millions of businesses relying on GA4 for tracking website traffic, user behavior, and marketing performance.

 

11. Is Google Search declining?

While Google remains the dominant search engine, AI-driven search experiences, privacy restrictions, and emerging competitors have contributed to shifting user behavior and alternative discovery methods.

 

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