Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is Google’s next-generation analytics property that collects event-based data from websites and apps in a single model. It ships with privacy-aware features (consent mode modeling), predictive capabilities, audience building, and direct integrations with Google media. 

GA4 organizes measurement around events (not pageviews/sessions alone), with auto-captured Enhanced Measurement events and an Explorations workspace (e.g., Funnel exploration) for deeper analysis.

Note: GA4 has replaced Universal Analytics; Google’s migration is complete. 

Why It Matters

  • One property for web + app: A single event model gives a clearer view of user journeys across devices. 

  • Deeper analysis: Explorations (funnels, paths, cohorts) help you find drop-offs and opportunities, beyond standard reports. 

  • Ads + attribution: Advertising reports and attribution models (incl. data-driven) connect marketing to outcomes. 

  • Built for a privacy-first web: Consent mode and behavioral modeling help fill gaps when users decline cookies.

Examples

  • Ecommerce funnel: Use GA4 recommended events (view_item → add_to_cart → begin_checkout → purchase) and analyze drop-offs in Funnel exploration. 

  • Lead gen: Enable Enhanced Measurement to auto-capture form_start/form_submit, then mark a submitted lead as a key event. 

  • Ads activation: Import GA4 key events to Google Ads for bidding and consistent conversion tracking. 

  • Data science: Export to BigQuery (free via the BigQuery sandbox, limits apply) for SQL-level analysis and modeling.

Best Practices

  1. Name events consistently; use Google’s names first. Start with recommended events and required parameters; add custom only when needed. 

  2. Mark important actions as Key Events. (These power conversion reports and ads.) You can also create/modify events in the UI. 

  3. Turn on Enhanced Measurement for quick wins (scrolls, outbound clicks, file downloads, site search, video). 

  4. Link Google Ads and set attribution. Import key events, then review Attribution settings in the Advertising section. 

  5. Adopt consent mode (v2) where required and verify modeling in reports. 

  6. Use Explorations regularly (funnels, paths, segments) to diagnose journeys; document learnings. 

  7. Stream to BigQuery for raw data access (e.g., LTV, cohorts, advanced attribution); know standard export limits (e.g., 1M events/day for standard properties). 

Related Terms

  • Key Event (formerly “conversion” in GA4 UI) 

  • Enhanced Measurement 

  • Explorations / Funnel Exploration 

  • Attribution models / Advertising reports 

  • Consent Mode 

  • BigQuery Export

FAQs

Q1. How is GA4 different from Universal Analytics (UA)?
GA4 is event-based (web & app together) and includes privacy modeling, predictive features, and Explorations. UA is legacy and has been replaced. 

Q2. What are “Key Events”?
They’re your important actions (e.g., purchase, lead). Mark events as key events in Admin; you can create Google Ads conversions from them. 

Q3. Does GA4 have funnels and paths?
Yes, use Funnel exploration and custom funnel reports to visualize progress and drop-offs; pair with pathing to see alternatives. 

Q4. Can I use GA4 data with SQL or BI tools?
Yes, BigQuery Export (free via sandbox; limits apply) streams raw event data you can query and join with other sources. 

Q5. Does GA4 offer predictive metrics?
Yes, purchase probability, churn probability, and predicted revenue, which you can also use to build predictive audiences. (Eligibility thresholds apply.)



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