A Complete Guide to Using Google Analytics 4

Google officially retired Universal Analytics in June 2023. It stopped collecting new data in July 2022, and users lost access to the platform on July 1, 2024.

Many marketers and business owners weren’t thrilled about the transition. Change can be uncomfortable, but in time, GA4 will likely be viewed as a major improvement. It delivers significantly more data and offers greater customization—so you can measure what truly matters to your business instead of relying solely on predefined metrics.

This guide explains what Google Analytics 4 is, how to transition if you haven’t yet, and how to begin using the new system effectively.

You can expect redesigned reporting, upgraded features, and predictive analytics that make this version more capable than its predecessor.

What Is Google Analytics 4?

Google Analytics 4 (GA4) is the latest generation of Google’s analytics platform. Rather than focusing primarily on traffic, it’s designed to help marketers analyze meaningful customer behavior across digital touchpoints.

GA4 tracks the full customer journey across websites and mobile apps. It also uses AI and machine learning to provide deeper insights into how users interact with your content.

Privacy is another major focus. With regulations such as GDPR and CCPA shaping the digital landscape, GA4 is built around privacy-conscious tracking, cross-channel measurement, and predictive modeling to deliver advanced insights.

Key Differences Between GA4 and Universal Analytics

The most noticeable distinction is that GA4 can track both web and app activity within a single property. Beyond that, several major changes stand out.

1. A Redesigned Dashboard

GA4 features a completely new interface. It’s cleaner and more streamlined, and many familiar reports have either been relocated or removed.

The navigation menu now includes: Home, Reports, Explore, Advertising, Configure, and Library.

2. Everything Is Event-Based

In Universal Analytics, pageviews were the core metric. GA4 shifts to an event-driven model where every interaction is treated as an event.

This approach gives you a more comprehensive view of user behavior across sessions and platforms—including assisted conversions. Assisted conversions represent all the interactions a user has with your brand before converting, such as paid ads or social posts. GA4 allows you to see how each touchpoint contributes to results.

Session-level reporting still exists, but event-level analysis provides far more detailed insights.

GA4 also introduces new engagement metrics, including:

Engaged sessions
Engagement rate
Engagement time

Bounce rate is now calculated as the inverse of engagement rate.

Although this shift requires some adjustment, it ultimately makes tracking the customer journey more precise and meaningful.

3. Predictive Insights

Analyzing historical data is useful, but GA4 goes further with predictive analytics powered by AI.

Available predictive metrics include:

Purchase probability
Churn probability
Revenue prediction

These allow you to create audiences based on expected behavior—such as users likely to buy within seven days or spend over $500.

You can then target these audiences in Google Ads or social campaigns. Predictive insights also support improved funnel creation tailored to different user behaviors.

4. Greater Customization

GA4 offers more control over reporting. You can tailor dashboards to highlight the metrics most relevant to your business and integrate seamlessly with Google Data Studio for custom visualizations.

Custom segments can also be built around trigger events, enabling more granular analysis. For example, you might create a segment of conversion events within a specific region.

5. Cross-Platform Tracking

GA4 combines web and app tracking within one property. This allows you to follow users across devices and platforms, offering a complete view of acquisition, engagement, monetization, and retention.

Tracking works through unique user IDs assigned at login. When properly implemented with gtag.js, user data connects across sessions and devices, creating a unified profile.

This enables better understanding of cross-platform behavior and more accurate customer modeling.

6. Deeper Data Analysis

GA4 provides more detailed tracking of multi-device customer journeys.

The Explore section includes customizable exploration reports, such as funnel and path analysis. You can also create fully custom reports to visualize how users move toward purchase and repeat engagement.

Previously, similar reporting required Enhanced E-commerce in Universal Analytics—and even then, it was less robust than GA4’s capabilities.

7. Improved Privacy Controls

GA4 simplifies compliance with privacy regulations.

Unlike Universal Analytics, GA4 does not store IP addresses. Data retention settings are easier to manage, and you can control how long user-level data is stored. Location-based data collection can also be limited by region.

How to Set Up Google Analytics 4

GA4 can be configured for websites, apps, or both. The setup process depends on your current situation.

Setting Up Alongside Universal Analytics

If you still have a Universal Analytics property:

Go to Admin in Google Analytics.
Select your account and existing property.
Choose GA4 Setup Assistant.
Click “Get started” under creating a new GA4 property.
Enable data collection with existing tags if available.
Click “Create Property.”

If automatic tagging isn’t available, you may need to manually add the GA4 tag.

Upgrading Google Analytics for Firebase

If you use Firebase for app analytics:

Log in to Firebase Console.
Go to Analytics > Dashboard.
Click “Begin upgrade.”
Follow the instructions.

After upgrading, analytics will be accessible in both Firebase and GA4.

Creating a New GA4 Property

If starting fresh:

Visit analytics.google.com.
Go to Admin and create a new account.
Name your property and select time zone and currency.
Choose your industry and business size.
Add a data stream (website or app).

A data stream supplies information to your GA4 property, and Google guides you through setup.

How to Use Google Analytics 4

There is a learning curve, but understanding the fundamentals makes navigation easier.

Use the Search Bar

The GA4 search bar provides quick answers, report access, configuration shortcuts, and help resources. Try queries like “users this month vs last year” or “top users by city.”

Explore the Dashboard

Click the Reports icon in the left navigation. This section contains most core reports, including engagement, acquisition, monetization, and demographics.

To check page views, go to Engagement and review “Views by page title and screen class.”

You can compare metrics by using the plus (+) option at the top of reports.

Customize Report Snapshots

You can personalize your overview dashboard:

Click Library at the bottom of the navigation.
Create a new report.
Select “Create an Overview Report.”
Drag and drop cards to rearrange or remove them.
Add new cards as needed.

Create New Events

Events power GA4 tracking.

To create one:

Go to Configure > Events.
Click Create Event.
Select your data stream.
Name the event consistently.
Set matching conditions based on existing events (e.g., click).
Copy parameters if needed.
Define any additional changes.

Review Suggested Audiences

GA4 recommends audiences based on your business category.

Access them under Audiences in the Library section. These suggestions can help expand targeting strategies.

Use Path Exploration

Path exploration visualizes user journeys through a tree-style graph.

You can analyze:

Most common pages after homepage
User loops
Actions following specific events

Located under the Explore tab, this report can be customized by traffic source, device, location, gender, and more.

FAQs

What is Google Analytics 4 (GA4)?
Google Analytics 4 (GA4) is the latest version of Google’s analytics platform that tracks website and app activity using an event-based data model instead of the traditional session-based model.

How is GA4 different from Universal Analytics?
Unlike Universal Analytics, GA4 focuses on event tracking, cross-platform measurement, enhanced privacy controls, and predictive insights powered by machine learning.

Is Google Analytics 4 free to use?
Yes, GA4 offers a free version suitable for most small to mid-sized businesses. Large enterprises may opt for the paid version, Google Analytics 360, which provides advanced features and higher data limits.

What are events in GA4?
Events are user interactions tracked on your website or app, such as page views, clicks, scrolls, form submissions, and purchases. Everything in GA4 is measured as an event.

How do you set up conversions in GA4?
Conversions are created by marking specific events—such as form submissions or purchases—as key events within the GA4 interface.

Can GA4 track both websites and mobile apps?
Yes, GA4 is designed to track both websites and mobile apps in a single property, offering unified reporting across platforms.

What is the importance of enhanced measurement in GA4?
Enhanced measurement automatically tracks interactions like scrolls, outbound clicks, file downloads, and site searches without requiring manual code setup.

How does GA4 handle privacy and data compliance?
GA4 includes features like IP anonymization by default and improved consent controls to help businesses comply with data protection regulations.

What are audiences in GA4?
Audiences are groups of users created based on specific behaviors or characteristics. These can be used for remarketing and deeper behavioral analysis.

How can GA4 integrate with advertising platforms?
GA4 integrates directly with Google Ads, allowing businesses to track conversions, build remarketing audiences, and optimize campaigns based on analytics data.

What is the exploration report in GA4?
The Explore section allows advanced custom reporting, funnel analysis, path analysis, and segment comparisons beyond standard reports.

How does GA4 measure user engagement?
GA4 tracks engagement metrics such as engaged sessions, engagement rate, and average engagement time instead of traditional bounce rate metrics.

Can GA4 track eCommerce performance?
Yes, GA4 provides enhanced eCommerce tracking for product views, add-to-cart actions, purchases, revenue, and customer journey analysis.

What are predictive metrics in GA4?
Predictive metrics use machine learning to estimate potential user actions such as purchase probability or churn likelihood, helping businesses optimize marketing strategies.

How often should GA4 data be reviewed?
For active marketing campaigns, weekly reviews are recommended. For general performance monitoring, monthly analysis helps identify trends and optimization opportunities.