Google Analytics 4
Overview
GA4 is Google’s next-generation analytics platform. It replaces Universal Analytics’ session model with event-based measurement, adds stronger privacy controls, and embeds machine learning to surface insights, predictions, and anomalies.
Why it matters
Truer view of behaviour: Tracks the actions that drive outcomes (clicks, scrolls, video plays, form steps), not just pageviews.
Cross-platform clarity: Natively unifies web and app data for coherent journeys.
Future-ready: Built for a privacy-first, cookie-light world with modelling to fill inevitable data gaps.
What changed (in plain terms)
Sessions → Events: Every meaningful interaction is an event; analysis becomes more granular and comparable across devices.
Reports → Explorations: A streamlined UI for everyday reporting, plus an Explorations workspace (funnels, paths, cohorts) for diagnosis.
Properties → Combined view: Web and app can live under one roof, reducing silos and duplicated effort.
Core capabilities at a glance
Event-based tracking: Configure the events that represent value (e.g., add_to_cart, generate_lead, start_trial).
Enhanced audiences: Build segments from user properties and event behaviour; activate them in Google Ads.
Cross-device stitching: See journeys that start on mobile and finish on desktop.
Ads integration: Share conversions and audiences to improve targeting and bidding.
Explorations toolkit: Rapid funnels, pathing, and cohort analysis to find friction and opportunities.
Accessible UI: Fewer scattered reports; more emphasis on actionable insight.
Machine learning built in
Automated insights: Surfaced alerts when acquisition, engagement, or conversion patterns shift.
Predictive metrics: Purchase probability and churn probability enable predictive audiences and proactive campaigns.
Anomaly detection: Flags unusual spikes/drops so teams can investigate before issues escalate.
Privacy & compliance
Consent controls: Support for consent modes and regional settings.
IP anonymisation & data deletion: Tools to align with GDPR/CCPA and honour user requests.
Modelling: Where direct signals are limited, GA4 uses modelling to preserve trend visibility.
Business impact
Faster diagnosis: Event granularity reveals exactly where funnels leak.
Higher ROI: Predictive audiences and Ads integration reduce waste and improve conversion.
Better customer understanding: Pathing and segmentation clarify what different cohorts value.
Lower overhead: A free tier and a simpler interface make advanced analysis more accessible.
Quick start (90-day plan)
Week 1–2: Foundations
Audit current tracking; define a minimal event schema tied to KPIs.
Implement GA4 with enhanced measurement; configure 3–5 key conversions.
Link Google Ads; enable consent mode if applicable.
Week 3–4: Validation
QA events in DebugView; verify conversions and e-commerce parameters.
Build baseline audiences (e.g., new vs returning, engaged, cart abandoners).
Month 2: Insight & action
Create one Funnel and one Path Exploration for the primary journey.
Review Automated Insights weekly; triage anomalies within 24 hours.
Activate predictive or high-intent audiences to Ads.
Month 3: Optimise & scale
Run A/B tests on identified friction points.
Expand events (micro-conversions), refine audiences, and document governance.
Establish a monthly measurement forum (marketing + product + data).
Governance checklist