Getting the Hang of Google Analytics 4
Google Analytics 4 (GA4) is a whole new ball game compared to the old Universal Analytics (UA). To make the most of GA4, you need to get a grip on its basics and how it stands apart from UA.
Setting Up GA4: The Basics
GA4, rolled out in October 2020, is an event-based analytics tool. If you’re setting up a new property, GA4 is the default, but you can still create a UA property if you dig into the advanced settings (). GA4 lets you pull data from different sources into one place, making data collection a breeze.
GA4 is all about understanding user behavior across devices and platforms. It uses Google’s machine learning to give you detailed insights and predictions.
Here’s how to get started with GA4:
- Create an Analytics Account: Kick things off by setting up an account to track your website or app.
- Add Data Streams: Pull in data from websites, iOS apps, and Android apps.
- Set Up Data Collection: Use tools like Google Tag Manager or the Global Site Tag (gtag.js) to gather data efficiently.
For a step-by-step guide, check out our article on how to install Google Analytics.
GA4 vs. Universal Analytics: What’s Different?
Knowing the differences between GA4 and UA is key for SEOs and digital marketers:
| Feature | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Data Model | Hit-based (page views, events, transactions) | Event-based (everything is an event) |
| Property Setup | One property per data source | Multiple data streams in one property |
| Tracking | Separate for web and app | Unified for web and app |
| Reporting Interface | Fixed | Flexible and customizable |
| Machine Learning | Limited | Advanced for predictive insights |
| User Metrics | Session-based | User-centric with better cross-device tracking |
GA4 tracks everything as an event, from page views to purchases and social interactions. Unlike UA, which tracks different interactions separately, GA4 lumps them all together as events.
GA4 also has an enhanced measurement feature that automatically tracks standard events like page views, scrolls, outbound clicks, site searches, video engagement, and file downloads. This means you get richer data without extra setup ().
For SEOs and digital marketers, moving to GA4 means better, more user-focused analytics. To dive deeper into GA4 metrics, check out our articles on what is a metric in Google Analytics and what is a session in Google Analytics.
By getting a handle on these basics and differences, you can use GA4 to boost your digital marketing game and get more out of your analytics.
Setting Up Google Analytics 4
Setting up Google Analytics 4 (GA4) is a must for SEOs and digital marketers who want to get the most out of their performance tracking. This guide will walk you through creating an Analytics account, adding data streams, and setting up data collection.
Creating an Analytics Account
First things first, you need an Analytics account. If you already have one, great! If not, you’ll need to create one for your website or app, especially if it’s for a different business.
To create an account:
- Sign in to Google Analytics.
- Click “Admin” and find the account column.
- Click “+ Create Account” and follow the steps.
For more detailed instructions, check out how to sign up for Google Analytics.
Adding Data Streams
Next up, adding data streams. This is where you gather data from your website or mobile app. When you create a new GA4 property, adding a data stream automatically sets up a Firebase project and app data stream, linking it to the property if it’s not already done.
To add a data stream:
- Go to the property column in the Admin panel.
- Click “Data Streams” and then “Add Stream.”
- Choose the type of data stream (Web, iOS, or Android).
- Follow the instructions to finish the setup.
Configuring Data Collection
Getting your data collection right is key for accurate tracking and reporting. For websites, this means entering the Google tag ID into the CMS field. If your CMS doesn’t have a specific field for this, you’ll need to paste the Google tag into the website using the CMS’s custom HTML feature.
Steps for configuring data collection:
- Go to the Admin panel and select the property.
- Click “Data Streams” and pick the relevant stream.
- Copy the Measurement ID (Google tag ID).
- Enter the Measurement ID into the CMS field or paste it into the website’s custom HTML section.
After setting up data collection, you can tweak additional settings to filter out unwanted data and optimize your advertising efforts. For example, setting up custom dimensions and metrics requires configuration in both your Analytics account and tracking code. These customizations can then be used in your reports.
For more info on filtering data, visit options for filtering data in Google Analytics.
By following these steps, you can set up Google Analytics 4 and start using its features for better performance tracking. For more on GA4, check out our guide on how to migrate Google Analytics to GA4.
Enhanced Measurement in GA4
Google Analytics 4 (GA4) brings Enhanced Measurement to the table, making it easier to track key user actions on your website. Let’s break down how to use this feature and what it can do for you.
Standard Events Tracking
Enhanced Measurement in GA4 automatically keeps tabs on several standard events, giving you valuable insights without extra setup. Here’s what it tracks:
- Page Views: Every time someone checks out a page on your site.
- Scrolls: When a user scrolls down to the bottom of a page (90% vertical depth).
- Outbound Clicks: Clicks on links that take users off your site.
- Site Search: Searches done within your website.
- Video Engagement: Interactions with embedded videos, like play, pause, and finish.
- File Downloads: Downloads of files from your site.
- Form Interactions: User interactions with forms on your site.
These events are automatically tracked when you set up a base GA4 tag using Google Tag Manager or a Global Site Tag (gtag.js) ().
| Standard Event | Description |
|---|---|
| Page Views | Each time a page is viewed. |
| Scrolls | When the user scrolls to 90% of the page. |
| Outbound Clicks | Clicks on external links. |
| Site Search | Searches within the site. |
| Video Engagement | Interactions with embedded videos. |
| File Downloads | Downloads from the site. |
| Form Interactions | User interactions with forms. |
Using Enhanced Measurement
Enhanced Measurement lets SEOs and digital marketers tweak the tracking of these events to fit their needs better. This means more detailed data and insights into how users behave on your site.
Here’s how to use Enhanced Measurement:
- Access Data Streams: Go to the GA4 property and pick the data stream you want to set up.
- Enable Enhanced Measurement: In the data stream settings, turn on the Enhanced Measurement option.
- Customize Event Tracking: Click the settings icon next to Enhanced Measurement to tweak the events being tracked. You can turn specific events on or off as needed.
For instance, if you want to track video engagement more closely, enable the video engagement option and set it up to capture detailed interactions like play, pause, and complete events. This info can help you understand how users interact with video content on your site.
Enhanced Measurement in GA4 is a powerful tool for gathering detailed insights into user interactions on your website. By using this feature, SEOs and digital marketers can make data-driven decisions to optimize their strategies and improve overall site performance. For more info on setting up data collection, check out our article on how to set up Google Analytics 4.
For more resources, take a look at our guides on and what is a metric in Google Analytics.
Upgrading to GA4 from UA
Transitioning with GA4 Setup Assistant
Switching from Universal Analytics (UA) to Google Analytics 4 (GA4) is easier than you might think. The GA4 Setup Assistant is your go-to tool for this. It walks you through creating a new GA4 property linked to your existing UA property.
- Go to Admin: In your UA property, head over to the Admin section.
- Select GA4 Setup Assistant: Under the Property column, click on “GA4 Setup Assistant”.
- Create New GA4 Property: Follow the prompts to create a new GA4 property. The assistant will copy settings from your UA property to the new GA4 property.
For a step-by-step guide, check out our article on how to migrate Google Analytics to GA4.
Verifying Data Collection Success
Once your GA4 property is set up, you need to make sure it’s collecting data correctly. You can do this by setting up tags through Google Tag Manager or Global Site Tag (gtag.js). You should start seeing data in your GA4 property within 24 hours.
To check if data is being collected:
- Check Real-Time Reports: Go to the real-time reports in your GA4 property to see current activity on your site.
- Review Standard Reports: After 24 hours, check the standard reports to see if data is being populated.
| Metric | Description |
|---|---|
| Session Start | Derived from the session_start event |
| Session Duration | Time span between the first and last event |
| Active Users | Automatically detected, potentially higher counts compared to UA |
For more verification steps, visit our article on how to check if Google Analytics is working.
Comparing UA and GA4 Data
Understanding the differences between UA and GA4 is key. GA4 introduces new metrics and event tracking mechanisms:
- Event Parameters: Custom dimensions and metrics in UA are replaced by event parameters in GA4.
- Enhanced Measurement: GA4 offers automatic tracking for certain events without additional coding.
For more info on these differences, explore our resources on what is a dimension in Google Analytics and what is a metric in Google Analytics.
By following these steps, SEOs and digital marketers can smoothly transition from UA to GA4, ensuring they continue to leverage Google Analytics as an effective performance measurement tool.