The complex and changing digital marketing world means staying ahead of the curve is essential for success. Enter Google Analytics 4 (GA4), the latest iteration of Google’s powerful analytics platform. GA4 isn’t just an upgrade; it’s a game-changer that offers enhanced tracking and reporting capabilities, providing businesses with the insights they need to make informed decisions.

In this comprehensive Google Analytics 4 guide, we’ll delve into seven valuable tips that will make you inclined to set up Google analytics for website tracking, help you harness the full potential of GA4’s features, and unlock a new level of analytical prowess.

Introduction To GA4 & Its Importance

Before we dive into Google Analytics 4 tips, let’s briefly introduce GA4 and understand why it’s a must-have tool for modern businesses. Google Analytics 4 is designed to adapt to the evolving digital landscape, where user interactions span multiple devices and touchpoints. Unlike its predecessor, Universal Analytics, which primarily focused on session-based tracking, GA4 is event-centric. This means it tracks user interactions as events, offering a more holistic view of user behaviour. This shift is vital in a world where users engage with brands across websites, mobile apps, and other digital platforms.

Embrace GA4 For Valuable Insights

At its core, GA4 empowers businesses to gather valuable insights that drive growth. With the ability to track events across various dimensions, you gain a richer understanding of user behaviour. Whether it’s tracking clicks, video views, or in-app interactions, GA4 provides a comprehensive toolkit. These insights, when leveraged effectively, can shape your digital strategy, streamline user experiences, and optimise conversions.

GA4 vs Universal Analytics

Understanding the differences between GA4 and Universal Analytics is crucial for making the most of and appreciating GA4’s advanced features. 

What was Universal Analytics? 

Google Analytics has now replaced Universal Analytics, so we won’t dwell on it for too long. Essentially though, it was a version of Google Analytics, a widely used web analytics service, which was introduced by Google in 2012. Some of the features included user ID tracking, custom metrics and enhanced ecommerce tracking. 

In 2020, Google announced the release of Google Analytics 4 (GA4) as the next generation of analytics. As a result, Google planned to phase out Universal Analytics, with an end date initially set for July 2023, encouraging users to transition to GA4 for future-proof analytics tracking. Hence that is why a strong knowledge of GA4 is now essential. 

What is GA4? 

Let’s dive a bit more into GA4 before we proceed with the tips. 

GA4 stands for Google Analytics 4, which is the latest version of Google’s web analytics platform. It is designed to help businesses and website owners track and analyse user interactions on their websites and apps. GA4 offers several improvements over its predecessor, Universal Analytics, including enhanced event tracking, better cross-platform tracking, and a more user-centric approach to data collection. It also provides a more flexible and customizable tracking setup, making it easier for businesses to gain insights into user behaviour and make data-driven decisions.

How does UA Work? 

Before diving into the functionalities of GA4, let’s have a quick recap on how Universal Analytics worked. 

  • Data Model: UA was session-based, primarily focusing on user sessions and pageviews.
  • User Tracking: UA tracked users across devices using a Client ID and an optional User ID, but its cross-platform tracking is limited in this regard.
  • Reporting and Analysis: UA provides standard and custom reports with a focus on metrics like sessions, bounce rate, and session duration.
  • Lack of Predictive Metrics and Google integration: Compared to GA4, UA did not have the predictive metrics that would give users insight into information such as potential revenue. While UA could integrate with Google products, it was unable to do so with newer Google products and advertising platforms.

How Does GA4 Work?

GA4 shifts the way we approach our reporting. This has been done to accommodate Google’s removal of third-party cookies, and has already been carried out by other major players like Apple and Facebook. It is also a response to growing concerns, and regulations around privacy. 

In short, cookies are small pieces of code that are installed on a user’s machine, and have enabled advertisers to track the user’s behaviour. As such, cookies have provided us with invaluable insights used to refine our marketing strategies, and target qualified audiences with the most relevant ads and content.

Rather than tracking absolute metrics which used to have a greater focus on sessions and visits to the website, GA4 is designed to provide advertisers and brands with a more holistic view of their users whilst maintaining full privacy. Google has introduced an event-based data model to accomplish this, enabling Google and advertisers using GA4 to better understand the user’s journey through the whole conversion funnel – which also includes cross-device tracking.

Unlike Universal Analytics’ pageview-based tracking, as mentioned, GA4 operates on an event-based tracking model. Here’s how GA4 stands out:

  • Event-Centric Conversion Tracking

Events in GA4 are user interactions with content that can be tracked independently from a web page or a screen load. These include clicks, user engagement, form submissions, and more. In GA4, events are highly customizable, allowing businesses to collect data specific to their unique needs. This flexibility enables a more nuanced understanding of how users interact with a website or app. Events in GA4 are not limited to predefined categories, and virtually any user action can be tracked as an event, providing richer and more specific data.

Conversion tracking in GA4 is directly linked to these events. A conversion in GA4 is any event that is valuable to your business, such as a purchase, sign-up, or lead submission. By marking specific events as conversions, businesses can track and analyse these critical interactions. This tracking is essential for understanding the effectiveness of marketing campaigns, user experience, and overall business performance. 

The shift to an event-driven model in GA4 offers greater depth in analytics, allowing businesses to tailor their tracking to their specific goals and user interactions.

  • Parameters & User Properties

GA4 introduces parameters and user properties, allowing you to attach additional information to events. Parameters provide context to events, while user properties offer insights into user characteristics.

  • Custom Events & Parameters

Custom events allow you to tailor tracking to your specific needs. For instance, tracking interactions with specific elements or monitoring form submissions as events. By incorporating parameters, you can capture detailed data about these events.

Example: Tracking Form Submissions

Imagine you run an e-commerce store, and you want to track form submissions on your “Contact Us” page. In GA4, you can create a custom event called “Form Submission”, and attach parameters like “Form Type” and “User Email.” This setup provides deeper insights into user interactions.

In addition to this, GA4’s data-attribution sees a significant overhaul. Data-attribution has historically been used to assign credit for conversions to a specific channel. The old Universal Analytics functioned with a “last click” model – all credit for a conversion was given to the last touchpoint the user interacted with before completing the desired action/conversion.

In comparison, GA4’s data-attribution model distributes credit for the conversion based on data for each conversion event. It’s different from other models because it uses the advertiser’s account data to measure the actual contribution to each interaction. The resulting data-driven model learns how different touchpoints impact conversion outcomes, and therefore gives a better and more accurate view of the value each channel brings to the user journey.

8 Tips for Google Analytics 4 (GA4) Conversion Tracking 

In our set up Google Analytics for website guide, we’ll equip you with seven essential tips to make the most of GA4’s capabilities. From setting up GA4 properly to utilising user-centric analysis and predictive metrics, you’ll uncover strategies that will enhance your analytics game.

1. How To Set Up GA4 Properly?

A solid setup is the cornerstone of effective analytics. Incorrectly configuring your GA4 property can lead to inaccurate data collection, rendering your insights unreliable. To ensure a seamless setup process, follow these steps:

  • Add your website or app details: Begin by adding your website or app details to create a new GA4 property.
  • Create a new property or upgrade: Depending on your situation, either create a new GA4 property or upgrade from Universal Analytics. Migrating from Universal Analytics ensures a seamless transition of your historical data.
  • Utilise the measurement ID & event tracking code: The Measurement ID is GA4’s equivalent of the Universal Analytics’ tracking code. Ensure you use this correctly on all your digital assets. This ID, along with event tracking, is vital for accurate data collection.

By setting up GA4 accurately, you lay the foundation for reliable analytics.

2. How To Set Up GA4 Conversions? From Leads To E-commerce Tracking

Google Analytics 4 Conversion tracking lies at the heart of effective analytics. By monitoring key actions users take on your website or app, you gain insights into their behaviour and engagement. 

Setting up conversions in GA4 involves the following steps:

  • Defining Conversion Goals: Begin by identifying the key actions you want to track as conversions. These could range from sign-ups and downloads to e-commerce purchases.
  • E-commerce Tracking: If you run an online store, configure e-commerce tracking to monitor transactions, revenue, and product performance. GA4’s enhanced e-commerce tracking offers a comprehensive view of your online store’s success.
  • Creating Conversion Events: In GA4, conversion events are essential for tracking user actions. Define these events based on your conversion goals. For instance, track the “Checkout Complete” event for successful purchases.

By setting up conversion tracking effectively, you gain insights into user engagement, and can optimise your digital strategy accordingly.




3. Leverage Custom Reports & The Analysis Hub

One of GA4’s standout features is the ability to create custom reports tailored to your unique needs. Combined with the Analysis Hub, you have powerful tools at your disposal for in-depth analysis. Here’s how to harness their potential:

  • Custom Reports: Tailored Insights: Customise reports to focus on specific metrics, dimensions, and events that matter to your business. This flexibility enables you to extract insights directly relevant to your goals.
    • To create a custom report, navigate to the “Analysis” section in GA4. Select “Custom Reports”, and configure dimensions and metrics based on your objectives.


  • Analysis Hub: Advanced Analysis Tools: The Analysis Hub takes analysis a step further. It offers tools like Exploration, Funnel Analysis, and Path Analysis, allowing you to uncover patterns and correlations in your data.
    • Access the Analysis Hub to explore advanced analysis techniques. For instance, use the Funnel Analysis to track user journeys, and identify drop-off points in your conversion process.


By mastering custom reports and the Analysis Hub, you gain the ability to dive deep into your data and derive actionable insights that drive your strategy.

4. Utilise User-Centric Analysis

In the age of cross-device browsing and multi-platform engagement, understanding user behaviour holistically is paramount. GA4 shifts the focus from session-based tracking to user-centric analysis. Here’s how to leverage this approach:

  • User Explorer Report: Individual User Insights: The User Explorer report lets you delve into individual user journeys. This level of granularity helps you comprehend how users interact with your brand across different devices and sessions.
  • Optimising User Experience & Conversions: Armed with user-centric insights, you can optimise user experiences across touchpoints. Identify pain points, preferences, and opportunities to enhance conversions.

Example: Enhancing E-commerce Performance

Consider a scenario where a user browses your e-commerce website on their mobile device but completes a purchase on their desktop. Through the User Explorer report, you can trace this journey and tailor your strategy to improve the mobile shopping experience.

5. Take Advantage Of Predictive Metrics

GA4 introduces a revolutionary feature – predictive metrics. Powered by machine learning, these metrics forecast future user behaviour, providing a glimpse into potential opportunities and challenges. Here’s how to harness the power of predictive metrics:

  • Understanding Predictive Metrics: Predictive metrics leverage historical data to predict future outcomes. For instance, GA4 can estimate potential revenue, and the likelihood to convert based on user behaviour patterns.
  • Interpreting Predictive Metrics: Interpretation is key. A high likelihood to convert score indicates users who are more likely to take desirable actions, while a low score highlights users who may need further engagement.
  • Applying Predictive Metrics: Utilise predictive metrics to tailor your marketing efforts. For instance, focus your ad campaigns on users with high potential revenue scores to maximise ROI.

Example: Identifying High-Value Users

Imagine you’re launching a new product. By identifying users with a high likelihood to convert score, you can target them with tailored promotional campaigns. This strategic approach boosts your chances of attracting high-value customers.


As the digital landscape evolves, user privacy and data protection take centre stage. GA4 is designed with privacy in mind, allowing you to stay compliant with regulations like GDPR. Here’s how to ensure your analytics practices align with privacy norms:

  • Prioritise User Privacy: Respect user consent and preferences. GA4 provides mechanisms to gather user consent for data collection and processing.
  • Review Data Collection Practices: Regularly review and refine your data collection practices. GA4 offers options like IP anonymisation to enhance user privacy.
  • Data Retention Settings: Configure data retention settings in accordance with your business needs and legal requirements. GA4 allows you to customise how long data is stored.

7. Utilise Integration Options

Google Analytics doesn’t have to be a solitary tool. You will want to integrate it with other programs for convenience and a more holistic experience using Google Analytics. Programs to link include: 

  • Google Ads: Linking GA4 with Google Ads allows for a more comprehensive understanding of how ad campaigns contribute to user behaviour and conversions on your website or app. This integration enables better ad targeting, remarketing, and an understanding of the full customer journey from ad click to conversion.
  • Google Data Studio: By connecting GA4 with Google Data Studio, you can create custom dashboards and reports. This is particularly useful for visualising analytics data, creating shareable reports, and customising data presentations to suit various stakeholder needs.
  • Google Search Console: Integrating with Google Search Console can provide insights into how organic search traffic contributes to website performance. This helps in understanding the effectiveness of SEO strategies and the quality of organic search traffic.

By effectively leveraging integration options such as these, businesses can gather more comprehensive insights, streamline their analytics processes, and make more informed decisions based on a holistic view of their data.

8. Regularly Review and Adjust Settings 

In relation to Google Analytics 4 (GA4), this practice is crucial for maintaining the relevance and effectiveness of your analytics in line with the evolving nature of your business. This could mean adjusting your: 

  • Data Collection Settings: As your business grows or changes direction, the type of data you need to collect might change. Regularly review what events, transactions, or user interactions you are tracking. Make sure that all significant actions on your website or app are being captured.
  • Conversion Tracking: Over time, the actions you consider as conversions (key performance indicators) might evolve. Regularly update your conversion tracking in GA4 to reflect the most relevant actions that align with your current business objectives.
  • Audience Definitions: The Google Analytics 4 segments or audiences you target may shift as your market positioning changes. Regularly review and redefine your audience segments in GA4 to ensure your marketing and analysis are targeted towards the most relevant and current user groups.
  • User Permissions: As your team changes or grows, regularly update user access and permissions in GA4. Ensuring that the right team members have appropriate access levels is crucial for both security and effective data analysis.

While seemingly simple, routinely adjusting settings when needed can simplify Google Analytics for your usage. 

Unleash The Power Of GA4

In wrapping up our exploration of GA4 tips, remember that mastering this analytics platform translates to better decision-making, improved user experiences, and ultimately, higher conversions. From setting up GA4 properly to embracing user-centric analysis and predictive metrics, you now possess the insights to elevate your digital strategy.

As you embark on this GA4 journey, keep in mind that the digital landscape continues to evolve. Stay curious, adapt to changes, and continuously seek ways to extract value from your analytics endeavours. By harnessing the full potential of GA4, you position your business for sustained success in an ever-changing digital world.

Ready To Dive Into GA4?

With these seven GA4 tips, you’re equipped to take on the challenges and opportunities of the digital realm. Remember that GA4 is not just a tool—it’s a guide that empowers you to understand your audience, make data-driven decisions, and enhance your online presence.

Whether you’re a business owner, marketer, or analyst, GA4’s capabilities are at your fingertips. By following these tips and adapting them to your unique needs, you’ll pave the way for growth, innovation, and a deeper understanding of your digital ecosystem.

Stay Curious, Stay Ahead

Remember that analytics is not a static discipline. Embrace a mindset of continuous learning, experimentation, and adaptation. The digital world evolves rapidly, and those who stay curious and agile are the ones who stay ahead. Read more about the launch of GA4 here.