What is GA4?
Google Analytics 4
Google Analytics 4 (GA4) is the current generation of Google's free web and app analytics platform. Replaced Universal Analytics in 2023.
- GA4
- Google Analytics 4 (GA4) is the current generation of Google's free web and app analytics platform. Replaced Universal Analytics in 2023.
Why GA4matters
Event-based model (not pageview-based). Tracks users across devices and platforms. Key features: enhanced measurement, funnel analysis, exploration reports, custom events. Steeper learning curve than UA but more powerful.
Common mistakes with GA4
- 1
Tracking 200 events instead of the 5-7 that matter. numbers that look good but don't drive sales drown signal.
- 2
Assuming GA4 attribution is ground truth. Compare it to platform numbers and your back-end CRM, they will all disagree.
- 3
Storing all data in GA4 only. Export to BigQuery or your warehouse. Retention is limited and the deletion deadline is real.
How to improve GA4
Define your 5-7 KPIs and build a single dashboard everyone agrees on. Cut the rest.
Audit and reduce event tracking quarterly. Every dead event costs query time and analysis fatigue.
Build incrementality testing capability. Without it, attribution is opinion not evidence.
Common questions about GA4
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