Measuring What Matters
Without analytics, marketing is guesswork. Google Analytics 4 (GA4) is the industry standard — a free, powerful platform that tells you exactly who visits your website, where they come from, what they do, and whether they convert. This chapter turns you into a data-driven marketer.
GA4 vs Universal Analytics — Why It Changed
Google replaced Universal Analytics with GA4 in 2023. The fundamental architecture is different:
| Feature | Universal Analytics (Old) | GA4 (Current) |
|---|---|---|
| Data model | Session-based (page views) | Event-based (every interaction) |
| Cross-platform | Web only | Web + App unified |
| Machine learning | Limited | Built-in predictive metrics |
| Privacy | Cookie-dependent | Privacy-first, cookieless-ready |
| Reporting | Pre-built reports | Customizable explorations |
| Data retention | Unlimited | 2 or 14 months (free tier) |
Setting Up GA4
Step 1: Create a GA4 Property
- Go to analytics.google.com
- Click Admin (gear icon) → Create Property
- Enter your property name, timezone, and currency
- Select your business information and objectives
Step 2: Create a Data Stream
Admin → Data Streams → Add Stream → Web
Enter your website URL and stream name
Copy the Measurement ID (G-XXXXXXXXXX)
Step 3: Install the Tracking Code
Option A — Google Tag Manager (Recommended):
1. Create a Google Tag Manager account (tagmanager.google.com)
2. Add GTM container snippet to your website <head> and <body>
3. In GTM: New Tag → Google Analytics: GA4 Configuration
4. Enter your Measurement ID
5. Trigger: All Pages
6. Publish the container
Option B — Direct Installation:
<!-- Add to <head> of every page -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXXXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'G-XXXXXXXXXX');
</script>
Option C — CMS Plugin:
- WordPress: "Site Kit by Google" plugin or "GA4" plugin
- Shopify: Built-in Google channel integration
- Wix/Squarespace: Paste Measurement ID in settings
Step 4: Verify Installation
1. Open your website in a new tab
2. In GA4: Reports → Realtime
3. You should see yourself as an active user
4. Use Google Tag Assistant (Chrome extension) for debugging
Essential GA4 Configuration
Enhanced Measurement (Auto-Tracked Events):
GA4 automatically tracks these without extra setup:
□ Page views (page_view)
□ Scrolls (scroll — triggers at 90% depth)
□ Outbound link clicks (click)
□ Site search (view_search_results)
□ Video engagement (video_start, video_progress, video_complete)
□ File downloads (file_download)
Enable all of these in: Admin → Data Streams → Enhanced Measurement
Custom Events You Should Create:
For Lead Generation Sites:
- form_submit (contact form completed)
- cta_click (main CTA button clicked)
- lead_magnet_download (free resource downloaded)
For E-Commerce Sites:
- add_to_cart (product added to cart)
- begin_checkout (checkout started)
- purchase (transaction completed + revenue value)
For Course/SaaS Sites:
- sign_up (free account created)
- subscription_start (paid plan activated)
- lesson_complete (course progress)
Understanding the GA4 Interface
Reports Snapshot:
GA4 Navigation:
├── Home (overview dashboard)
├── Reports
│ ├── Realtime (live activity on your site)
│ ├── Acquisition (where traffic comes from)
│ │ ├── User Acquisition (first-time visitors)
│ │ └── Traffic Acquisition (all sessions)
│ ├── Engagement (what users do on your site)
│ │ ├── Pages and Screens (most viewed pages)
│ │ ├── Events (all tracked interactions)
│ │ └── Conversions (goal completions)
│ ├── Monetization (revenue data)
│ └── Retention (returning users)
├── Explore (custom analysis)
└── Advertising (campaign performance)
Key Metrics Explained
| Metric | Definition | Why It Matters |
|---|---|---|
| Users | Unique people who visited | Audience size |
| Sessions | Total visits (one user can have multiple) | Visit volume |
| Engaged Sessions | Sessions lasting 10s+, having 2+ pages, or a conversion | Quality traffic |
| Engagement Rate | Engaged Sessions / Total Sessions | Better than "bounce rate" |
| Average Engagement Time | How long users actively interact | Content quality signal |
| Conversions | Key actions completed | Business results |
| Conversion Rate | Conversions / Sessions | Efficiency metric |
Building Your First Dashboard
Create a custom overview in GA4 → Explore → Free Form:
Essential Dashboard Widgets:
1. Traffic Overview: Users and sessions by day (line chart)
2. Source Breakdown: Users by channel (pie chart)
3. Top Pages: Most viewed pages with engagement rate (table)
4. Conversion Summary: Conversions by type (scorecard)
5. Device Split: Mobile vs desktop (bar chart)
6. Geographic: Top countries/cities (map)
Connecting GA4 to Other Tools
Essential Integrations:
□ Google Ads → Import conversions for smart bidding
□ Google Search Console → See search queries driving traffic
□ BigQuery → Advanced analysis (free with GA4)
□ Looker Studio (Data Studio) → Custom visual dashboards
□ Google Tag Manager → Advanced event tracking
Action Step
Install GA4 on your website, enable Enhanced Measurement, set up 3 custom conversion events relevant to your business, and create your first dashboard in the Explore section. Verify everything is tracking in the Realtime report.