Understanding Google Analytics 4: The Complete Guide

Editor’s note: With the end of 2021, we will publish a 12-day countdown to Christmas in this year’s “Search Engine Magazine”, including the most popular and helpful expert articles.

The collection is planned by our editorial team based on the performance, usefulness, quality and value created for you (our readers) of each article.

Every day before December 24, we will republish one of the best columns of the year, counting down from the 12th to the 1st. Today is number 10, and it was originally released on May 20, 2021.

Google Analytics 4 has changed a lot from what we are used to, but Kyle Larkin A great guide has been created, which is very helpful for novices and professionals who wish to make a conversion.

She even introduced the difference and whether you should switch. Readers love it, and we love it.

Great job Kyle, thank you so much for all your contributions in the search engine magazine.

enjoy!

In October, Google announced The most significant change in Google Analytics history: Google Analytics 4.

There are many things to learn about major updates, and it is natural to wonder how this will affect your work or business.

Although we have not heard any signs that traditional GA will appear anywhere at any time, the new attribute now defaults to GA4. This is a strong sign that learning Google Analytics 4 is worthy of priority.

In this complete guide, you will learn everything you need to start using Google Analytics 4:

• What has changed.
• Switch to GA4.
• How does GA4 help report.
• The best way to use GA4 reports.

Google Analytics 4: What has changed?

In short…a lot.

GA4 uses a significantly different data structure and data collection logic.

Now, everything is built around users and events—not the conversations we’re used to.

The event-based model treats each user interaction as an independent event.

This change is significant because in the past we relied on a session-based model that grouped user interactions within a given time frame.

Shifting the focus from meetings to events provides marketers with major benefits, such as cross-platform analysis and enhanced path analysis capabilities.

By moving to an event-based model, GA4 is more flexible and can better predict user behavior.

Should I switch to Google Analytics 4?

This is a big question-do you need to switch to Google Analytics 4 now?

Short answer: Yes.

Set up GA4 properties to run in parallel with Universal Analytics.

Even if you don’t plan to use it right away, collecting data and enhancing your machine learning (ML) model will make future analysis more meaningful.

Better data collection = smarter marketing strategy.

How to set up GA4

Configuring GA4 is as simple as a few clicks.

The analytical properties you are familiar with will remain the same and continue to collect data. Your UA view will continue to be accessible through the management screen.

Here’s how to connect the new GA4 data stream to your current Universal Analytics. (If you are setting a brand new attribute, see Google Tag Manager: A beginner’s guide to GA4.)

Steps to configure GA4

1. Log in to your Google Analytics account.
2. Click Administrator. Gear icon, navigation in the lower left corner.
3. Confirm that the account you want is selected.
4. Confirm that the required attributes are selected.
5. Click on GA4 Setup Assistant, The first option in the attribute column.

After entering the setup wizard, click the big blue button, Start.

Just one more step, click the blue button Create attributes.

It really is that simple!

Important note: The GA4 setting assistant will automatically work with gtag.js.If you use a website builder such as WordPress, Wix, etc., you need Add Analytics tags yourself.

Event tracking

After the attribute is created, the setup assistant will be automatically activated Enhanced measurement In your Google Analytics 4 property.

Custom code is still needed to track third-party elements and form submissions, but the most basic form of event tracking is automatic and readily available.

How does GA4 help report?

The strength of a data collection strategy depends on the information you can extract from it.

So how does switching to GA4 help the report?

With the push for user privacy, it becomes increasingly difficult to track users as they travel across multiple platforms using multiple devices.

GA4 is a forward-looking solution that uses enhanced machine learning techniques to help fill in missing data gaps. Create a single user journey for all data linked to the same identity.

Finally, GA4 simplifies the reporting interface, allowing marketers to find key trends and irregularities in the data very easily.

GA4 uses summary reports in summary cards instead of a long list of predefined reports that try to cover every use case. If you want to learn more, just click on the scorecard.

The best way to use Google Analytics 4 reports

The last part of Understanding Google Analytics 4 will introduce the best way to use GA4 reports.

When you log in for the first time, you will see that the homepage summarizes the overall traffic, conversions, and revenue of the property. This is best used as a quick check to make sure everything is working as expected.

Your homepage report will answer soon:

• Where do new users come from?
• What is your best performing campaign?
• Which pages and screens get the most views?

Real-time report

The real-time report is the next default report in the left navigation, and it shows events that have occurred in the past 30 minutes.

Use real-time reports quickly:

• Confirm that the tracking code is working.
• View the effect from the YouTube video.
• Check out the new product launch, because it happens in real time.

Cool feature: “View user snapshots”

Click on View user snapshot View the text snapshot of a single user in the upper right corner of the real-time report.

This includes information about the user’s device, location, and real-time interaction with the website/application through triggered events.

Life cycle report

Lifecycle reports reflect the funnel of acquiring, attracting, monetizing, and retaining users.

It is very suitable for analyzing how users enter the conversion channel and their behavior after entering the channel.

The life cycle report will answer soon:

• How do users enter the conversion funnel?
• How does the user behave after entering the funnel?

GA4 also includes user reports on demographics and technology, as well as events and conversions.

Explorer Report: Analysis

This may be the most powerful change in GA4 (or at least the change I think is most beneficial to marketers): the new analytics center.

Although the default reports can help you monitor key business indicators, the GA4 Analysis Center gives you access to a variety of advanced technologies and a library of templates that are not available anywhere else.

Create a new analysis

• Log in to your Google Analytics account.
• Click Analyze.
  • A chart with a magnifying glass icon, located in the lower left corner of the navigation under “Explore”.
• Choose the technology you want to use to analyze the data.

How to read the analysis center report

1. Return to the analysis center.
2. Variable column: The variable column is where you choose the data you want to use in your analysis. Date range, breakdown, dimensions, metrics.
3. Tab setting bar: You will specify analysis techniques, add dimensions, metrics, and apply segments in the tab settings column.
4. Segmentation: The subdivisions are different user groups. Drag and drop different user groups into your report to compare and contrast their behavior. If you don’t see the segment you want to use, click the plus icon to add your own segment.
5. aspect: Dimensions are what you want to analyze. For example, event count, active users, transactions, etc. Drag and drop the dimension as a row or column into the tab setting area.
6. index: The indicator provides the numbers in the analysis. Add the measure to the value area in the tab settings.
7. Visualization: Choose the appearance of the report. Explore options include tables, pie charts, line charts, etc.
8. Values: Drag the metrics you want to display as columns in the report. The cell type can be displayed as a bar graph, plain text, or heat map.
9. Label: The tab shows your visualization. An analysis can contain up to 10 tabs. To add a new tab, click the plus icon.
10. exhibit: Interact with the data by right-clicking on the data point in the visualization.

Analysis type

exploration

Compared to what was previously available in Universal Analytics, GA4 Exploration provides more control over data visualization.

There are plenty of configuration options in the exploration to help you discover new insights and present your data in a way that makes sense to your team or customers.

One of my favorite exploration features is abnormal detection Because it will automatically mark any data points that exceed the expected results.

Funnel analysis

How do website visitors become one-time shoppers, and then how do one-time shoppers become repeat customers?

Find it in the GA4 funnel analysis report. Here, you can visualize the steps taken by shoppers to complete the activity and understand their success or failure in each step.

Path analysis

If you like the behavior flow report in general analysis, then you will love the analysis center path report in GA4.

Path analysis visualizes the flow of events in a so-called “tree diagram”. An event flow is a series of events triggered by users along their path.

Path analysis technology can help marketers discover circular behaviors that may indicate that users are in trouble.

Segment overlap

Segmentation can be used for Universal Analytics and Google Analytics 4 properties.

In GA4, segments can be used as user events or sessions. Marketers can even build segments with multiple conditions and arrange them into a “condition group.”

Think of segments as specific groups of website users. For example, a segment might be users from a specific city, users who visit a specific page, or users who perform a specific action (such as buying from a specific product category).

Cohort analysis

A cohort is a group of users with common characteristics, such as the same acquisition date, event, or conversion.

For example, you can create a cohort report to see when people convert in relation to a particular marketing strategy.

User life cycle

The user lifecycle report is very powerful for search marketers because it allows you to create reports to visualize which source brings the highest lifecycle revenue to the user-not just the revenue for the selected month.

Using GA4, you can discover marketing activities that acquire the most valuable users with the highest probability of purchase and the lowest probability of churn.

Thanks to Google Analytics Predictive model.

in conclusion

Analysis tools are one of your most powerful marketing weapons. It helps to understand website traffic and how users behave on the website.

Better analysis and insight = better marketing decisions.

GA4 is the analysis upgrade we all need. It provides marketers with greater flexibility and a way to predict user behavior while maintaining user privacy.

After completing the learning curve, you will find that GA4’s flexibility and enhanced insight are well worth it.

Countdown to 2021 SEJ Christmas:

Featured image: Kapralcev/Shutterstock
All screenshots taken by the author.