Using Google Analytics 4 (GA4)

GA4 is a powerful analytics tool, with numerous benefits with regards to tracking data and providing valuable insights.

GA4 is the newest version of Google Analytics. One of the main differences between GA4 and the previous Google Analytics Universal is that you can now report on both websites and applications. With GA4 you can gain an understanding of how likely a user is to convert or abandon the website and it will allow you to analyse the behaviour of users.

There are four primary menu options to choose from, including:

• Home: This tab is a customisable dashboard made up of reports, stats, and other figures. You can adjust this to include the information most important to you.
• Reports: In here, you have all reports. The main headings here are Reports Snapshot, Realtime, Life Cycle, and User. This is where you will find all of the main data and information.
• Explore: This tab looks at the ways visitors navigate your site, giving you insights to the user journey on the web pages. There are several preset templates to choose from, or you can create custom templates to highlight the information you need.
• Advertising: Here you’ll see the channels and touch points that drive the most conversions if you have goals and conversions set up.

Gain an in depth understanding of using the Google Analytics tools through the free Google Analytics Academy. Or take a look at this written guide on using GA4.