GA4 (Google Analytics 4): get the most out of the tool!

If you are immersed in the world of Digital Marketing, you have certainly heard of GA4 (Google Analytics 4).

The updated version of Google’s data analysis tool brought a series of changes that have left many professionals impressed (or terrified!) with so many features.

After all, the transition from Universal Analytics to GA4 is not exactly a walk in the park. But don’t worry! I’m here to guide you through this journey.

The fact is, whether you are familiar with it or not, mastering the tool is a necessity to develop good strategies supported by data.

So, I’m going to show you the main features and how you can get the most out of it!

Prepared?

What is GA4 (Google Analytics 4)?

Google Analytics 4, or GA4, is the latest update to Google’s data analytics tool, Universal Analytics. Going beyond its previous versions, it comes with a new approach to data collection and interpretation.

Now, all functionalities have migrated to GA4, which also has other features, in addition to strategic changes that simplify data analysis and provide more relevant information to be converted into Marketing actions.

Key features of the new version include:

• Event-based data collection is standard, rather than session-based;
• Custom reports;
• Integration with other Google tools;
• The change in collecting more data about the customer’s purchasing journey;
• The greatest privacy control;
• More features to predict behavior.

The most significant change is the way data is processed. While Universal Analytics was session-based, GA4 focuses on events. This change provides a more detailed view of user behavior by recording each interaction as a separate event.

And speaking of users, GA4 takes a more user-centric approach, using AI and machine learning models to fill data gaps and provide predictive insights .

This means that even when there is incomplete data, GA4 can still provide valuable insights about your users!

In short, Google Analytics 4 is more powerful, flexible, and accurate because:

• Measures a larger amount of data;
• Provides choice of default attribution model;
• Measures web pages and applications;
• And better understand cross-platform and cross-device navigation.

Another important point is the issue of privacy. GA4 was designed with this issue in mind, offering better controls for users and helping companies comply with regulations such as LGPD.

This not only protects user data, but also ensures that your business is compliant with privacy laws!

How to use GA4?

By now, you’ve realized how essential Google Analytics 4 is for extracting more assertive insights and better directing your Digital Marketing strategies, right?

Mastering the use of GA4, therefore, can provide a complete transformation in the way you collect and analyze data in your business!

It is crucial that the entire Marketing team is familiar with this tool to ensure that their campaigns are always optimized and based on accurate data.

Check out the main features of Google Analytics 4 now!

Initial settings

To get started, you need to do an initial configuration of GA4. I have separated the main steps for this moment:

1. Property creation: start by creating a new property in Google Analytics and select the type as “Application” or “Web”, depending on your case;
2. Setting goals and events: Set goals that align with your business objectives. Set up events to track user actions such as button clicks, file downloads, form completion, and more.
3. Migrating existing accounts: If you already have a Google Analytics account, it is important to migrate your data to GA4 by clicking on “GA4 Setup Wizard”. It is important to remember that from July 1, 2024 it will not be possible to access Universal Analytics or the API and all data will be deleted;
4. Optimization tips: To ensure efficient data collection, set up filters to exclude internal traffic, enable Google Signals to improve cross-device user tracking, and use DebugView to test and verify that events are being logged correctly.

Custom reports

Creating custom reports allows you to analyze specific data and make better assessments of your actions.

In GA4, go to the “Analytics” section and select the “Exploration” option. Here, you have the flexibility to:

• Choose the metrics, dimensions and segments you want to include;
• Select visualization options including line charts, bars, tables, and more;
• Segment your data based on criteria such as geographic location, device, traffic source, and user behavior.

This way, you can create reports according to your goals. For example:

• Highlight user behavior in different parts of your website;
• Track the user  conversion process, from the first interaction to the end;
• Evaluate the performance of different pages on your website, identifying those that generate the most engagement and conversions

Event Tracking

Tracking events is important to understand how users interact with your content and features. Then, based on the information collected, you can optimize your online strategies!

There are 4 types of events in GA4, they are:

• Events collected automatically;
• Optimized measurement events;
• Recommended events; 
• Custom events.

Here’s how to set them up:

• Identify events: this can include button clicks, form submissions, video playbacks, file downloads, among others. It all depends on the options available in your communication channels ;
• Setup in GA4: You can set up event tracking through Tag Manager or directly in your website code. Use the feature to set the necessary parameters, such as category, action, label, and event value.

The most common events are:

Clicks on call-to-action buttons (CTAs);

Filling out and sending contact forms;

Viewing product or service pages;

Interactions with specific elements, such as menus and image carousels.

Integration with other platforms

Integrating GA4 with other platforms, such as Google Ads and Google Tag Manager, provides a more complete view of the performance of your Marketing strategies, helping you make more informed and optimized decisions.

To connect them properly, I suggest you:

1. Go to the integration settings in GA4 and select the desired platforms;
2. Follow the platform instructions;
3. Once set up, explore the features available on the integrated platforms.

I hope this information is helpful for you and your team to start getting the most out of this amazing tool!

In the next topics, we will continue exploring more ways to optimize your digital analytics and strategies. Let’s get started!

How GA4 supports your Digital Marketing strategies

We’ve already seen that Google Analytics 4 offers a more sophisticated and intentional approach to collecting and analyzing data, and provides insights into how users interact with your website.

We also know how important it is to know user behavior patterns, such as time spent on the page, frequency of visits, click-through rate , and other user actions.

In fact, the tool’s biggest differentiator is its ability to track these interactions across different devices and platforms : smartphones, tablets, computers, and even smart TVs and voice assistants.

This way, Marketing professionals have a more complete view of the purchasing journey and the target audience’s preferences!

But be careful: in GA4, you need to be more specific about what you want to measure. This means that before you start collecting data, it’s essential to clearly define your business objectives and the goals that will help you achieve those goals.

It is worth noting that the variety of Marketing KPIs that you can track in GA4 is quite large. And you may be wondering: what are the main ones?

This is an almost impossible answer to give, because each business has its own context and particular objectives.

Think about it: should the indicators monitored by an e-commerce be the same as those used by a consulting firm? No, right?

There is no universal set of KPIs, as each business model has its own needs. 

So, what I can tell you is that the tool is a huge support for data analysis of the most diverse types of organization and, for you to use it in the best possible way and boost your results, think first about which KPIs are most important for your case!

Tips to get the most out of the tool!

If you’ve reached this point in the text, I’m sure you’re interested in transforming your data into actionable insights and gaining a competitive advantage in the digital market.

Follow the tips below to get the most out of GA4!

• Create a measurement plan : prepare a document including examples of macro conversions, micro conversions and nano conversions, as well as tags that will be installed and interactions of each tag (plus personalized information for each trigger);
• Set specific goals and events : align company objectives to collect the right data and make analyses more useful;
• Explore Google’s own free guides to familiarize yourself with the new GA4 interface and make it easier to navigate and use the tool;
• Take time to understand the types of reports, their visualization options, filters and data segmentation;
• Integrate GA4 with other tools, such as Google Ads and Google Search Console, for a complete view of the performance of your Marketing campaigns.

Keep learning about Digital Marketing!

See how GA4 isn’t a big deal?

With attention, good structuring and following my tips, you can get the best out of this tool for your Marketing strategy!

But if you want an experienced team to put new ideas into practice and boost your website traffic, Enjoy Minder is here to help. Contact our experts today!