What is GA4?

What is GA4?

GA4 (Google Analytics 4) is the current version of Google Analytics, based on events rather than a session-based model. GA4 works on both websites and apps and supports more flexible attribution.

In short: GA4 = event-based measurement + better path analysis + flexible attribution.

What does GA4 measure (and why is it better)?

• Events: clicks, form submissions, scrolling, purchases, call links.

• Parameters: additional information can be attached to events (e.g., product information, value).

• User paths: see how people navigate and where they leave.

• Attribution: data-driven by default, you can switch model and window options.

Example events (a good basic set for B2B)

• generate_lead (form submission)

• click_call (call link)

• file_download (e.g., PDF)

• cta_click (main CTA)

• view_promo / select_promo (campaign elements)

• form_start (form started → indicates friction)

7 steps to implementation

1. Clarify goals. What do you want to measure? Lead, booking, purchase, demo.

2. Install GTM: add Google Tag Manager to your site, manage events there.

3. Build events. Name clearly (GA4 recommended names where possible). Add parameters (e.g., value, currency).

4. Mark conversions. Select the most important events and tick “Mark as conversion.”

5. Standardise UTM practices. utm_source, utm_medium, utm_campaign, and if necessary utm_content.

6. Attribution & windows. Choose default model (often data-driven) and sensible view windows (e.g., 30 days).

7. Set up reports. Build Ombre: Traffic acquisition, Conversions, Pages & screens, Model comparison.

Common mistakes

• Duplicates: the same conversion triggers on both button clicks and thank you pages.

• Wrong filtering: own traffic/bots mess up the data.

• UTM clutter: each campaign invents its own mediums → reports break down.

• Conversions not marked: the event exists, but is not in conversion status.

• Value missing: you are not entering the value parameter for purchases → ROAS/POAS remains unclear.

FAQ

Do I need GTM for GA4?
I recommend it. You can install it directly, but GTM facilitates event management and versioning.

How do I migrate from Universal to GA4?
Universal has been removed. Create a new GA4 property, set up events, migrate conversions, and UTM practices. Don’t try to force the old model.

Which attribution model should I use?
Start with data-driven. Compare in the Model comparison report if necessary (e.g., last click vs. data-driven).

How do I ensure leads are legitimate?
Mark generate_lead as a conversion, add form_start tracking, and compare with CRM. Check that bots or tests aren’t flowing in.

How often should I look at data?
Weekly for basic reports. In campaigns with lots of data, a 3–4 day rhythm is fine. Otherwise, you’ll be deciding on too small a sample.

CTA

Do you want to ensure that GA4 is measuring correctly?
Order a measurement audit – we will review events, conversions, and attribution and correct duplicates.