Last Updated: March 16, 2023

What is Google Analytics 4?

Google Analytics 4 (also known as Apps + Web) is the latest version of Google Analytics.

Since it is the 4th version, it is called GA4.

Following are the other three versions of Google Analytics:

1. The first version of Google Analytics (also known as GA1) is Classic Google Analytics (ga.js JavaScript library).
2. The second version of Google Analytics (also known as GA2) is Universal Analytics (analytics.js JavaScript library)
3. The third version of Google Analytics (also known as GA3) is also Universal Analytics, but it uses a different JavaScript library called gtag.js JavaScript library.

Note: GA4 also uses the gtag.js library but uses a new measurement model called the ‘Event+Parameter‘ model.

Through GA4 you can combine mobile app and website usage data for unified reporting and analysis. 

In the past, if you wanted to measure your website usage data, then you would need to use the GA property meant for tracking website data. 

You needed to use Google Analytics for Firebase to measure your mobile app usage data.

There was no easy way to combine mobile app and website usage data for unified reporting and analysis. 

However, this has all changed with the advent of the GA4 property (formerly known as the ‘Apps and Web’ property).

How to benefit the most from Google Analytics 4

To benefit from GA4 the most, learn and master Google Sheets and/or BigQuery.

Use AI tools with Google Sheets to automate and enhance data analysis without the need to memorise formulas and functions.

Google Sheets has many formulas and functions, and using the correct formula and function is a major issue.

It’s hard to memorize and use them all. Correct usage is also a challenge. One mistake can break a formula or function. AI tools can help solve this problem.

You can use the Google Cloud AI platform (to perform tasks like data pre-processing, cleaning, and transformation) with Google Sheets.

Use Google Sheets Add-on (like supermetrics for Google Sheets Add-on, excelformulabot) and Google Apps Script (which allows you to automate tasks in Google Sheets) with Google Sheets.

Use BigQuery BI Engine to perform data analysis using a drag-and-drop interface.

The BI engine can respond to natural language queries. 

It uses Google’s natural language processing (NLP) technology to understand natural language inputs and then converts them into a SQL query that BigQuery can execute.

Another way to use natural language with BigQuery is using an NLP library like Google Cloud Natural Language API.

This API allows you to extract insights from an unstructured text by applying powerful machine learning models. 

You can use this API to perform sentiment analysis, entity recognition, and other NLP tasks on text data stored in BigQuery.

Using natural language makes it easier for non-technical users to perform data analysis in BigQuery, but it is still not the primary way of interacting with BigQuery.

The primary way is still SQL.

However, this should all change with the advancement of technology within a year or two.

If you don’t use AI tools, you will be replaced by one that does.

Google Analytics 4 Account Hierarchy

A Google Analytics Account is made up of one or more GA4 properties.

A GA4 property comprises one or more data streams (aka data sources).

The data stream can be a web data stream or app data stream. The app data stream can be further classified into IOS and Android app data streams.

The web data streams represent a website. In contrast, an app data stream represents a mobile app.

If you want to learn more about how to structure your GA account for GA4, then check out this article: Google Analytics Account Hierarchy (structure explained)

Google Analytics 4 property and view

A Google Analytics 4 property is a GA property which allows you to integrate mobile app and website usage data. A GA4 property can collect data from both your mobile apps and website.

Even if you don’t have a mobile app, Google still recommends that you create and use the GA4 property and run it parallel with your GA3 property, as Google will discontinue GA3 in 2023.

The reporting view that you create in a GA4 property is a GA4 view. 

Why you should migrate from GA3 to GA4 right now

Google Announced on March 16, 2022, that it will discontinue Universal Analytics (GA3) on July 1st, 2023

Following is the official announcement from Google:

“All standard Universal Analytics properties will stop processing new hits on July 1, 2023, and 360 Universal Analytics properties will stop processing new hits on October 1, 2023.

After that, you’ll be able to access your previously processed data in Universal Analytics for at least six months.”

Source: https://blog.google/products/marketingplatform/analytics/prepare-for-future-with-google-analytics-4/

Your website tracking powered by GA3 will automatically shut down on July 1, 2023.

So if you decide not to switch to GA4, then no more analytics data for you after July 1, 2023.

And to make matter worse, Google will also delete all of your historical universal analytics data in 2023 or early 2024.

FAQ: How do I transfer my Universal Analytics (GA3) data into GA4?

Both GA3 and GA4 use different data schemas.

Because of that, it is not possible to transfer your GA3 data into your GA4 property. But there is a workaround.

You can transfer both your GA3 and GA4 data into BigQuery and then manipulate it there.

GA4 provides a free connection to BigQuery, but GA3 does not (unless you use GA360).

With the help of a third-party solution/connector, it is possible to send data from GA3 to BigQuery without using GA 360.

Check out this article for more details: Sending data from Google Analytics to BigQuery without 360

FAQ: How do I save my Universal Analytics data from being deleted?

With the sunset of Universal Analytics, Google will most likely delete all of your historical universal analytics data in 2023.

If you want to save your historical GA3 (Universal Analytics) data from being deleted then import it into BigQuery.

By backfilling Google Analytics data in BigQuery, you can export historical data into your BigQuery project.

‘Supermetrics for BigQuery’ connector allows you to backfill up to six months’ worth of data at one time.

If you want to backfill more data, you need to do it in separate batches of six months sized.

You can learn more about saving your universal analytics data here: How to backfill Google Analytics data in BigQuery.

Google Analytics 4 Standard vs Google Analytics 4 360

There are two versions of GA4 available: GA4 Standard and GA4 360:

The GA4 standard refers to the free version of the GA4 property. Whereas, GA4 360 refers to the paid version of the GA4 property.

GA4 360 is one of the products of the Google Marketing Platform and is a subscription service where you pay monthly fees.

Unlike GA4 360, you can not rely on GA4 standard property for a large amount of data processing and high accuracy.

To learn more about the differences between GA4 standard and GA4 360, check out this article: GA4 vs GA4 360 – Pricing, Limits, Billing and more

Google Analytics 4 data streams

The GA4 property contains one or more data streams.

A data stream is a data source.

When the data source is a website, it is called a web data stream.

When the data source is a mobile app, it is called a mobile app data stream.

There are two types of mobile app data streams:

1. IOS app data stream
2. Android app data stream

A web data stream has got: Stream URL, Stream name, Measurement ID, and Stream ID:

Measurement ID in Google Analytics 4

A measurement ID is just like a tracking ID. However, unlike a tracking ID, the measurement ID begins with  the characters ‘G-’. For example G-SV0HS12BXZ

To set up any type of tracking in GA4, you need to use the measurement ID.

This makes understanding the measurement ID so important.

If you want to learn more about the measurement ID then check out this article: Understanding Google Analytics Measurement ID (GA4)

The ‘Event and Parameter’ measurement model of Google Analytics 4

GA4 uses the ‘Event and Parameter’ measurement model to track all types of users’ activities (including ‘pageviews’).

The ‘event and parameter’ measurement model is more flexible than the traditional ‘sessions and pageviews’ model for the following reasons:

#1 It allows you to see integrated data across mobile apps and websites in a single GA4 reporting view.

#2 It allows you to use a single set of metrics and dimensions across mobile apps and websites.

#3 It allows you to automatically track certain types of user interactions (like scrolls, outbound clicks, file downloads, video engagement, site search, etc.).

What is the difference between Google Analytics 4 and other earlier versions of Google Analytics?

Following are the main differences between Google Analytics 4 and other earlier versions of Google Analytics (GA3, GA2):

1. GA4 has a different reporting interface (which looks similar to that of Google Analytics for Firebase)
2. GA4 use a different measurement model (which is based on events and parameters instead of sessions and pageviews)
3. GA4 use measurement ID instead of tracking ID
4. Event tracking is set up differently in GA4
5. GA4 allows automation of certain types of events (via enhanced measurement feature)
6. GA4 uses different ‘User and event data retention‘ periods (2 months, 14 months)
7. The e-commerce tracking in GA4 is set up differently.
8. GA4 provides much more robust cross-device and cross-platform tracking.
9. GA4 Attribution Modelling capabilities are based on model comparison.
10. Custom dimensions in GA4 are set up differently.
11. Custom metrics in GA4 are set up differently.
12. GA4 has debugging built-in (via the DebugView report)
13. GA4 provides a new set of engagement metrics (like ‘engagement rate’, ‘engaged sessions’, etc.).
14. GA4 has IP Anonymization built-in
15. A GA4 property comes with only one reporting view
16. GA4 comes with a free connection to BigQuery.
17. GA4 comes with a new set of advanced analysis reports (like the exploration report).

To learn more about these differences, check out this article: Google Analytics 4 (GA4) vs Universal Analytics – What is the difference?

Google Analytics 4 Sessions

A GA4 session is a group of events recorded for a user in a given time period.

It is different from a GA3 session which is a group of hits recorded for a user in a given time period.

The session count of GA4 and GA3 are unlikely to match as they are calculated and adjusted differently.

To learn more about GA4 sessions, check out this article: Understanding Google Analytics 4 Sessions

What are the advantages of using the GA4 property over Universal Analytics properties?

Following are the key advantages of using the GA4 property:

1. GA4 property provides more robust cross-device and cross-platform tracking.
2. GA4 provides much more accurate reporting on unique users across platforms.
3. GA4 provides advanced analysis reports (available earlier only to GA 360 users).
4. GA4 provides a free connection to BigQuery.
5. There are no limits on the volume of data you can send to a GA4 property.
6. GA4 allows automatic tracking for certain types of events (like scroll tracking, video tracking, exit tracking, site search tracking, etc.).

To learn more about the GA4 advantages, check out the article: Key Benefits of Using Google Analytics 4 (GA4)

How to create and use a Google Analytics 4 property

Google has been displaying the following banner to all GA users, asking them to create and use a GA4 property:

If you already have access to an App + Web property, you don’t need to do much.

You already have access to a GA4 property as Google Analytics 4 is just the new name for an App + Web property.

If you don’t have access to the App + Web property then follow the steps mentioned in this article to set up a new GA4 property: Setup GA4 – Upgrade to GA4 – Implementation Tutorial

Google Signals for Google Analytics 4

Google Signals is an advertising reporting feature of GA4 through which you can perform the following tasks:

• Collect cross-device data from those website users who have signed in to one of their Google accounts (Gmail, YouTube, etc.) and have turned on ad personalization.
• Analyze demographic data (age, gender and interest) of your users in GA4 reports.
• Track and remarket to more users across different devices and platforms.

Google Signals is not enabled by default; you have to activate it for your GA4 property.

Follow the steps mentioned in this article on how to enable and use Google Signals in GA4: Google Signals GA4 – See demographics (gender, age) in Google Analytics 4

Integrating Google Analytics 4 with Google Ads

GA4 allows integration with Google Ads.

Following are the main benefits of integrating your GA4 property with your Google Ads account:

#1 In the case of GA3, you could set up a maximum of 20 conversions per reporting view. However, there is no such limit in the case of GA4. You can set up as many conversions as you want and later use them in Google Ads.

#2 Because of the event and parameter-based measurement model of GA4, you can define your remarketing audience in a more detailed manner based on events like a scroll, file download, video play, and custom events, and then later use these audiences in Google Ads.

Follow the steps mentioned in this article in order to connect your GA4 property with your Google Ads account: How to link GA4 (Google Analytics 4) with Google Ads

Cross-domain tracking in Google Analytics 4

In the context of GA4, cross-domain tracking is the tracking of website users and their activities across two or more domains.

By default, GA4 cannot track website users and their activities across multiple domains.

That is because GA4 uses first-party cookies that can be read by only that domain that issued it.

You would need to set up cross-domain tracking manually.

With cross-domain tracking implemented, when the user navigates to a different domain, analytics cookies are passed from one domain to another using the URL parameter identified as key ‘_gl’.

For example, https://www.abc.com/?_gl=1*abhgfrt7*

This way, you can identify the same user across different domains and get a complete view of the user’s journey.

In order to set up cross-domain tracking in your GA4 property follow the steps mentioned in this article: Cross Domain Tracking in GA4 (Google Analytics 4) Setup Guide

Visualizing Google Analytics 4 data in Google Data Studio

You can visualize the GA4 data in Google Data Studio by using the Google Analytics connector:

For step-by-step instructions on how to visualize the GA4 data in Google Data Studio, check out this article: How to connect GA4 (Google Analytics 4) with Google Data Studio

Using BigQuery with Google Analytics 4

One of the big advantages of using Google Analytics 4 is its free connection to BigQuery.

Earlier, this feature was available to only the Google Marketing Platform users.

Now you can access the raw GA4 data and run SQL queries on it.

Following are other benefits of using BigQuery for GA4:

• No data sampling issues.
• You can connect GA4 data with third-party APIs.
• You can push data from BigQuery to a wide range of visualization tools like Google Data Studio, Tableau, Power BI and Qlik.

Follow the steps mentioned in this article in order to connect your GA4 property with BigQuery: GA4 BigQuery – Connect Google Analytics 4 with BigQuery

Understanding events in Google Analytics 4

In the context of GA4, an event is a tracked user’s interaction with a web page element embedded on a website and/or mobile app.

In the case of GA4, all user interactions (including pageviews) are tracked as events.

There are four categories of events in GA4:

1. Automatically collected events
2. Enhanced measurement events
3. Recommended events
4. Custom events

Check out the following articles to learn more about the events in Google Analytics 4:

1. How to set up event tracking in Google Analytics 4 (GA4)
2. How to set up enhanced measurement tracking in GA4 (Google Analytics 4)
3. All Events Report in Google Analytics 4 (GA4)
4. How to rename events in Google Analytics 4 (GA4)
5. events_ & events_intraday_ tables in BigQuery for GA4 (Google Analytics 4)

What are the event parameters in Google Analytics 4?

Parameters are the additional information about a GA4 event that is sent along with the event.

There are three types of event parameters:

1. Automatically collected parameters
2. Custom parameters
3. User properties

To learn more about event parameters in GA4, check out this article: Understanding Event Parameters in Google Analytics 4 (GA4)

Conversion tracking in Google Analytics 4

A conversion is a goal or objective for which website/app has been set up.

Your website/app can have one or more objectives like:

• Getting newsletter signups
• Generating leads
• Getting video views
• Generating sales, etc.

These objectives can be tracked as conversions in a GA4 reporting view.

In Google Analytics 4, you can mark any tracked event as a conversion.

This is the simplest way to set up conversions for already available tracked events.

You can also set up conversions in GA4 by creating a new conversion event.

To learn more about conversions in GA4, check out the following articles:

1. How to set up conversion tracking in Google Analytics 4
2. How to import conversions from GA4 property to your Google Ads account

Ecommerce tracking in Google Analytics 4

The ecommerce tracking setup in GA4 is quite different from the corresponding tracking setup in GA3 and other Google Analytics versions.

For example, in GA3, if we want to track a product name, we track it by passing the ‘name’.

But in the case of GA4, we pass ‘item_name’ to track the product name.

Similarly, in GA3, if we want to track a click on a promotion, we track it by passing the ‘promoClick’.

But in the case of GA4, we pass ‘select_promotion’ to track clicks on a promotion.

If you want to set up ecommerce tracking in GA4 via GTM then follow the steps mentioned in this article: GA4 (Google Analytics 4) Ecommerce Tracking via GTM – Tutorial

Custom audience in Google Analytics 4

In the context of GA4, an audience is a group of users who all share some common characteristics.

Following are examples of audiences:

• Group of users whose location is ‘London’ (London audience).
• Group of users who visited the website via Facebook Ads (Facebook Ads audience).

A user can be a member of multiple audiences depending on the conditions applied in the audience. 

You can use GA4 audiences as remarketing audiences for your Google Ads.

You can create up to 100 audiences per GA4 property.

In order to create and use audiences in GA4, read this article: GA4 Audiences – Creating custom audience in Google Analytics 4

Audience triggers in Google Analytics 4

In GA4, you can create audience trigger events that fire when users match the definition of an audience and become members.

Audience triggers are used to create complex conversion events in GA4.

You can create up to 20 audience trigger events per GA4 property.

Follow the steps mentioned in this article in order to create audience trigger events in GA4: Understanding Audience Triggers in Google Analytics 4 (GA4)

Predictive metrics in Google Analytics 4

You can identify users and their actions on the website that will likely lead to a purchase or conversion through predictive metrics.

This can help you discover more users who can purchase a product in the next seven days.

You can use predictive metrics in ‘Audience builder’ while creating a custom audience or doing advanced analysis.

There are three types of predictive metrics available in GA4:

1. Purchase probability
2. Churn probability
3. Revenue prediction

To learn more about predictive metrics in GA4, read this article: What are predictive metrics in Google Analytics 4 (GA4)

Predictive audiences in Google Analytics 4

Predictive audiences in Google Analytics 4 help you identify users who are likely to perform a certain action in the near future.

A predictive audience is based on a predictive metric’s condition(s) like purchase probability, churn probability, and revenue predictions.

Following are examples of predictive audiences:

1. Likely 7-day purchasers – Users likely to purchase in the next seven days.
2. Likely first-time 7-day purchasers – Users likely to make their first purchase in the next seven days.
3. Likely 7-day churning users – Active users likely to not visit your website in the next seven days.
4. Likely 7-day churning purchasers – Purchasing users likely to not visit your website in the next seven days.

To learn more about predictive audiences in GA4, read this article: How to create and use predictive audiences in Google Analytics 4 (GA4)

Remarketing audiences in Google Analytics 4

You can create a custom audience in GA4 and then use it for remarketing purposes in Google Ads.

When you use a custom audience for remarketing purposes, it is called the remarketing audience.

However, before you create a remarketing audience in GA4, you need to link your GA4 property with your Google Ads account.

To learn more about remarketing audience, read this article: How to create a remarketing audience in Google Analytics 4 (GA4)

Measurement protocol in Google Analytics 4

The measurement protocol is a set of rules that your application must follow to send event data directly to the Google Analytics servers from any device/system connected to the internet.

A basic understanding of how measurement protocol works can help you greatly build your foundation in GA4 and debugging GA4 events set up.

To learn more about the measurement protocol, read this article: Understanding GA4 measurement protocol

Building comparisons (advanced segments) in Google Analytics 4

Comparisons in GA4 are just like advanced segments used in Universal Analytics. They allow you to to isolate and analyze a subset of data.

You create comparisons by creating conditions based on dimensions and dimension values.

For example, all users vs users from ‘United States’.

You can apply the comparison to any GA4 report.

To create and apply comparisons to your GA4 report follow the steps mentioned in this article: How to build comparisons (advanced segments) in Google Analytics 4 (GA4)

Automated insights in Google Analytics 4 (GA4)

The automated insights feature of Google Analytics 4 is just like the analytics intelligence feature available in Universal Analytics reporting views:

GA4 automatically generate insights for you (based on machine learning) whenever it detects unusual changes or emerging trends in your data.

To learn more about automated insights, read this article: Understanding Automated Insights in Google Analytics 4 (GA4)

Creating custom insights in Google Analytics 4

Google Analytics 4 provides two types of insights; automated insights and custom insights.

While GA4 automatically generates automated insights, custom insights are not automatically generated.

You can create up to 50 custom insights per GA4 property.

Follow the steps mentioned in this article to create custom insights in GA4: How to create custom insights in Google Analytics 4 (GA4)

The DebugView report in Google Analytics 4

The DebugView report is a special type of real-time report provided by GA4 through which you can troubleshoot your analytics setup issues within the GA4 user interface.

DebugView allows you to monitor your website/app event data in real-time, along with all the custom parameters and user properties.

Note: The DebugView report only shows you real-time events data for the last 30 minutes.

If you want to understand the DebugView report in more detail then read this article: How to use DebugView report in Google Analytics 4 (GA4)

Data filters in Google Analytics 4

Data filters are one of the features of GA4, through which you can include or exclude certain event data from your GA4 reporting view.

It is important to remember that data filters do not work retroactively.

And once you apply the data filter, the effect on your event data is permanent and can not be reversed.

There are two types of data filters available in GA4:

1. Developer traffic – Use this filter to block developer traffic (the traffic generated from your own device while debugging the analytics implementation).
2. Internal traffic – Use this filter to block internal traffic (the traffic generated on your website by your own employees, suppliers, and other service providers).

The data filters in GA4 can be further classified into include and exclude filters depending upon the filter operation being used:

Note: You can create up to ten data filters per GA4 property.

To learn more about data filters, check out the following article:

• What are data filters in Google Analytics 4 (GA4)?
• How to block internal traffic in Google Analytics 4 (GA4)
• How to create and test a new data filter in Google Analytics 4 (GA4)

Scroll tracking in Google Analytics 4

Scroll tracking in GA4 allows you to measure how users engage with your website content.

Google Analytics 4 automatically track scroll events by default through its enhanced measurement feature. But it tracks only 90% scroll events. It does not by default track other scroll depths, like 10%, 25%, 50% and 75%.

These scroll depth events can also play an important role in measuring website user behavior, especially if you have a content-rich website (like a blog).

If you want to set up scroll events for lesser thresholds (10%, 25%, 50% and 75%), you need to set up custom events using the global site tag (gtag.js) or Google Tag Manager.

Follow the steps mentioned in this article to set up scroll tracking in GA4 via GTM: Scroll Depth Tracking in Google Tag Manager – Tutorial.

Site search tracking in Google Analytics 4

Site search (or internal site search) is a functionality provided by a website in the form of a search box:

Users can search for specific content on your website through this search box.

If your website provides site search functionality, you should set up site search tracking in your GA4 property.

Follow the steps mentioned in this article to set up site search tracking in GA4: GA4 Site Search – Tracking Site Search in Google Analytics 4

Channel groupings in Google Analytics 4

Channel groupings are a rule-based grouping of marketing channels.

In GA4, channel groupings are used to quickly check the performance of a set of marketing channels or a set of traffic sources.

To learn more about channel groupings in GA4, check out this article: Understanding Channel Groupings in Google Analytics 4 (GA4)

Data sampling in Google Analytics 4 (GA4)

Data sampling is the process of selecting only a subset of traffic data for analysis and reporting.

It is widely used in statistical analysis to analyse large data sets in a cost-efficient manner.

When GA4 analyses the complete traffic data set to produce a report, the produced report is considered unsampled.

The metrics reported by an unsampled report are considered to be highly accurate as they are based on complete traffic data set.

When GA4 analyses only a subset of traffic data to produce a report, the produced report is considered to be sampled.

The metrics reported by a sampled report may not be very accurate as they are based on incomplete traffic data set.

To learn more about data sampling in GA4, check out this article: Understanding Data Sampling in Google Analytics 4 (GA4)

Google Analytics 4 Event Builder

If you want to send offline events data to a GA4 property, you can do that via the Google Analytics 4 Event Builder.

You can create and validate measurement protocol events using the measurement protocol validation server through this tool.

This tool is made up of the following two sections:

1. Hit summary
2. Event details

To learn more about using the GA4 event builder, read the article: How to use Google Analytics 4 Event Builder

Funnel Exploration report in Google Analytics 4

Use the Funnel Analysis report in GA4 to visualize the various steps your users take to complete a task (usually a conversion) and where they drop off in your conversion funnel.

You can find the Funnel Exploration report under Explore.

Learn more about this report from this article: How to use the Funnel Exploration Report in Google Analytics 4 (GA4)

Segment Overlap report in Google Analytics 4

Use the Segment Overlap report to visualize the various user segments and understand how they relate to each other.

You can find this report under Analysis Hub in your GA4 reporting view.

Learn more about the Segment Overlap report from this article: How to use Segment Overlap Report in Google Analytics 4 (GA4)

Path Analysis report in Google Analytics 4 

The Path Analysis report is one of the report templates available in the Explore tab of GA4.

Through this analysis technique, you can explore your users’ journey (the steps they took through your website/app) in the form of a tree graph.

You can discover the previous and next actions your users took. You can measure the effects of an event on users’ actions.

You can learn more about Path Analysis in GA4 from this article: How to use path analysis report in Google Analytics 4 (GA4)

User Lifetime report in Google Analytics 4

The User Lifetime report is one of the report templates available in the Analysis Hub of GA4.

Through this analysis technique, you can analyze the entire lifetime of your users’ behavior as customers, as long as they have been active on your website or app since or after August 15th 2020.

Through the User Lifetime report, you can get the following information about each user:

1. Initial interactions
2. Most recent interactions
3. Lifetime interactions
4. Predictive metrics

You can learn more about user lifetime in GA via the article: How to use the user lifetime report in Google Analytics 4 (GA4)

Importing data to Google Analytics 4

Through the data import feature, you can upload data from external data sources (like CRM, CMS, shopping cart, etc.) and then combine it with the Google Analytics 4 data.

You can upload the data by uploading one or more CSV files to your GA4 property.

To learn more about the GA4 data import feature, check out the article: GA4 Data Import Tutorial

Google Analytics 4 test property

The Google Analytics 4 property comes with only one reporting view.

So whenever you change one of the settings of your GA4 property, you permanently change the way the data is collected, processed and reported in your GA4 reporting view.

If your changes skew your analytics data, then your data is skewed for good.

That’s why you need to create a separate GA4 property just for testing purposes. We call this property a GA4 test property.

To learn more about the GA4 test property, check out this article: Using the GA4 test property

Excluding unwanted referrals in Google Analytics 4

In the Universal Analytics property, we have the referrals exclusion list to exclude the referral traffic from certain domains. In Google Analytics 4, the referrals exclusion list has been replaced by the ‘unwanted referrals’ list. 

Unlike in Universal Analytics, the GA4 can automatically detect and fix self-referral issues via the feature called ‘Automatic self-referral detection‘.

To learn more about excluding the unwanted referrals in GA4, check out this article: Self-referral Google Analytics 4 – Referral exclusion GA4

Causes of Sudden Spike in Direct Traffic in GA4

Do you sometimes see sudden and massive spikes in direct traffic in your GA4 reports?

If yes, did it last for a couple of days, or do you see a continued increase in direct traffic, day after day, week after week?

Remember, people will not automatically find your website and visit it directly. They find and visit your website in response to some marketing activity.

So you need to be aware of this marketing activity if you want to determine the cause of the sudden spike in direct traffic.

Check out this article for more details: Causes of Sudden Spike in Direct Traffic in Google Analytics

Dimensions in Google Analytics 4

A dimension is one of the attributes of your website/app users.

Each dimension is made up of a name and a value.

For example, ‘Sessions source/medium’ is the dimension name and ‘(direct)/(none) ‘is one of the values of this dimension.

There are two broad categories of dimensions in GA4: Default dimensions and custom dimensions.

Both default dimensions and custom dimensions can be used as either a primary dimension or a secondary dimension.

To learn more about GA4 dimensions, check out this article: GA4 Dimensions Tutorial

Custom dimensions in GA4

Google Analytics 4 allows you to create your own dimensions to measure the data that cannot be measured by default dimensions.

Such dimension is known as the custom dimension. Technically speaking, a custom dimension is an event parameter. 

To learn more about custom dimensions in GA4, check out this article: GA4 Custom Dimensions Tutorial

Event-scoped custom dimensions in Google Analytics 4

In addition to creating a user scoped custom dimension in GA4, you can also create an event scoped custom dimension.

The dimension which has an event scope is called the event scope dimension.

This dimension gets its value from the event scoped parameter you send along with an event. 

To learn more about GA4 event scoped custom dimensions, check out this article: Event Scoped Custom Dimensions in GA4 – Tutorial

User-scoped custom dimensions (user properties) in Google Analytics 4

User properties are similar to the user-scoped custom dimensions of Universal Analytics.

They are used to describe the attributes of your website/app users.

There are two types of user properties:

1. Predefined user properties
2. Custom user properties

You can create up to 25 unique user properties per GA4 property.

To learn more about user properties, check out this article: GA4 User Properties (User Scoped Custom Dimensions) – Tutorial

Metrics in Google Analytics 4 (GA4)

A GA4 metric is (and should be) a number used to measure one of the characteristics of a GA4 dimension.

A dimension can have one or more characteristics.

For example, the following are the characteristics of the dimension called ‘User medium’:

• New users
• Engaged sessions
• Engagement rate
• Engaged sessions per user

Without a dimension, a standalone metric is meaningless to analyze and report.

That is because a dimension provides context to a metric.

To learn more about metrics in GA4 check out this article: GA4 Metrics Tutorial

Custom metrics in Google Analytics 4

The custom metrics are user-defined metrics in GA4.

You should create and use custom metrics to measure the characteristics of a dimension (whether default or custom dimension) that cannot be measured by any default metric.

To learn more about custom metrics in GA4, check out this article: GA4 Custom Metrics Tutorial

Installing Google Analytics 4 on Shopify Store

You can install Google Analytics 4 on your Shopify store by making code changes to the ‘theme.liquid’ file.

To learn more, check out this article: How to Install Google Analytics 4 on Shopify.

Google Analytics 4 Annotations

Google Analytics annotations are short notes that you can directly add to your GA reports.

With the help of these notes, you can remember the reason for certain peaks and valleys in your data trends even months from today. 

In the case of Universal Analytics, the annotation features are built-in.

But in the case of GA4, you would need to use a third-party tool.

To learn more about adding annotations to your GA4 report, check out this article: Google Analytics 4 Annotations Tutorial.

Setting up GA4 via GTM Server Side Tagging

You can deploy Google Analytics 4 via the GTM server-side container.

To learn more, check out this article: How to set up GA4 via GTM Server Side Tagging

Tracking single-page apps in Google Analytics 4 (GA4)

Learn to track single-page apps in Google Analytics 4 (GA4) through this step-by-step guide: How to track single page apps in Google Analytics 4 (GA4)

Connecting and exporting data from Google Analytics 4 to BigQuery

GA4 allows you to link to a BigQuery project where you can run custom queries on the GA4 data sets.

You can export all events from GA4 to BigQuery and then use SQL-like syntax to query the data.

Learn to connect and export data from GA4 to BigQuery through this step by step guide: How to connect and export data from GA4 to BigQuery

Cohort Exploration Report in Google Analytics 4 (GA4)

Through the cohort exploration report in GA4, you can do cohort analysis.

The cohort analysis is the analysis of the website users who showed common characteristics, attributes, or experiences in a particular time frame.

This report is available under the ‘Explore’ menu in a GA4 reporting view. 

To learn more about cohort exploration in GA4, check out this article: Cohort Exploration Report in Google Analytics 4 (GA4)

Attribution Models in Google Analytics 4

A GA4 attribution model is a rule or set of rules or a data-driven algorithm used to determine how conversion credit should be distributed to various marketing touchpoints on a conversion path.

Following attribution models are available in Google Analytics 4:

1. Cross-channel last-click attribution model
2. Cross-channel first click attribution model
3. Cross-channel linear attribution model
4. Cross-channel position-based attribution model
5. Time decay attribution model

Note: Currently, the Data-Driven Attribution Model is not available in GA4.

To learn more about GA4 attribution models, check out the following articles:

• Guide to Attribution Models in GA4 (Google Analytics 4).
• How to Change Attribution Models in GA4 (Google Analytics 4)?

Integrating Google Analytics 4 with Google Search Console

You can connect your GA4 property with your Google Search Console account via the ‘search console linking’ feature in your GA4 admin area.

Such integration allows you to see the search console data in GA4.

To learn more about integrating GA4 with search console, check out this article: How to link Google Search Console to Google Analytics 4 (GA4)

Google Analytics 4 Content Grouping

Just like Universal Analytics, GA4 also allows you to create content groups.

The content groups are a set of web pages based on the same topic like Attribution Modelling.

Through content groups, you can check the performance of a set of web pages at the group level.

To learn more about creating content groups in GA4, check out this article: Google Analytics 4 Content Grouping – Create Content Groups in GA4

GA4 Landing Pages report

The landing pages report is missing in GA4. Through this report, you can determine the top landing pages for your website.

If you want to use this report, then you would need to create one from Scratch:

There are two methods you can use to create a landing pages report in GA4:

1. Use the exploration report template.
2. Customize the Pages and Screens report.

For step by step instructions on creating a landing pages report in GA4, check out this article: How to Create Landing Pages Report in GA4 (Google Analytics 4)

Google Analytics 4 Sub Properties

A sub property is a GA4 property which gets its data from another property. This other property is called the source property.

If you want to create a filtered reporting view in GA4, create and use the GA4 sub property.

For step by step instructions on creating and using the GA4 sub-properties, check out this article: Google Analytics 4 Sub Properties Tutorial

Google Analytics 4 Roll-up Properties

A roll-up property is a GA4 360 property that allows roll-up reporting in GA4.

Roll-up reporting is the reporting of data in an aggregated form from multiple digital properties (websites, mobile apps).

Through roll-up reporting you can aggregate all of your website data into one reporting view and see aggregated global performance metrics.

To learn more about roll-up reporting and properties in GA4, check out this article: Roll up Property in Google Analytics 4 (GA4) – Tutorial

Linking Firebase project to Google Analytics 4 property

By linking your Firebase project to your GA4 property you can automatically create mobile app data streams in your GA4 property and you can enable data flow between Firebase and GA4.

To get step by step instructions on connecting your Firebase project to GA4, check out this article: GA4 Firebase Integration – Correctly add App data streams to GA4 property

GA4 Google Ads Report

A GA4 property does not provide any pre-built report to measure the performance of Google Ads.

You would need to create this report from scratch by using the exploration report templates.

For step by step instructions on creating this report from scratch, check out this article: How to create Google Ads report in GA4 (Google Analytics 4)

Segmenting GA4 data by data streams

If you have added more than one data stream to your GA4 property, then you can segment the GA4 data by data stream.

This would help you in measuring and comparing the performance of different data streams in one GA4 report.

For step by step instructions on segmenting the GA4 data by data streams, check out this article: How to segment GA4 data by data stream

GA4 BigQuery Export schema

GA4 BigQuery Export schema refers to the format and structure of the GA4 data and the Firebase data that is exported to BigQuery from a GA4 property.

When you send data from a GA4 property to BigQuery, you use the default schema provided by Google.

You do not get the option of creating the data tables you want or setting the fields you want to see in the data table(s).

If you want to see your data tables with only the fields you want then you need to create your own schema (also called Custom Schema).

For step by step instructions on creating your GA4 custom schema, check out this article: BigQuery GA4 schema – Send Custom GA4 data to BigQuery

Backfilling GA4 data in BigQuery

Backfilling GA4 data means importing historical GA4 data into BigQuery.

By default, the GA4 data is imported to BigQuery only from the date you first connected your GA4 property to your BigQuery project.

If you want historical GA4 data in your BigQuery project, then you would need to backfill GA4 data in BigQuery. You can do that by using a third-party solution.

To learn more about backfilling GA4 data in BigQuery, check out this article: How to backfill GA4 data in BigQuery

Conversion Rate in Google Analytics 4

Just like GA3, GA4 also provides conversion rate metrics. However, unlike GA3, the GA4 provides conversion rate based on users (user conversion rate) and sessions (session conversion rate).

To learn more about the conversion rate metrics in Google Analytics 4, check out this article: GA4 Conversion Rate – How to find it and use it

Understanding the average metrics in Google Analytics 4

GA4 reports are full of average metrics like ‘average engagement time’, ‘average engagement time per sessions’, ‘engaged sessions per user’ etc.

But average metrics can provide muddy analytics insight if they are not calculated and interpreted correctly.

If you want to learn and calculate the average metrics correctly in your GA4 reports and get above average insight, then read this article: Google Analytics 4 Averages – Learn to Analyze & Report Above Average

Analyzing the organic search traffic in Google Analytics 4

Analysing the organic search traffic in GA4 is not straightforward. You would need to create custom reports.

I have come up with the following nine exploration reports that could help you with analyzing the organic search traffic in GA4:

1. Overview report
2. Landing pages report
3. Devices report
4. Browsers report
5. Countries report
6. Conversions report
7. E-commerce report
8. User flow report
9. Funnel report

For step by step instructions on creating and using these reports, check out this article: Organic Search Traffic Analysis in GA4 – Complete Guide

UTM Tracking in Google Analytics 4

Just like Universal Analytics, GA4 also provides custom campaign tracking via UTM parameters.

Through UTM parameters, you can send detailed information about a marketing campaign to GA4.

For example, through UTM parameters, you can send the following information about an email newsletter campaign to GA4:

#1 The name of the particular newsletter campaign which generated traffic and/or sales on your website.

#2 The name of the particular link within the newsletter campaign that generated traffic and/or sales on your website.

Without UTM parameters, GA4 will only tell you that you generated traffic and/or sales from email.

For step by step guide on learning and using the UTM parameters tracking in GA4, check out this article: utm_source, utm_medium, utm_campaign Parameters – GA4 (Google Analytics 4)

GA4 GAIQ Exam Preparation

Just like GA3, Google also provides the GAIQ exam for GA4. However, unlike GA3, passing the GA4 GAIQ exam is relatively easy.

As long as you are familiar with the GA4 user interface, you should not have much problem passing this exam.

If you want to pass the GA4 GAIQ exam, then check out this article: GAIQ (Google Analytics Individual Qualification) Exam Preparation 2022 (includes GA4)

Form Tracking in Google Analytics 4

If you have enabled enhanced measurement tracking in your GA4 property, you should see a new setting for form tracking.

This feature allows you to track form submissions in your GA4 property without any additional code or tagging.

For step by step instructions on enabling form tracking in GA4, check out this article: GA4 Form Interactions Tracking – Enhanced measurement

Google Analytics 4 Email Tracking

GA4 does not provide any report to track the performance of your email marketing campaigns.

You would need to create this report from scratch using the exploration report templates.

For step by step instructions, check out this article: How to track email campaigns and traffic in GA4

Tracking web pages with zero traffic in Google Analytics 4

Web pages with zero traffic are those pages which did not get any pageviews in a particular time period.

GA4 does not report on web pages with zero views. However, it reports on pages with zero views on certain days and one or more views on other days.

The web pages which are not viewed by your website visitors do not add any value to your business, traffic or conversions.

By identifying such web pages, you can either update them to increase their search engine ranking position or repurpose their content.

For step-by-step instructions on finding pages with zero traffic in GA4, check out this article: How to track web pages with zero traffic in Google Analytics

Google Analytics 4 Form Tracking with Google Tag Manager

You can track the forms embedded on your website in your GA4 property via GTM.

When a user successfully submits a form, you can fire the ‘generate_lead’ event on the ‘thank you’ page via GTM.

For step-by-step instructions, check out this article: GA4 Form Tracking via Google Tag Manager.

Google Analytics 4 Regex (Regular Expressions)

Regular expressions (aka regex) are used to check for a pattern in a string. 

By default, the GA4 property uses fully matches regex.

Fully matches regex means the regex fully matches a pattern in a string.

If you want to use partially matches regex in GA4, you would need to use metacharacters or use the ‘partially matches regex’ option (if available).

You will find regular expressions very useful in GA4 while setting up:

• Subproperties.
• Site search tracking without query parameters.
• Referral Exclusion.
• Data filters in the exploration report.
• Custom Events via GTM.
• Content groups.
• Audiences.

To learn more about the use of regex in GA4, check out this article: Google Analytics Regex (Regular Expressions) Tutorial

GA4 GDPR Compliance Checklist

Is your website really GDPR Compliant?

I asked this question because many businesses believe their website is GDPR compliant just because they display a cookie consent pop-up.

But GDPR compliance goes way beyond pop-ups.

Recently a business contacted us. They were fined ($25k) for violating the GDPR guidelines.

All this time, they thought they were compliant. Guess what. Their cookie consent pop-up didn’t help much.

If you are processing the personal data of EU Citizens (and you may not even know about it), then you must comply with GDPR regardless of where you live on this planet.

GDPR Compliance is not easy as displaying a pop-up on the website.

Many companies hire full-time employees (Data Protection Officers) just to maintain GDPR compliance.

That’s why I developed this checklist to become GDPR compliant, esp. with Google Analytics 4.

Learn more – Google Analytics 4 GDPR compliance checklist

Excluding URL Query Parameters in GA4

You can reduce the impact of  ‘(Other)’ in GA4 Reporting by removing all the unwanted query parameters from your page path before you send the page tracking data to GA4. 

Check out this article for more details >> How to Exclude URL Query Parameters in Google Analytics 4

Removing the (other) row in GA4

If you want to remove the (other) row from appearing in your GA4 reports, then should work on avoiding cardinality wherever possible.

Use the following methods to remove the (other) row in your GA4 reports:

1) Exclude all unwanted URL query parameters in GA4

2) Avoid high cardinality dimensions.

3) Use pre-defined dimensions wherever possible.

4) Avoid creating complex reports.

5) Use GA4 360.

6) Export GA4 data to BigQuery.

7) Create an exploration report.

8) Use expanded data sets.

9) Avoid data sampling.

To learn more, check out this article: How to remove (other) in GA4 reports and avoid Cardinality.

Fixing unassigned traffic in GA4

Unassigned traffic in GA4 refers to the website traffic that is not attributed to any specific channel group.

Technically speaking, ‘Unassigned’ is a default channel group dimension in GA4 which can have event scope, user scope or session scope.

Use the following methods to fix the unassigned traffic in GA4

1. Use UTM parameters to tag URLs
2. Use auto-tagging to tag URLs
3. Always supply source, medium and campaign information when tagging URLs with UTM parameters.
4. Create UTM parameters that follow GA4 default channel rules wherever possible.
5. Memorize channel rules and definitions for accurate tagging.
6. Make sure that the source and medium information is not dropped because of technical issues.
7. Missing or unrecorded “session_start” event could cause unassigned traffic.
8. In GA4, if you send data through the Measurement Protocol without the ga_session_id parameter, all such traffic would be labelled as unassigned website traffic.

For more details, check out this article: What is unassigned traffic in GA4 and how to fix it.

Use tools that supplement GA4

I used to recommend tools like ‘Matomo‘ or ‘Oribi‘ as GA4 alternatives.

Over time I concluded that you don’t need these tools. In fact, you don’t need any GA4 alternative.

You need a tool that supplements GA4 and does not compete with it. Tools like ‘ahrefs‘ and ‘semrush‘.

Though I used both of these tools, I like ‘ahrefs’ much more as it is easier to use.

Just like GA4, the GA4 alternatives are no good at providing keywords insight.

And if you are into organic and/or paid search marketing, you need access to tons of keyword data.

You want to know:

• Which keywords send you the most traffic?
• Which keywords are worth targeting and bidding on?
• Which keywords are your competitors targeting?
• Which keywords send the most traffic to a particular landing page?

You want to:

• Track the ranking of your keywords.
• Check the backlinks, referring domains and overall website health.
• Do keyword research.
• Do website audits to find and fix SEO issues.

GA4 and its alternatives can not provide you with such insight.

GDPR, ever-increasing privacy regulations and browser restrictions have crippled these web analytics tools in terms of providing keywords data.

So you can no longer rely just on traditional web analytics tools to optimise your search marketing campaigns.

You would need paid tools like ahrefs/semrush.

For 99% of businesses, ahrefs/semrush + free version of Google Analytics is all they need.

I have used many web analytics tools over the years.

Most of these tools don’t hold a candle to GA in terms of features and usability, and the ones that do, are just too difficult/expensive to use.

Unless GA is banned in your country or is prohibited by your company, there is no point in paying for a web analytics tool.

All web analytics tools face the same browser and privacy restrictions as the free tools and do not provide keyword data.

Companies buy paid web analytics tools hoping to get some magical/hidden insight.

But they forget that it is not the tool but the person using that tool that brings the real difference.

For 99% of businesses, the free version of GA is all they need.

One thing that bugs me greatly is that GA4 does not provide session recordings and heatmaps.

Other tools charge dearly for these features, and when you get millions of visitors, you don’t want to pay thousands of dollars a month just to get these two features.

I am on a mission to reduce my reliance on paid tools. I use too many paid tools. So I found a good alternative.

I now use ‘Microsoft Clarity‘ just for the purpose of getting session recordings and heatmaps.

‘Microsoft Clarity’ is a web analytics tool from Microsoft.

It is not as good as GA4, but it does provide features that GA4 lack (hint: session recordings and heatmaps).

It is super easy to install and use, and it’s free. You can have unlimited recordings and heatmaps.

You can skip users’ inactivity, monitor scroll behaviour, and log mouse movement and clicks.

Give it a try. You won’t regret it.

Full page URLs in Google Analytics 4

To track subdomain traffic in GA4, you need to view full-page URLs in reports. But by default, only the request URI shows in GA4 reports.

To view the full page URLs follow the steps mentioned in this article >> How to view full page URLs in GA4?

Other articles related to GA4 (Google Analytics 4)

#1 Google Analytics 4 Intro

1. What is GA4 (Google Analytics 4) – The Apps + Web Property?
2. Key Benefits of Using Google Analytics 4 (GA4)
3. GA4 Migration Guide – Learn to upgrade to GA4 from GA3 via checklist
4. Google Analytics 4 (GA4) vs Universal Analytics – What is the Difference?
5. GA4 vs GA4 360 – Pricing, Limits, Billing and More
6. Google Analytics 4 Training & Tutorial with FREE GA4 ebook

#2 Google Analytics 4 Property

1. Google Analytics Account Hierarchy (Structure Explained)
2. Understanding Google Analytics Measurement ID (GA4)
3. Google Signals GA4 – See Demographics (Gender, Age) in Google Analytics 4
4. Using the GA4 (Google Analytics 4) Test Property
5. Google Analytics 4 Sub Properties Tutorial
6. Roll up Property in Google Analytics 4 (GA4) – Tutorial

#3 Google Analytics 4 Integrations

1. How to connect GA4 (Google Analytics 4) with Google Data Studio
2. How to link GA4 (Google Analytics 4) with Google Ads
3. How to link Google Search Console to Google Analytics 4 (GA4)
4. How to Install Google Analytics 4 on Shopify
5. GA4 Firebase Integration – Correctly Add App Data Streams to GA4 Property

#4 Google Analytics 4 Events

1. GA4 (Google Analytics 4) Event Tracking Setup Tutorial
2. Understanding Event Parameters in Google Analytics 4 (GA4)
3. Recommended Events in Google Analytics 4 (GA4)
4. Enhanced Measurement Events in Google Analytics 4 (GA4)
5. Automatically Collected Events in Google Analytics 4 (GA4)
6. How to Set Up GA4 Custom Events via Google Tag Manager
7. Events Report in Google Analytics 4 (GA4)
8. How to Rename Events in Google Analytics 4 (GA4)
9. How to Use Google Analytics 4 Event Builder
10. GA4 Form Interactions Tracking – Enhanced Measurement

#5 Google Analytics 4 Conversions

1. Google Analytics 4 Conversion Tracking Guide – GA4 Goals
2. How to Import Conversions from GA4 Property to Your Google Ads account
3. GA4 Conversion Rate – How to find it and use it

#6 Google Analytics 4 Dimensions

1. GA4 (Google Analytics 4) Dimensions Tutorial
2. GA4 (Google Analytics 4) Custom Dimensions Tutorial
3. GA4 User Properties (User Scoped Custom Dimensions) – Tutorial
4. Event Scoped Custom Dimensions in GA4 – Tutorial

#7 Google Analytics 4 Metrics

1. GA4 (Google Analytics 4) Metrics Tutorial with Free Google Analytics 4 Ebook
2. GA4 (Google Analytics 4) Custom Metrics Tutorial
3. What are Predictive Metrics in Google Analytics 4 (GA4)

#8 Google Analytics 4 Ecommerce

1. GA4 (Google Analytics 4) Ecommerce Tracking via GTM – Tutorial

#9 Google Analytics 4 Specialized Tracking

1. GA4 (Google Analytics 4) Enhanced Measurement Tracking Tutorial
2. Cross Domain Tracking in GA4 (Google Analytics 4) Setup Guide
3. GA4 Site Search – Tracking Site Search in Google Analytics 4
4. GA4 (Google Analytics 4) Scroll Tracking Tutorial
5. Self-referral Google Analytics 4 – Referral exclusion GA4
6. GA4 (Google Analytics 4) Data Import Tutorial
7. Google Analytics 4 Content Grouping – Create Content Groups in GA4
8. How to Track Single Page Apps in Google Analytics 4 (GA4)
9. utm_source, utm_medium, utm_campaign Parameters – GA4 (Google Analytics 4)
10. GA4 Form Tracking via Google Tag Manager

#10 Google Analytics 4 filters

1. GA4 filters – Understanding Data Filters in Google Analytics 4
2. How to Create and Test Filters in Google Analytics 4 (GA4)?
3. Exclude Internal Traffic in GA4 (Google Analytics 4) via IP Filter

#11 Google Analytics 4 Explorations

1. Free Form Report in GA4 (Google Analytics 4) – Exploration Report
2. How to Use the User Lifetime Report in Google Analytics 4 (GA4)
3. How to Use Path Exploration Report in GA4 (Google Analytics 4) – Path Analysis
4. How to Use Segment Overlap Report in Google Analytics 4 (GA4)
5. How to Use the Funnel Exploration Report in GA4 (Google Analytics 4) – Funnel Analysis
6. Cohort Exploration Report in Google Analytics 4 (GA4)
7. How to Create Landing Pages Report in GA4 (Google Analytics 4)
8. How to Create Google Ads report in GA4 (Google Analytics 4)
9. How to Segment GA4 Data by Data Stream
10. Organic Search Traffic Analysis in GA4 – Complete Guid
11. How to Track Email Campaigns and Traffic in GA4 e
12. Google Analytics 4 (GA4) Outbound Links Tracking
13. How to view full page URLs in GA4?

#12 Google Analytics 4 Advanced

1. Understanding Google Analytics 4 Sessions
2. GA4 (Google Analytics 4) Measurement Protocol Tutorial
3. How to Build Comparisons (Advanced Segments) in Google Analytics 4 (GA4)
4. Understanding Automated Insights in Google Analytics 4 (GA4)
5. Understanding Channel Groupings in Google Analytics 4 (GA4)
6. Understanding Data Sampling in Google Analytics 4 (GA4)
7. Google Analytics 4 Regex (Regular Expressions) Tutorial
8. Google analytics 4 GDPR compliance checklist
9. How to Exclude URL Query Parameters in Google Analytics 4

#13 Google Analytics 4 Reports

1. How to Create Custom Insights in Google Analytics 4 (GA4)
2. How to Use Debug View Report in Google Analytics 4 (GA4)

#14 Google Analytics 4 Attribution

1. Guide to Attribution Models in GA4 (Google Analytics 4)
2. How to Change Attribution Models in GA4 (Google Analytics 4)?
3. GA4 (Google Analytics 4) Conversion Paths Report in Attribution
4. GA4 (Google Analytics 4) Model Comparison Report in Attribution
5. Advertising Snapshot in GA4 (Google Analytics 4) Attribution
6. GA4 Attribution Modelling Tutorial

#15 Google Analytics 4 Audiences

1. GA4 Audiences – Creating Custom Audience in Google Analytics 4
2. How to Create a Remarketing Audience in Google Analytics 4 (GA4)
3. Understanding Audience Triggers in Google Analytics 4 (GA4)
4. Google Analytics 4 (GA4) Predictive Audiences – Tutorial

#16 Google Analytics 4 BigQuery

1. GA4 BigQuery – Connect Google Analytics 4 with BigQuery
2. BigQuery GA4 Schema – Send Custom GA4 Data to BigQuery
3. How to Backfill GA4 Data in BigQuery
4. How to Connect and Export Data from GA4 to BigQuery

Frequently Asked Questions About Google Analytics 4 (GA4)