WHAT IS GOOGLE ANALYTICS 4?

At Lillian Purge, we specialise in Local SEO Services and have developed an easy-to-follow guide on What is Google Analytics 4, so you can understand the new features and differences compared to Universal Analytics.

When I speak to business owners about their website performance many tell me they used to understand Google Analytics but now they feel completely lost. In my opinion this is one of the most common reactions since Google replaced Universal Analytics with Google Analytics 4. GA4 looks different, works differently and measures data in a completely new way. It is more powerful but also more confusing at first. I believe understanding GA4 is essential because it helps you make smarter marketing decisions and gives you insights into how people actually use your website.

Google Analytics 4 is the latest version of Google’s website analytics platform. It tracks the behaviour of visitors by using events rather than sessions. This means it measures what people actually do rather than simply counting visits. GA4 gives deeper insights, better tracking of user journeys and stronger reporting for businesses that use multiple devices or platforms. It is also designed to be more future proof because it relies less on cookies and focuses more on machine learning and privacy.

In this guide I want to explain what Google Analytics 4 is, how it works, why it is different from Universal Analytics, why it matters for local businesses and how to understand the most important features. I will also share my own views based on what I have seen with clients because GA4 can be confusing at first but once you understand it everything becomes easier.

What Google Analytics 4 actually is

Google Analytics 4 is an analytics platform that tracks how people use your website or app. Google created it to replace Universal Analytics which was designed many years ago when websites were simpler. Today people browse on mobiles, apps, tablets, laptops and smart devices which means Google needed a new system that could track behaviour across all platforms in a consistent way.

GA4 measures user behaviour by tracking events. An event is any action such as a click, scroll, form submission or page view. This gives you far more detail about what people do on your website. Universal Analytics focused mainly on sessions which limited how much you could understand about individual behaviour.

In my opinion GA4 is a more modern and flexible way of tracking because it reflects how people interact with websites today.

Why Google replaced Universal Analytics with GA4

Universal Analytics had several limitations that Google could no longer ignore. It relied heavily on cookies which are becoming less reliable due to privacy regulations. It counted sessions which do not make much sense in a multi device world. It could not track app traffic and website traffic together properly. It also struggled with advanced measurement tasks such as user journeys across multiple platforms.

Google created GA4 to fix all of these problems. GA4 uses event based tracking. It uses machine learning to fill data gaps. It works on websites and apps simultaneously. It offers more accurate cross device measurement. It provides richer insight into user behaviour and conversions.

I believe Google also introduced GA4 to prepare for a future where cookie tracking becomes even more limited. GA4 is designed to work with or without cookies.

The biggest differences between GA4 and Universal Analytics

When I compare GA4 and Universal Analytics the differences are massive. Understanding them will help you adjust your approach.

GA4 uses events instead of sessions

Universal Analytics grouped activity into sessions. GA4 focuses on individual events. This means you get much more detail about user interactions.

GA4 tracks users across devices

Universal Analytics struggled to recognise the same user across different devices. GA4 uses user based tracking which is far more accurate.

GA4 is privacy focused

GA4 uses less personal data, relies less on cookies and uses predictive modelling to fill in gaps.

GA4 integrates websites and apps

If your business has both a website and an app you can track them in the same property.

GA4 has simpler metrics

Universal Analytics had hundreds of metrics that confused people. GA4 focuses on smaller sets of meaningful data such as engagement, events and conversions.

GA4 requires configuration

Universal Analytics tracked many things automatically. GA4 needs more setup which gives you more control.

In my opinion the shift from sessions to events is the biggest change. It requires a different mindset but once you get used to it you realise it offers much better insight.

Why Google Analytics 4 matters for all businesses

You cannot track your website performance properly without GA4 because Universal Analytics stopped processing data. This means GA4 is no longer optional.

Businesses need GA4 for several reasons:

  • to understand how users behave

  • to see where traffic comes from

  • to measure conversions

  • to identify weak pages

  • to monitor SEO performance

  • to improve ads through better tracking

Without analytics you are guessing. GA4 gives the clarity needed to make smarter decisions.

I believe the businesses that learn GA4 early will have a strong advantage because they will understand their performance better than competitors who rely on assumptions.

The GA4 interface explained in simple terms

When you open GA4 the first thing you see is the Reports section. This is where most people spend their time because it shows traffic, engagement and conversions. The interface is divided into several areas.

Home

This gives an overview of recent activity including how many users you had, how many engaged sessions took place and which pages were most active.

Reports

This section includes the Life cycle and User categories. You can see traffic sources, pages viewed, retention and location data.

Explore

This is where you build custom reports such as funnels, path explorations and detailed analysis. It is very powerful but requires some learning.

Advertising

This section shows how your paid ads are performing and how they contribute to conversions.

Admin

This is where you configure your GA4 property, connect integrations, set data retention and activate events.

In my experience most people only use the Reports section at first but Explore becomes valuable once you understand your data needs.

Understanding the key GA4 metrics

GA4 removed many traditional metrics such as bounce rate and sessions per user. Instead it focuses on engagement and events.

Here are the most important GA4 metrics to understand.

Users

Users represent unique visitors. GA4 uses a more accurate method to count them.

New users

This shows how many first time visitors you received.

Sessions

A session is a period of continuous activity but GA4 counts fewer sessions because events rather than page views define the session.

Engaged sessions

A session becomes engaged if the user spends more than ten seconds on your site, views multiple pages or triggers a conversion.

Engagement rate

This is the opposite of bounce rate. It shows the percentage of sessions where users actually interacted.

Events

These are actions taken by users such as clicks, scrolls, page views, video plays and form submissions.

Conversions

You can mark important events as conversions. These could be purchases, form submissions, calls or sign ups.

Views

This shows how many times your pages were viewed.

Average engagement time

This shows how long users actively engage with your content.

I believe engagement rate is one of the most useful metrics because it reflects how effective your content is at keeping people interested.

How GA4 tracks events automatically

GA4 includes enhanced measurement which tracks several events without needing manual setup:

  • scroll depth

  • outbound clicks

  • site search

  • video engagement

  • file downloads

  • page views

This means you get more insight from day one.

However I believe the real power comes from custom events. You can track anything meaningful such as:

  • form submissions

  • button clicks

  • add to cart

  • remove from cart

  • appointment bookings

  • newsletter sign ups

These custom events give you deeper understanding of user behaviour.

The importance of setting up conversions in GA4

Conversions are the actions that matter most to your business. In GA4 you need to tell Google which events count as conversions.

For example:

  • a solicitor may track contact form submissions

  • a plumber may track click to call actions

  • an ecommerce store may track purchases and add to carts

  • a gym may track free trial sign ups

If you do not set conversions you cannot measure the success of your marketing. I believe every business should set at least one primary conversion and several secondary conversions.

How GA4 measures acquisition and traffic sources

One of the most important areas in GA4 is the Traffic acquisition report. This shows how people found your website. You can see:

  • organic search

  • paid search

  • social

  • direct

  • referral

  • email

  • other campaigns

You can also see how each source performs in terms of engaged sessions, events and conversions.

In my experience this report is essential for deciding where to invest time and money. If organic is strong and social is weak you may decide to improve your social presence. If paid ads perform well you may increase your budget.

How GA4 helps improve SEO

Although GA4 is not an SEO tool it plays an important role in understanding your organic performance. GA4 tells you:

  • how many organic users you received

  • which pages organic users view most

  • how long they spend on those pages

  • which pages convert best

  • which pages have weak engagement

You can combine this with Search Console which tells you:

  • the keywords you rank for

  • your average position

  • your click through rate

Together they show both visibility and effectiveness.

In my opinion the businesses that combine GA4 and Search Console get the clearest SEO insights.

How GA4 supports paid advertising

Paid ads need accurate tracking. GA4 shows the performance of your ads by tracking:

  • conversions

  • cost per result

  • user journeys

  • landing page behaviour

  • attribution paths

The attribution section shows which channels assisted conversions. For example a user might have clicked a Facebook ad but converted through organic search. GA4 credits both channels proportionally.

This helps you understand the true value of your ads and improve your strategy.

Why GA4 is more privacy focused

Privacy laws such as GDPR and increasing restrictions on cookies mean analytics need to change. GA4 uses modelling and machine learning to fill in gaps where data cannot be tracked. It stores less personal data and uses anonymised identifiers.

This makes GA4 more compliant with future regulations.

I believe this also means businesses must rely more on meaningful events and conversions rather than outdated metrics.

How GA4 uses machine learning

GA4 uses predictive modelling to estimate behaviour when tracking is limited. It can also show predictive metrics such as predicted revenue and purchase probability for ecommerce stores.

These insights help businesses understand user intent and potential growth opportunities.

Why GA4 can feel confusing for beginners

GA4 looks different, uses new terminology and presents data in a new format. Many people grew comfortable with Universal Analytics and find the transition difficult.

Common reasons for confusion include:

  • fewer default reports

  • more emphasis on configuration

  • new metrics such as engagement rate

  • event based tracking

  • different navigation

I believe anyone can learn GA4 with guidance but it requires a mindset shift.

How to get comfortable with GA4

If I had to show someone how to get comfortable with GA4 quickly I would recommend focusing on five key areas:

1. Traffic acquisition

This shows where your visitors came from.

2. Pages and screens

This shows which pages get the most views.

3. Events

This shows what people do on your website.

4. Conversions

This shows how many important actions occur.

5. User demographics

This shows who visits your website and from which area.

If you understand these five areas you understand the heart of your website performance.

GA4 for local businesses

Local businesses benefit from GA4 because it helps identify:

  • which towns visitors come from

  • which service pages attract the most interest

  • how often people click your phone number

  • which pages lead to contact form submissions

  • how long local users stay on the website

You can also track micro conversions such as:

  • click to call

  • click to email

  • opening hours viewed

  • scrolling to address

  • interaction with maps

These small events show strong local intent.

In my opinion GA4 gives local businesses a level of clarity they never had before.

How GA4 changes the way we measure performance

Universal Analytics encouraged people to focus on bounce rate, sessions and page views. GA4 shifts the focus to engagement, user behaviour and outcomes. This means you look at quality rather than quantity.

For example instead of asking how many visits did I get you now ask:

  • how engaged were those visits

  • how many conversions came from organic search

  • which user path leads to the most enquiries

  • which town brings more valuable customers

This shift leads to better decisions.

Practical examples of what GA4 can reveal

Example 1: A solicitor sees high organic traffic but low conversions

GA4 reveals that users drop off after reading the service page. This could mean the content needs improvement, the call to action is weak or the page is slow.

Example 2: A plumber finds that most visitors come from mobile

GA4 shows that the contact button is too small on mobile. Adjusting it increases calls.

Example 3: A gym learns that users often watch videos but do not sign up

GA4 event tracking shows where users lose interest which suggests the signup page needs simplifying.

Example 4: An ecommerce store discovers that 30 percent of conversions come from email

GA4 attribution helps the business increase email marketing because it contributes strongly to sales.

These insights only appear when GA4 is implemented properly.

Common mistakes businesses make with GA4

I have seen several common mistakes that prevent businesses from using GA4 effectively.

Not setting up conversions

Without conversions GA4 cannot measure success.

Not linking GA4 with Search Console

This hides important SEO visibility data.

Not installing the pixel correctly

This breaks reporting and prevents accurate targeting.

Ignoring event tracking

Without events you lose behavioural insights.

Expecting Universal Analytics style reports

GA4 works differently so old habits do not apply.

Avoiding these mistakes helps you get accurate and actionable data.

Why GA4 is an essential tool for decision making

GA4 reveals how people use your website, what content they find useful, which channels bring the best visitors and what actions lead to revenue. It removes guesswork and provides evidence.

For example GA4 can show:

  • that organic search brings the best converting visitors

  • that Facebook ads generate attention but not conversions

  • that your blog content attracts local traffic

  • that certain pages cause users to leave quickly

  • that users from certain towns convert more often

These insights guide your SEO strategy, Google Ads strategy, social media approach and website improvements.

In my opinion GA4 is not just a data tool. It is a business planning tool.

Why Google Analytics 4 is the most important analytics upgrade in years

When I put everything together I believe Google Analytics 4 is a major step forward for understanding user behaviour. It measures actions not sessions. It gives deeper insight into how people interact with your business. It works across devices. It supports privacy changes. It integrates with modern marketing tools and it offers meaningful reports that reflect today’s digital world.

GA4 can feel confusing at first but the benefits become obvious once you understand the core concepts. It helps you track conversions properly, improve your SEO, measure your advertising performance and understand your audience. It also prepares your business for a world where traditional tracking becomes less reliable.

If you take time to learn GA4 you will make better decisions based on real data. In my experience the businesses that embrace GA4 early get ahead of competitors because they understand what is actually happening on their website rather than guessing.

We have also written in depth articles on What is Google Analytics and What is Organic Traffic Google Analytics as well as our Google Analytics Hub to give you further guidance.