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.

Google Analytics 4, often referred to as GA4, is Google’s next-generation analytics tool. It replaces Universal Analytics (UA) and provides a more comprehensive and privacy-focused approach to understanding how users interact with websites and apps. Instead of relying heavily on cookies and session-based tracking, GA4 uses event-based data collection, offering a more flexible and future-proof way to analyse customer journeys.

Launched officially in 2020, GA4 has become the new standard for tracking web and app performance. Google stopped processing new data in Universal Analytics in 2023, making GA4 the default platform for all Google Analytics accounts.

Why Google Introduced GA4

GA4 was developed to address changes in how people browse the web and interact with digital platforms. With privacy laws such as GDPR and CCPA limiting cookie use, traditional tracking methods have become less reliable. GA4 focuses on user-centric data, giving marketers a clearer picture of the entire customer journey, from the first visit to conversion.

It also integrates seamlessly with Google Ads, Search Console, and other marketing tools, allowing businesses to track performance and optimise campaigns from one central platform.

How GA4 Differs from Universal Analytics

The main difference between GA4 and the previous Universal Analytics lies in the data model. Universal Analytics measured activity through sessions and pageviews, while GA4 tracks all interactions as “events.” This means every user action such as a click, scroll, purchase, or video play is recorded individually.

This shift provides more flexibility and granularity, helping businesses analyse specific behaviours and customise their tracking setup.

Other key differences include:

  • Cross-platform tracking: GA4 can combine data from websites and mobile apps, giving a unified view of user behaviour.

  • Enhanced privacy controls: It uses predictive modelling to estimate user activity while respecting privacy restrictions.

  • AI-powered insights: GA4 automatically highlights trends and opportunities based on user data.

  • Simplified goals: Instead of multiple goal types, GA4 uses event-based conversions, making it easier to measure key actions.

Key Features of Google Analytics 4

1. Event-Based Tracking

GA4 tracks everything as an event, including pageviews, clicks, purchases, and engagement. This structure allows for more customisable reporting and better understanding of user behaviour.

2. Cross-Device Measurement

Modern users switch between devices when browsing or shopping. GA4 connects data from web and app sources, helping businesses see the full customer journey across smartphones, tablets, and desktops.

3. Predictive Metrics

Using machine learning, GA4 can predict future actions, such as the likelihood of a user making a purchase or returning to your site. These insights help businesses optimise campaigns and budgets.

4. Improved Reporting Interface

GA4’s reporting dashboard is streamlined and focuses on key insights. Reports like Acquisition, Engagement, Monetisation, and Retention replace the complex menu structure of Universal Analytics, making data easier to navigate.

5. Enhanced Integration with Google Ads

GA4 connects more closely with Google Ads, allowing advertisers to track conversions more accurately and build remarketing audiences based on specific user interactions.

6. Privacy-Centric Design

With global privacy regulations tightening, GA4 limits reliance on cookies and uses aggregated data where necessary. This ensures compliance without sacrificing insight quality.

Benefits of Using GA4 for Businesses

Better Understanding of User Journeys

By tracking users across multiple platforms, GA4 gives a clearer picture of how people interact with your brand before converting.

More Accurate Conversion Tracking

With event-based data and cross-device integration, businesses can measure conversions more precisely, even when users switch between devices.

Smarter Decision-Making with Predictive Analytics

GA4’s machine learning models help forecast customer actions, allowing you to identify high-value users and adjust marketing strategies proactively.

Adaptability for the Future

As data privacy laws evolve and third-party cookies phase out, GA4’s flexible, event-driven structure ensures your analytics remain effective in the long term.

Enhanced Local SEO Insights

For local businesses, GA4 helps track how users find and interact with your site from local searches, helping you refine your Google Business Profile and target specific regions more effectively.

How to Set Up Google Analytics 4

Setting up GA4 is straightforward, but it requires careful configuration to ensure accurate data collection.

  1. Create a GA4 property: In your Google Analytics account, create a new property and follow the setup wizard.

  2. Install the tracking code: Add the GA4 global tag to your website, either manually or via Google Tag Manager.

  3. Configure data streams: Connect your website and mobile app (if applicable) to gather cross-platform data.

  4. Set up events and conversions: Identify the key user actions you want to track, such as form submissions or purchases.

  5. Link Google Ads and Search Console: Integrate these tools to connect advertising and SEO insights.

Once your setup is complete, you can start viewing reports and exploring insights about user engagement, demographics, and conversions.

Common Mistakes to Avoid

When transitioning to GA4, many businesses make the mistake of assuming it functions like Universal Analytics. To avoid data gaps and inaccuracies:

  • Review your tracking setup to ensure all important events are recorded.

  • Update internal reports to align with GA4’s metrics and structure.

  • Give the platform time to gather data before making performance comparisons.

Final Thoughts

Google Analytics 4 represents a major evolution in how businesses track and understand digital behaviour. By focusing on event-based tracking, cross-device measurement, and predictive analytics, GA4 provides deeper insights into customer journeys while prioritising privacy and future readiness.

For businesses invested in SEO and digital marketing, mastering GA4 is essential. It helps you measure success more accurately, optimise campaigns, and make smarter data-driven decisions.

At Lillian Purge, we help businesses set up and optimise Google Analytics 4 to ensure accurate reporting and stronger performance insights. By combining advanced analytics with local SEO strategy, we help clients track results effectively and achieve measurable growth.

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.