In October 2020, Google revealed Google Analytics’s most notable change: Analytics Google 4.

There is a lot to be learned from major releases and it is normal to ask if your career or company could be affected.

While we have heard no evidence that conventional GA will be in the near future, new properties are now defaulting to GA4. This is an indication that it is worth prioritizing mastering Google Analytics 4.

Google Analytics 4: What’s Changed?

The new assets (formerly named ‘App+Web’) of GA4 (Google Analytics 4) have been used to merge website and mobile data into a single collection of reports that allow you to conduct cross-platform analyzes. This is done by collecting information from the mobile app and website (using Firebase) (using the Global Site Tag or Google Tag Manager).

GA4 uses a very different data structure and logic for data processing. Both the users and activities now are built-in—not the sessions we were used to. Each user interaction is processed as a standalone event in an event-based model. This transition is notable because we have focused traditionally on a model built on a session that consolidated user experiences over a given time period. The shift from sessions to events gives advertisers great advantages, such as network analysis and increased ability to analyze the pattern. GA4 is more scalable and better able to forecast consumer behavior by switching to an event-based model.

Though GA4 properties allow people to be tracked via apps and pages, do not be fooled, even though you have only one Website, they are super strong. They have new functionality (such as ‘Enhanced measuring’) and they can transfer data to other Google Analytics features, such as scroll-depth, outbound connections, web, embedded YouTube streams, and files downloads. They also unlock reports to encourage the audience to analyze in new ways, such as ad-hoc funnel and road analysis.

The first thing you can find after you have generated a GA4 property will actually be a property containing records on all your data sources (called ‘Data Streams’). Please do not reportable views. If you delve into the Analysis area, you can see advanced reporting options, but it looks like a pared-down version of Google Analytics.

Here are some highlights:

  • Audiences offer strong segmentation. They can be generated by combining dimensions, metrics and events.
  • You will measure various dimensions of your reports by comparison. These may also be used for reporting on granular analysis of audiences.
  • When you read reports, attribution can be changed. You can, for example, choose from the following attribution options if you apply a comparison of “Purchases” to the report; last-click, last-cross-channel, last-click preferred ads and last-person interaction preferred by Google Ads.
  • By modifying the dimension, incorporating contrast and updating the attribution model, you will personalize results.
  • No view filters are available. In your reports, filters are developed and added.


Should I set up a GA4 property?

Yes, new monitoring and reporting capabilities are taken advantage of. And I currently propose that you parallel your existing standard Universal Analytics property to set up your GA4 property.

What if I only have a website?

You can create a new GA4 property if you are looking for access to new versatile reporting options such as an ad-hoc funnel and a route review.

Should I switch to only using a GA4 property?

In most instances, the current Google Analytics property can continue to submit results. This ensures that you submit data to two properties to take account of the various reports in the separate properties available.

What is an ‘event’ in a GA4 property?

Events are mostly used to complement pageviews in a normal Google Analytics view. For example, you would use event monitoring to detect an activity that occurs inside a website. An event is whatever you are tracking in a new GA4 property. As a Google Analytics event, for instance, a page visit is sent as a session, and transactions are sent as events when a session begins. Everything you monitor will be forwarded as a case. This is intended to satisfy individual websites and smartphone applications’ needs for monitoring.

What’s new inside GA4 properties?

Here is a rundown of the GA4 properties for reports and configuration choices.


  • Home: This data shows the overall number of visitors, activities, conversions and property revenues. You will see the patterns for user participation and other top-level information about the platform and application. It’s similar to the ‘Home’ report in a standard reporting view.
  • Realtime: A global map of the people visiting your Website and the app is presented in this article. At the bottom of the report are the number of users and other information. To browse the individual users and their real-time involvement with your homepage and application, please click ‘View Snapshot.’
  • Acquisition: These reports provide descriptions about how users find the site. The report on ‘user acquisition’ contains the marketing platforms used to locate your website initially. During each session, the report “Traffic Acquisition” tells you the marketing channels.
  • Engagement: You can understand these reports on the pages you visit on your website (and screens in your mobile app). In addition to viewing the content, the reports often provide high-level indicators for the number of users involved with the website and application. The metrics are dependent on Daily Active Users (DAU), Weekly Monthly Users (WAU), and Monthly Active Users (MAU).
  • Monetization: These reviews inform you of the importance that you create in your website and in your app, as the name suggests. The “Purchases for Commerce” survey, for example, contains all information about the goods that customers buy from your website (you will need to implement eCommerce tracking to see data in the report).
  • Retention: This report includes cohorts, so you can see how often people come back to your website.
  • Demographics: Information of your users’ geographical area, sex, preferences, age ranges, and languages are included in this study. Much as in a normal view of news, some of these demographics are calculated using publicity cookies from Google.
  • Technology: This study provides information about how apps are tracked. You may use the Online reports for details about the computers and browsers users use, for example, while you are gathering information from your website.

Events Report:

  • Conversions: The report allows you to view your website and application for the amount of conversions. You can use current events in Google Analytics that are already available or configure new events in your reports as conversions.
  • All Events: This report covers the various incidents that Google Analytics has captured. Since events may be used to report flexibly, by selecting the ‘Parameter Reporting’ tab you can display parameters (additional data) that have been sent with events.

Explorer Reports:

  • Analysis Hub: Store all reports for easy access, uploading, copy and share of your customized review. You may also make new analytical reports for route testing, scanning and more through the Research Hub.
  • Exploration: You will generate analytical reports on graphs, donut charts, lines, disperse charts and geographic maps.
  • Segment Overlap: This allows you to build and compare different viewer samples and see if there are overlaps. Users, sessions, and events can all be used to build segments.
  • Funnel Analysis: This allows you to make impromptu funnel visualizations You may make a ‘Standard Funnel,’ which shows how users complete steps, or a ‘Trended Funnel,’ which shows patterns for each funnel step. You may also choose to ‘Make Open Funnel,’ which will allow people to join the funnel at any point.
  • Path Analysis: Lets you see how people travel through your website and app with a tree graph, similar to what you would find in the flow-style reports in a standard reporting view.
  • User Explorer: Allows you to drill down to view individual user actions and segment your users.
  • Cohort Analysis: Allows you to divide users into groups depending on time scales. You may, for example, build a cohort report to see how long it takes people to convert.
  • User Lifetime: Allows you to generate reports of user lifetime metrics. This allows you to see your users’ overall worth, even though they purchased outside of the latest date window.

Property Configurations:

  • Property Settings: Allows you to change the property’s name, as well as choose a default business type, reporting time zone, and currency.
  • Data Streams: Similar to ‘Tracking Information’ in a standard property, but allows you to link to Firebase projects, configure ‘Enhanced Measurement’ (to automatically track scroll-depth, outbound links, and more), view the ‘Measurement ID’ for the property, and connect to other Google Analytics data streams.
  • Data Settings: Allows you to set the duration of data protection for incidents. The maximum period is two months, but it can be extended to fourteen months.
  • Default Reporting Identifying: Allows you to choose if consumers are recognized. The property can use a mix of a user ID and system ID by default. You may, however, choose to only use user ID.

Account Configuration Options:

  • Data Filters: There are actually only a few filters that can be added to GA4 properties. You can, for example, block traffic based on its IP address.


One of the most effective campaign tools is an analytics platform. It aids in the development of a better understanding of website traffic and user behavior while on the net. Better marketing choices are the product of better analytics insights. GA4 is the analytics update we’ve all been waiting for. It gives advertisers greater freedom and a way to forecast user behavior while maintaining user privacy. GA4’s versatility and improved perspectives are more than worth it after you’ve been over the learning curve.