Google Analytics

GA4 uses an event based model that tracks user interactions across devices. It replaces Universal Analytics, adds cross platform reporting, and focuses on engagement and conversion metrics instead of sessions alone.

Mark important events like form_submit, purchase, or generate_lead as conversions in GA4 Admin. You can create new events with conditions, then toggle them to count as conversions for clearer performance reporting.

Explorations are custom analyses that let you build funnels, pathing, and segment overlap. Use them to answer deeper questions, validate hypotheses, and visualize user journeys without exporting data.

GA4 offers data driven attribution that evaluates all touchpoints. Compare models in the Advertising workspace to see how paid, organic, email, and social contribute to conversions before you reallocate budget.

Consent Mode helps respect user privacy and still model gaps when cookies are denied. Server side tagging can improve data quality and performance by moving tag execution from the browser to your server.

Link properties in GA4 Admin. The Google Ads link enables audience sharing and conversion imports. The Search Console link adds organic query and landing page insights directly inside GA4 reports.

Implement the GA4 ecommerce schema for view_item, add_to_cart, begin_checkout, and purchase. Validate with the DebugView and Realtime reports to ensure parameters like item_id and value are populated.

Use the free GA4 BigQuery export when you need unsampled event data, custom joins with CRM or ad platforms, or advanced modeling. It is ideal for building reliable dashboards and long term analysis.