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Introduction to Google Analytics 4

We’ve already written an article about Google Analytics, and now let’s review the main features of the updated Google Analytics 4 (GA4). The concepts of data collection, tools, reporting, and interface are different in Google Analytics 4 compared to the earlier version. Google initially unveiled the system in 2020. In contrast to GA4, Universal Analytics (UA) placed more emphasis on user sessions. Cross-platform tracking, cross-platform identification, sophisticated statistics, and information confidentiality are the key benefits of the GA4 service.

Defining characteristics

Google Analytics 4 comes with the following features:

  • Architecture. The tool depends on site visitors interacting with it (user-based). You may use this approach to evaluate the ROI of your internet marketing efforts.
  • Data flows. The website, mobile applications, and User ID all provide data into the system in a single stream. The service no longer makes use of views; instead, site-level configuration is used.
  • Retrieving data. User IDs, Google Signals, and Device IDs are all accessible to the user. Statistics are designed with the user in mind. When viewing a site from two separate browsers, a user in the previous system had two different Client IDs. You may now aggregate visits into a single profile using the GA4 service.
  • Automatic events. When you install GA4, they are already configured. Events include things like views, scrolling, and clicks. You can shorten the setup process and make use of the analytics more easily.
  • Automatic functions. You may generate reports using the service and compare them. The user has a collection of details regarding the events taken place on the website.
  • Integrations. Serious integration issues existed in the previous version of Universal Analytics. A single system, Google Analytics 4, records all the data regarding a visitor’s activities. Google BigQuery can instantly incorporate this data.
  • Interface. The interface is quick and simple to use in place of conventional reports. The navigation menu and the report types are also customizable.

Both the new system GA4 and the outdated system Universal Analytics should be used. There are several helpful features in each of the systems. With the new system, you may track events and create a path across an Internet resource. The old system contains many integrations and reliable APIs.

Transition peculiarities 

There are several characteristics to the move to GA4. New users can access the GA4 and UA tools. There is no auto-transition available for current users. You ought to switch to the new service on your own. There are two methods to accomplish this: either by developing a new GA4 resource or by linking an existing resource to GA4. Although it doesn’t take long to create a new resource, certain parameters must be updated manually. Only administrators are able to connect to the resource. The new data gathering model may be the cause of transitional difficulties. 


The GA4 service uses high-quality reports that make it simple for you to keep tabs on your the interests of your target audience:

  • Reporting online. Enables you to add comparisons, analyze user statistics, and observe the number of new visitors. Also offers Google Maps displaying visitor activity in a certain area.
  • Report on retention. Demonstrates visitor patterns, user retention, audience value, etc. You may assess user activity with the site based on the data you get.
  • Engagement Dashboard. Indicates user interactions with resources, recent page visits, number of views, etc. The dashboard allows you to evaluate visitor behavior on the pages and improve the website using.
  • Traffic generators. For analytics, a unique traffic report is employed. You can use this report for in-depth traffic analysis and assess conversion rates.

Predictability metrics

Google Analytics 4 makes automated visitor behavior predictions. For this, it employs a machine learning technique. The service has the ability to forecast conversions for the upcoming week. Predictions are based on user activity over the last 28 days. Certain requirements must be satisfied in order to make a forecast. In particular, the minimum number of returning users must be at least 1,000. The predictive model allows you to create predictive audiences for use in advertising campaigns.

Data Handling

After installation, GA4 will begin monitoring user activity and gathering data. To produce a report swiftly, filters, aggregation, and sample are employed. The technology enables you to examine user behavior using a specific sample. You may use data from GA4 to carry out intricate analyses, create a limitless number of reports, integrate data from other sources, trace visitor pathways, etc.



With the aid of the tool DebugView, events can be set up swiftly and visitor interactions with a website or mobile app can be tracked. The debut of this tool occurred in 2016. In order to use DebugView, install the Google Analytics Debugger extension and choose DebugView under “Configuration”. The DebugView service is useful, practical, and simple to use.


Google has released a new analytics tool called GA4 with enhanced features. The main emphasis is placed on the behavior of visitors. Statistics by websites and applications are provided in a single report. Many tools, though, are currently undergoing beta testing. The majority of locations will transition to the new system soon. Older versions are still in use, but consumers need to start learning how to use the new one. Identifying the audience, safeguarding personal information, monitoring API changes, and compiling audience data into a single database are all strongly advised.

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