GA4

Google Analytics logo

Powerful Platform for Marketing Data Analysis

Overview

Google Analytics 4 doesn’t just track traffic, it tracks behavior, patterns, conversions, and journeys across both websites and apps. It is the next step for analytics, and yes, I’ve used it. At first I was stunned with how much can be done with this tool. After all my experience with GA4, my opinion is that it is an absolutely essential tool for every marketer. Even this page uses GA4.

I have used GA4 for tracking marketing performance, setting up events, tracking conversion paths, and integrating with Google Tag Manager and Google Ads. It was a learning curve at first, but now I can confidently say that once you understand its logic, it’s incredibly powerful.

Why do I value GA4 so much? It gives marketers something they need as a water - a clean view of user behavior across platforms, combined with predictive insights and deep customization.

Event-Based Tracking

Foundation of GA4 are events. Absolute life-saver for each marketer. This gives you precise insights into behavior across the entire customer journey, from first touch to final conversion.

Exploration Reports

This is where GA4 really outstands for analysts. With Exploration, you can make ultimate report with custom funnels, segmented user paths, compared cohorts, and many more.

Predictive Metrics

GA4 comes with AI-powered predictions. It is an essential feature for those who want to see a complete picture of data without blank data fields. Why does it matter? It is not always possible to collect information about a website visitor, and in order to maintain a complete dataset, GA4 can predict user behaviour and complete missing data.

Audience Builder

This tool allows you to build specific audiences based on users behavior, not just demographics. For example, you can create an audience of users who visited a product page twice in the last 3 days but didn’t buy. It is also possible to sync these audiences straight to Google Ads to run targeted remarketing.

That’s not the end of it - not even close. There is so much more, like DebugView, User Lifetime Reports, Real-Time View, BigQuery Integration, and plenty of others…