Mastering Google Analytics 4: The revolution in web analytics

In the dynamic universe of online marketing, gaining a clear understanding of how users interact with your website has become crucial. In this regard, Google Analytics 4 (GA4) emerges as a significant evolution in web analytics, and it is crucial to keep abreast of its benefits.

In this article, we will unravel the most relevant aspects of Google Analytics 4, guide you through its implementation process and explore why its adoption is essential. We will also highlight the substantial differences that distinguish it from its predecessor, and explore how we can effectively integrate some of our other marketing services.

Google Analytics 4: An in-depth analysis

Google Analytics 4 represents the latest iteration of Google’s web analytics platform. Unlike its predecessor, Universal Analytics, GA4 focuses on tracking events rather than simply recording page views. This means that GA4 considers all user interactions, including clicks, scrolls and actions performed in mobile applications.

Simplified installation:

The installation of Google Analytics 4 is relatively straightforward. Here is a quick summary:

  1. Create a GA4 property: Log in to your Google Analytics account and create a new GA4 property for your website or application.
  2. Get the tracking code: Google will provide you with a snippet of tracking code that you should add to every page of your website.
  3. Configure custom events: One of GA4’s strengths is its ability to track custom events, such as button clicks or form submissions. Set up these events in your GA4 property.

The need to adopt GA4:

In today’s digital marketing environment, the incorporation of Google Analytics 4 is essential. This allows for a deeper and more accurate analysis of how users interact with your content. Moreover, in a context where third-party cookies are becoming obsolete, GA4 adapts to this new privacy landscape, making it an essential tool for continuing to obtain valuable information about your audiences. To maximise your benefits, we may even link this information to our audience targeting and personalisation services.

Key differences compared to Google Analytics:

  • Focus on event tracking:

GA4 focuses on event tracking, thus providing a much more complete view of user interactions.

  • Improved audience building:

It offers an advanced audience building tool, allowing for more precise targeting and, at this point, we can integrate our expertise in audience targeting to further enrich the results.

  • Enhanced real-time analysis:

GA4 provides more detailed real-time analysis, making it easier to understand users’ immediate actions. This analysis can be further enriched by incorporating our real-time monitoring capability.

Key information provided by GA4


Google Analytics 4 offers a range of highly valuable data to drive your marketing strategies:


It records events such as clicks, traffic and conversions.

For example, we could track how many users click on an “Add to cart” button. This information may be used to improve our conversion optimisation services.

User flow

Visualise how users navigate through your site or application.

Example: Analysing how users navigate through different pages of a blog.

This can be further enriched by connecting it with our user experience and interface design services.

Audience segmentation

Create segments based on specific attributes and behaviours.

For example, we could segment users who have visited the product page, but have not completed a purchase. This segmentation can be integrated with our retargeting and personalisation strategies.

Conversion funnel

Track and optimise conversion funnels to improve retention.

Analyse at which stage of the buying process users abandon most frequently.

Adopting Google Analytics 4 is essential to maintain an accurate and up-to-date understanding of user behaviour on your website or application. Its focus on events and its adaptation to today’s privacy demands make it a powerful tool to optimise your strategies.

From its implementation to the interpretation of your data, Google Analytics 4 gives you a competitive edge in the field of web analytics. Don’t get left behind; embrace this revolution and make the most of this powerful tool, as shown in the examples presented.

On this journey, our team of marketing experts are here to integrate our complementary solutions to further boost your results.

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